Using the 5 W's and How framework, a problem statement was crafted to illustrate the core challenges and synthesize findings for the client review.

The session transitioned into a scope refinement workshop. Activities included brainstorming solutions for the problem statement, prioritizing ideas using a grid, and voting to decide on the deliverables.

The insights shared during the workshop were well received, and we successfully finalized the project scope. This included determining the final deliverables, which are: reorganizing the app and its features, implementing a unique seasonal onboarding process, creating a design system, and establishing brand guidelines.

A card sorting tool was used to organize features and pages more effectively. This exercise, shared with the RAA team and a small user group, generated a heatmap, distance matrix, and dendrogram to inform the app's structural refinements.

The analysis revealed that while RAA’s feature placement wasn’t drastically different from larger competitors, some features were harder to discover due to placement within pages. Additionally, the UI design of specific elements hindered the visibility of otherwise well-placed features.

Sitemap B was built on Sitemap A but refined to align with users' needs more effectively, incorporating practical adjustments.

Sitemap C expanded upon Sitemap B, rearranging and adding features informed by broader research insights.

The A/B test compared the three designs, with both stakeholders and users favoring Sitemap C for its thoughtful balance of research insights and user-driven modifications. Sitemap B was a close second, followed by Sitemap A. Stakeholders ultimately selected Sitemap C, prioritizing user satisfaction and strategic enhancements to the app's architecture.