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Launch reservation + flx head starts

2018 – 2019

The Foot Locker brands mobile apps have a feature where users (the main user group are known as “sneakerheads”) are allowed to submit an entry to reserve a pair of shoes during a sneaker release. The reservation entries are submitted, and users are notified if they win or lose their pair on release day. 

A user is allowed to earn a head start in the entry pool by completing certain tasks such as checking into a Foot Locker store or being an FLX member. This head start can give them a better chance at winning their reservation and taking home those rare sneakers.

Problem Statement

To redesign the Head Start feature so that users can better understand ways they can up their odds of winning their reservation. By bringing the feature in house to develop natively, and integrating the new loyalty program; we were able to enhance the experience to reduce the friction and disconnect the users are currently experiencing.

Original UX for Foot Locker’s launch reservation and head starts feature:

Original Launch Reservation and Head Start Feature

Team

My role on the project was as the lead UX designer working closely on the UX side with a junior researcher, management, and UX copywriter. The project was driven from product management and the mobile application marketing team with various stakeholders and approvals to check with throughout the project.

Process

The full process from research to design iterations occurred over eight months. The wireframes included user flows, annotations, component options for the UI team to explore. Later the wires featured final copy working with a content strategist. 

  1. Current state analysis including user testing benchmark and heuristic analysis.
  2. Requirements gathering and refinement working with product owner and business stakeholders.
  3. Wireframing iterations using Sketch.
  4. User testing
    1. Prototyping in Axure RP.
    2. Script writing, goal setting and recruitment.
    3. Moderated testing through Usertesting.com, where I assisted my UX researcher as a note-taker and observer.
    4. Analysis and defining next steps.
  5. Final design refinement based off of results, annotations, and hand-off.
Loyalty User Screen Flow
Earn Head Start States

The Finale

Post-hand off I assisted as needed to onboard new designers to the project and familiarize them with the work that had been done. A couple small changes occurred after I was pulled off the project prior to release. In retrospect there were some issues later identified that would have made the process go a bit smoother from start to finish. One challenge throughout the project and with user testing was that our new loyalty program had not been released. Since the program was still being planned we were not able to disclose the full experience during user testing, and some benefits were still being defined. The product was finally deployed on Android and iOS early 2020.

See a promo from Foot Locker here. 

Launch Reservation UI Final