The PC Optimum app is a mobile application for collecting points and earning rewards within the President's Choice system. Its features include a dashboard, offers, card, flyers, and a list. It has an average rating of 3.2 on the App Store (183 ratings) and 3.3 on Google Play (123,554 votes).
To be completely transparent, there wasn't a specific challenge; I simply had to choose an app for an assignment that involved analysis and redesign. I chose this app because of the frustrating experiences I had with it. Additionally, when I asked some friends about their experience, they mentioned that they often forgot about the app because it was confusing to use.
For the business, it might work better and convert into more purchases and usage if they show fewer, more targeted offers or products that align with customers' buying habits. According to Hick's Law, the more choices users have, the longer it will take for them to make a decision or complete a task, which can often lead to abandoning the app.
For users, the impact of a simplified and clearer app is evident. This conclusion is not based solely on what a few friends mentioned but on numerous app reviews: people find it overwhelming and give up on using it. Not only would users benefit from earning more points through consistent usage, but they would also be more likely to buy more products or find the items they need and want.
Study and learn how users make choices on apps and explore best practices for organizing information.
Conduct research with users and review feedback to understand how those solutions can be implemented.
It was interesting to observe that a couple of months later, the app was redesigned and updated, but in my opinion, it still "suffers from featuritis."
