Philip Morris – IQOS – Mobile user journey

IQOS is a smokeless device that encourages an alternative way of smoking. 

I worked with IQOS during a campaign to help improve their mobile user journey. Working closely with a UX specialist I audited the current user journey and made suggested changes at key points.

The previous customer journey was confusing and there was no hierarchy of information so I streamlined the content and removed the need for repetitive scrolling. I also made it clear where customers needed to make decisions, prioritising information and improving the flow of navigation. From these, I created new wireframes, prototypes and designs to align with the brand re-fresh. Work completed at Flourish.

Old design
New design