Bringing an entirely new and scalable M-Commerce functionality to life in the MyDyson app over a 2 year period
I led the complete end-to-end UX design process for this project from Discovery to Delivery over a 2 year period, driving the strategic vision and design execution throughout.
Key Challenges & Solutions
Challenge 1: Poor mobile usability and content overload
The original buying journey on web was designed for desktop and had major usability issues when viewed on mobile. PDP pages were extremely long, content-heavy, and inconsistent between products – leading to high drop-off rates and key information being missed.
⛳️ Goal:
Create a mobile-first PDP experience that enables quicker, more confident decision-making for app users
Approach
Analysed tracking and performance data of web PDPs on mobile such as drop-off rates and dwell time on different page sections
Gathered insight from side-of-desk research and 3rd party studies on how Dyson web PDPs can be improved – these included user surveys, moderated usability testing, and workshops with UX Researchers to identify HMWs
Conducted competitor analysis to understand expectations and best practices for mobile commerce, especially for native apps
Designed a mobile-optimised, app-native PDP template to showcase the most relevant product info based on user needs
Challenge 2: No scalable system for supporting multiple products globally
Dyson has a wide range of products, each with different USPs, creative direction, and messaging on web. The complexity grows exponentially when factoring in Markets and 3rd party sites, who further adapt buying journeys to best suit their own audience and platform limitations.
⛳️ Goal:
Create a future-proof design for app that can support rapid publishing of any Dyson product in any market globally
Approach
Compared Dyson web journeys for multiple products across markets to understand key content differences and inconsistencies
Identified ways to consolidate or simplify product information into a universal PDP template that could support any Dyson product
Stress-tested layouts to ensure the designs supported imagery, copy and metadata for existing products
Pioneered new processes and guidance documentation to help internal Market / Content Admin teams self-publish products to the app at scale
Challenge 3: Lack of e-commerce infrastructure in the app
The app’s design system had nothing to support the creation of commerce capabilities due to its primary function as a product companion. Additionally, app stakeholders and Product Owners had little understanding of e-commerce metrics beyond Revenue that would be needed to track performance post-delivery.
⛳️ Goal:
Lay the foundations to enable growth of app-based commerce
Approach
Created new design system components and UX patterns for native app commerce (e.g. product cards, price displays, express checkout flows)
Consulted with other Designers on the best way to utilise commerce journeys and components in their designs
Defined key app commerce metrics to track in line with business KPIs and industry standards to drive the conversation around next steps
Worked with the data science team to create new reporting dashboards for measuring performance and informing future UX enhancements
Impact
✅ Key revenue driver: After a successful launch these features continue to generate significant revenue for the MyDyson app
✅ Global reach: Internal market teams have been able to leverage the app’s capabilities to publish hundreds of SKUs in over 50 markets globally since launch
✅ Influencing wider UX improvements: The app’s simplified PDP template has influenced how web journeys can be improved to address user pain points on mobile
Key learnings
How to build a good UX strategy that uses data and user behaviour to measure success
How to collaborate effectively with multiple global teams in a scaled agile WoW
The pros and cons of working with large Design Systems
