4F app: a brand new retail channel for a leading sportswear brand

Thanks to a thorough product development process we’ve created an app that meets the real needs of both - business and customers.

ABOUT
4F

4F is part of the OTCF S.A. clothing company based in Poland. It offers high-quality sports and casual wear and accessories which combine technology with modern design and trends. The brand is a sponsor of several Olympic and Paralympic Committees and a Technical Partner of various football, basketball and volleyball teams. Its products are sold in 42 countries, eg. Australia, Qatar, Singapore, United Kingdom, Romania and United States. Brand ambassadors include Robert Lewandowski and Anna Lewandowska. In 2020 4F launched its Foundation – 4F Pomaga.

THE CHALLENGE: creating best possible mobile user experience

Our utmost goal was to design a top-notch user flow to make sure that 4F clients can easily find what they came for and move through the shopping process. We needed to make sure the app is tailored to different needs (e.g. new client's path will be different from the one of returning customer) and user paths are complete.

From the technical point of view, we worked to seamlessly integrate the application with the already existing Magento store. This entailed working around certain functionalities embedded in this open source software.

THE
SOLUTION

We designed, developed and implemented a new mobile channel for 4F clients. The app caters to different clients’ needs and offers some out-of-the-box features that make mobile shopping easier and more fun.

The app launch coincided with coronavirus lockdown. This period proved to be very demanding for the entire industry and has significantly changed user behaviours and preferences. Despite these unexpected circumstances, the app turned out to address new needs really well by providing valuable features.

Solutions including sizing choice assistance or ski goggle cofigurator help users make better product choices, while content such as training videos library engage and offer additional value.

Strategic workshop

During a strategic workshop, we analysed the target audience as well as the brand's business objectives. We looked at the already existing market solutions and mapped opportunities and threats. We used all the data and knowledge about clients needs, pain points and expectations to outline user paths. This allowed us to define app functionalities, design information architecture and formulate UI guidelines.

UX Design

The solid foundations we laid in the discovery phase combined with our experience, were then applied to design interactive prototypes. Our UX team ensured that all user paths are complete.

Usability tests

The prototypes were tested with qualitative research. An independent company performed usability tests with elements of IDI (Individual In-Depth Interviews) on a group recruited to correspond with 4F client segments. The interviews’ feedback was really positive and after slight tweaking, the prototypes were ready for the UI design phase.

UI Design

The interview's feedback was really positive and after slight tweaking, the prototypes were ready for the UI design. The UI designers worked closely with the development team to make sure the app arrived right on schedule.

Development

We applied SCRUM methodology tha allowed us to work and iterate fast. The app was developed for iOS and Android systems and was integrated with the brand’s Magento store.

MAIN FEATURES

Loyalty program integration

Users remain engaged thanks to elements of gamification such as the option to unlock subsequent levels in the program, personalised coupons and visual representation of progress made.

THE RESULTS

A new, convenient way to shop for the brand’s products.

Intuitive shopping paths that make for a great customer experience and reduce common pain points.

A quality content hub that engages the customers.

A source of customer insights that allow the brand to better understand customers’ needs.

GOODYLABS DELIVERED

Desk Research

Strategic Workshops

UX/UI Design

iOS & Android Development

QA Tests

Project Management

CLIENT ‎ VIBES ‎

goodylabs strategic attitude and the right discovery tools mean the app really meets the users needs. And this translates into real ‎ business results ‎ and figures we have seen in the reports.

Jonasz Gajewski

Digital & Mobile Lead Architect at OTCF

CLIENT ‎ VIBES ‎

goodylabs strategic attitude and the right discovery tools mean the app really meets the users needs. And this translates into real ‎ business results ‎ and figures we have seen in the reports.

Jonasz Gajewski

Digital & Mobile Lead Architect at OTCF