Client & Project Type
TAMBe | Fashion | Mobile app
Overview
TAMBe is a fashion app that allows users to access, compare, collect, and purchase garments from various local brands. Despite its potential, the app faced several technical and design challenges, reflected in its low ratings on both the Play Store (3.9) and the App Store (2.4), with reviews consistently highlighting user experience issues. Users frequently cited confusing navigation, the absence of key features like in-app purchases, and poor accessibility. As a result, the app has not met the client’s goals of helping local brands effectively reach their audience or generate meaningful revenue.
The client approached us with a vision to address these challenges and transform the app into a platform that could attract a larger user base while better aligning with their goal of becoming a fashion hub for local brands.
Project date: April 2024
My Rule
Lead UX/UI designer
Responsibilities
1. Reviewed the app and delivered a detailed report outlining key issues and potential improvements.
2. Conducted usability testing to guide future development and identify potential for new features.
3. Refined user flows and improved accessibility based on the review findings and client requirements.
4. Designed and proposed new feature sets that align with user and business needs for future improvements.
2. Conducted usability testing to guide future development and identify potential for new features.
3. Refined user flows and improved accessibility based on the review findings and client requirements.
4. Designed and proposed new feature sets that align with user and business needs for future improvements.
The Challenge
The TAMBe app faced significant user experience challenges that prevented it from achieving its goal of becoming a central hub for local fashion brands. Users struggled to find value in the app, often describing it as confusing and feeling unsure of how it could meet their needs. The app’s unclear purpose, along with poor navigation flows and accessibility issues—like inconsistent fonts and low-contrast colors—made it hard to use. Key frustrations included:
1. Users expected to make purchases directly within the app but instead were redirected to external sites.
2. The lack of adequate filters and search options made browsing products cumbersome and inefficient.
3. Core usability issues, such as missing buttons, limited product details, and an overall lack of direction, left users questioning its purpose.
2. The lack of adequate filters and search options made browsing products cumbersome and inefficient.
3. Core usability issues, such as missing buttons, limited product details, and an overall lack of direction, left users questioning its purpose.
The client also raised concerns that the app didn’t align with their vision of creating a seamless fashion hub that connects local brands with customers. The client envisioned TAMBe as a streamlined, one-stop platform for local fashion, where users could connect with fashion influencers, follow trends, browse, compare, and purchase items from multiple brands without leaving the app.
This initial feedback informed our team's decisions, deciding to start with a comprehensive review of the application's design, application code, portal front-end, and back-end functionality so we can have a deeper look into its issues and how we can improve it holistically. I was charged with the design review. Based on the reviews, we decided on the needed steps to improve the whole system.
The Review Process
I started my review process with usability tests. This included personally going through it and testing it with different users.
Delivery & Conclusion