In light of Shopee Product Design Challenge 2022, we were challenged to propose meaningful solutions for Shoppee Supermarket within 5 days.
UX Research + Redesign
Project Overview
Project Type: UX Design Competition (In groups of 3s)
Industry: E-Commerce
Timeline: 10 Sept 2022 - 14 Sept 2022
My Role: UX Researcher + Designer
Our Challenge Brief
Shopee Supermarket is becoming the go-to online grocery store with the best prices,
offerings and customer experience. As such, customer-centricity is undoubtedly the key
to high retention rates and long-term brand loyalty.
Beyond the pandemic bump and coupled with diversified users’ needs, propose a
meaningful solution(s) to create more value and differentiate Shopee Supermarket’s
offerings for end users.
Our Approach
Given 5 days, we decided to identify a main target user group, so as to better conduct qualitative interviews to understand their frustrations and challenges in using the platform along with their needs and goals.
We dedicate 3 days to understand Shopee’s business goals, identify our main users, conduct research, synthesize them, analyse Shopee’s competitors and dedicate 2 days to redesign features of the supermarket platform based on the data collected.
Our Process
Understanding Shopee & Shopee Supermarket's Business Goal
It was important for us to understand what are Shopee and Shopee supermarket business goals so that we can create solutions that not only solve real users' needs but align with Shopee’s goals and support their long-term strategy and growth.
Secondary User Research
Firstly, we wanted to identify our main target consumers who are using Shopee Supermarket to uncover the issues they faced in using the platform and best design a better experience for them.
Primary User Research
Using semi-structured interviews, we interviewed 5 millennial parents to find out more about their experiences of using online groceries. We chose a semi-structured interview to give us more flexibility in gaining in-depth answers from our users. We then analyzed our results using an affinity diagram.
These are the interview questions that we came up with, along with the responses we gathered.
Sensemaking Insights
After we collected data responses from our interviews conducted, we sysnthesised the data into an affinity diagram to sieve out common pain points and discovered main mutual key pain points that these interviewees have in common.
We crafted them into user stories to better empathise with our target user group and used these as a guide to decide which features we should be redesigning.
Initial Usability Testing
If given more time, we would conduct an initial usability testing on the current features on Shopee Supermarket to gain greater insights on users' pain points and validate our assumptions. The sticky notes on the left was what we would have conduct our user testing.
Though I acknowledge that some metrics to measure success through quantitative usability testing involves the amount of time taken to accomplish a task and the number of clicks it takes to accomplish a task, in this case, (if there was more time) I would have chose task-completion rates where I have the participants tasked to act out a series of activities using the application and say-aloud their actions whilst measure how successful they are in completing the actions.
Fortunately, within the span of 5 days, I was able to do a very quick usability test with a young muslim mother on her experience in using Shopee Supermarket. Her responses and how she uses the application gave us more insights on our problem statement and product specifications. These are the results:
The Problem Statement
By creating a primary how might we statement, we are able to focus on what we would like to solve.
Main Product Specifications
Based on our user research, user stories, reframed problem statement and also factoring our limited time, we have decided to focus on redesigning 3 main features to to improve communication between the user and the online grocery through product updates to aid in the user’s decision making and meet our targeted users’ needs. Here are our main product specifications:
Ideation
After specifying our main product specifications, we brainstormed ideas on specific features we want to improve on Shopee Supermarket using the brainwriting technique.
Competitive Analysis
Lastly, to validate our ideas, we decided to conduct a comparative UX analysis on Shopee Supermarket’s competitors and how they tackle these features. In doing so, we would also be analysing how redesigning these 3 features would have a business impact on Shopee Supermarket.
Outcome - What were the redesign features?
Our revamped user flow include a replace or refund option prompt before users click on view their cart and checkout with their intended purchase items.
If given more time, what would you have done?
What are potential future developments?