PROJECT
Mallzee is the UK’s top non-retailer shopping app, with over a million users and hundreds
of top fashion brands! Since launch, Mallzee has won more than 50 tech and retail awards
and has been consistently named as the best new app by Apple.

BRIEF
Design an iOS / Android app. Mallzee allows you to shop swipe tinder style 150+ fashion
brands all in one place.

ROLE
Product Designer

PLACE

Mallzee

PROJECT
Mallzee is the UK’s top non-retailer shopping app, with over a million users and hundreds of top fashion brands! Since launch, Mallzee has won more than 50 tech and retail awards and has been consistently named as the best new app by Apple.

BRIEF
Design an iOS / Android app. Mallzee allows you to shop swipe tinder style 150+ fashion brands all in one place.

ROLE
Product Designer

PLACE

Mallzee

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ROLES & RESPONSIBILITIES
Sole Designer overseeing the UX, UI and design direction of both the Mallzee iOS and Android app
from ideation 
all the way through to implementation. 

Creating and maintaining Mallzee’s design system and brand. Bridging the gap between Marketing,
B2B, B2C and Development.

Producing wireframes, user flows, user journeys, prototypes and high fidelity designs in response
to user problems and new 
feature requests.

Aiding Marketing with briefs, producing both print and digital artwork and required event-specific
merchandise, updating both iOS and Google Play Store with visual assets.

Managing all artwork, mentoring marketing assistants, creating templates, providing software tutorials
when 
needed for correct replication of artwork, overall art direction and brand consistency.

ROLES & RESPONSIBILITIES
Sole Designer overseeing the UX, UI and design direction of both the Mallzee iOS and Android app
from ideation 
all the way through to implementation. 

Creating and maintaining Mallzee’s design system and brand. Bridging the gap between Marketing, B2B, B2C and Development.

Producing wireframes, user flows, user journeys, prototypes and high fidelity designs in response
to user problems and new 
feature requests.

Aiding Marketing with briefs, producing both print and digital artwork and required event-specific merchandise, updating both iOS and Google Play Store with visual assets.

Managing all artwork, mentoring marketing assistants, creating templates, providing software tutorials
when 
needed for correct replication of artwork, overall art direction and brand consistency.

ROLES & RESPONSIBILITIES
Sole Designer overseeing the UX, UI and design direction of both the Mallzee iOS and Android app from ideation all the way through to implementation. 

Creating and maintaining Mallzee’s design system and brand. Bridging the gap
between Marketing, B2B, B2C and Development.

Producing wireframes, user flows, user journeys, prototypes and high fidelity designs in response to user problems and new feature requests.

Aiding Marketing with briefs, producing both print and digital artwork and required event-specific merchandise, updating both iOS and Google Play Store with visual assets.

Managing all artwork, mentoring marketing assistants, creating templates, providing software tutorials when needed for correct replication of artwork, overall art direction and brand consistency.

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INITIAL USER PROBLEMS
- Users were only able to check out one item at a time
- No way of knowing when an item was out of stock
- No way of knowing when an item was on sale
- Product images weren’t loading at times
- Unable to filter or sort items in a list
- Had to pay delivery for each item
- Forced gender questions in onboarding
- No anonymous sign in or browsing
- Unable to search for a specific item

INITIAL PRODUCT PROBLEMS
- App was a web app and not native to devices
- The overall brand and logo did not feel like fashion
- Clunky at times and difficult to use
- Felt clinical instead of fresh, fun and exciting
- Many notifications leading to drop off

INITIAL USER PROBLEMS
- Users were only able to check out one item at a time
- No way of knowing when an item was out of stock
- No way of knowing when an item was on sale
- Product images weren’t loading at times
- Unable to filter or sort items in a list
- Had to pay delivery for each item
- Forced gender questions in onboarding
- No anonymous sign in or browsing
- Unable to search for a specific item

INITIAL PRODUCT PROBLEMS
- App was a web app and not native to devices
- The overall brand and logo did not feel like fashion
- Clunky at times and difficult to use
- Felt clinical instead of fresh, fun and exciting
- Many notifications leading to drop off

INITIAL USER PROBLEMS
- Users only able to check out one item at a time
- No way of knowing when an item was out of stock
- No way of knowing when an item was on sale
- Product images weren’t loading at times
- Unable to filter or sort items in a list
- Had to pay delivery for each item
- Forced gender questions in onboarding
- No anonymous sign in or browsing
- Unable to search for a specific item

INITIAL PRODUCT PROBLEMS
- App was a web app and not native to devices
- The overall brand and logo did not feel like fashion
- Clunky at times and difficult to use
- Felt clinical instead of fresh, fun and exciting
- Many notifications leading to drop off

mallzee

RESEARCH & COMPETITORS
With each user user problem that I was seeing from the start, I began looking at other e-commerce apps
and studied their flows, branding and examples of how they solved these issues. These included apps like
ASOS, Beauty Bay, River Island, Zara and so on. A lot of these apps had many features I'd found that users
were wanting to have in the Mallzee app so that it could compete.

WIREFRAMING, PROTOTYPING AND TESTING
Working with Product Managers, iOS Developers, Android Developers, Marketing and the CEO we came
up with strategies in order to solve these user problems in sprints with priority decided by the Product
Manager and Marketing Manager to keep Mallzee in competition.

As these user problems were quite clearly defined by myself and everyone from the start, I was able to
move along with producing wireframes, user journeys and flows which I myself would be critiquing as I
went whilst 
also bringing in Developers and other opinions as and when necessary.

RESEARCH & COMPETITORS
With each user user problem that I was seeing from the start, I began looking at other e-commerce apps
and studied their flows, branding and examples of how they solved these issues. These included apps like
ASOS, Beauty Bay, River Island, Zara and so on. A lot of these apps had many features I'd found that users
were wanting to have in the Mallzee app so that it could compete.

WIREFRAMING, PROTOTYPING AND TESTING
Working with Product Managers, iOS Developers, Android Developers, Marketing and the CEO we came
up with strategies in order to solve these user problems in sprints with priority decided by the Product
Manager and Marketing Manager to keep Mallzee in competition.

As these user problems were quite clearly defined by myself and everyone from the start, I was able to
move along with producing wireframes, user journeys and flows which I myself would be critiquing as I
went whilst 
also bringing in Developers and other opinions as and when necessary.

RESEARCH & COMPETITORS
With each user user problem that I was seeing from the start, I began looking at other e-commerce apps and studied their flows, branding and examples of how they solved these issues. These included apps like ASOS, Beauty Bay, River Island, Zara and so on. A lot of these apps had many features I'd found that users were wanting to have in the Mallzee app so that it could compete.

WIREFRAMING, PROTOTYPING AND TESTING
Working with Product Managers, iOS Developers, Android Developers, Marketing and the CEO we came up with strategies in order to solve these user problems in sprints with priority decided by the Product Manager and Marketing Manager to keep Mallzee in competition.

As these user problems were quite clearly defined by myself and everyone from the start, I was able to move along with producing wireframes, user journeys and flows which I myself would be critiquing as I went whilst also bringing in Developers and other opinions as and when necessary.

mallzee3

DESIGN SOLUTIONS
I refreshed the brand, logo and logotype and icons throughout the app so that it felt clean,
modern and was able to compete with other apps on the market. I also brough in Fashion
Banners and Fashion Retailer Branding and logos so that it felt real and not fake.

I introduced a bag feature into the app which now allows users to purchase many items at
one time as well as from various different brands, and found users doing this quite quickly
upon a new app release, whilst also updating the product page with Add To Bag and Get It Now
buttons so users could have the choice.

When items were on sale or were out of stock, I introduced badges that allowed users to be able
to see when these items weren't available as well as automatically removing these items from lists.

I introduced a filtering and sorting feature on both swiping and in lists in order for users to quicker
find what they wanted when using the app.

We made onboarding smoother and included a third gender and custom gender option to be more
inclusive as a company, to our users and as an app as to not assume that users only wanted to shop
for themselves and to allow to them to shop for clothes of another gender.

I designed a fuzzy search feature which we put into the tab bar so users were able to find a way to
get to products quicker from their favourite brands.

Brought the app to native iOS / Android as well as being one of the first apps to have introduced
Samsung pay to its customers.

DESIGN SOLUTIONS
I refreshed the brand, logo and logotype and icons throughout the app so that it felt clean,
modern and was able to compete with other apps on the market. I also brough in Fashion
Banners and Fashion Retailer Branding and logos so that it felt real and not fake.

I introduced a bag feature into the app which now allows users to purchase many items at
one time as well as from various different brands, and found users doing this quite quickly
upon a new app release, whilst also updating the product page with Add To Bag and Get It Now
buttons so users could have the choice.

When items were on sale or were out of stock, I introduced badges that allowed users to be able
to see when these items weren't available as well as automatically removing these items from lists.

I introduced a filtering and sorting feature on both swiping and in lists in order for users to quicker
find what they wanted when using the app.

We made onboarding smoother and included a third gender and custom gender option to be more
inclusive as a company, to our users and as an app as to not assume that users only wanted to shop
for themselves and to allow to them to shop for clothes of another gender.

I designed a fuzzy search feature which we put into the tab bar so users were able to find a way to
get to products quicker from their favourite brands.

Brought the app to native iOS / Android as well as being one of the first apps to have introduced
Samsung pay to its customers.

DESIGN SOLUTIONS
I refreshed the brand, logo and logotype and icons throughout the app so that it felt clean,
modern and was able to compete with other apps on the market. I also brough in Fashion
Banners and Fashion Retailer Branding and logos so that it felt real and not fake.

I introduced a bag feature into the app which now allows users to purchase many items at
one time as well as from various different brands, and found users doing this quite quickly
upon a new app release, whilst also updating the product page with Add To Bag and Get It Now
buttons so users could have the choice.

When items were on sale or were out of stock, I introduced badges that allowed users to be able
to see when these items weren't available as well as automatically removing these items from lists.

I introduced a filtering and sorting feature on both swiping and in lists in order for users to quicker
find what they wanted when using the app.

We made onboarding smoother and included a third gender and custom gender option to be more
inclusive as a company, to our users and as an app as to not assume that users only wanted to shop
for themselves and to allow to them to shop for clothes of another gender.

I designed a fuzzy search feature which we put into the tab bar so users were able to find a way to
get to products quicker from their favourite brands.

Brought the app to native iOS / Android as well as being one of the first apps to have introduced
Samsung pay to its customers.

DESIGN SOLUTIONS
I refreshed the brand, logo and logotype and icons throughout the app so that it felt clean, modern and was able to compete with other apps on the market. I also brough in Fashion Banners and Fashion Retailer Branding and logos so that it felt real and not fake.

I introduced a bag feature into the app which now allows users to purchase many items at one time as well as from various different brands, and found users doing this quite quickly upon a new app release, whilst also updating the product page with Add To Bag and Get It Now buttons so users could have the choice.

When items were on sale or were out of stock, I introduced badges that allowed users to be able to see when these items weren't available as well as automatically removing these items from lists.

I introduced a filtering and sorting feature on both swiping and in lists in order for users to quicker find what they wanted when using the app.

We made onboarding smoother and included a third gender and custom gender option to be more inclusive as a company, to our users and as an app as to not assume that users only wanted to shop for themselves and to allow to them to shop for clothes of another gender.

I designed a fuzzy search feature which we put into the tab bar so users were able to find a way to get to products quicker from their favourite brands.

Brought the app to native iOS / Android as well as being one of the first apps to have introduced Samsung pay to its customers.

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© 2021 David Thomas James Powell
All Rights Reserved