SHOPEE APP CRITIQUE & REFINE

Role

Designer

Researcher

Tool

Sketch, Principle,

Illustrator.

Timeline

2 Days

Design Task

Find the most critical UX issue from the current Shopee app. Explain how you would go about identifying the issues and provide solutions for it.

Design Process

Research

Empathize with customers

Even though I have little experience in Shopee App, I still sketch an empathy map to understand the basic process for shopping online, and have these steps in my mind to further learn about users' behaviors.

Observation

I conducted three observational studies and follow-up interviews to understand user behavior and performance while they were using Shopee App.

Template of Observational Study

Key Findings

3/3 users complained that the home page has tons of information, and looks without structure, making them give up browsing very quickly.
2/3 users said that they were very confused about some features. For example, shopee Mall is the main feature, however, shopee mart is on the home page with a small icon.
2/3 users mentioned that it has all required shopping online features, just has a comparatively unclear structure and hierarchy.
3/3 users said that they usually would be based on reviews, ratings, prices, and shipping to decide whether to buy an item or not.
1/3 user mentioned that it was not easy for him to make a decision on valuable goods, thus he hoped that there could be more data offered to help make decisions.
3/3 user pointed out that Shopee's interface should be simpler and easy to navigate.

Heuristic Evaluation

After I got some insights from interviewees and my personal experience of using it, I asked myself several questions to evaluate this app based on Nielsen's Uasiabulity Heuristics

What do The Problems Look Like On The Current App

%E6%9C%AA%E5%91%BD%E5%90%8D%E4%BD%9C%E5%

Competitive Analaysis

I chose Shopee's direct competitor: Lazada, and also several eCommerce products to understand benefits and drawbacks across different platforms. Also, learn about how can I generate good solutions based on research from different platforms.

IDEATION & DESIGN

Wireframe

Before I created wireframes, I sketch on paper to outline the basic structure and layout of the interface along with some ideas.

Low-Fidelity Prototypes

I used paper to mock up my ideal redesign and focused on solving problems that I learned from research. And tried to create a clear hierarchy, and organized structure of the interface, display user-centered information and help users make decisions with more data.