📱 Fabletics Mobile App

For most eCommerce companies, a native app is a no-brainer: more popular with shoppers, better lead quality and conversion rates, higher experience fidelity, and more. Since joining the Fabletics team, I've been helping our App group define what the future of native looks like for a company that grew up as a website.

For me and my design team, that means a mix of tactical work and strategic ideation. Investing early in building out Figma tools like our app design system has allowed us to deliver day-to-day design work rapidly and spend more time on research and ideation around the future state we want to reach.

That vision for the future is rooted in a variety of influences: direct input from internal stakeholders, clear patterns in what we hear from users across feedback channels, and our own desire to deliver a native experience that feels genuinely world class among other players in the space.

Unsurprisingly, competitive analysis rhythms are a big part of what we do. Regular auditing helps my team and I keep our app design instincts strong and provides a steady stream of inspiration we can share with our Product partners as they advocate for current and coming focuses with our stakeholders.

Above all else is our intention to make the native experience feel truly interwoven with the complete customer journey of a Fabletics member. That means parity with web where users expect it, exclusive retail features that make shopping at a Fabletics store with your phone feel like magic, and members-only functionality that deepens the joy our VIPs get from being part of Fabletics.

As the new year kicked off, I focused up on a couple of areas we've been itching to refresh: our home screen and our member profile screen. We're still in the early days, but the details are starting to emerge as we rebalance each screen to better match our users's actual desires and modernize the look and feel of the app.

Check out a couple of before-and-after mocks below and click here for a narrow prototype of the home screen.