Tchibo’s e-commerce app had grown over time through various quick-fix integrations, many of which were simply web views adapted for mobile. While functional, the experience felt inconsistent and wasn’t fully optimized for today’s mobile-first users. Our goal: Rethink the user experience, streamline key user journeys, and bring the app up to modern UX and UI standards with a native-first approach.

Much of the app’s structure was carried over from the website — making it clunky on mobile and inconsistent in behavior and visuals. We needed to replace embedded web content with native components, modernize the app across all main touchpoints (home, product discovery, checkout, settings), and define a solid design foundation for future improvements.

As UI/UX Designer, I took ownership of:

• Identifying weak spots through analytics, benchmarking, and UX best practices.

• Creating a design system to unify and document improved components.

• Designing user flows, wireframes, and prototypes for user testing.

• Delivering final, dev-ready UI designs to the development team.

• Ensuring the designs met Accessibility Level AA standards.

• Collaborating closely with stakeholders, product owners, brand teams, and developers.

We kicked off the project by analyzing user data and performance metrics to uncover friction points in key journeys like browsing, product selection, and checkout. This was followed by a benchmarking phase, where we looked at leading ecommerce apps to identify patterns and best practices.

With these insights, I mapped out user flows and created wireframes to reimagine interactions in a more intuitive and mobile-friendly way. These early concepts were turned into interactive prototypes, which we tested with real users to validate assumptions and gather feedback.

At the same time, I began developing a design system — a central library of reusable components and styles tailored for the mobile experience. This helped us ensure consistency across screens and allowed the development team to move faster with less guesswork.

Throughout the process, I worked closely with stakeholders and developers, ensuring the designs were not only user-centered but also feasible and efficient to implement.

To boost engagement and usability, we introduced a set of enhancements across the app experience:

• Fully native navigation patterns, replacing inconsistent web-based elements

• A refreshed homepage with personalized teasers and clearer content hierarchy

• Improved filter & sort tools in product listings for quicker decision-making

• A cleaner product details page that prioritized visuals and key information

• A streamlined checkout flow that reduced steps and improved clarity

The app became faster, more intuitive, and visually consistent, significantly improving the shopping experience on mobile. The design system also laid the groundwork for a scalable approach to future updates, reducing dev time and ensuring design quality.