Marks & Spencer UAE

The M&S grocery delivery app was in need of a face lift. Some self-initiated guerrilla usability testing exposed usability flaws to be addressed and insights in to customer sentiment and behaviour that inspired new features.  Activities undertaken:

• Usability testing
• Empathy mapping
• Competitor research
• Literature review
• Heuristic analysis

The results of the research activities encouraged the brand to engage in an interface and feature refresh of the core e-commerce journeys, focusing on product discovery and a frictionless checkout experience.  This has lead to an iterative and user-centered approach to product development that continues to drive the product forwards