3M Filtrete Smart App
To boost the underperforming Filtrete shopping section, I led a visual and functional overhaul that aligned business goals with user needs. By leveraging benchmarking, usability testing, and a new design system, I directed an agile process that modernized the brand experience, expanded product offerings, and successfully drove key performance metrics.
The Filtrete Smart app won the 2022 Creativity International Design & Advertising Gold Award.
My Role
• Led UX Strategy & Research
• Heuristic Evaluation and Benchmarking
• Wireframes and Prototyping
• Usability Testing and User Interviews
• UI Design
• Heuristic Evaluation and Benchmarking
• Wireframes and Prototyping
• Usability Testing and User Interviews
• UI Design
Challenges
As the design lead, I navigated the integration of a brand-new design system while simultaneously conducting a deep-dive analysis to rectify an underperforming shopping experience. This required high-level stakeholder alignment to ensure business goals mirrored user needs, all while pioneering a fresh collaborative workflow with an external development team. Balancing these structural transitions with the pressure to improve key success metrics was the core challenge of the initiative.
Process & Methods
Step 1: Evaluate the Current Design & UX
The objective was to identify existing usability issues and ideate potential improvements by leveraging current industry trends and appropriate design patterns.
The objective was to identify existing usability issues and ideate potential improvements by leveraging current industry trends and appropriate design patterns.
Methods:
• User Flow Evaluation: Audited the existing navigation to find friction points.
• Pain Point Documentation: Cataloged specific barriers to conversion and brainstormed tactical solutions.
• Pain Point Documentation: Cataloged specific barriers to conversion and brainstormed tactical solutions.
Evaluated the Current Shopping Experience
Step 2: Design Research
I evaluated analogous apps and digital experiences to explore innovative ways to shop for air filters and room air purifiers, discovering new behavioral patterns and motivation techniques.
I evaluated analogous apps and digital experiences to explore innovative ways to shop for air filters and room air purifiers, discovering new behavioral patterns and motivation techniques.
Methods:
• App Benchmarking: Analyzed best-in-class e-commerce experiences.
• Category Exploration: Evaluated new options for shopping within complex online product categories.
• Competitive Analysis: Identified market gaps and opportunities for differentiation.
Identified Opportunities:
• Simplify the path to purchase and improve overall ease of use.
• Streamline global navigation.
• Implement product comparison tools.
• Strategic upselling of high-tier products.
• Promoting the new line of air purifiers.
• Category Exploration: Evaluated new options for shopping within complex online product categories.
• Competitive Analysis: Identified market gaps and opportunities for differentiation.
Identified Opportunities:
• Simplify the path to purchase and improve overall ease of use.
• Streamline global navigation.
• Implement product comparison tools.
• Strategic upselling of high-tier products.
• Promoting the new line of air purifiers.
Benchmarking air filter and air purifier shopping experiences
Step 3: Wireframes, Prototyping and Usability Testing
I collaborated with stakeholders to prioritize features based on design updates. High-fidelity prototypes were created to validate the new experience, and three rounds of self-moderated usability testing provided the insights necessary to iterate.
I collaborated with stakeholders to prioritize features based on design updates. High-fidelity prototypes were created to validate the new experience, and three rounds of self-moderated usability testing provided the insights necessary to iterate.
Methods:
• Requirement Definition: Partnered with stakeholders to align business goals with user needs.
• UX Deliverables: Designed wireframes, user flows, and interactive prototypes.
• Design Reviews: Led bi-weekly reviews to maintain stakeholder alignment.
• User Validation: Conducted usability testing and synthesized results into actionable recommendations.
• UX Deliverables: Designed wireframes, user flows, and interactive prototypes.
• Design Reviews: Led bi-weekly reviews to maintain stakeholder alignment.
• User Validation: Conducted usability testing and synthesized results into actionable recommendations.
Wireframes & Prototype
Usability Testing Details
Usability Testing Tasks
Usability Testing Results
Usability Testing Conclusions & Recommendations
Step 4: UI Designs
I led the design team in applying the new Filtrete design system to the interface. I focused on creating user flows that effectively funneled users toward conversion while keeping the team aligned as the project scope evolved.
I led the design team in applying the new Filtrete design system to the interface. I focused on creating user flows that effectively funneled users toward conversion while keeping the team aligned as the project scope evolved.
Methods:
Technical Scoping: Partnered with the development team on prioritization and feasibility.
Cross-Platform Design: Developed page layouts with a refreshed look and feel for both iOS and Android.
Conversion Optimization: Streamlined paths to purchase to reduce drop-off.
System Growth: Created and integrated new components into the existing design system.
Cross-Platform Design: Developed page layouts with a refreshed look and feel for both iOS and Android.
Conversion Optimization: Streamlined paths to purchase to reduce drop-off.
System Growth: Created and integrated new components into the existing design system.
Final UI Designs
Results
Users started visiting the Products tabs twice as frequently (x2) after the redesign of the Products tab shopping experience.
Users started visiting the Products tabs twice as frequently (x2) after the redesign of the Products tab shopping experience.
Improved Click-Through Rates (CTR): The new shopping experience showed an immediate lift in the three most critical calls to action:
• Get Started (filter finder tool) - 5% Increase
• Get Started (filter finder tool) - 5% Increase
• Subscribe & Save (filter subscription service) - 2% Increase
• Choose a Retailer (path to purchase) - 2% Increase
Users are visiting the Products tabs twice as frequently
5% increase in visits to the "Get Started" personalized guide
2% increase in visits to the "Subscribe & Save" page
9% of users are now clicking on a retailer to purchase products
Redesigned Products tab shopping experience results as of Q3 of 2022