Present in 10 countries with 100+ stores, Homecentre is the most profitable brand of Landmark Group, being the leading home retailer in the Middle-East, North Africa and India.

MY ROLE AND THE TEAM

I led the iOS designs, passing through research, analysis and ideation. Alongside me, I had a product manager, designers who were taking care of the other platforms, developers and the QA team.

PROBLEM STATEMENT

Until that moment, all Landmark Group brands were using the same template for its e-commerce platforms, which has some pros but also a lot of cons that couldn't be easily sorted out.

Having said that, Homecentre needed a totally new digital experience, that enhances the user experience, explores the brand's identity, product's catalogue, and last but not least, improves main KPI's.

DATA ANALYSIS AND COMPETITIVE RESEARCH

As the time-frame to deliver the project was a bit short, as a team, we decided to dive deeply on data analysis and on the best practices in the market.

While analysing the data alongside the analytics team, we figured out that some navigation elements, pages and a few other elements, were crucial for the current platforms and somehow should keep performing well into the new experience.

As expected, a couple of elements weren't performing well. For these ones, as a team, we tried to get insights from the market to discuss whether they are useful for the expected outcomes.

CONCEPTUALIZATION

After setting the north star with the product manager and the designers working on the other platforms, I started to sketch the iOS App. Doing that I could quickly fail and succeed while discussing with the team.

After a couple of sessions discussing on top of the key scenarios, I had enough confidence to wireframe the solution in deep.

HIGH-FIDELITY PROTOTYPES

After getting the wireframes signed off, we had some co-creative sessions, where everyone could experiment elements of the UI. That allowed us to define the typography and align the visual identity of all the platforms.

Once we had enough maturity in the UI, I started to create the iOS screens, covering all the scenarios and variations for each element. While creating the UI, I also designed a couple of variants for navigation elements and screens, thinking of having them A/B tested.

THE IMPACT

Since the first weeks after the new App has been launched, a quite good impact was noticed on sales.

Conversions

↑ 29%

Screens / Session

↑ 45%

Avg. Session Duration

↑ 8,5%

Sessions

↑ 15%

Contact

For work inquiries, feel free to get in touch at eu@diegofaria.com.
Check my updated CV on LinkedIn.