Shopee

A UX case study about adding new variations at once before hitting "Buy Now".

A UX case study about adding new variations at once before hitting "Buy Now".

A UX case study about adding new variations at once before hitting "Buy Now".

Client

Shopee Singapore

Services

UX/UI Design User Research

Team

N/A

Date

July 2021

Dashboard Sidebar Close Up
Dashboard Sidebar Close Up
Dashboard Sidebar Close Up

Introduction

This is a UX design task assigned by Shopee on August 9, 2021.

In this case study, I will be addressing the UX issue I found on the current Shopee app and proposing the design solution along with the design research and a mid-fi prototype.

This case study is rewritten from the presentation I did in August 2021. The complete presentation is available upon requested!

Problem

Users who wish to buy more than one variation of the same product on the product page end up repeating the add-to-cart process before making the payment.

The current design of the bottom sheet on the product page doesn’t allow users to make multiple selection in each section. Meaning, users can only make payment for only one type of item at one time.

If someone wants to buy, in this case, a M-size t-shirts in both black and white, the user will be forced into the add-to-cart process twice before making a purchase.

The UX issues

  • Too many back-and-forths between pages

  • Buy Now button is essentially another Add-to-cart button

  • Buy Now button fails to actually lead users to buy now when it comes to multiple variation products

Project Goal

How might we make it easier for users to purchase multiple variations at once?

Research

For this project, I have taken three research approaches to validate the UX issues I posed and obtain insights to design the solutions.

The three research approaches includes:

  • User interview

  • Competitive Analysis

  • Heuristic Evaluation

Notice:

 Due to geographical reasons, I was only able to access the Shopee app for Taiwan. Therefore, the research was primarily based on Taiwan’s user experience.

User Interview

To understand users’ common journey and experience when buying products with the multiple variations.

Key insights:

  • Automatically ignored the “Buy Now” button on the product page

  • Found the repeating add-to-cart process redundant

  • Buying multiple variations of the same product is common

“Under no circumstances will I ever proceed to payment with one item only.” - Ariel H.

Comparative Analysis

To understand how other popular e-commerce platform in Taiwan handle the same issue.

Heuristic Evaluation

To evaluate the overall experience of the process and identify the areas of improvement for the redesign.

Design & Prototype

View Prototype

Next step

  • Track the conversion rate of each product page

  • Continue to increase the use case to make sure the solution is applicable in any scenarios

  • Gather feedback and keep optimising the design

Built with Framer from Taipei, Taiwan

Built with Framer from Taipei, Taiwan

Built with Framer from Taipei, Taiwan