How can Saks OFF 5TH improve its mobile app to make product browsing more efficient for customers?

Introduction

To improve Saks OFF 5TH's mobile app for more efficient product browsing, we need to analyze user behavior, identify pain points, and develop targeted solutions. I'll outline a comprehensive approach to enhance the app's functionality and user experience.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the app's current user base and their primary use cases. Could you share some insights on who our core users are and how they typically interact with the app?

Why it matters: This helps us tailor solutions to the most impactful user segments. Expected answer: Primarily fashion-conscious bargain hunters, aged 25-45, who browse frequently but purchase less often. Impact on approach: Would focus on improving discovery and decision-making features.

• Considering user behavior, I'm curious about cross-platform usage patterns. How do customers typically move between the mobile app, website, and physical stores?

Why it matters: Understanding the omnichannel journey helps us create a more seamless experience. Expected answer: Many users browse on mobile but complete purchases on desktop or in-store. Impact on approach: Would emphasize features that bridge the gap between platforms, like wishlists or in-store availability.

• Regarding pain points and market position, how does Saks OFF 5TH's app currently compare to competitors in terms of user satisfaction and key features?

Why it matters: Identifies areas where we can differentiate or catch up to industry standards. Expected answer: Lagging in personalization and search functionality compared to major competitors. Impact on approach: Would prioritize improvements in these areas to close the competitive gap.

• Thinking about company alignment, what are the key business metrics driving this improvement initiative? Are we focusing more on increasing conversion rates, average order value, or user retention?

Why it matters: Ensures our solutions align with broader business objectives. Expected answer: Primary focus on improving conversion rates and increasing time spent in the app. Impact on approach: Would emphasize features that reduce friction in the purchase journey and encourage exploration.