Topshop app for iPhone and iPad (v5.6.3)
Boy has it been a while since i’ve reported on the Topshop app, over two years in fact. At the time I wrote the content at the bottom of this post, I was still working for Topshop, product owning their mobile sites and applications. Relevancy and immediacy was key at that point though as time has progressed, and technology with it, it appears Topshop have been listening to their customers and improving the user experience.
Oddly, two years has passed and the version number has only increased by 6points from 5.0 to 5.6.3 – if you’re an avid app user you may not care about the version numbers, but if you’re into your tech and software development this is a striking bit of information either; there hasn’t been many updates over the last two years or if there have been, none have been ground breaking enough to move to 6.0 … lets take a look at some of those changes.
In comparison to the former product listing page, there have been vast improvements in the product displays. Real estate is vital to any retailer selling on mobile devices, with a smaller screen every pixel counts in maximising sales. Topshop have scrapped three products in a row, and their single product view opting for the happy medium – two products side by side. In doing so, Topshop have ensured their mobile app is maximising space and showing the full product image in the best way that they can.
They’ve also introduced a ‘model’ switch, which in doing so quickly shows the products being worn by a model. This tactic is quite well known for increasing add to bag rates since seeing a product on a person can portray its fit and shape.
A similar trend in maximising real estate can be found on the product page e.g. where the magic happens. This is the page where most retailers can allow customers to add products to their basket. This page is like gold dust, if it isn’t up to scratch the conversion rate can suffer – and you’ll know about it.
With full bleed imagery, and a sticky call to action bar, swiping through the images is in a vertical manner – which is slightly different to most experiences you’ll see – but it perhaps Topshop know something we don’t, and it’s only going to be in their analytics. Swiping through the images brings you down to more contextual information related to the product such as recommendations and recently viewed products – switching to a horizontal swipe to avoid confusion.
Two quick examples of how the female fashion-house has improved their user experience are hopefully enough for the audience to re-engage with the application pronto. User experience is vital to any digital product, and the perfect product manager will understand this concept, now more than ever should businesses be focusing on improving their UX in order to increase their bottom line.
As I no longer work for Topshop, I cannot take credit for the changes that have taken place in my absence, however, I am allowed to inform you I was fully engaged with the research and planning for these improvements.
Topshop app for iPhone and iPad (v5.0)
It’s been a while since Topshop has launched a new version of their iOS applications to the App Store – but lo and behold here comes version 5.0.
In this version:
– A new Log In section. Register or sign in with your exisiting account to sync your shopping bags
– We’ve redesigned our entire checkout so it’s now even easier and quicker to purchase
– The app is faster, smoother and takes up less memory
– We’ve improved the accuracy of our stock availability and search results
– You can now shop bundled products like matching co-ords and ready-styled looks
– Bug fixes
Check it now: Topshop for iOS