tfs app
Redesigning The Fragrance Shop app to increase engagement, streamline product discovery, and boost membership sign-ups.
Overview
Situation
Whats the issue
Problem: The existing app had poor navigation, unclear membership benefits, and low user engagement.
Users affected: Existing members and new shoppers.
Pain points: Users struggled to find products, join MyTFS, and complete purchases efficiently.
Objectives / CRO
Increase engagement and session duration.
Reduce drop-off during onboarding and membership sign-up.
Boost conversion (purchases and membership sign-ups) by 20%.
CRO focus: Each design decision aimed to reduce friction and improve conversion (CTAs, simplified navigation, clear product discovery).
Research & Benchmarking
Methods:
User interviews and surveys (pain points, preferences)
Usability testing of current app (task success: 60%)
Competitor benchmarking: Sephora, Boots, Jo Malone apps
Key Insights / CRO Highlights:
Users want quick access to products and clear membership benefits.
Complex navigation → high drop-offs
Users value wish-list, personalised recommendations, and clear CTA buttons
RACE Alignment:
Reach: Understanding who the users are and how they find the app
Act: Observing behaviour to inform flows and features
Strategy & Ideation
Strategy:
Simplify onboarding and membership flows
Redesign home screen for clarity and hierarchy
Streamline product browsing and checkout
Tactics:
Low-fidelity wireframes → high-fidelity prototypes
Iterative usability testing to validate flows
Visual hierarchy and CTA placement optimized for CRO
Design
Process
Low-Fidelity Wireframes
Focused on navigation and hierarchy, clear flows from
home → category → product → checkout.Iterated based on usability testing.
High-Fidelity Prototypes
Visual design: aligned with brand colours, typography, and imagery.
Interactive flows: onboarding, browsing, PDP, membership, checkout.
Accessibility improvements (contrast, tap targets, screen readers).
Results / Control
Measured / Projected Outcomes:
Task success rate improved to 95% in usability tests
Engagement: +25% average session duration
Conversion: +50% increase in membership sign-ups
User feedback: “App feels modern and intuitive”
Overall sales: 10% off all online sales are now via the app
RACE Alignment:
Convert: Simplified checkout and onboarding flows
Engage: Personalised recommendations, recently viewed, loyalty points
CRO Takeaways:
Clear CTAs and simplified flows directly impacted conversions
Iterative design with testing minimised friction
Top 5 UX Wins
To elevate The Fragrance Shop app and align it with a premium, user-first digital experience, I implemented a series of targeted UX and UI enhancements across the journey. These improvements were shaped by CRO principles, guided by user behaviour frameworks (AIDA, RACE, SOSTAC), and prioritised using the RICE scoring model. Below is a summary of five of the most impactful changes.
01
A Modern, Immersive First-Time Experience
What changed:
I introduced a premium, video-driven onboarding flow that sets the tone for the entire app and immediately communicates value.
Why it matters:
Creates a strong first impression, explains the brand proposition clearly, and reduces onboarding confusion for both guests and new members.
02
A Simplified, User-Centred Navigation Architecture
What changed:
Navigation was redesigned to prioritise search, clearer categories, and fast routes to high-intent areas like membership and basket.
Why it matters:
Improves product discovery, reduces cognitive load, and enables users to browse with less friction.
03
A Personalised Membership Ecosystem That Drives Engagement
What changed:
The membership experience was rebuilt from the ground up with a dynamic hub, integrated perks, savings tracker, and contextual guidance.
Why it matters:
Transforms membership into a value-driven journey that increases retention and highlights user-specific benefits instantly.
04
A More Intelligent Shopping Journey Across PLP & PDP
What changed:
Both the product listing and product display pages were redesigned to surface more relevant information, clear CTAs, gifting options, and fragrance discovery tools.
Why it matters:
Helps users make faster, more confident decisions improving conversion and reducing drop-offs at critical touchpoints.
05
A Seamless Checkout & Purchase Completion Experience
What changed:
The basket and confirmation flow were reimagined with smarter product suggestions, streamlined voucher application for members, and a premium animated purchase confirmation.
Why it matters:
Reduces abandoned baskets, boosts order value, and ends the shopping experience on a polished, memorable note.
Want to
see more?
Browse my other projects to explore how I approach UX, UI, and product design across a range of challenges.
The Fragrance Shop
Freagra Website
An end-to-end UX project for Freagra, designing a refined and intuitive premium fragrance journey. I shaped the full experience from initial concepts to developer handover, helping users browse and purchase high-value scents with confidence.
tfs app
Redesigning The Fragrance Shop app to increase engagement, streamline product discovery, and boost membership sign-ups.
Overview
Situation
Whats the issue
Problem: The existing app had poor navigation, unclear membership benefits, and low user engagement.
Users affected: Existing members and new shoppers.
Pain points: Users struggled to find products, join MyTFS, and complete purchases efficiently.
Objectives / CRO
Increase engagement and session duration.
Reduce drop-off during onboarding and membership sign-up.
Boost conversion (purchases and membership sign-ups) by 20%.
CRO focus: Each design decision aimed to reduce friction and improve conversion (CTAs, simplified navigation, clear product discovery).
Research & Benchmarking
Methods:
User interviews and surveys (pain points, preferences)
Usability testing of current app (task success: 60%)
Competitor benchmarking: Sephora, Boots, Jo Malone apps
Key Insights / CRO Highlights:
Users want quick access to products and clear membership benefits.
Complex navigation → high drop-offs
Users value wish-list, personalised recommendations, and clear CTA buttons
RACE Alignment:
Reach: Understanding who the users are and how they find the app
Act: Observing behaviour to inform flows and features
Strategy & Ideation
Strategy:
Simplify onboarding and membership flows
Redesign home screen for clarity and hierarchy
Streamline product browsing and checkout
Tactics:
Low-fidelity wireframes → high-fidelity prototypes
Iterative usability testing to validate flows
Visual hierarchy and CTA placement optimized for CRO
Design
Process
Low-Fidelity Wireframes
Focused on navigation and hierarchy, clear flows from
home → category → product → checkout.Iterated based on usability testing.
High-Fidelity Prototypes
Visual design: aligned with brand colours, typography, and imagery.
Interactive flows: onboarding, browsing, PDP, membership, checkout.
Accessibility improvements (contrast, tap targets, screen readers).
Results / Control
Measured / Projected Outcomes:
Task success rate improved to 95% in usability tests
Engagement: +25% average session duration
Conversion: +50% increase in membership sign-ups
User feedback: “App feels modern and intuitive”
Overall sales: 10% off all online sales are now via the app
RACE Alignment:
Convert: Simplified checkout and onboarding flows
Engage: Personalised recommendations, recently viewed, loyalty points
CRO Takeaways:
Clear CTAs and simplified flows directly impacted conversions
Iterative design with testing minimised friction
Top 5 UX Wins
To elevate The Fragrance Shop app and align it with a premium, user-first digital experience, I implemented a series of targeted UX and UI enhancements across the journey. These improvements were shaped by CRO principles, guided by user behaviour frameworks (AIDA, RACE, SOSTAC), and prioritised using the RICE scoring model. Below is a summary of five of the most impactful changes.
01
A Modern, Immersive First-Time Experience
What changed:
I introduced a premium, video-driven onboarding flow that sets the tone for the entire app and immediately communicates value.
Why it matters:
Creates a strong first impression, explains the brand proposition clearly, and reduces onboarding confusion for both guests and new members.
02
A Simplified, User-Centred Navigation Architecture
What changed:
Navigation was redesigned to prioritise search, clearer categories, and fast routes to high-intent areas like membership and basket.
Why it matters:
Improves product discovery, reduces cognitive load, and enables users to browse with less friction.
03
A Personalised Membership Ecosystem That Drives Engagement
What changed:
The membership experience was rebuilt from the ground up with a dynamic hub, integrated perks, savings tracker, and contextual guidance.
Why it matters:
Transforms membership into a value-driven journey that increases retention and highlights user-specific benefits instantly.
04
A More Intelligent Shopping Journey Across PLP & PDP
What changed:
Both the product listing and product display pages were redesigned to surface more relevant information, clear CTAs, gifting options, and fragrance discovery tools.
Why it matters:
Helps users make faster, more confident decisions improving conversion and reducing drop-offs at critical touchpoints.
05
A Seamless Checkout & Purchase Completion Experience
What changed:
The basket and confirmation flow were reimagined with smarter product suggestions, streamlined voucher application for members, and a premium animated purchase confirmation.
Why it matters:
Reduces abandoned baskets, boosts order value, and ends the shopping experience on a polished, memorable note.
Want to
see more?
Browse my other projects to explore how I approach UX, UI, and product design across a range of challenges.
The Fragrance Shop
Freagra Website
An end-to-end UX project for Freagra, designing a refined and intuitive premium fragrance journey. I shaped the full experience from initial concepts to developer handover, helping users browse and purchase high-value scents with confidence.
tfs app
Redesigning The Fragrance Shop app to increase engagement, streamline product discovery, and boost membership sign-ups.
Overview
Situation
Whats the issue
Problem: The existing app had poor navigation, unclear membership benefits, and low user engagement.
Users affected: Existing members and new shoppers.
Pain points: Users struggled to find products, join MyTFS, and complete purchases efficiently.
Objectives / CRO
Increase engagement and session duration.
Reduce drop-off during onboarding and membership sign-up.
Boost conversion (purchases and membership sign-ups) by 20%.
CRO focus: Each design decision aimed to reduce friction and improve conversion (CTAs, simplified navigation, clear product discovery).
Research & Benchmarking
Methods:
User interviews and surveys (pain points, preferences)
Usability testing of current app (task success: 60%)
Competitor benchmarking: Sephora, Boots, Jo Malone apps
Key Insights / CRO Highlights:
Users want quick access to products and clear membership benefits.
Complex navigation → high drop-offs
Users value wish-list, personalised recommendations, and clear CTA buttons
RACE Alignment:
Reach: Understanding who the users are and how they find the app
Act: Observing behaviour to inform flows and features
Strategy & Ideation
Strategy:
Simplify onboarding and membership flows
Redesign home screen for clarity and hierarchy
Streamline product browsing and checkout
Tactics:
Low-fidelity wireframes → high-fidelity prototypes
Iterative usability testing to validate flows
Visual hierarchy and CTA placement optimized for CRO
Design
Process
Low-Fidelity Wireframes
Focused on navigation and hierarchy, clear flows from
home → category → product → checkout.Iterated based on usability testing.
High-Fidelity Prototypes
Visual design: aligned with brand colours, typography, and imagery.
Interactive flows: onboarding, browsing, PDP, membership, checkout.
Accessibility improvements (contrast, tap targets, screen readers).
Results / Control
Measured / Projected Outcomes:
Task success rate improved to 95% in usability tests
Engagement: +25% average session duration
Conversion: +50% increase in membership sign-ups
User feedback: “App feels modern and intuitive”
Overall sales: 10% off all online sales are now via the app
RACE Alignment:
Convert: Simplified checkout and onboarding flows
Engage: Personalised recommendations, recently viewed, loyalty points
CRO Takeaways:
Clear CTAs and simplified flows directly impacted conversions
Iterative design with testing minimised friction
Top 5 UX Wins
To elevate The Fragrance Shop app and align it with a premium, user-first digital experience, I implemented a series of targeted UX and UI enhancements across the journey. These improvements were shaped by CRO principles, guided by user behaviour frameworks (AIDA, RACE, SOSTAC), and prioritised using the RICE scoring model. Below is a summary of five of the most impactful changes.
01
A Modern, Immersive First-Time Experience
What changed:
I introduced a premium, video-driven onboarding flow that sets the tone for the entire app and immediately communicates value.
Why it matters:
Creates a strong first impression, explains the brand proposition clearly, and reduces onboarding confusion for both guests and new members.
02
A Simplified, User-Centred Navigation Architecture
What changed:
Navigation was redesigned to prioritise search, clearer categories, and fast routes to high-intent areas like membership and basket.
Why it matters:
Improves product discovery, reduces cognitive load, and enables users to browse with less friction.
03
A Personalised Membership Ecosystem That Drives Engagement
What changed:
The membership experience was rebuilt from the ground up with a dynamic hub, integrated perks, savings tracker, and contextual guidance.
Why it matters:
Transforms membership into a value-driven journey that increases retention and highlights user-specific benefits instantly.
04
A More Intelligent Shopping Journey Across PLP & PDP
What changed:
Both the product listing and product display pages were redesigned to surface more relevant information, clear CTAs, gifting options, and fragrance discovery tools.
Why it matters:
Helps users make faster, more confident decisions improving conversion and reducing drop-offs at critical touchpoints.
05
A Seamless Checkout & Purchase Completion Experience
What changed:
The basket and confirmation flow were reimagined with smarter product suggestions, streamlined voucher application for members, and a premium animated purchase confirmation.
Why it matters:
Reduces abandoned baskets, boosts order value, and ends the shopping experience on a polished, memorable note.
Want to
see more?
Browse my other projects to explore how I approach UX, UI, and product design across a range of challenges.
The Fragrance Shop
Freagra Website
An end-to-end UX project for Freagra, designing a refined and intuitive premium fragrance journey. I shaped the full experience from initial concepts to developer handover, helping users browse and purchase high-value scents with confidence.