THAT Concept Store:
UX Direction
Product description
THAT is Concept Store located in the Mall of Emirates in Dubai. Part of the Majid Al Futtaim group, we were tasked with bringing the store online by designing and developing their e-commerce store for both web and mobile app.
Business alignment workshops
Periodically, workshops were ran with the business to ensure that all stakeholders were aligned with the product vision, positioning and direction. Collaborative exercises were undertaken during these workshop, such as:
- • Customer segmentation
- • Feature ideation
- • Benchmarking
- • Feature prioritisation
- • Product positioning
- • Experience principles
Project management & roadmapping
After aligning with key stakeholders on feature prioritisation, the project roadmap was constructed with vital input from technical delivery leads and senior experience & interface designers. To coordinate the release of each feature, further prioritisation was conducted with the team, taking into consideration:
- • Objectives
- • Pain points
- • Opportunities
- • KPI’s
Brand direction
Alongside the technical design and delivery of THAT’s digital products, the brand direction was also being crafted by the team. As a new player in the region, it was important for the brand to differentiate itself from its competitors. A series of workshops were held with key stakeholders, focusing on:
- • Competitor analysis & benchmarking
- • Insights from user research & testing
- • Visual aesthetics (colour, typography, iconography)
- • Photography direction
- • Digital brand guidelines
System/ information architecture
With a healthy backlog of innovative e-commerce features, multiple touch points across new and existing front/ back-end application/ system interfaces needed to be mapped. Detailed system/ information architecture diagrams were created for features such as:
- • Bag & checkout
- • Payment methods
- • Augmented Reality (AR) try-ons
- • Integration of AR applications with in-store mirrors
- • Digital wardrobe
- • Single sign-on
- • Search functionality
- • NFT marketplace
User flows & wire-framing
For complex features which required more detailed analysis, user flows were crafted to present and test with end-users. This enabled the team to get an understanding of how the experiences were perceived by end-users and fix any issues early in the design process.
User interface design direction
As director of the user experience for both web and mobile apps, it was my responsibility to maintain continuity in design across multiple design resources. This was partly achieved through the creation of a design system that was established early on in the design phase. This design system used tokens that could be easily translated across multiple files/ applications and later extrapolated into the front-end engineering framework.
Sprint planning & backlog management
Another key responsibility across the program of work, was the management of design and engineering tasks. For design related tasks, Monday.com was the chosen platform to manage the backlog of features which required input from experience & interface designers as well as content producers & copy writers.
For engineering related tasks, component and page designs were extrapolated into Jira. It was a key responsibility of mine to maintain the backlog and run SCRUM ceremonies such as sprint planning, stand-ups, demos and retros. I was also responsible for the management of the vast majority of the user story creation, using the “As a [persona], I [want to], [so that].” approach as well as defining the acceptance criteria using the “Given, When, Then” approach.