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choi
Brandy Melville's Mobile Shopping Experience
A redesign of the Brandy Melville app to improve navigation and product discovery.
Problem
Brandy Melville’s mobile app suffers from poor navigation and disorganized product listings, making it difficult for users to browse and find specific styles. The inconsistent sidebar menu disrupts navigation, while the same styles with different colorways are scattered across multiple listings, leading to frustration and missed sales opportunities.
Process
To identify key pain points, I conducted user research through App Store reviews and in-store shopper insights. I synthesized findings using affinity mapping, which revealed the need for a persistent navigation bar and consolidated product listings. The redesign focuses on simplifying navigation and improving product discoverability for a smoother shopping experience.
Customer reviews highlighted the need for a more structured approach to product organization. Some users mentioned that they only discovered certain color options by manually searching specific item names, while others felt the app’s navigation was inconsistent, making it hard to return to key pages like the home or wishlist.
Design Solution 1
Simplified Homepage Layout
A cleaner, more engaging landing page with structured categories for easier browsing.
current home page
redesign
Design Solution 2
Persistent Navigation Bar
Keeps key features (home, shop, wishlist, account) always accessible.
current sidebar menu
redesign
Design Solution 3
Consolidated Product Listing
Groups all color variations of the same style under one listing to improve discoverability.
current product listing
redesign
*added a 'complete the look' feature
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