Adobe Analytics was the key in creating our blueprint. It showed us how long people spent in the app, which buttons they tapped, and which pages made them leave. With all that data, we realized it was time for a major overhaul. But first, we needed to help our stakeholders understand the ‘why'. So, we started with a simple question:

Those five numbers provided the foundation we needed to convince our stakeholders that a renovation was necessary. While we didn’t expect equal usage across all five tabs, the low engagement in Sell and Stores stood out as a red flag.

It was clear we had to ensure users found value in every part of the app, no matter which tab they visited. Our next step was to document the key user actions within each of these tabs. Knowing these actions might help us understand why the usage rates were so varied.

A brand new information architecture is great in theory but what about implementation? After extensive user interviews and testing, we launched our new IA and after 3 months the results spoke for themselves.

All this effort to rearrange the rooms and rebuild the walls wouldn't be complete without rethinking the furniture and decor. We used this overhaul to showcase a push for brand forward designs with bolder typography, dark blues, and a cleaner more modern take on layout helped bring this story home.


While not all of these designs came to life, much of the research was eventually fully fleshed out.