Retail App Redesign
Objective
Our goal was to create a Minimal Viable Product (MVP) for a Noel Leeming mobile app within a tight two-month window. The MVP would enable customers to browse, search, scan product barcodes, compare products, and view product information, without including the transactional checkout process. This initial release was intended to gauge if a dedicated Noel Leeming app would resonate with users while providing an additional revenue channel and improving store visits.
Target Audience
Tech-savvy consumers who frequently research electronics and appliances.
Users looking for quick product comparisons, scanning options, and seamless brand-aligned experiences on-the-go.
Role & Responsibilities
Role
Senior designer, collaborating closely with another lead user experience designer and a cross-functional app development team.
Responsibilities
Defined the user experience and visual design across both iOS and Android platforms
Created wireframes, prototypes, and high-fidelity mockups to guide design decisions
Led user testing sessions, iterating on features based on user feedback
Worked with developers in Agile sprints, ensuring design integrity through regular handoffs and reviews
Engaged stakeholders and content teams for brand alignment and strategic planning
Research
Methodology
Stakeholder interviews
Held discussions with business leaders to determine their key pain points and objectives for the app.
In-store visits and informal user testing
Observed how customers interacted with prototypes, especially scanning features, to validate usability.
Key findings
Leveraging an existing app codebase (The Warehouse App) would save time, though it introduced inherited technical debt
Users strongly valued barcode scanning, product comparisons, and a familiar brand look-and-feel
Achieving a balance between native platform patterns (iOS vs. Android) and brand consistency was critical
Ideation
Rapid design sprints
Conducted weekly sessions to brainstorm solutions, refine features, and confirm MVP scope.
Feature prioritisation
Decided on core browsing, scanning, and compare features before adding post-launch enhancements like checkout.
Platform adaptations
Incorporated native design conventions to match user expectations on each platform while preserving Noel Leeming’s visual identity.
Design
Design challenges
Tight timeline
Required swift decision-making and streamlined workflows.
Inherited technical constraints
Needed to adapt designs around existing code from The Warehouse App, carrying over some legacy limitations.
Multi-platform consistency vs. native UX
Had to ensure iOS and Android felt familiar and intuitive while retaining a unified brand experience.
Solutions
Brand layering
Applied a Noel Leeming themed visual system (colors, typography, icons) on top of the inherited codebase.
Refined navigation
Added a bottom navigation bar to improve discoverability and ease of navigation.
Iterative testing and feedback loops
Held regular reviews with stakeholders and end-users, quickly refining design details.
Focus on what we could change
Addressed navigational flows, visual consistency, and improved scanning features, deferred deep technical refactors for future updates.
User-testing
Testing methodology
Sprint reviews
Demonstrated iterative design updates to stakeholders, collecting immediate feedback.
In-store testing
Validated the scanning feature and product comparison flows with real customers at physical locations.
Feedback integration
User interface adjustments
Streamlined content layouts and updated iconography based on user comments.
Consistency checks
Ensured alignment with Noel Leeming’s website and in-store branding.
Template creation
Developed content templates for marketing and merchandising teams to easily update promotional or informational sections in the app.
Impact
Quantitative results
Successfully launched the Noel Leeming app on both the iOS App Store and Google Play within the planned two-month schedule
Provided a new digital channel for user engagement, with early metrics showing promising downloads and active usage rates
Qualitative feedback
Positive reactions from stakeholders who appreciated the rapid turnaround and the brand-specific look and feel
Customers valued the ability to compare up to three products and found the scanning feature particularly convenient in-store
Lessons learned
Learned the importance of soft-skills and building strong cross-department relationships to maintain project momentum
Gained experience designing for two platforms under tight deadlines, reinforcing best practices for iterative user-centric design
Understood how corporate structures and stakeholder priorities shape design decisions in large organisations
Conclusion
In just two months, our team delivered a production ready Noel Leeming app that effectively combined existing technical infrastructure with a fresh brand experience. By focusing on browsing, scanning, and product comparison features, we validated user interest and paved the way for future enhancements like a fully integrated checkout.
This project was a significant milestone for Noel Leeming, offering a new revenue channel and strengthening customer engagement. For me as a UX designer, it underscored the value of fast-paced, cross-functional collaboration and reinforced the impact of thoughtful, user-focused design within complex corporate ecosystems.