In H1 2021, my PM and I worked on reshaping the Honey mobile app from a redundant, less effective version of the desktop browser extension into something essential to people's shopping lives.
We designed the app to take and leverage your shopping preferences for personalized recommendations that were radically consumable on a daily basis—think Stories or Robinhood updates card stack for sales, price drops, or cash back offers.
The app is live today, with the core features of the redesign being implemented piece by piece (albeit after my tenure).
The existing Honey app was suffering from low engagement, likely due to being a noisy shopping surface without a unique value proposition over the desktop extension. The app was originally designed to let shoppers buy from multiple merchants at the same time, in hopes of being the next Amazon marketplace (via cart aggregation).
A few months after launching in 2019, product leadership realized this strategy was too expensive and removed that feature from the app, opting to use an in-app browser (IAB) to apply coupons and make purchases.
The pivot left the product feeling directionless, so my PM and I worked on reshaping the app to be something integral to people's lives (the goal being WAU then DAU).
My PM and I led an extensive research sprint with two other designers, focused on finding radically consumable and essential experiences. After independent research gathering and a group download, we extracted standout elements of onboarding (Breath of the Wild), preference gathering (Hinge), and consumability (Tiktok, Stories, Robinhood Updates).
Our approach was to craft a delightful preference gathering onboarding experience that fed into a personalized hub with a clear content consumption pathway: urgent, ephemeral shopping updates first, followed by activity-based content (recently viewed), and ending on recommendations and discovery.
With a preference gathering FTUX and clear exhaustion pathway, we had a flywheel that sustains user engagement over time via better and better personalized updates and recommendations.
To execute on the vision, the incredibly talented, OG Honey designer Anita Wei tackled onboarding, and I took the homepage experience that followed.
While Anita worked on onboarding, I worked on the mechanics of the homepage. Zooming into the steady state components of the flywheel (daily user journeys), I crafted two main flows to help inform the next step: UI construction.
Using these flows, the patterns and principles we synthesized, and information architecture work we did during the research phase, I landed on a homepage structure that could be visually compelling with a clear exhaustion pathway.
Building out the rest of the flow in wires, the vision was slowly coming to life.
With the product strategy and UX down, it was time to implement the designs in high fidelity. Anita nailed the onboarding experience with big, simple type, well-executed creature comforts (like the progress bar and selection boxes), and minimal but punchy illustrations (thank you, Visual Arts team!) and tasteful color blocking.
For the homepage, wanted to update the look and feel of our app to the iOS standards at the time. I used large, left-aligned section headers and went with larger corner radii (with iOS curvature continuity) for the containers.
I introduced a few new patterns to our design language as well, like the swipeable shopping updates card stack, savings stats pills, new store list, and updated product tiles.
Shortly after the MVP designs were approved, product leadership had to make the difficult choice to put the Shopping Hub plans on hold and focus on rolling out the new PayPal + Honey cash back program. Onboarding and a barebones version of the homepage are built and live in prod currently with more updates to come.
This project had a huge scope, but the team and I were able to live inside the chaos and thrive. I really felt like we were executing well on product thinking, UX, and UI all at the same time. I'm proud of the work we did, the united front we used to get stakeholder buy-in, and the fond memories we made working late nights to get this shipped.