Collaboration: Design, iOS/Android Engineering, IT Backend Engineering (APIs), Customer Service
Collaboration: Design, iOS/Android Engineering, IT Backend Engineering (APIs), Customer Service
Collaboration: Design, iOS/Android Engineering, IT Backend Engineering (APIs), Customer Service
Ecommerce Mobile App
Role: Senior Product Manager
Collaboration: Design, iOS/Android Engineering, IT Backend Engineering (APIs), Customer Service
When: May 2020 - November 2020
I owned the full end-to-end delivery of this e-commerce mobile app including initial business case and product definition. I was also the ultimate decision-maker for all user flows, UI designs and copywriting for app publishing. My role included:
Product Definition
Developed initial product vision and ran RFP to select creative and development agency for iOS and Android app.
Product Discovery
Co-led discovery with external agency to define product roadmap, tech stack, UI design, test plan and KPI definition.
Product Management
Created product roadmap, formalized processes for backlog, prioritization, sprint cycles and releases.
UX Research
Co-created, launched and analyzed results from usability studies during design and post-launch of the app.
Project Summary
ReadyRefresh is a subscription-based water delivery service. The mobile app allows customers to manage subscriptions, deliveries, place orders, make payments, browse and shop products. Developed for iOS and Android this project took six months to complete.
GOALS
USERS
Provide an easy-to-use and frictionless experience for users to be able to manage & track deliveries, place orders, manage account, etc.
BUSINESS
Enable customers to self-serve through digital channels increasing engagement and basket size opportunities.
TECHNOLOGY
Create a native iOS and Android app using a scalable backend platform through APIs enablement that can be used across solutions.
Approach & Process
Once the design & development agency was selected we engaged in several hands-on workshops. We followed user-centered design techniques for the discovery phase that included problem-statement framing, users' needs, persona definition, requirements gathering, and epic & user stories creation. The overall approach was divided as follows:
DISCOVERY
DESIGN
DEVELOPMENT
Discovery
During the initial stages of the project, our internal teams and external design & development agency met to discuss and define the product, technical and delivery aspects of the mobile app.
By the end of the discovery phase our MVP scope was defined along with the following artifacts used as input for the next phase:
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Product – Scope definition, product roadmap and backlog, user stories, user journeys, wireframes, and UI design.
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Technical – Architecture assessment and to-be state, tech stack selection, release strategy, test plan, and tools setup.
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Delivery – Project plan, KPIs definition, communications plan, risk management, and stakeholder map.
Design
During the design phase we focused on understanding each problem-statement and user needs. We brainstormed ideas by sketching solutions and discussing as group. As we moved into high fidelity designs, we groomed user stories, at the same time reviewing them with the development team for sizing and sprint prioritization.
Frame problem-statements and user needs
During workshop sessions we discuss problem-statements and user needs as a group. We also used this time to review and document functional requirements.
Design Sprints
Series of group workshops with brainstorming and ideation exercises. Focus on each use case/scenario + user needs/pain points. At the end of the design sprints, wireframes and UI designs served as an input for user stories.
Development Handoff
Groomed user stories and designs in Figma along with each use case/scenario handed off to both iOs and Android development teams. Both Dev and QA teams participated in design sessions as well.
Development & UAT
Following the Agile methodology, this phase included two-week sprint iterations that delivered incremental functionalities as defined in the scope MVP of the product. There were three elements critical to the development phase:
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Prioritized backlog: regularly reviewed backlog and status of requirements.
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Agile ceremonies: planning, user stories grooming, and retrospective sessions. Dev team had their own daily stand-up meetings.
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Testing (UAT): demo to business stakeholders after sprint completion. QA team performed all testing prior to handing over user stories to business analysts and myself as a product owner.
During the entire process, I provided feedback and approval as the product owner. I participated in all design sessions and iterations between design and development by providing inputs, business knowledge and direction/decision when required.
Tools Used
Outcomes
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The ReadyRefresh mobile app was delivered for both iOS and Android platforms in 6 months from discovery to launch.
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As part of the mobile app we developed a scalable API architecture that delivered more than 400 APIs with our e-commerce platform and other backend fulfillment systems.
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The app has a better average order value (AOV) than the current responsive website.
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The app has maintained a positive net adjustment of basket size for customers updating orders/deliveries.
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The iOS app store has so far a 4-star rating and issues identified have been quickly addressed.