Enhancing The ‘My Account’ Section for JD Sports Native Apps

The Problem

The My Account section on JD Sports Native apps had been a bit stagnant for over five years, causing a bit of a mess across both platforms. To sort things out, I took charge of a project to give both platforms a proper spruce-up and bring them in line.

Research & Analysis:

First things first, I had a good old rummage through the existing user experiences to see where things were falling short. Lo and behold, I stumbled upon a biggie: getting to My Account was like finding a needle in a haystack - buried behind a cheeky little ‘More’ button in the bottom navigation. Not ideal, right? So, I got on the blower to the App product owners, asked for some data, and we decided to give the boot to the rarely-used 'In-Store Mode', making life a bit easier for our users.

Approach

Alright, time to roll up the sleeves! I gave the existing setup a thorough once-over, got everyone involved in sorting out the content, whipped up some snazzy wireframes and visuals, cooked up some prototypes, and put them through their paces with some real-life users.

Content Audit:

Analysed the content within the ‘More’ section and identified links to merge, remove, or relocate

Card Sort Exercise:

Got a bunch of users together and asked them to help me make sense of the content by sorting it into categories. Then, I mashed together all their ideas to come up with a tidy plan.

Competitor Analysis:

Had a nosey at how other companies were doing their My Account sections, picking up a few nifty ideas to sprinkle into our own design.

Prototype Development:

Crafted a step-by-step journey that played nicely with our tech setup, tested it out against the old design with some actual users, and got a big thumbs up from all 10 of them!

UI Visuals:

Put together some slick UI visuals that stuck to the JD Sports style guide, gave them a whirl with some users, and got some great feedback.

Web Integration:
Tweaked the Web My Account section to match the new setup, making use of the footer to squeeze in some extra bits and bobs.

Conclusion:
With this project, we’ve given the My Account section of JD Sports Native apps a proper facelift, making life easier for users across platforms. Users love it, the App product owner’s happy, and we’re all set to roll it out in 2024.

Tools Used:
FigJam: Review of Existing Journey, Card Sort Outputs, Competitor Analysis.
User Testing: Open Card Sort, User feedback on Wires and Visuals.
Figma: Wireframes, Visuals.