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As the largest arts and crafts specialty retailer in North America with 35,000 SKUs, Michaels is “where creativity happens,” but the company’s first-generation app was falling short of the needs of customers looking for products, value and ideas.
Michaels’ customers shop in two simultaneous frames of mind. First, they are looking for products and coupons for current projects. At the same time, they keep their eyes open for new ideas for their next craft project. Instead of just making it easier to shop and access coupons, we saw an opportunity to design an app that brought together shopping simplicity with inspiring ideas and wish lists for future projects.
Designed for easy in-store use, the app gets users directly to what they need with large buttons and clean grids set against artistically textured backgrounds. Tasks that simplify shopping (search, coupons and products) are part of persistent navigation. Products are broken into category and subcategory lists that slide out. Tasks that inspire new ideas are collected in sections for projects and store events, along with personalized wish lists and project lists.
Our mobile app filled shopping baskets