Overview
Tanger Outlets’ mobile app needed a refresh. I reworked the navigation, refined the visuals, and built reusable components for UI consistency across 8,000+ retail stores. The outcome? A people-first, purpose-driven experience that fueled a $200K weekly revenue boost.
The Challenge
Shoppers struggled using the app and needed an intuitive experience that supported Tanger Outlet’s expansive retail network and updated brand identity.
The Process
Discovery
Discovery
Shoppers primarily wanted quick access to deals, easy store navigation, and a smoother experience in stores. The existing app felt outdated and unintuitive, creating friction for users trying to plan visits or explore offers on the go. This made it clear that the redesign needed to prioritize simplicity, speed, and user-friendly navigation.
DEFINE
Shoppers needed a faster, more intuitive way to access deals and store info, so I started by rethinking the app’s structure. I created a new information architecture to streamline navigation and surface what mattered most to users when shopping. This approach helped clarify which screens needed redesigning.
Ideation
The client’s marketing team had already designed a homepage mockup, but it didn’t reflect the revised navigation or user flow. To build trust and avoid derailing their vision, I presented two versions of the homepage, alongside the current and proposed nav structures (pictured above). Presenting the mockups in this way helped the client see how small structural changes could create a more user-friendly experience while still keeping the design that they loved. Moving forward, this mockup set the foundation for defining visual components in the pattern library to ensure consistency across the app.
Design
Because the client also wanted the app to reflect their modern brand identity, I created a pattern library in Sketch to ensure visual consistency across every screen and component. Consequently, this provided reusable, scalable components for the developers to work with.
Prototyping
Using Invision, I created interactive prototypes to align stakeholders and bring the experience to life from a shopper’s perspective. (Please note: the visuals below are limited due to Invision’s shutdown and do not fully reflect the scope of the interactive work completed).
To support smoother onboarding, I also designed a custom loading animation using After Effects and LottieFiles. This served as visual feedback for users when the app was working to load content.
Validation
Despite limitations preventing live user testing, the client planned to track feedback post-launch and reported early wins shortly after rollout. Shoppers responded positively to the streamlined experience, and the redesigned app supported $200K in additional weekly revenue, proving that designing with purpose can drive both satisfaction and key metrics.
Reflection
This project reinforced the value of thoughtful structure and scalable systems in creating experiences that truly serve people. As Tanger Outlets continues gathering feedback from users, there’s opportunity to iterate and expand features to further improve the shopping experience. This project gave me several key takeaways to apply in the future, including building adaptable systems, advocating for user needs, and creating design solutions that scale with purpose.
