Revamp the delivery option for better user experience.
Hello, my name is Sahid Jayanajaga. My team and I as a team in bootcamp UI/UX Research & Design Binar Academy. We are currently undergoing a UI/UX Research & Design bootcamp at Binar Academy and this case study is our final project at the bootcamp.
OVERVIEW
Shopee is one of my favorite applications. Some of my favorite products have been discovered here. As a Shopee user, I’ve always believed that this app could be improved in every way. However, no concrete steps to update the app have been taken. Due to time constraints, I can only make improvements to the application for the user experience based on the most recent instances that the participants have encountered and further research on this problem.
I believe it will be very beneficial if a user may select a courier service when purchasing items based on his preferences and based on the service in every location. This is because I, as a user, worry about my preferences for delivery courier services that I normally use and courier services in my area.
THE PROCESS
The design process carried out in this research is using the Design Thinking methodology.
“Design Thinking is a design methodology that provides a solution-based approach to solving problems.”
https://www.interaction-design.org/literature/article/5-stages-in-the-design-thinking-process
OBSERVATION
I make observations by trying out the check out goods from the apps and see where I can choose the delivery courier. After trying the apps, I noted a few points that could potentially be problems when users check out their goods app for choosing the delivery courier. By interacting with the application first, I can also create several scenarios for Usability Testing that will be carried out at a later stage.
RESEARCH PLAN
BACKGROUND
There are many complaints from the app store regarding delivery services, especially regarding the selection of courier services. Many users complain about not being able to choose an expedition service, even though Shopee can still change the courier service, but the replacement of the courier service can only be done after making a payment and within 1 hour after payment.
HYPOTHESIS
Assuming that Shopee users do not like the automatic courier selection system, moving the courier selection before checkout will increase Shopee user satisfaction regarding courier services in the Shopee application.
OBJECTIVE
- To validate whether Shopee users really don’t like the courier selection system at Shopee.
- To find out if Shopee users know how to change courier services.
- To find out the preferences of Shopee users regarding when it is best to choose a courier service.
METHODOLOGY
Qualitative — In depth interview; Desk Research.
SAMPLE SPECIFICATION
USER PERSONA
Making a User Persona was the second thing I did. I developed user personas from six users who were interviewed. Based on the research that has been done, user personas are required to describe potential users. The user persona I developed includes information about the user’s biographical information, personality, goals for using the program, behavior while using it, feelings of frustration, and what the user requires from it.
POINT OF VIEW
HOW MIGHT WE
We proposed three how-might-wes based on our proposed point of view:
- How can we provide detailed information to the user regarding the delivery process in terms of the accuracy & safety of goods?
- How can we help users recommend frequently used courier services?
- How can we help users optimize their duration when checking out goods?
And two proposed solutions:
- Move courier service selection option to before checkout;
- Gives an obligation for the seller to activate at least three courier services.
USER JOURNEY
I can learn how users act and the steps they take when searching for things on the Shopee application by looking at the user journey map. In addition, I may identify potential for design enhancements based on user pain areas.
IDENTIFYING THE PROBLEM
Based on the results of the analysis, there are 2 main problems faced by users.
At this stage, I create User Flow, Wireframe, Design System, and Mockup Design.
USER FLOW
I created a User Flow to describe the steps the users will go through to choosing goods in the SHOPEE app then choosing the expedition courier service and then adding them to the shopping list and shopping cart.
WIREFRAME
Wireframing is a method of designing a website service on a structural level. A wireframe is commonly used to layout content and functionality on a page while taking user needs and user journeys into account. Before visual design and content are added, wireframes are used to establish the basic structure of a page early in the development process.
Click here for Figma link
DESIGN SYSTEM
UI DESIGN (MOCKUP)
Click here for Figma link
What changed?
On the check out pages user can be choosing the delivery option (courier services) by them self.
I use Figma to create prototypes for the Shopee app redesign. If you want to find something in this prototype, the journey will be the same as I described earlier. Please try the prototype by clicking the link below.
Shopee App Revamp: Delivery Option (Prototype)
Disclaimer: Not all of the prototypes I created are clickable. Have fun with the prototype:D
I re-evaluated the new design that I had created after redesigning the application. I tested fiveusers who had taken part in the first test using the same task scenario. This test is carried out with the help of a Figma prototype, and users are asked to run the prototype on their device in accordance with the task. This test also aimed to determine how users perceived the new design that I created, as well as whether the solution I implemented addressed all of the pain points that users experienced during the first test of the current Shopee application.
Task 1
Task: Silakan Membeli Sepatu adidas melalui Aplikasi Shopee.
Scenario:
Anda bernama Udin dan Anda ingin membeli sepatu adidas ORIGINALS Sepatu NMD R1 Pria Hitam Sneakers GX6978 ukuran 40 melalui official store Adidas di Shopee.
- Anda tinggal di Kemang, Jakarta Selatan dan ingin mengirimkan paket Anda ke alamat Anda.
- Anda ingin menggunakan pengiriman reguler (2–4 hari) dengan kurir Shopee Express.
- Anda menggunakan metode pembayaran ShopeePay.
Task 2
Task: Silakan Membeli Sepatu adidas untuk teman Anda melalui aplikasi Shopee.
Scenario:
Anda ingin membelikan sepatu adidas untuk teman Anda, Harry, untuk ulang tahunnya.
- Harry tinggal di Sleman, Yogyakarta, dan Anda ingin mengirimkan paket Anda ke alamatnya.
- Anda ingin menggunakan pengiriman reguler (2–4 hari) dengan kurir Shopee Express.
- Anda menggunakan metode pembayaran ShopeePay.
Testing Result
The new design’s usability test yields more positive results and feedback. Every user can complete every task and achieve better results in the first usability test. That’s because I applied all of the opportunities that came from user feedback in the first test to this new design. The average of each task yields better results and is completed in less time. However, I still have some improvements to make because there are new opportunities that can be developed further.
The table below is the result of the time and success of all the tasks that have been done by the users.
Conclusion
Overall, users have a positive experience after experimenting with the new design prototype. The issues raised by users have also been addressed in this new design prototype. This redesign, which is based on user feedback, can ultimately provide a new experience while also assisting users in selecting the delivery service that they desire. Furthermore, based on the results of tests and research that have revealed positive results, it can be determined that users require small changes that have an impact on a more pleasant shopping experience.
Closing
This is the final section of my case study project; I learned a lot while working on it. Special thanks to Binar Academy and my mentor Dienabillahgf, who taught me for 3.5 months and will be very useful in my future UI/UX career. I am eager to hear your feedback and suggestions on how to improve my UI/UX knowledge.
Thank you for taking the time to read this.
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