A New CostCo App

For this redesign I decided to look over the CostCo app, a decision I made after finding that many people, specifically those over the age of 40, had significant trouble operating the app. The main complainant I had heard from users before working on the prototype was that they felt they were getting too many pop up ads for products they did not want. In fact the issue was so severe it caused some, who were CostCo members mind you, to never use the app. It was clear that there was a disconnect between the elements in play and the user journey that was damaging the overall experience.

Here on the right are some images from the CostCo app as it currently exists. Even from this distance, the amount of elements on each screen can seem overwhelming. While it can be imagined that CostCo does this to show off their impressive supply of goods, to most it feels like they are being given pop up ads, as mentioned before. I’ve referred to this as CostCo showing too much of their hand. As a wholesale retailer it makes sense that they want to show off as much as they can, especially lucrative deals, but for the everyday person this does nothing but cause a headache.

Step 1: Sketching It Up

The first sketch, seen on the right, was made to get down to the very foundation of the user journey. The example used, and what the prototype was based around, was buying snacks using the CostCo app. When using the app, this should be the path the customer has no matter what they are trying to do. There shouldn’t be any interruptions to the flow, which is one of the main issues the current app faces. The inclusion of too many elements can lead to setbacks that frustrate users, so this redesign focuses on this user journey as its core.

From there, the next round of sketches had to maintain this focus. The key idea of this redesign was to keep it simple. The current app is simply too bloated element wise, and the work I do should be focused on cutting that down while keeping in mind the user journey and several features that make the app distinctly CostCo (i.e. the colors, logo, etc.). With that in place, the original sketches of what the new app should look like were made.

One of the central ideas in play with the sketches is the creation of a true home page for the app. Currently, when a user enters the app, they are immediately bombarded with a page filled with ads and deals for products the user does not want. This was one of biggest talking points among people interviewed before the sketches were done, along with the fact that it was hard to find search bars to quickly look up what they needed. This home page, in a sense, is a one stone, two birds solution to this issue.

After these sketches were completed, they were then evaluated by additional eyes to ensure the ideas were solid before moving onto prototyping. Overall, the responses were overwhelmingly positive, with only some suggestions made that were then worked out. With that all completed, I was confident that I was ready to move on to the next stage.

The next step was to begin drafting up the prototype in Figma (which you can see for yourself here). The focus for this part was on following the set in stone user journey while ensuring this redesign still had the “spirit” of the CostCo app, keeping some of the brand synergy. The images you will see on the right are of the finished prototype, which went through about three different iterations to get to this point. I will be discussing user reactions, research, and what was changed in a later paragraph.

One of the interactive elements that was implemented into this prototype were swipe mechanics that kept the same direction throughout the app. While seemingly a small thing, there were multiple users that had complaints with how the app in its current state would change how they were supposed to swipe to interact with the screen (for instance, some screens would be up and down, then the next would be left to right, before switching back). After testing the app for myself, I had to agree with this criticism, so this note made its way into the design throughout.

Some design decisions to take note of include the presence of a large search bar on just about every page. This was done due to complaints of it being too hard to find a search bar to quickly look up what the user was looking for. The user shouldn’t have to search for a search bar of all things. This is most prominent on the new, clean home page. It’s something friendly and inviting, small and contained in a way that doesn’t overwhelm the user but instead beckons them in to explore what the app has to offer. If someone still wishes to see all the deals that were being offered like in the current app, all they must do is simply tap on “savings” right there on the top bar, and they’ll get to everything. Overall, this change, while small, was one of the most praised adjustments to the app, with the majority of users tested saying it was much better than what currently existed.

In fact, this redesign received overwhelmingly positive reactions from users across all age ranges. The bulk of suggestions came in the form of simply resizing or moving text elements to be more noticeable, but something that stood out the most from a group of users was the request for two completely new pages. Another complaint of the current app arose during these interviews, with users stating that on the app it’s incredibly frustrating to see what items are available for one day and two day shipping. As one user put it, they may want to have something delivered for lunch or dinner, but trying to find items is extremely hard. For this reason, they wanted dedicated pages to these features to look at items that applied to them, and they wanted a way to easily access it. Taking this into consideration, the final prototype includes both a “Same Day” and “Two Day” pages to allow users to once again stick to our established user journey in an easy way.

Through research, it becomes clear that there are issues with the current CostCo app that are hampering the amount of time customers use the app. In fact the issues are so prevalent some users, despite being CostCo members, refuse to even engage with the app. This could potentially be costing the company an untold sum of lost revenue, and it should be amended. With some user research and UI reworking, it’s easy to salvage what is currently on the app and turn it into something with a much more concrete user journey.

While my work and my designs are simply just an idea of the direction CostCo could move in to bring back scorned customers, I believe this is a move the company should make. In an increasingly digital world where online marketplaces like Amazon seek to fill any market gap possible, having a weak phone app does nothing but hurt the reputation of the corporation. It’s time for the Wholesale Retailer to go back to the drawing board and come back with something that impresses users.

The Current CostCo App