Digital UX/UI | UX Strategy | User Flows | Wireframes | Prototypes
The Quick Read
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.
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.
Burlington does not stand out from its competitors and is only remembered for its baby department and winter coats.
Offers similar savings on the same nationally recognized brands.
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.
Offers the same product assortment with a bigger emphasis on Women’s Apparel, Baby, and Home.
Pushes the same savings brand narrative through marketing.
HOW MIGHT WE
create a treasure-hunt experience that brings families closer together during milestone moments?
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.
“Consumers in this age demographic predominantly purchase for their children and grandchildren, as they have generally accumulated sufficient goods for themselves.”
WHO THIS SERVES
An attached empty-nester who enjoys (and struggles) watching her three daughters grow up so fast.
Celine (25) expecting her first child
Mariah (23 just got engaged
Deja (18) headed to college
How This Works
The Burlington Registry App
Mariah (Engaged Daughter)
Mariah's Family and Friends
REGISTRY HOST FLOW
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.
Mariah confirms personal information and wedding details her mother set up so far.
Mariah adds Gift Categories to her registry.
Gift Categories can be thought of as departments within a store (Kitchen, Bath, Decor, etc).
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.”
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.
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
Before I started designing the app experience, I developed three design principles to help guide my design decisions:
I wanted to infuse the treasure-hunt experience outside of the store through the app.
I wanted the platform to inspire and motivate customers to prepare for their upcoming milestone moment.
I wanted to create a community and lean into making the treasure hunt experience a group activity vs solo activity.
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.
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)
Confirm Account Info
Add Gift Categories
Add Gift Requests
Add Approved Gift Items to Gift Requests
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.
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.
Alisha Taylor (Creative Brand Manager)
Caroline Odom (Strategist)
Jan Junloy (Art Director)
KT McVeigh (Copywriter)
Me (Experience Designer)