The Fabletics my account redesign was an initiative to take the current desktop and mobile experience and enhance the user experience visually, functionally and technically.
The previous my account section was not a responsive experience and presented a desktop experience for users on a mobile device. The interface was outdated and complex. Users struggled to accomplish their desired tasks which lead to membership retention issues.
How might we utilize qualitative and quantitative data to design an account experience that will promote a personalized shopping experience and will guide users seamlessly through account management?
I began the project by reviewing user feedback we have received from VIP members regarding the difficulty of navigating the my account section of the website on mobile devices. From this analysis it was determined that users are unable to complete their desired tasks on mobile devices because they have to navigate around a desktop experience on a mobile screen. This resulted in user frustration and the feeling of experiencing a dark user experience that leaves them feeling tricked.
I identified the pain point areas of the flow and defined the major issues that needed to be addressed in the redesign. After getting a good understanding of the technical limitations I created mocks that aligned with the business and technical goals shared to me from stakeholders. We also determined which features we were keeping from the original version and which features need a bit more love due to user interaction needs.
Once learning more about what technical limitations there are, the personas were able to be determined in order to promote a more aligned direction. These personas helped with content development as well as what features the user experience should focus on.
After gaining a better understanding around what technical and resourcing limitation there were around redesigning the my account flow I looked to competitors and other brands at the company for ways to better improve the most used features.
The Fabletics my account redesign was a success as it brought more ease to the user experience through the new responsive design that is consistent on both web and desktop. The modern UI creates a more direct visual hierarchy that helps indicate to the user where to navigate and how to interact with the website. Data surrounding the solution and the metrics of improvement are still being collected.
The profile section includes membership and account information. In addition to basic user information we give the users the ability to add their size preferences in so we can create a more customized shopping experience.
The My VIP section is an opportunity for the user to learn more about their VIP perks and share how to best contact a company representative.
The orders and returns section was a huge focus. Not only was this an area of frustration for users but there were also technical limitation set in place that I needed to overcome and compromise with. In the end we were able to improve the users experience within the restrictions we had placed in a seamless manner.
Let's create something great together!
