I was given an opportunity to enhance the Smoothie King app by addressing issues related to WCAG compliance, accessibility, and intuitive design. The revised app is now user-friendly, aligns with business needs, and guides users effectively to minimize potential drop-offs.
Identifying a problem, then solving it
I tackled the Smoothie King app redesign with a user-centered approach, focusing on accessibility, clarity, and engagement. My goal was to create a streamlined experience that promotes healthier living while respecting the brand's identity.
Here were some of the app's initial weaknesses:
Color choices: The primary bright red button color can be perceived as an alert or warning rather than a positive call to action.
Accessibility issues: The app lacks sufficient contrast between text and background, making it difficult for users with visual impairments.
Confusing content and wording: Certain product descriptions and menu labels could be clearer and more concise.
Messy rewards system: The Smoothie King Club presentation and functionality could be streamlined for easier understanding and claiming rewards.
Lack of personalization: The app doesn't offer options for saving favorite orders or creating profiles for preferred dietary restrictions.
Jamba Juice: Their app boasts a sleek interface, personalized recommendations, and gamified rewards with challenges and unlockables.
Tropical Smoothie Café: Focuses on convenience with features like in-app tipping and curbside pickup, along with a clear and organized rewards program.
Planet Smoothie: Offers nutritional information alongside product descriptions and a subscription option for frequent smoothie drinkers.
Figjam session was had to discover some difficulties in the UX, mostly content-heavy.
Reimagined onboarding screen
Introducing a personalized user flow with a customized onboarding screen, accessible through the "Get started" button when users opt to create an account. For those choosing not to sign up immediately, a non-intrusive reminder about the benefits of joining for rewards is provided, ensuring they can still place orders without mandatory sign-up.
A challenge I faced
Balancing WCAG accessibility guidelines with Smoothie King's vibrant red branding presented a hurdle. I needed to ensure high contrast for visually impaired users while maintaining the brand's energetic vibe. Additionally, integrating the rewards program seamlessly without overwhelming users was initially challenging.
Color Palette Update: I replaced the primary red button color with a darker red (a shade that is in their brand guidelines), evoking both health and Smoothie King's fruit-based smoothies. This maintained brand recognition while improving accessibility.
Accessibility Enhancements: I implemented high contrast ratios, increased font sizes, and alternative text descriptions for images, making the app accessible to a wider audience.
Clearer Content: I rewrote product descriptions and menu labels, using concise and informative language. This improved user understanding and navigation.
Rewards Revamp: I redesigned the Smoothie King Rewards Club interface, simplifying reward visualization and claim processes. Gamified elements like badges and challenges were introduced to boost engagement.
Personalization Features: I added the ability to save favorite orders, create dietary profiles, and integrate AI features to provide users with personalized recommendations based on their preferences.
Components for the win
Revamping the reward system to benefit both users and the business involved incorporating card components that pop up, notifying users about their rewards. Unlike the initial solution limited to the homepage, these cards now appear during crucial actions like starting an order, ensuring users are aware of their rewards. This approach introduces subtle gamification elements, encouraging users to engage more with the app.
Redesigning the Smoothie King app involved integrating a new, more accessible design system for a consistent look. The improved aesthetics, strategic gamification, and personalized health tips increased user engagement and loyalty. The app now reflects an empowered and intuitive wellness community.
Final Screens - Mobile Ordering
What did I learn?
This project proves my ability to identify user needs, translate them into design solutions, and achieve measurable results. My commitment to user-centered design and accessibility ensures I create interfaces that are both beautiful and usable for everyone.
Accessibility matters: Balancing aesthetics with WCAG guidelines is crucial for creating inclusive experiences.
Content clarity is key: Clear and concise communication fosters user understanding and engagement.
Rewards can reward: A well-designed and integrated rewards program motivates users and strengthens brand loyalty.
Personalization wins: Tailoring the experience to individual preferences enhances user satisfaction and drives return visits.
I am very grateful that I was given the opportunity to design this concept for the Design team @ Smoothie King!