PROJECT INFO
October 2018 - January 2019
School Project
ABOUT
CoolPon is a fictitious shopping app. It helps users get promotions without having to spend more than they planed to. Users would be able to share and combine their shopping cart together in the same store/brand.
MY ROLE
UX/UI, User Research, Visual Design, Interaction Design, Usability Testing
TOOLS
Adobe Illustrator, XD, Photoshop,
ProtoPie
Some Background
PROBLEM
Nowadays, online shopping is becoming increasingly popular. Merchants offer all kinds of promotional activities to attract customers eye and stimulate demand. Merchants are aimed at getting more income through the increasing volume of sales.
What would you do if you see…
“Get 15% off when you spend $300 on your orders”
“Get free gifts when you spend $200 on your orders”
—Would you spend more on add-on items to reach the coupon?
—Would you abandon the purchase even the deal is so attracted?
RESEARCH
Know the universality of the problem, and who we design for
In order to know the universality of the problem, I chose 100 people randomly and ask people surveyed questions such as wether or not they would pay extra to get a deal.
Most people who shop online would not spend extra money for promotions. Or they feel unhappy if they have to.
Combine Online shopping preference in the United States as of 2017 by age group and my research, millennials are the most part of people who have online shopping habits.
PERSONA
Based on the research and the people I've met. Persona helps me personalize the experience by using them as valuable reference.
Pain Point: Add-on item
What is add-on item
Add-on items are low priced items that can be purchased as a part of larger orders. Add-on items are usually not the target items that customers would like to buy.
DESIGN CHALLENGE
How might I help people get promotions without paying extra on add-on items, which are more than they planed to spend?
Design for Both Sides of Users
MY GOAL
For Merchants:
There have to be someone who pays for add-on items for merchants.
For Customers:
Get promotions on their target items.
COMPETITOR ANALYSIS
Avoid shorts of existing products
I choose 8 popular shopping apps and did user interviews on whether these apps help their users form a better saving on their purchase. Also, I was trying to avoid shorts of existing products. I payed high attention to Meituan.com and Groupon, which are the largest two group buying sites by gross merchandise volume.
Pro: Apps like Meituan and Groupon reduces prices on the condition that a minimum number of buyers would make the purchase.
Cons: User still need to pay for extra if the promotion sets a minimum spending amount.
INSIGHT FROM RESEARCH
Group Buying
The groupon effort in China inspires me to combine user’s shopping cart together. Why not let users separate the spend-limit for meeting the deal? Why not make a user’s purchase become another user’s add-on items?
INTERVIEW
Have you ever heard of Group Buy? How do you feel about it?
Would you accept share their purchase with other users?
How would you feel comfortable through the experience?
SOLUTIONS:
A shopping app that combine user’s shopping cart
There are two modes of purchase for different users needs.
Collage Buy
For users are unable to pay for the add-on items. Share their purchase with others to meet the minimum spending amount.
Self Buy
For users are able to pay for the add-on items.
Initial Wireframe
Home
Discover Deals for You
Homepage is the start of your saving. User could view varieties of deals in different categories. They are also able to customize their promotions list of different brands.
Purchase options
Two options of purchase are designed for your needs
The product page provides users two options to make the payment. They would either make the purchase by themselves, or join another user who is purchase in the same store and waiting for a person join his/her purchase.
Collage Buy
Join anyone, saving together
Once user decide to collage-buy, they would see the people shop at the same store and are available to join.
Just click an available person, and enjoy your promotions without add-on items.
FURTHER EXPLORATION & USER FEEDBACK
What if there is not any available person I could join?
What if the brand is so niche that few people would shop here?
CoolPon should consider about varieties of case that user would face. For example, how could user share their purchase if a brand is so niche that few people would shop?
In addition, as a newborn application, I should consider about how to help user find a person and share their shopping cart.
SOLUTIONS
Share with your friends
Collage Buy
It’s not just purchase, it’s also a society
If there is not an available Collage-Buy to join currently, users could start a new collage-buy. Add the item in the shopping cart and wait for another user join the purchase.
LEARNING
Through the App UX Design, I understand the necessity of user testing after every design decision I’ve made. The users' feedbacks really helped me quickly adjust my flows to meet their needs. In addition, I learn the skills to research with a larger group of people, how to set successful questions and get responses in a short time.