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Lenta

"Lenta is Russia's biggest grocery store chain. In this case study, I'll share how I developed a store delivery process during Covid and addressed user registration issues in the app.

App Store

Google Play

Web

👩‍💻 My Role: Product Designer

💼 Product: in-house, e-commerce

🤩 Team: 8 Members

Problem

At this time, many competitors in Russia began offering delivery

and bonuses, leading to a challenge for "Lenta". "Lenta" saw

a decline in user numbers as customer feedback indicated a need

for faster and better service, and I also found that many users were annoyed by the long registration process in the grocery app.

At this time, many competitors in Russia began offering delivery and bonuses, leading to a challenge for "Lenta". "Lenta" saw a decline in user numbers as customer feedback indicated a need

for faster and better service, and I also found that many users were annoyed

by the long registration process in the grocery app.

Step 4: Final Design

In the end, a complete user flow was created for both iOS and Android. We did not release the MVP for the website because we needed to review and work on error cases.

Step 1: Research

I needed to offer a quick solution and release a new feature. Therefore, the first thing that was done was to analyze competitors and identify the main pain points that needed to be addressed. Some artifacts from business meetings.

I needed to offer a quick solution and release a new feature. Therefore, the first thing that was done was to analyze competitors and identify the main pain points that needed to be addressed.

Some artifacts from business meetings.

Step 2: Wireframes

After identifying the main problems and brainstorming with the team,

I started creating high-fidelity black and white prototypes to better focus on the user journey and not miss important points.

Step 3: Design-system

In Lenta, I used an existing design system, which helped quickly assemble layouts and hand them over for development. Since the user journey was new, many elements required review and refinement. Therefore, I also worked on creating more than 15 new components.

Result

As a result of the project, we achieved a 20% increase in successful sign-ups. The app ratings improved to 4.7 stars on the App Store and 4.6 stars on Google Play. Additionally, active users doubled to 3,000 per week.

As a result of the project, we achieved

a 20% increase in successful sign-ups. The app ratings improved to 4.7 stars on the App Store and 4.6 stars on Google Play. Additionally, active users doubled to 3,000 per week.

Problem in Registration

While developing the new user journey, I noticed another issue with registration: over 20% of users dropped off during password creation. Through interviews, I found they struggled with the need for a complex password. Despite discussing it with the security team, they didn't alter the requirements. Further investigation revealed interface communication also confused users.

Problem

in Registration

At this time, many competitors in Russia began offering delivery and bonuses, leading to a challenge for "Lenta". "Lenta" saw a decline in user numbers as customer feedback indicated a need for faster and better service, and I also found that many users were annoyed by the long registration process in the grocery app.

Solution

Users misunderstood the error icon ❌ (shown below) as a sign not

to use the character, resulting in all characters being deemed invalid.

Resolution: I replaced the error icon with a disabled checkmark, which activated as users entered their password.

Result: This simple adjustment decreased failed registrations to 10%.

Solution

Final Design

Research added updated registration with a new loyalty card to the new flow with delivery. Below I will show the web interface and its adapter, since the screens were developed for both the application and web.

Result

As a result of the project, we achieved significant milestones: a 20% increase in successful sign-ups, improved app ratings to 4.7 stars on the App Store and 4.6 stars on Google Play, and a doubling of active users to 3,000 per week. These outcomes demonstrate the positive impact of our efforts, indicating improved user engagement and satisfaction with the app.

Result

As a result of the project, we achieved significant milestones: a 20% increase

in successful sign-ups, improved app ratings to 4.7 stars on the App Store and 4.6 stars on Google Play, and a doubling of active users to 3,000 per week. These outcomes demonstrate the positive impact of our efforts, indicating improved user engagement and satisfaction with the app.

Problem in Registration

While developing the new user journey,

I noticed another issue with registration: over 20% of users dropped off during password creation. Through interviews, I found they struggled with the need

for a complex password. Despite discussing it with the security team, they didn't alter the requirements. Further investigation revealed interface communication also confused users.

Solution

Users misunderstood the error icon ❌ (shown below) as a sign not

to use the character, resulting in all characters being deemed invalid.

Resolution: I replaced the error icon with a disabled checkmark, which activated as users entered their password.

Result: This simple adjustment decreased failed registrations to 10%.