Embedded Files
Selected Project - iOS Native App
Winder Farms was a subscription-based, home delivery grocery company. My role as Product Manager had me oversee our digital products for our subscriber base. While heavily web-focused, I began to see a trend to more mobile device traffic and eventually pitched an opportunity to build a dedicated iOS app.
what
Deliver an improved mobile product to our customers to more easily update their weekly grocery order.
Started with iOS as it was the device type with the largest percentage of traffic to our mobile site.
why
Through analytic data, I saw a larger portion of our website traffic starting to be from mobile devices.
Our mobile site (an old 'm.' site was extremely hard to navigate and had limited functionality compared to the desktop version.
outcome
9% increases in RPD, and a 40% increase in mobile as an order change method.
Our measure of success, Revenue per Delivery (RPD), showed an average dollar amount that was $1 higher on orders through the app than on our website. 20K lifetime downloads.
Additional Notes
The Team: Myself (PM), my leader (Chief Customer Officer), External Development Agency
What I did:
Initial Discovery - Utilizing our own analytic data, research on consumer apps, and surveying our customer base on interest in an app.
Prototype & Pitch - Created photoshop assets to build a prototype to show my leader an initial concept of what an app could be. Used to pitch our exec team for budget.
Requirement Scoping - Translated needs into requirements for an external development team.
Product & Project Lead - Hired an external development shop, acted as internal product expert and project manager/scrum master to keep the delivery on track.
Product Marketing - Worked with other team members to promote the app to our customer base and drive adoption.
Below you'll find a few of the screens I put together for an initial prototype that helped show a vision for what the app could become.
20K lifetime downloads.
Google Sites
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