Shopee App: UX Case Study
User Interface Design (UI) | User Experience Design (UX) |Mobile Application |
Timeline: 13 days
Shopee is one of my favorite apps. I have found some of my favorite products here. But as a Shopee lover, I always thought that this app could still be better in everywhere. But no actual action has been given to revamp the app. Until that day, my friend sent me a WhatsApp message telling me that Shopee had held a public competition to ideate and design the ultimate feature for the Shopee app. Therefore, I decided to participate in this competition. However, due to time constraints, I can only improve the application based on the latest scenarios encountered by my friends and conduct further research on this issue to make a better improve for the user experience.
Product Overview
Shopee is a leading e-commerce platform in Southeast Asia. It has a wide selection of product categories ranging from consumer electronics to home & living, health & beauty, baby & toys, fashion and fitness equipment.
With Shopee, customers can enjoy an easy, secure and fast online shopping experience through convenient payment options and strong logistical support.
Objective
To propose solution for a better Shopee app to remain the leading e-commerce platform in Singapore Market.
Problem definition
There are some problems to be solved. From this we voted to improve the “return and refund” user experience.
From the voted we come out with the How might we status and the hypothesis.
Research and Survey
To get some insight with users, we also conduct a google survey form to ask a several question about the “ Return & Refund” with 68 people.
https://docs.google.com/forms/d/1wenpGsE1mcfxzj91tZbLO8MFL8ppQx78_cJZNbD-K_8/edit#responses
What the user want?
After we collected all the research data from users, we came to some conclusions and listed out what users would like to see in the app.
At the same time, we also try to get more other feedback from playstore and articles about the “Return and Refund”.
Persona
In this case study, I created a proto-persona, Rachel Tang, reflecting a Shopee User to guide the case study. Improving the functionalities of the app, will help provide the best possible experience for Rachel.
Customer Journey
Prioritization Matrix
Based on this prioritization matrix, I decided to focus on fixing these pain points, with the following priorities:
Sketch Storming
Once I gained a clearer picture of the users, their needs and priorities, I started sketching and preparing a low-fi prototype. I could get some ideas through this sketch storming.
Prototype
This is the new layout and improvement of the revision.
User flow
The figure shows a step-by-step description from the main screen to the seamless return and refund process.
Guerrilla Usability Testing
In order to gain some understanding of the platform, I interviewed and tested seven people. I explained the task scenario to each participant and asked them to complete the task. We want to know how many users were able to complete the tasks without feeling the pain points
Task Scenarios
Imagine you were a busy working adult who just received a faulty juicer that you have recently purchased on Shopee. You decided to seek for a return and refund.
- Log on the Shopee App.
- Submit online return and refund request for the juicer.
- Once the return and refund request is accepted by seller, you will receive the in-app notification.
- Thereafter, you will select the most convenient way to return and refund (Pickup Service & Scan QR Code for return label).
Summary
Scalability
This is the solution for how might we scale up the business
Conclusion
Working on this case study has been a great experience. I feel glad that I could proceed and deliver a prototype within such a short timeline with my team members.
Because we are all Shopee users, in the initial discussion, we shared the experience we encountered in the past from the user’s point of view, and later we also put forward many interesting ideas. However, due to time constraints, we can only choose one part for in-depth discussion and improvement. Recently, one of our team members encountered a “return and refund” issue. She actually found that inconsistent information in the email and in the message received in the application might confuse other users.
We strongly agree that a good user experience should not only focus on the mood when shopping, but also have to concerns of after-sales service. This is what we called a good user experience.
However, if time permits, we will still improve and shorten the current progress of completing a task for “return and refund” and make it better.
I hope our work offers some ideas to the Shopee Design Team. Thank you for reading! I hope you enjoyed this case study. If you have any feedback, I’d love to hear from you.
You can contact me with lbh.evelyn@gmail.com or connect on LinkedIn.
