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Maciej Cieślukowski Emilia Adamek
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Izabela Franke
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Jakub Nawrocki
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Łukasz Okoński
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Maciej Cieślukowski

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Customer Experience E-commerce
Maciej Cieślukowski Emilia Adamek
Digital Transformation Business
Izabela Franke
Digital Advisory E-commerce
Izabela Franke
Digital Advisory UX research
Jakub Nawrocki
Product Design Design Systems
Łukasz Okoński
Digital Advisory UX research
Maciej Cieślukowski
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Featured Insights

Modernizing Biedronka’s loyalty app
through a design overhaul

Biedronka Logo x Future Mind
Biedronka redesign main

Client

Largest grocery retailer

in Poland

20M+ members

of loyalty program

3600+ locations

across Poland

Part of Jerónimo Martins Group

traded on Portuguese stock exchange

Largest employer

in Poland

10M+ active users

of Biedronka loyalty app

Industry

Retail

Objective

The initial release of the Biedronka app received positive feedback from users, highlighting the brand’s potential for mobile engagement. However, as the market became increasingly competitive, it became clear the app needed a redesign to stay relevant and appealing, especially to younger users.

With a vision to create a more attractive and accessible app, Biedronka decided
to invest in a comprehensive design overhaul, and we were chosen as the right partner
for this challenge.

Biedronka redesign full width

Challenge

  • Develop a beautiful, intuitive interface that improves user experience
  • Incorporate contemporary design elements that attract and engage younger users
  • Enhance the functionality of core components for seamless user interactions
  • Guide design decisions through user feedback and UX research

Scope of work

Explore all our services

Product Design

  • Design audit
  • UX/UI Design
  • UX Research
Image

Main features

We began with a comprehensive audit of the existing app. This initial phase involved examining elements such as the home screen, the login process, and overall user interactions. Our findings confirmed what we suspected – while the app was functional, it still had room for improvement in terms of usability and user experience.

The audit allowed us identify key focus areas: enhancing navigation, simplifying certain processes, and giving the UI a fresh facelift. In a workshop with Biedronka, we discussed these insights in detail, carefully considering priorities and needs. This collaborative approach helped us align our proposed improvements with the company's goals, setting a clear path forward for the project.

Image2

We set out on the redesign journey
by first analyzing the data from
the current app.

This allowed us to understand the user behavior and pinpoint areas that required improvement, such as navigation, login process, and overall user-friendliness of the product. We knew that the key to success lay in a balance between aesthetics and functionality. Our team of product designers collaborated closely to draw the main views of the new Biedronka app, focusing on key elements such as the home screen, offers section, and scanners.

We knew that the home screen was the gateway to the entire app experience. It had to be inviting, intuitive, and reflective of Biedronka’s brand identity. The offers section was another critical component, as Biedronka's promotions are a major draw for customers, and we wanted this section to be both visually striking and easy to browse. Meanwhile, the scanner functionality was essential for users who wanted to quickly access product information and prices. 

Image3

We created five design iterations in total, each exploring different elements and layouts.

We held frequent and detailed discussions with the Biedronka team to make sure our design decisions would drive the client’s business goals and desired brand perception. We debated even seemingly small details, but ones we knew could significantly affect user experience.

Throughout the entire process, we employed a customer-centered approach, focusing on consistent visual language, clean and modern design, and interactive elements aimed at enhancing user engagement and loyalty to Biedronka.

To ensure our design choices aligned with consumer preferences and Biedronka’s goals, we proposed conducting UX research.

Biedronka quickly recognized the value of validating our assumptions with end-users for such a complex project. Consequently, our experts quickly began designing comprehensive research plans to gather the necessary insights.

We began with qualitative research, engaging a group of respondents in detailed one-on-one and dyad interviews, which allowed us to observe real user interactions and gather useful insights. These sessions highlighted key pain points and helped us understand issues that needed further focus in the following phase.

Armed with this qualitative data, we crafted a quantitative survey, which was distributed to approximately 1500 users. This larger dataset validated our findings and provided statistically significant insights. The survey helped us decide which direction should be prioritized in our design decisions to ensure intuitive navigation structure and meet user preferences.

Biedronka Illustrations
Biedronka redesign results_Main banner

Results

The redesign project propelled the Biedronka app into a new, modern era.

Moreover, it laid a solid foundation for our future collaboration, where we would develop a comprehensive design system and create a new loyalty application, building on the success of our previous work.

The initial redesign phase resulted in:

  • Modern, customer-focused user experience
  • Redesigned screens with visuals tailored to young users' needs
  • Validation of design assumptions through comprehensive UX research

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lukasz okonski

Łukasz Okoński

Head of Product Design
lukasz okonski

Łukasz Okoński

Head of Product Design
Żabka Jeronimo Martins LPP YouGov Virgin mobile Generali Singify Super Pharm
We engineer
digital business

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