BrüMate App Redesign
The Problem:
The BrüMate App was launched but not actively maintained, leading to outdated branding, poor performance, and a lack of user engagement.
The Solution:
Redesigned app navigation to align with our website, implemented a scalable design system for seamless future updates, and refreshed the UI to reflect our new branding.
The Impact:
Within a year, the app saw a 25% increase in sales, a 113% increase in sessions, and a 116% increase in retention rate.
All information in this case study is my own and may not reflect the views of BrüMate.
Project Overview
The BrüMate app is a one-stop shop for premium drinkware and coolers, designed to enhance the shopping experience with seamless navigation and exclusive features. Customers can browse the full product catalog, create and manage wishlists, track orders, and redeem loyalty rewards. The app also provides personalized recommendations and exclusive in-app promotions, making it the go-to destination for BrüMate enthusiasts.
Problem Statement
The BrüMate app faced several challenges that impacted user experience, engagement, and conversion:
Outdated Experience: The app was launched but not actively maintained, leading to an inconsistent and outdated UI that no longer reflected our updated branding.
Lack of a Design System: Without a structured design system, making updates was inefficient and inconsistent for the design team.
User Frustrations with Navigation: User surveys revealed that navigation was not intuitive, making it difficult for customers to browse and find products.
Declining Engagement & Conversion: Due to these issues, user engagement dropped, and conversion rates declined, signaling the need for a strategic redesign.
Data & Metrics
A user clicks a link from the website or email to download the BrüMate app, expecting a seamless shopping experience. Instead, they arrive at an app that looks and feels different from the brand they recognize. The navigation is confusing, the design feels outdated, and the experience doesn’t match what they saw on the website. This disconnect leaves the customer unsure if they’re in the right place, reducing trust and confidence in making a purchase.
Data collected from 3 months prior to the redesign launch:
Sales
Retention Rate
of surveyed users referenced difficulty navigating the app.
Conversion Rate
Product Searches
of surveyed users mentioned that the app felt outdated or inconsistent with the website.
Design Systems
I created a design system for the app to create consistency within typography, components, and tabs. I also created a component library within Photoshop for our design team to use going forward. These systems allow our design team to design more efficiently and effectively.
The Outcome
We launched the new app design in August 2023, and after a 6 month period conversion increased from 2% to 4.4% on the app. We also saw increases in product searches, product views, and number of products purchased. After a 1 year period, we saw a 25% increase in sales within the app, a 113% increase in sessions, and a 116% increase in retention rate! I continue to work with Tapcart to bring even more functionality to our app.
In 2024, BrüMate won App Design of the Year from Tapcart.