iOS Native App Design

Expanding Dooney’s Omni-channel supply chain

It was a lot of fun helping the Dooney internal design team envision the interaction, interface and navigation design of the recently overhauled Dooney.com responsive Web experience as a native iOS app using the Salesforce Demandware Commerce Cloud and developed by PredictSpring.

Competitive Analysis
User Personas
UI / Nav / Content Design
Interaction Design

Competitive Analysis

Investigated and defined gaps, opportunities and distinguishing characteristics between competiting brands

PredictSpring (third-party mobile commerce platform) is host to a variety of retail giants like Dooney. We took a look at how the competition was approaching their own native experiences and used that knowledge to differentiate the Dooney experience as much as the PredictSpring platform would allow.

User Personas

Investigated and defined key customer characteristics

I leveraged much of the persona definition work that was accomplished in the previous Dooney.com responsive Web project. These personas helped keep design decisions targeted and engaging.

Millennial Mom

Meredith Burns

Age: Late 40’s

Occupation: Small Business Owner

Status: Married (with 2 children)

Location: Savannah, GA

Income: ~$75,000 / year

Fashion: Traditional values

Online Shopping 70% 70%
Mobile Apps 85% 85%
Social Networking 90% 90%

User Interface, Navigation and Content Design

Interaction Design

Suggested user-triggered animations and transition effects

Once consensus had been established around content pattern isotopes, I used Adobe XD to quickly knock out some interaction design ideas. User interface design standards had been accomplished during the Dooney responsive Web project, so we were confident about jumping into high-fidelity comps and prototypes.

Recap & Outcome

This iOS project was aimed at translating the responsive Dooney.com to a native iOS app by leveraging the Salesforce Demandware Commerce Cloud and to be developed by PredictSpring. The content and experienced focused on Dooney’s Bag of the Week campaign. While I worked hard to suggest design differentiators from Dooney competitors leveraging the same PredictSpring platform, contract and platform limitations prevented many fresh ideas from formulating. The work materials I was hired to produce were delivered on-time and within budget.

Dooney & Bourke makes high-end handbags and accessories, mostly for women but also for men. Dooney products are sold in department stores, online and by catalog (Glassdoor.com).

Related Links

Web:
Download Dooney App

Size:
51 – 200 employees

Headquarters:
Norwalk, CT

Industry:
Consumer Products Manufacturing

Competitors:
Brooks Brothers, Vineyard Vines, PacSun

Revenue:
$25 – 50 million (USD) per year

Methodology
Autonomous

Back-end System
Salesforce Demandware Commerce Cloud

Front-end Framework
PredictSpring / Native iOS

Development
Onshore / PredictSpring

I worked on the 2016 Dooney.com overhaul effort and the iOS native build. The user-centered design momentum we achieved on those projects went along way into expediting the work this I Love Dooney redesign. This project was pretty turn-and-burn from a UI design perspective. It launched on-time and on-budget.