Discovery/ Delivery
Dollar Tree Moble App
Digital transformation with a new mobile app that enhances customer exploration, savings, and spending, fostering loyalty and growth.
Focus area: Client Relations, Information Architecture, User Research, User Workflow Design, Wireframe design, Gap Analysis, Journey Maps, High-level Concepts, Future Concepts, Interaction Design
❗NDA: To respect Publics Groupe policies, I am limited in the display and discussion of the work publicly and can only write about non-proprietary project and project details❗
Understand
Context
My focus was on driving thought leadership to validate UX direction for Dollar Tree's long-term roadmap and prioritize initiatives. I integrated the work of product and engineering teams to develop roadmaps and present a visionary strategy to Dollar Tree Leads.
Problem Definition
During the shaping and incubation phase, we concentrated on three main areas:
Developing a clear strategy and vision for the mobile app experience aligned with business goals and ensuring a delightful user experience.
Identifying and prioritizing critical opportunities in mobile experience to support Dollar Tree's business objectives and meet customer needs.
Creating a seamless, integrated experience across multiple channels—mobile devices, in-store, and online.
Discovery
We generated concepts based on extensive materials, leveraging insights from workshops involving stakeholders across disciplines. This process facilitated the creation of high-level concept ideas aligned with each step of the customer journey.
Reviewed workshop content and JTBD (Jobs to be Done) materials.
Identified key JTBDs at each stage for focused development.
Collected and mapped feature ideation workshops to JTBDs.
Gain confidence
"After presenting the high-level concepts to the clients, our next step was to map them to personas we developed concurrently.
Ideate + Iterate
We selected the top two personas that could serve the largest segment of their customers and align with business goals:
Martha: DIY Crafter, focusing on the thrill of the hunt, content, and inspiration.
Sara: The Food Hunter, focusing on budget, value propositions, and consumables.
We then created journey maps for each persona, integrating our previous work and research with the Dollar Tree team. These maps illustrated not only a customer's initial experience but also demonstrated how the new mobile app could assist at each stage of their journey."
Results
The above represents a pivotal step towards launching the new Dollar Tree App. This work was integral in shaping future roadmaps for the client's ongoing app rollout, which has since gone live.
Link to App: https://www.dollartree.com/dollar-tree-app
