JD Sports - My Account
Objective: Align the user experience of the JD Sports web and native apps to ensure consistency and improve user satisfaction.
Duration: 6 months
Squad: Product Owner. BA. Technical Product Manager. Onshore Developers.
Key Stakeholders: Trade Director. Legal. Third Party Partners (payment integration, order tracking)
I was the sole UX designer on the project where I also did research and user testing.
Problem.
As part of a replatforming JD Sports is undertaking, the My Account section was identified as an area which needed attention.
Feedback received from users who were experienced customers mentioned how the Web and Native App platforms felt completely different to one another.
I was tasked with creating a fully aligned experience from a hierarchal and visual perspective.
Project Kick Off
As this project was part of a replatforming, I wanted to make sure that we didn’t just focus on doing a like for like visual redesign and actually tackled some of the problems i’d noticed and we’d received from previous user research.
With this I organised a kick off meeting with all the stakeholders and the squad to align my thoughts and to push for the gold star.
Research
Having already had previous research, I went about understanding what issues our customers were saying they had.
Things that were mentioned were as varied as not being able to view their Wishlist on different devices to the general layout of the pages being confusing.
Alongside this I also undertook a competitor analysis to better understand industry standard and best practices.
I looked at 10 different businesses including Adidas, END and AO to see how they did things.
What I found was that:
Most offered consistent experiences across web and app platforms.
Features: Efficient order tracking, streamlined navigation, and personalised account sections were common.
Design: Clean, modern interfaces with intuitive navigation.
Card Sort
After the competitor analysis, I undertook a card sort with users using User Testing to gain an understanding of where users expected to find links.
Whilst this was done with users, I wanted to run the same task with the key internal stakeholders so they could start to understand why our users have problems with our current offering.
What came out was clear grouping of account details, orders and returns and customer support, which wasn’t something I was expecting to see within the My Account.
Key Takeaways
With all the research and insights gained, there were a few key takeaways that I wanted to take the squad and key stakeholders through.
Changing the hierarchy - Most of the feedback from users said they came to My Account to check where their order and returns were, they expected to see this higher in the list.
Users wanted to be able to take better control of their preferences, whether this was marketing or personal such as sizing
A simple ‘My Details’ section that encompassed anything to do with the users address, payment methods, personal details would help tidy the area up.
iconography would aid users to better understand what the categories were.
With alignment coming from this meeting, I took the next step of creating wireframes.
Wireframes
I wanted to flesh out low fidelity wireframes into a clickable prototype that could be put on to User Testing for feedback, but could also be used as a a way of selling the vision for how this new My Account could work functionally
With the third party partners, most of the heavy lifting for replatformed site was on the back end so that limited how much I could do for each of those sections.
UI
The UI was worked on by a colleague who used our new design system to create a more compelling visual identity for the section.
Project Conclusion
The project worked across multiple stakeholders and third parties, but my dreams of launching a fully fleshed out My Account section with every subpage being thought out from a UX perspective were squashed somewhat.
Due to timescales and resource I wasn’t able to push it as a far as I would have liked but the new replatformed My Account section will be far more suer friendly than the existing one.
I would have liked to investigated the payments section further with a view of creating a personalised experience where we push to get users to add card details/PayPal accounts to quicken the checkout process, but that will be a task for another project.