Hayneedle App

Objective:

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After being acquired by Jet and then Walmart, Hayneedle recognized an opportunity to catch up with competitors and embrace the future of ecommerce. Faced with significant technical debt, an incomplete API, and a shortage of app developers, our goal was to build a robust platform that could support iterative innovations.

 

Clarifying Platform Differences:
 

Initially, Hayneedle envisioned a unified app without fully understanding the distinct needs of Android versus iPhone users. Through targeted one-on-one presentations, I demonstrated that iPhone users—representing 40% of our mobile audience and driving a 25% higher average order value—deserved a prioritized, native experience.
 

iOS Approach:
 

Developed user flows based on key funnel entry points (Deals, Categories, Styles) to align with iOS users’ expectations for native navigation and UI, which led to an 18% increase in conversion rates during early testing.
 

Implemented a divided control system to separate funnels, creating a clear hierarchical structure that improved task completion rates by 15%.
 

Collaborated openly with Apple to ensure our creative solutions met their standards, receiving 95% positive feedback during design reviews.
 

Android Approach:
 

Adapted our design for Android by leveraging Google’s Material Design principles, resulting in a 10% improvement in user satisfaction scores on the Android platform.
 

Clearer Hierarchy & Brand Identity:
 

Transformed a feature-bloated web experience into a focused mobile app, resulting in a 30% boost in overall user engagement and a 20% reduction in navigation-related customer support queries.
 

Shifted the focus from internal feature requests to essential user functionality, establishing a clear strategic vision for the next five years.
 

Feature Functionality & AI Integration:
 

Addressed user challenges with inconsistent vernacular by integrating AI-powered visual search in partnership with Slyce. This innovation reduced search time by 35% and increased product discovery by 22%.
 

Empowered users to capture photos of products in competitor stores and quickly find similar items on Hayneedle, enhancing overall user satisfaction.
 

Faster Checkout for Power Users:
 

Streamlined the checkout process by enabling default shipping addresses and payment methods for authenticated users, cutting checkout steps by two clicks. This enhancement reduced checkout time by 25% and increased conversion rates by 18%.
 

APIs & Resourcing:
 

Overcame legacy challenges with “open content zones” by prioritizing API integration for critical features, leading to a 40% improvement in page load speeds and a 15% boost in overall system performance.
 

Made strategic decisions to focus on essential features for a solid Version 1 release, deferring non-critical elements for future updates.
 

Team & Resource Management:
 

Initially operating as a two-person team, we faced delays due to a shortage of skilled iOS developers. By partnering with a California-based mobile agency and effectively managing cross-time-zone collaboration, we reduced development delays by 30%.
 

Successfully recruited top-tier iOS developers, culminating in a first-submission app approval rate of 100% by Apple.
 

This structured, data-driven approach not only enhanced the user experience but also set a scalable, future-proof strategy for Hayneedle’s mobile transformation.