Jeep® Badge of Honor is a brand engagement platform for enthusiasts of off-roading adventures. The product helps with discovering new trails and engaging Jeep owners in the growing community. Currently, the app has over 17k ratings with an average rating of 4.8. It allows for brand engagement in the form of gamification and ordering hard badges to be displayed on one's proudly owned Jeep vehicle. The tangible element of the experience connects to the real-life off-roading adventure and drives excitement among Jeep owners.
This product was developed several years ago and was built without an established design system in place.
Problem:
• Lack of cohesion and inconsistent experience throughout the product make the product look chaotic and dated.
• Some tasks were not intuitive to complete.
For this project, we implemented a design system that’s scalable, elegant and accessible. The most challenging part was the detailed focus on how each new component I design can be scaled in the future.
Solution:
• Introduce consistency between the visual elements.
• Create clear direction for scaling the product.
• Improve usability and brand perception.
• Minimize the design debt.
My focus was on building and maintaining the new design system, creating a consistent set of components and pages, and improving the overall experience for new and established users.
As my teammates finalized the design audit and core elements of the design system, I worked on redesigning assigned pages and components by using the existing system elements and adding new ones whenever required. All stages of ideation required keeping design heuristics front of mind. On top of that, I focused on presenting the information needed for the user in a way that brings them the most value from perusing each page. Below are the main principles I was always mindful of during ideation.
Knowing the answers to these and more questions allowed me to successfully approach the redesign of each component with empathy. Each exploration process gave a start to multiple versions and iterations that were discussed with the team and selected for the final implementation. For each component, my goal was to create at least several ways to present the information and create a new pattern that can be scaled later whenever needed. Each ideation session was validated by the team review and feedback.
Challenge: A challenge for this project was the lack of access to real users for testing - the design decisions were based on the SME's input, who knew what features and design components would be the most successful.
I approached the project in a pretty traditional way, trying to keep the flows simple with a touch of fun, without any overwhelming elements or steps yet still allowing the users to accomplish tasks such as checking into the trails or ordering hard badges.
One of our goals was to make it super easy for users to navigate the physical badge ordering process. We improved the process of checking into trails and badge order process to make them more intuitive.
This is one of my favorite projects I got to work on so far. Jeep is such an iconic brand with exciting traditions. As it’s an already existing app with over 17k ratings with an average rating of 4.8 and an established base of users, it was a pleasure to help improve the experience for so many people in terms of enjoyability, cohesiveness and information layout.