Role
UX designer
Team
1 designer
2 developers
1 product manager
Timeline
Jan-July 2023
Tools
Figma lark
Summary
I redesigned the S+ app to enhance user experience. Over 6 months, I delivered a comprehensive app design and a design system, collaborating with PMs and engineers to develop the product , resulting in a 22% increase in conversion rate.
Problem
It's been four years since the last version was launched, and the design has become outdated. Additionally, the user interface no longer provides a smooth experience for our customers.
💡Although nearly 45% of our traffic comes from mobile devices, the conversion rate on mobile is significantly lower than on the web.
Solutions:
I collaborated with the product manager, marketing leader, and engineers to design a shopping cart flow that makes it easy for customers to use available coupons and check out.
Customer reviews are rated at 4.7, resulting in a 22% increase in the conversion rate.
1. Add Shopping Fee Notifications
By creating shopping cost notifications, users are informed about how much more they need to spend to qualify for free shipping, which helps reduce cart abandonment and saves them money.
2. Choose Available Coupons
​Users can select available coupons and check the conditions of any unavailable ones. Once a coupon is applied, it shows how much money they saved. Adding a touch of gamification enhances the user experience.
3. Browse and Join Offers
Users can easily access and join promotions, as well as view related promotions on the detailed page.
Process
1. Users
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User 1
Young couples seeking affordable daily essentials.
User 2
Individuals looking to buy high-quality kitchen items for their homes.
User 3
People seeking an online shop that meets their expectations.
2. Research
How might we alleviate pain points for users?
It has been a long time since the last version was launched, and the current solution is no longer attractive for gaining new users or retaining existing ones.
Feedback from user surveys and our customer representatives revealed that our users need a clearer and easier way to choose products and place orders.
We have explored all possible solutions to ensure we can compete with similar platforms.
Main Goals of the New Version:
- Provide users with easy access to their accounts and clearly display their benefits.
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- Design a user interface that is both aesthetically pleasing and minimalistic, making it easy for everyone to use.
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- Identify and prioritize the information that is most important to users.
3. Challenge
👉 Encountered resistance from the engineering team when proposing the addition of a new function.
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👉 Creating a bilingual system while maintaining a seamless user experience.
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👉 In the early stages of the startup, conducted user research with constrained resources.
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Final design
