Síofra Design

Client: Retail Genie

My Role: Lead UX/UI Designer

Tools Used: Figma, Flutterflow, Procreate, Jira

Timeline: September 2024 - January 2025

Retail Genie is an AI-powered shopping app and landing page experience. As Lead UX/UI designer, I led a small design team to deliver a seamless user experience and inclusive design system ahead of launch.

The goal was to create a simple, engaging shopping flow powered by AI in order to streamline the online shopping process, balancing functionality with personalisation. We needed both a functional app and a professional web presence.

A key aspect of the UX design process is to do thorough user research in order to solve the problems of the end user.

Prior to any brainstorming or iteration on the design of the app, my team and I ironed out our user flows, to enable that our users have the most seamless and intuitive experience using our app as possible.

Low Fidelity into High Fidelity

I sketched out initial concept sketches for each of the app's screens and flows using Procreate, in order to test out different layout ideas.

Onboarding Flow

Add to Cart Flow

Account Nav Flow

Key Features

Secure Log-in
Personalised Homepage
Easy Checkout
Personal AI Stylist
In-Store Locator
AI Assistance

Alongside leading the UX/UI team for this project, I was also in charge of putting together illustrated assets to be used within the app. Due to the name of the product; Retail Genie, we wanted to lean into the concept, and personalise our built-in AI as a customisable Genie.

Users can access their AI Genie assistant by tapping the Genie's lamp on their screen.

AI integration and user personalisation are vital elements of Retail Genie and the problem we aimed to solve, and so we wanted this to be front and center in our designs.

While I collaborated with the development team throughout the process, I also put together the above design system - in order to align the end product with the design specifications that my team and I put together.

Conducting multiple rounds of usability testing resulted in reduction of friction points in user flow during final product launch - drop off rate reduced 30%

I and the design team as a whole received positive stakeholder feedback, and the app has been positioned strongly for launch.

Leading a small design team put me in a unique position of owning the design process and overseeing other designers. I have been able to build on my experience of cross-departmental collaboration, as I worked closely with marketing teams and developers during this project.

If I were to work on this project again, I would ensure a more concentrated emphasis on accessibility within our product. While a focus on equitable design was maintained throughout this process, looking back I do feel that I should have ironed out WCAG more thoroughly during initial and final iterations.

Usability Testing

I led the UX/UI team in multiple rounds of usability testing of the app at different iterations of the product. The below details are from our first high fidelity round of studies.

Project Background: We want to design and build a functional mobile app where users can purchase items both online and in person, by following the app’s directions. Our team strives to develop an app that fulfills users’ shopping needs, and showcases unique AI features and specifications.

Research Goals: Identify goals and pain points involved when creating a functional shopping app that works seamlessly and showcases AI capabilities

Method: Zoom calls with five people individually where they demo-ed the app and tested its functionality.

Insights: