Capstone Project
Goal of project
Together with a team of 2 others, this project was aimed to improve the current design for the iShopChangi website to make it more user friendly and easy to navigate.
- User Research
- Stakeholders' interview
- Ideation
- Design process
- Prototyping & Testing
My Role
Research Process
In order to better identify and understand the problems users were facing, we conducted user interviews to uncover any pain points that they were experiencing with the current iShopchangi website.
​
This led us to come up with 2 personas.
JoANNA
A 26 years old social drinker who
enjoys shopping online and is always on the look out for promotional items
​
Goals:
Finding the latest deals to get cheap and good alcohol
​
Pain points:
- Promotional items are all over the website
- Finds it troublesome when comparing prices within the store
tom
A 35 years old adventurous artist who recognises quality making him willing to go the extra mile to research to find out more about the type of alcohol he's getting
He prefers buying instore as it provides a chance for him to interact with the staff.
​
Goals:
Trying out different drinks and discovering new awesome alcohol
​
Pain points:
Takes a long time to decide on which alcohol to buy as there are too many different options displayed
between the two personas we created, we decided to make Tom our primary persona as his pain points were something that were more solvable and he was also a one of the key target audience of iShopChangi's wine and spirits section, making him a more impactful and important user.
Ideation and coming up with solutions
In order to better pinpoint the problems faced by our primary person, Tom, we did storyboarding. This also allows us to be able to come up with more targeted solutions to improve the website.
Final Solutions/Features we came up with...
Tasting Menu
Allow adventurous wine lovers to try out new drinks without having to commit to buying an entire bottle of alcohol.
.png){kind=tracking}
As drinking is sort of a social event as well, we wanted bring that aspect into our user experience design through having users be able to have a mini alcohol ranking contest with their friends after receiving their tasting menu set!
-Pixel.png){kind=tracking}
At the same time, this fun experience would help entices/encourage users to leave ratings & reviews on the alcohol they have bought and tried --> boosting ishopchangi's review system.
​
The additional discount perks will further optimize conversion rate as users are more motivated to buy more.
​
Personalised Alcohol Quiz
Customised recommendations for users based on quiz results
.png)
This was designed in close relation to what shop assistants will usually ask during an in-store alcohol shopping experience.
​
As we wanted the users to be able to feel and get that same experience online in the comfort of their homes.
Alcohol recommendations could be given to help users narrow down their search and hence shorten the previously time consuming search process.
.png)
Filter Bar
By price, category, taste, occasions and food pairings
The current filter bar is lacking in a sense that the filter options doesn't really relate to what users are looking out for when buying alcohol.
From user research, we gathered that users mainly focused on 4 key main aspects- price, taste, occasion and food pairings when choosing what alcohol to get, hence we designed the filters around these deciding factors.
Upon selecting their preferred filter combination, users will be able to view more concise search results. In this way, users will be able to find the suitable wine in the shortest time possible
.png)
.png)
.png)
.png)
%20(1).png)
We changed the postioning of the filter bar from the side to a top sticky header so that it is easier for users to edit their filter options, making site's navigation more user friendly.
Product Description
Enable users to learn more about the tastes of the wine to help in their purchase decision
With a more detailed description of each alcohol, users will be able to gain a better understanding of the tastes, helping them to make a more informed purchase decision.
To address the main goal of optimising conversion rate which will translate into higher successful purchase, we implemented a reviews section to provide more credibility and assurance of the quality based on the reviews given by past consumers of the product.
Final product
ideas and soln that didn't make the cut(due to time constraints)...
Comparison feature
- Allow users to compare the price, ABV, vintage, taste, ratings/reviews, etc of similar products to make a more informed purchase about which alcohol is best value for money
​
kind of looks like an overview of cart details rn
problems & challenges faced...
teammates and i were not rlly alcoholics making us unfamiliar with the various alcohol types and the shopping experience prior to the project.
​
to compensate for our lack of knowledge in this area, we interviewed individuals aged 20 to 35 and also did online research to better understand the wine and spirits scene in sg and its buying experience.
feasibility as information for product description page may not be readily available.