111 / 240
DSW’s application provides shoppers the ability to scan an item – serving up information on pricing and inventory. However, the experience is disjointed due to the fact that when an item is scanned, shoppers are taken to the mobile site to view specific product pages. The application does not allow any other in-store interactions or interaction with on-site sales staff. For having the ability to scan an item, the link to inventory information is limited – both for online and in-store availability. Overall, the experience of hopping between a mobile site and the app is disjointed and confusing for shoppers. Focusing on which functions are more important to their shoppers and streamlining that experience will be most beneficial from them.