Felix Jong

Catch app

As the UX/UI Lead, I improved the digital experience by developing the design system, optimising Android and iOS apps, and introducing features that increase engagement and conversion rates, while mentoring the design team.

Industry

eCommerce

Client

Wesfarmers

Service

UX/UI design
Design system

Design leadership

Date

2021 - 2022

I created a reusable design system at Catch, streamlining processes and aligning the team around a unified design language.
Previously, projects required designing components from scratch, causing inconsistencies and inefficiencies.

Process

The process began with an audit of existing components to identify patterns and inconsistencies. Collaborating across design and development, components were standardised, and clear guidelines for typography, colour, and spacing were established. Iterative testing and regular feedback refined the design system, ensuring scalability and ease of implementation for future projects.

Process

Result

Developing the design system created a scalable single source of truth, allowing for faster updates, consistent components, and reduced miscommunication, enabling designers to focus on complex UX challenges.

I led the Android app redesign, focusing on usability, accessibility, and a seamless user experience. Leveraging user testing and research, I rolled out impactful updates to iOS, validated through A/B testing, uncovering valuable insights into the distinct shopping behaviors of iOS and Android users.

Process

The Android redesign process started with user research and competitor analysis to identify pain points. Usability testing revealed frustrations, leading to the development of user personas. This informed brainstorming sessions for new features, followed by wireframing and low-fidelity prototypes to visualize concepts.

Process

After wireframing, high-fidelity designs were crafted and refined based on feedback. Close collaboration with developers ensured a seamless implementation, backed by a design system for consistency. A/B testing validated the changes before launching the app, with ongoing user feedback driving continuous improvement.

After the Android app redesign, I led continuous improvements by delivering key features that further enhanced user experience and engagement.

Partial
Checkout

Customers often added items to their cart intending to buy them later but faced issues like price changes or items going out of stock. Without an option to purchase selected items, they had to either remove unwanted products or proceed to checkout with the entire cart, leading to higher cart abandonment.

Process

We conducted user research and analysed cart abandonment data. Insights from competitive analysis informed our design. We developed initial concepts and wireframes, validated through usability testing, leading to a partial checkout feature that allows users to purchase selected items while keeping others in their cart.

Result

We saw a 23% increase in cart-to-checkout conversions. This change significantly reduced cart abandonment, as customers could easily purchase selected items without needing to clear their entire cart. Overall, it enhanced the shopping experience by providing customers with greater flexibility and control over their purchases.

Wishlist uplift

Customers often used the cart as a temporary holding space for items they weren’t ready to buy, creating friction in the shopping experience. This cluttered the cart and complicated the checkout process. Additionally, the lack of an easy way to save or organise items led to missed re-engagement opportunities when customers were ready to purchase.

Process

We conducted user research to identify pain points in the cart experience and analysed data on cart abandonment. Insights from competitive analysis informed our design process. We developed initial concepts and wireframes, validating them through usability testing. This iterative approach led to the introduction of features that allowed customers to save and organise items in their cart, enhancing their overall shopping experience.

Result

Wishlist usage grew by 61% in three months, leading to 40% more customer engagement. Wishlist checkout increased by 25%, driving more sales. Personalised recommendations improved add-to-cart rates by 15%, and cart abandonment dropped by 20%, making the shopping experience better overall.

Search
experience
uplift

Customers struggled to find products due to unclear and inflexible search filters, leading to higher drop-offs and lower conversions. Without recommendations, users relied on manual searches, adding friction to the shopping experience.

Process

We found that customers struggled to find products easily due to outdated and rigid filters. We developed new filter designs and introduced dynamic recommendations to guide users to relevant products. After testing and refining, the new system improved the overall search experience.

Result

Next project