Case Study: Redesign of the Ghetaldus Loyalty App
Sector: Optics, E-commerce, Loyalty
My Role: UX/UI Designer
Project Duration: Several months (including development)
Optika Ghetaldus, a leading optics provider in Croatia, offers a wide range of eyewear and medical services through its stores and clinics. To stay competitive and attract a younger audience, Ghetaldus decided to redesign its website, web shop, and mobile app.
The primary challenge was to optimize the new versions to appeal to younger users while maintaining visual consistency, brand identity, simplicity, and intuitiveness for older users. Additionally, structuring the various product categories and highlighting the loyalty program and its benefits was crucial, all within a tight deadline.
Given the complexity and time constraints, several designers worked on this project. We began with user research and an analysis of the existing website and app to understand the needs and habits of current and potential users. Based on the research results and client consultations, we created a new website and mobile app with enhanced features and optimized versions of the old ones. Product and service categories were clearly organized, and the interface was refreshed to appeal to a younger demographic.
As the UX/UI Designer, I conducted user research and analysis of the existing platforms, and I was responsible for the mobile app design through all stages—from creating mood boards and wireframes to development, QA, and launch. I collaborated closely with designers, the project manager, backend and frontend developers, and directly communicated with clients.
User Research and Usability Testing
Following a product discovery workshop, the clients agreed to conduct user research to identify the needs, habits, and pain points of existing users and the new target group—people in their 20s.
The research had two parts:
An online survey via Google Forms to gather demographic data, habits, preferences, and pain points from a large number of respondents across Croatia.
Usability testing and interviews to understand how users interact with the existing app and website, their habits, preferences, needs, and pain points. This was conducted with a smaller group, representing different user segments.
After several weeks, the collected data was processed, and I documented the insights into user groups, habits, and pain points, along with feature suggestions to enhance the user experience and attract younger users. Based on the results, I, along with a colleague, created user personas representing different target groups identified during the analysis.
Design Process
With the features for the redesign defined, I developed mood boards and wireframes for the mobile app. The sans-serif font Inter was chosen for its simplicity and variety of weights, creating an elegant and modern interface. The Ghetaldus dark blue was refined into shades to meet design system needs and emphasize elegance and airiness.
Upon client approval of the visual direction and wireframes, I implemented the design into a design system, creating a typographic scale, styles, color variables, and necessary UI components.
I designed the screens following project documentation, priorities, and the project plan, while constantly collaborating with developers and web designers to ensure visual and functional consistency.
Key Features of the App
The Ghetaldus loyalty app includes enhanced and new features:
Loyalty Program: Improved display of points and benefits for clarity and motivation.
Purchasing Options: Users can buy glasses with various filters and sorting options.
Intuitive Cart and Checkout: Secure and user-friendly online shopping.
Product Availability and Discounts: Clear visibility of product availability, discounts, and loyalty benefits.
Virtual Try-On: Integrated virtual mirror for trying on glasses.
Wishlist: Users can save favorite products.
Customer Profile: Faster checkout with saved personal data.
Order Tracking and History: View past orders and track current ones.
Digital Receipts: Accessible digital receipts for online and in-store purchases.
Customer Support: Simple form and documents with important information.
Appointment Scheduling: Easy booking for medical exams at Ghetaldus clinics.
Early Access to Collections: Loyalty members get early access to new collections.
Store Locator: Find the nearest Ghetaldus store at any time.
Conclusion
The final product, the redesigned Ghetaldus loyalty mobile app, showcases a modern, user-friendly interface with improved functionality and new features.
As the app has recently launched, we do not yet have user feedback. However, we plan to conduct usability testing and research with the redesigned version to identify areas for improvement and potential new features for future phases.
This project taught me how to enhance user research processes, focusing on critical aspects to improve for next time. It also emphasized the importance of good communication within the team and with clients, as well as maintaining stable design processes to execute the project effectively, even within the shortest deadlines.