Digital UX/UI | UX Strategy | User Flows | Wireframes | Prototypes

My Role

Skills

App Strategy

App Concept

Employee Interviews

UX/UI

Wireframes

User Flows

Tools

Sketch

InVision

Illustrator

Deliverables

Prototype

Wireframes

User Flows

The Quick Read

Problem

Burlington walks the same walk and talks the same talk as its competitors, providing an experience that is expected from a discount store or off-price retailer. Its only points of differentiation are a successful Baby department, and its iconic ability to provide families with affordable coats.

Opportunity

Burlington can target Gen X moms who are shopping for their now adult children and grandchildren as a way of staying close and holding on to a powerful connection. Burlington has the opportunity to show up for these moms in a new way.

Bring focus to milestone moments happening in the lives of these moms’ adult children by launching an app that creates a shared treasure hunt experience.

Solution

PROBLEM

Burlington does not stand out from its competitors and is only remembered for its baby department and winter coats.

1

Savings

Offers similar savings on the same nationally recognized brands.

3

Audience

Reaches out to the same consumers- Bargain Hunting Fashionistas who love the treasure hunt and don’t mind sifting through a large rack to find a good deal.

2

Merchandise

Offers the same product assortment with a bigger emphasis on Women’s Apparel, Baby, and Home.

4

Messaging

Pushes the same savings brand narrative through marketing. 

1/2

CHALLENGE

HOW MIGHT WE

 create a treasure-hunt experience that brings families closer together during milestone moments?

OPPORTUNITY

While competitors focus on a younger audience, Burlington can speak to Gen X moms who are now shopping for their adult children.

The lives of Gen X moms look a little different these days- they are established with homes and families, and have high spending power. Out of the $98B spent at discount department stores in 2018, 38 percent of purchases were made by consumers between ages 45 and 65 years old. Most purchases, however, were not for themselves. These middle-age moms were buying gifts for their children who are now adults.

1/2

“Consumers in this age demographic predominantly purchase for their children and grandchildren, as they have generally accumulated sufficient goods for themselves.”

IBISWorld

A platform that makes the treasure hunt a shared experience between parents and children for all of life’s milestone moments

The registry provides a way for empty-nester parents to participate in the build up to milestone moments in the lives of their adult children. It’s designed to transform the treasure hunt experience from a solo activity to a team sport. In doing so, the platform will reduce the unexpected feeling of being left behind or not needed that arises in many parents today. Milestone moments include: weddings, housewarmings, baby showers, graduations, and more.

SOLUTION

WHO THIS SERVES

 Meet Sheila

An attached empty-nester who enjoys (and struggles) watching her three daughters grow up so fast. 

Primary 

Mariah

Deja

Sheila's Daughters

Celine (25) expecting her first child

Mariah (23 just got engaged

Deja (18) headed to college

Secondary

Celine

How This Works

The Burlington Registry App

USERS

Registry Co-Host

Sheila (Mom)

Registry Host

Mariah (Engaged Daughter)

Registry Guest

Mariah's Family and Friends

REGISTRY HOST FLOW

01

Mariah is invited by Sheila (Registry Co-Host) to join as the Registry Host with an access code.

Some of Mariah’s information will be pre-filled based on what Sheila input for her, only leaving Mariah to create a password.

02

Mariah confirms personal information and wedding details her mother set up so far.

03

Mariah adds Gift Categories to her registry. 

Gift Categories can be thought of as departments within a store (Kitchen, Bath, Decor, etc).

04

Mariah adds Gift Requests by typing in “search-based criteria." 

Gift Requests are saved to individual Gift Categories. 

Search Based Criteria:

Where our competition is SKU/product based, our registry experience is search criteria based. This aligns with the treasure hunt experience Burlington customers are familiar with and the mindset they have during their shopping experience.

 

SKU Based Mindset:  “I am looking for Threshold 54 x 84 inch curtains in white.”

 

Search Based Mindset: “I am looking for long, white curtains.” 

05

Mariah invites Registry Guests (Friends + Family members)

Registry sharing can take place by sending a link via text or email, or by sharing on social media platforms.

06

Mariah browses inventory that has populated in her app and saves approved gift items to Gift Requests.

07

Mariah checks her account periodically.

Mariah continues to check her account to see what her Registry Guests have purchased for her milestone moment so far.  

Designing the App

Design Principles

Before I started designing the app experience, I developed three design principles to help guide my design decisions:

Discovery

I wanted to infuse the treasure-hunt experience outside of the store through the app. 

Inspiration

I wanted the platform to inspire and motivate customers to prepare for their upcoming milestone moment.

Support

I wanted to create a community and lean into making the treasure hunt experience a group activity vs solo activity.

Style Guide

Ideation

I drew sketches and wireframes before moving on to the final design stage process. I knew I  wanted the interface take inspiration from visual discovery engines. 

Sketches

Wireframes

In version two I implemented a flow for the registry account to be created on behalf of someone else by creating a Registry Co-Host feature. Doing so creates a way for parents to feel as though they are participating in the build up to their children's milestone moments. This solution gives parents a role that helps process the negative emotions that arise as an empty nester.

App Screens  (Registry Host Flows)

1

2

3

4

5

6

7

1

Create Account

2

Confirm Account Info

3

Add Gift Categories

4

Add Gift Requests

5

Invite Guests

6

Add Approved Gift Items to Gift Requests

7

View Purchased Gifts

Why This Works 

The Burlington Registry App places focus on an overlooked and underappreciated audience- Gen X Moms. It allows moms and their adult children to reconnect through the magic of a shared treasure hunt experience. Lastly, launching this app adds uniqueness to a complacent retail brand that previously walked in the same footsteps as its competition.

Reflection

Working on the Burlington project was exciting from the beginning. I’ve worked retail at two off-price retailers in the past, so it was exciting to bring that perspective to our team. I was proud of how I pushed my digital UX/UI skills, and the app was very well received. My professor said no retailer has figured out how to nail this concept in the simple way that I did.

Team

Alisha Taylor (Creative Brand Manager)

Caroline Odom (Strategist)

Jan Junloy (Art Director)

KT McVeigh (Copywriter)

Me (Experience Designer)

Leave me a note

Thanks for the read!

If you’d like to chat, please email me 

at jessicafatherly@gmail.com .