ParknShop New App
Designing ParknShop Plus was one of my main job in my years at ASW. Our team designed this app from scratch, starting from researching, sketching out ideas, prototyping, we spent more than a year to launch this app, giving thousands of users a brand new online shopping experience.
Focus group
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User journey map
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User flow
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High-fidelity design
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Design system
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Focus group 〰️ User journey map 〰️ User flow 〰️ High-fidelity design 〰️ Design system 〰️
A.S. Watsons Group, 2019-2020
Me presenting the ideal user journey.
Brief
PARKnSHOP, the biggest grocery shop in Hong Kong and Macau, needed to revamp their e-commerce app to integrate more functions and enhance its user experience. It should be flexible for the marketing team to update content regularly, easier for users to switch to different stores to check stock availability and having a friendlier approach to the users.
Outcome
We improved the user experience by giving personal product suggestions, simplified categories with icons and images, one-page checkout etc. Those were inspired by competitors and supported by customer surveys.
Role
I teamed up with one UX researcher and three UXUI designers, where I was responsible for the UX/UI process: competitor research, user flow design, prototyping and layout design. I created a style guideline and an UI library for other designers and developers to work on.
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User journey Map
We did a focus group to craft an ideal user journey, marked all the risks and priorised the core journey.
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Login Flows
We carefully planned the login flow with 5 user types. We used these flows to discuss with stakeholders, it was our source of truth.
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High Fidelity Design and Features
A rich and colourful visual style is the trend in Hong Kong, people love to see lots choices and promotions on the homepage. We made sure the designs look and work well with our users.
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UI Guidelines
I made this design system guideline so it can be referred to when more pages are needed in the future.
