Express mobile app

At Express there was a call to redesign the mobile app in-house for the first time that would allow more flexibility to update and increase usage and conversion. The prior version was managed by a third party vendor, and there was difficulty with pathing issues and low usage by customers. The redesign would improve the customer experience while also giving Express the ability to manage updates to the app independently.

The company had seen frustration among customers due to a lack of technical support and issues which resulted in low use. In addition, the expectations of what a shopping app could do had been raised in the years since the first app's release. Users had grown accustomed to a seamless shopping experience including loyalty/rewards integration, in-store product scanning, and more. 

The final release of this app provided a significant improvement to many issues that were present in the prior version. We immediately saw a spike in sales conversion coming through the app and higher engagement with loyalty accounts. The app provided a new channel for social content, an option to scan the customer's digital rewards card, and access to promotions.