The Challenge
What PriceZ Was Facing
PriceZ aggregated live pricing data from over 200 retail locations, but users consistently failed to find the best deal before abandoning the app. A tree-testing study exposed that the product taxonomy had been inherited from a supplier database schema — completely misaligned with how shoppers actually categorise grocery items.
The Solution
What We Built
We conducted card sorting with 120 participants to rebuild the category taxonomy from the ground up, followed by first-click testing to validate navigation paths. The redesigned IA introduced a location-aware browse layer and a personalised "my shops" shortcut surface, reducing median path length to a price result from 7 taps to 2.
Results
Measurable Outcomes
✓Median sessions-to-conversion reduced by 44%
✓Price comparison task success rate improved from 38% to 87%
✓App Store rating climbed from 3.1 to 4.6 within two release cycles