A PNA stationery shop, a retail store, is part of the PNA Group, a South African franchise. The PNA app presented several UX challenges that hindered user engagement and conversions. My work focused on addressing these core issues to create a seamless user journey. Through a comprehensive analysis, I identified key pain points including a lack of clear communication regarding online purchasing (leading to user frustration), a disruptive pop-up advertisement, and inconsistent interactions coupled with poor navigation. To remedy these issues, I proposed and implemented solutions focusing on transparency (clearly communicating the in-store purchase model up front), a streamlined UI (removing the intrusive pop-up and suggesting alternative promotions), and improved interaction design (standardizing click/touch/scroll, optimizing page structure, enhancing navigation with error support, and refining the mobile design for clarity). These improvements aimed to increase user satisfaction, improve product discovery, reduce frustration, and potentially drive in-store traffic by clearly communicating the purchase process.

To view the full UX Teardown, click here.

To view the UI redesign, click here.