Redesign of an Existing Retail Chain Mobile Application

Mobile loyalty applications of retail chains have become a key tool for building customer relationships, but their design can create usability issues that may negatively affect customers' user experience. The aim of this thesis is to design a new interface for an existing mobile app of a retail chain and create its prototype. The theoretical part of the thesis outlines basic principles of psychology and also basic concepts and methods in the field of UX/UI. The practical part is based on the Design thinking framework and follows its phases: empathize, define, ideate, prototype, and test. Through heuristic evaluation and thematic analysis of data from semi-structured in-depth interviews, the main problems of the application were identified. Solutions for these problems were generated and defined using ideation methods such as braindumping and mind mapping, which were then converted into specific requirements. According to the requirements, a graphic design was created, first in the form of low-fidelity wireframes, then a high-fidelity model and finally an interactive prototype. The prototype was tested with users using the usability testing method, and it was shown to address the identified issues. The main deliverable is an interactive prototype of a mobile app designed for a retail chain's loyalty program. The contribution of this work is the identification of problems in an existing application and also the proposed solution to these problems in the form of a new design that would, if implemented, allow users to have a more pleasant user experience.