Largest cross-market UX research project @SHOPLINE

Largest cross-market UX research project @SHOPLINE

Largest cross-market UX research project @SHOPLINE

🔒 Due to the Non-Disclosure Agreement, certain details will be omitted.

🔒 Due to the Non-Disclosure Agreement, certain details will be omitted.

🔒 Due to the Non-Disclosure Agreement, certain details will be omitted.

Impact

Impact

Impact

Initiate the largest-ever research project, and informed 5 strategic priorities for the upcoming product roadmap

Initiate the largest-ever research project, and informed 5 strategic priorities for the upcoming product roadmap

Initiate the largest-ever research project, and informed 5 strategic priorities for the upcoming product roadmap

Role

Role

Role

UX Research Intern

UX Research Intern

UX Research Intern

Time

Time

Time

Apr - Jun 2023

Apr - Jun 2023

Apr - Jun 2023

#1 e-commerce platform in Asia

#1 e-commerce platform in Asia

#1 e-commerce platform in Asia

SHOPLINE (my employer) is a platform offering a seamless and engaging shopping experience for users, while empowering merchants to maximize sales and customer engagement.

SHOPLINE (my employer) is a platform offering a seamless and engaging shopping experience for users, while empowering merchants to maximize sales and customer engagement.

SHOPLINE (my employer) is a platform offering a seamless and engaging shopping experience for users, while empowering merchants to maximize sales and customer engagement.

Problem

Problem

Problem

Low promotion visibility led to less sales for our clients

Low promotion visibility led to less sales for our clients

Low promotion visibility led to less sales for our clients

Our recent study showed that 7 out of 8 interview participants didn't even look at the promotional offers. This could potentially lead to our clients losing sales.

Our recent study showed that 7 out of 8 interview participants didn't even look at the promotional offers. This could potentially lead to our clients losing sales.

Our recent study showed that 7 out of 8 interview participants didn't even look at the promotional offers. This could potentially lead to our clients losing sales.

Solution

Solution

Solution

Redesigned promotion module by learning from user buying journey

Redesigned promotion module by learning from user buying journey

Redesigned promotion module by learning from user buying journey

As we haven't unleashed the full potential of merchant GMV (total sales amount), we initiated a robust UX repository to collect research results to empower our data-driven UX decisions.

As we haven't unleashed the full potential of merchant GMV (total sales amount), we initiated a robust UX repository to collect research results to empower our data-driven UX decisions.

As we haven't unleashed the full potential of merchant GMV (total sales amount), we initiated a robust UX repository to collect research results to empower our data-driven UX decisions.

Align business goals w/ PM:
Unlock mutual benefits for customers and merchants

Align business goals w/ PM:
Unlock mutual benefits for customers and merchants

Align business goals w/ PM:
Unlock mutual benefits for customers and merchants

  1. Customers

  1. Customers

  1. Customers

☑️ Better deals

☑️ Better deals

☑️ Better deals

☑️ Seamless shopping experience with clear information

☑️ Seamless shopping experience with clear information

☑️ Seamless shopping experience with clear information

☑️ Better deals

☑️ Better deals

☑️ Better deals

  1. Merchants

  1. Merchants

  1. Merchants

☑️ Effective promotion to boost sales

☑️ Effective promotion to boost sales

☑️ Effective promotion to boost sales

☑️ Customer loyalty improvement

☑️ Customer loyalty improvement

☑️ Customer loyalty improvement

  1. SHOPLINE (my employer)

  1. SHOPLINE (my employer)

  1. SHOPLINE (my employer)

☑️ GMV enhancement

☑️ GMV enhancement

☑️ GMV enhancement

☑️ Solid brand reputation

☑️ Solid brand reputation

☑️ Solid brand reputation

Our process to reach the goals: research backed design

Our process to reach the goals: research backed design

Our process to reach the goals: research backed design

To define our research scope:
How might we better communicate the relevance of promotions to users which drives purchase decisions?

To define our research scope:
How Might We better communicate the relevance of promotions to users which drives purchase decisions?

To define our research scope:
How Might We better communicate the relevance of promotions to users which drives purchase decisions?

How we answered questions through primary research

How we answered questions through primary research

How we answered questions through primary research

1

Recruitment & Pilot Test

1

Recruitment & Pilot Test

1

Recruitment & Pilot Test

Build a common understanding of users within our team

Build a common understanding of users within our team

Build a common understanding of users within our team

Proto personas provide a starting point for user-centered design, and guide who we recruit for the upcoming user testing.

Proto personas provide a starting point for user-centered design, and guide who we recruit for the upcoming user testing.

Proto personas provide a starting point for user-centered design, and guide who we recruit for the upcoming user testing.

Create design iterations based on secondary research data

Create design iterations based on secondary research data

Create design iterations based on secondary research data

We leverage insights from UX audits, customer support interactions, and relevant online resources to hypothesize user needs with PMs, and turn into new designs.

We leverage insights from UX audits, customer support interactions, and relevant online resources to hypothesize user needs with PMs, and turn into new designs.

We leverage insights from UX audits, customer support interactions, and relevant online resources to hypothesize user needs with PMs, and turn into new designs.

Invite selected internal staff instead due to resource constraints

Invite selected internal staff instead due to resource constraints

Invite selected internal staff instead due to resource constraints

Recognizing the limitations of internal participant recruitment, we selected staff from Hong Kong/Taiwan based on the screening survey results to minimize bias.

Recognizing the limitations of internal participant recruitment, we selected staff from Hong Kong/Taiwan based on the screening survey results to minimize bias.

Recognizing the limitations of internal participant recruitment, we selected staff from Hong Kong/Taiwan based on the screening survey results to minimize bias.

☑️ Online shopping habits At least once in every 3 months

☑️ Online shopping habits At least once in every 3 months

☑️ Online shopping habits At least once in every 3 months

☑️ No prior relevant project experience Exclude designers also

☑️ No prior relevant project experience Exclude designers also

☑️ No prior relevant project experience Exclude designers also

Test new design in pilot runs first

Test new design in pilot runs first

Test new design in pilot runs first

Pilot tests help us assess the feasibility of the research plan, and ensure the chosen methodology effectively gathers the desired information.

Pilot tests help us assess the feasibility of the research plan, and ensure the chosen methodology effectively gathers the desired information.

Pilot tests help us assess the feasibility of the research plan, and ensure the chosen methodology effectively gathers the desired information.

2

Methodology

2

Methodology

2

Methodology

Moderated test | 4 prototypes | 8 participants | 2 rounds of pilot tests

Moderated test | 4 prototypes | 8 participants | 2 rounds of pilot tests

Moderated test | 4 prototypes | 8 participants | 2 rounds of pilot tests

Usability test + UEQ: focus on comprehension

Usability test + UEQ: focus on comprehension

Usability test + UEQ: focus on comprehension

Participants are expected to complete purchases over 2 new designs of online store on both desktop and mobile phone.

Participants are expected to complete purchases over 2 new designs of online store on both desktop and mobile phone.

Participants are expected to complete purchases over 2 new designs of online store on both desktop and mobile phone.

Semi-structured interview

Semi-structured interview

Semi-structured interview

Compare 2 designs and the current launched site to learn:

Compare 2 designs and the current launched site to learn:

Compare 2 designs and the current launched site to learn:

  1. initial expectations

  2. perceived differences

  3. preferences on the style of promotions

  1. initial expectations

  2. perceived differences

  3. preferences on the style of promotions

  1. initial expectations

  2. perceived differences

  3. preferences on the style of promotions

Desirability test: focus on sentiment

Desirability test: focus on sentiment

Desirability test: focus on sentiment

Help Expected impacts include:

Help Expected impacts include:

Help Expected impacts include:

  1. Help participants describe their emotional responses

  2. Use quantitative data to spot crucial signal during transcribing perceived differences

  1. Help participants describe their emotional responses

  2. Use quantitative data to spot crucial signal during transcribing perceived differences

  1. Help participants describe their emotional responses

  2. Use quantitative data to spot crucial signal during transcribing perceived differences

The primary purpose of using quantitive measures under a small sample size was to elicit qualitative feedback and encourage participant discussion, rather than to draw definitive statistical conclusions.

The primary purpose of using quantitive measures under a small sample size was to elicit qualitative feedback and encourage participant discussion, rather than to draw definitive statistical conclusions.

The primary purpose of using quantitive measures under a small sample size was to elicit qualitative feedback and encourage participant discussion, rather than to draw definitive statistical conclusions.

3

Analysis

3

Analysis

3

Analysis

Qual data: thematic analysis

Qual data: thematic analysis

Qual data: thematic analysis

After transcribing 270+ minutes of interview data, we began color-coding and using an affinity diagram to identify sentiments associated with each user flow.

After transcribing 270+ minutes of interview data, we began color-coding and using an affinity diagram to identify sentiments associated with each user flow.

After transcribing 270+ minutes of interview data, we began color-coding and using an affinity diagram to identify sentiments associated with each user flow.

"It would be better if promotions were also highlighted with cart items.

Too cumbersome to compare them scrolling up and down."

"It would be better if promotions were also highlighted with cart items.

Too cumbersome to compare them scrolling up and down."

"It would be better if promotions were also highlighted with cart items.

Too cumbersome to compare them scrolling up and down."

6 out of 8 participants expressed dissatisfaction with the repetition of discount names on the cart page.

But they ultimately preferred having the overall discount section collapsed by default, to be expanded when they need to verify the discount.

6 out of 8 participants expressed dissatisfaction with the repetition of discount names on the cart page.

But they ultimately preferred having the overall discount section collapsed by default, to be expanded when they need to verify the discount.

6 out of 8 participants expressed dissatisfaction with the repetition of discount names on the cart page.

But they ultimately preferred having the overall discount section collapsed by default, to be expanded when they need to verify the discount.

"The free shipping progress bar is harder to ignore. Wanna go and add some other items."

"The free shipping progress bar is harder to ignore. Wanna go and add some other items."

"The free shipping progress bar is harder to ignore. Wanna go and add some other items."

We found that dynamic shipping information and progress bars can positively impact purchase intent. To further enhance the visibility of free shipping options, we explored different UI styles.

Our testing revealed that the bar in the left version was initially perceived as an irrelevant decoration by more users.

We found that dynamic shipping information and progress bars can positively impact purchase intent. To further enhance the visibility of free shipping options, we explored different UI styles.

Our testing revealed that the bar in the left version was initially perceived as an irrelevant decoration by more users.

We found that dynamic shipping information and progress bars can positively impact purchase intent. To further enhance the visibility of free shipping options, we explored different UI styles.

Our testing revealed that the bar in the left version was initially perceived as an irrelevant decoration by more users.

Quan data: help integrate best features from both designs

Quan data: help integrate best features from both designs

Quan data: help integrate best features from both designs

The final version incorporates the well-organized information from design A (coded in purple) and visuals from B (coded in orange).

Design A is reported to have higher pragmatic scores in UEQ and positive desirability test results.

The captivating promotional elements are chose from design B is because participant feedback revealed the effectiveness of bright colors and icons in drawing attention to the discount sections.

The final version incorporates the well-organized information from design A (coded in purple) and visuals from B (coded in orange).

Design A is reported to have higher pragmatic scores in UEQ and positive desirability test results.

The captivating promotional elements are chose from design B is because participant feedback revealed the effectiveness of bright colors and icons in drawing attention to the discount sections.

The final version incorporates the well-organized information from design A (coded in purple) and visuals from B (coded in orange).

Design A is reported to have higher pragmatic scores in UEQ and positive desirability test results.

The captivating promotional elements are chose from design B is because participant feedback revealed the effectiveness of bright colors and icons in drawing attention to the discount sections.

Selected UX/UI Improvements

Selected UX/UI Improvements

Selected UX/UI Improvements

  1. For customers:
    Collapse discount section to increase visibility of other promo

  1. For customers:
    Collapse discount section to increase visibility of other promo

  1. For customers:
    Collapse discount section to increase visibility of other promo

Reduce the mental strain during confirmation, and allow other promotions stand out.

Reduce the mental strain during confirmation, and allow other promotions stand out.

Reduce the mental strain during confirmation, and allow other promotions stand out.

  1. For SHOPLINE:
    Free shipping progress bar to enhance Average Order Value (AOV)

  1. For SHOPLINE:
    Free shipping progress bar to enhance Average Order Value (AOV)

  1. For SHOPLINE:
    Free shipping progress bar to enhance Average Order Value (AOV)

Easily see how close they are to qualifying for free shipping, encouraging them to confidently add more items.

Easily see how close they are to qualifying for free shipping, encouraging them to confidently add more items.

Easily see how close they are to qualifying for free shipping, encouraging them to confidently add more items.

  1. For merchants:
    Leverage color psychology and icons to boost purchase intent

  1. For merchants:
    Leverage color psychology and icons to boost purchase intent

  1. For merchants:
    Leverage color psychology and icons to boost purchase intent

Create a sense of value and urgency, prompting the "it's a steal" perception

Create a sense of value and urgency, prompting the "it's a steal" perception

Create a sense of value and urgency, prompting the "it's a steal" perception

Impacts on UX, collaboration, and roadmap

Impacts on UX, collaboration, and roadmap

Impacts on UX, collaboration, and roadmap

🤝 Cross-functional team collaboration

🤝 Cross-functional team collaboration

🤝 Cross-functional team collaboration

Initially skeptical about investing in promotion engagement research, the product lead embraced a new approach after the design manager proactively invited PMs to join usability sessions.

Observing user behavior and engaging in real-time discussions facilitated open communication and bridged the gap between PMs and the design team, even in the Q&A part of our meeting, the product lead commented:

Initially skeptical about investing in promotion engagement research, the product lead embraced a new approach after the design manager proactively invited PMs to join usability sessions.

Observing user behavior and engaging in real-time discussions facilitated open communication and bridged the gap between PMs and the design team, even in the Q&A part of our meeting, the product lead commented:

Initially skeptical about investing in promotion engagement research, the product lead embraced a new approach after the design manager proactively invited PMs to join usability sessions.

Observing user behavior and engaging in real-time discussions facilitated open communication and bridged the gap between PMs and the design team, even in the Q&A part of our meeting, the product lead commented:

"I am looking forward to what you concluded in the report about the next. That would definitely help the team to achieve our annual goals."

"I am looking forward to what you concluded in the report about the next. That would definitely help the team to achieve our annual goals."

"I am looking forward to what you concluded in the report about the next. That would definitely help the team to achieve our annual goals."

—— Product manager

—— Product manager

—— Product manager

😍 Customer & client satisfaction

😍 Customer & client satisfaction

😍 Customer & client satisfaction

Better experience means higher reputation for merchants and Shopline.

We have data-driven design proposal to lower down confusion at checkout, and increase purchase intent with UI changes.

Better experience means higher reputation for merchants and Shopline.

We have data-driven design proposal to lower down confusion at checkout, and increase purchase intent with UI changes.

Better experience means higher reputation for merchants and Shopline.

We have data-driven design proposal to lower down confusion at checkout, and increase purchase intent with UI changes.

🗺️ 5 priorities identified

🗺️ 5 priorities identified

🗺️ 5 priorities identified

  1. Provide prioritized details to support the execution to reach quarter goal of boosting GMV

  1. Provide prioritized details to support the execution to reach quarter goal of boosting GMV

  1. Provide prioritized details to support the execution to reach quarter goal of boosting GMV

  1. Through this project, we identified areas to expand our knowledge of users.

  1. Through this project, we identified areas to expand our knowledge of users.

  1. Through this project, we identified areas to expand our knowledge of users.

Based on these findings, we planned further research for the next two quarters, including a heuristic evaluation to assess the usability of 2B-facing, counterpart features and make improvements.

Based on these findings, we planned further research for the next two quarters, including a heuristic evaluation to assess the usability of 2B-facing, counterpart features and make improvements.

Based on these findings, we planned further research for the next two quarters, including a heuristic evaluation to assess the usability of 2B-facing, counterpart features and make improvements.

Research Limitations and Reflection

Research Limitations and Reflection

Research Limitations and Reflection

⏰ Limitations on resources due to time-bounded project scope

⏰ Limitations on resources due to time-bounded project scope

⏰ Limitations on resources due to time-bounded project scope

  1. Need of expand focus on merchant perspectives
    Further discussion with existing and potential clients is needed to explore merchant preferences regarding the proposed design elements.

  1. Need of expand focus on merchant perspectives
    Further discussion with existing and potential clients is needed to explore merchant preferences regarding the proposed design elements.

  1. Need of expand focus on merchant perspectives
    Further discussion with existing and potential clients is needed to explore merchant preferences regarding the proposed design elements.

  1. Limited participant pool
    Recruiting enough number of real buyers and testing in a more natural environment (e.g., user homes) in the next phase will facilitate generalizability of the findings.

  1. Limited participant pool
    Recruiting enough number of real buyers and testing in a more natural environment (e.g., user homes) in the next phase will facilitate generalizability of the findings.

  1. Limited participant pool
    Recruiting enough number of real buyers and testing in a more natural environment (e.g., user homes) in the next phase will facilitate generalizability of the findings.

💡 My learnings

💡 My learnings

💡 My learnings

  1. Aligning Research and Proposal
    UX researcher needs to ensure the proposed design aligns with the secondary research goals when communicating with the designers.
    Seek clarification on the overall direction, instead of only focusing heavily on the details.

  1. Aligning Research and Proposal
    UX researcher needs to ensure the proposed design aligns with the secondary research goals when communicating with the designers.
    Seek clarification on the overall direction, instead of only focusing heavily on the details.

  1. Aligning Research and Proposal
    UX researcher needs to ensure the proposed design aligns with the secondary research goals when communicating with the designers.
    Seek clarification on the overall direction, instead of only focusing heavily on the details.

  1. Impactful cross-functional collaboration
    Involve PMs early in the research process is the juncture to ensure alignment with product vision and roadmap.
    Also, collaboration between colleagues from Hong Kong required us to practice active listening and clear documentation on Figma.

  1. Impactful cross-functional collaboration
    Involve PMs early in the research process is the juncture to ensure alignment with product vision and roadmap.
    Also, collaboration between colleagues from Hong Kong required us to practice active listening and clear documentation on Figma.

  1. Impactful cross-functional collaboration
    Involve PMs early in the research process is the juncture to ensure alignment with product vision and roadmap.
    Also, collaboration between colleagues from Hong Kong required us to practice active listening and clear documentation on Figma.

Special Shoutouts—

Jacob, UX Manager

Joan, Product Manager

Cora, UX Designer

Cammy, UX Designer

Special Shoutouts—

Jacob, UX Manager

Joan, Product Manager

Cora, UX Designer

Cammy, UX Designer

Special Shoutouts—

Jacob, UX Manager

Joan, Product Manager

Cora, UX Designer

Cammy, UX Designer