World of a “digital native”: 23 years old, cannot live without her mobile phone, has a total of 30 apps and uses 9 apps on an average daily. She loves luxury beauty products, uses apps for social media, games, photo editing, exercising, cooking, learning different hairstyles and makeup (augmented reality hitting hard), and SHOPPING (Duh!!)
Today every company wants to be on your radar, and the most assuring way to be is being quite literally on your fingertips. But does it work for every company?
Let’s find out!
L’OCCITANE EN PROVENCE: Oooo, oui français, you feel the sophistication in the name but uho, not quite getting the App game right!
Despite being an avid online shopper, and a loyal customer of L’OCCITANE EN PROVINCE, the international brand known for high-quality beauty products and fragrances, its app couldn’t make the cut and was unable to mark their territory on her smartphone.
The First Impression?
The app has a welcoming vibe. The aesthetics are aligned with brand colors and the overall look is clean and crisp looking.
The search bar is intuitive, and adding products to the bag is an easy process too .
The “Scanner” feature is pretty cool. It allows you to scan product directly from the front, from the catalog, or a QR code to get product information. But how often does one need this? Isn’t all that information pretty easily available on the web anyway?
But looks are deceptive. Indeed!
To begin with, the app hasn’t been updated in a long time, they still have a “Mother’s day” promotion running, which was, by the way, 5 months ago.
Moreover, the promotions also differ from their website to the app. They don’t showcase any live promotions running on the website. What’s more deceptive than that?
Now good thing: the app identifies your current location and tries to locate stores near you.
Bad thing: The feature does absolutely nothing for you!
Adding on to the misery, while selecting products might be easy, the bag doesn’t show your “total” unless you hit pay now. Noo, that’s not how its supposed to be! And hey, I hate math, I don’t want to spend time calculating how much more I am spending than I am supposed to, show me the total on this page!!!!
All in All
While L’OCCITAINE has undoubtedly done a brilliant job with their UX when it comes to their website and of course their amazing amazing products, I truly believe, they should just stick to that rather than trying their hands in the app world.
Users want an app that is useful, serves a purpose, is innovative, engaging, easy to navigate and interactive. Unfortunately, L’occitane app fails to bring that forward and clearly doesn’t add any value to the consumer.
And I am not the only one who thinks that 😉👇
Digital DNA 