Revamp Mobile Application of the Department Store
2018-2019 #UserExperience #ServiceDesign
2018-2019 #UserExperience #ServiceDesign
Client: Far Eastern SOGO
Agency: Wakeup international
Far Eastern SOGO is a department store group in Taiwan. Currently they have seven branches in Taipei, Kaohsiung, Hsinchu and Taoyuan. In order to strengthen social media feed, they required a new mobile application for their customer that would integrate their new service with old functions.
Our team have to provide the system analysis document (including front-end and back-end) for the first phase. I was in charge for planning and integrating new function to user interface and flow. My approach was to collect and analyze the pain point of existing user, find the service opportunity gap and propose solutions to problems.
太平洋崇光百貨（遠東Sogo）為日本Sogo特許經營業者，在台北、高雄、新竹、桃園皆有多家分店。本次設計案為遠東Sogo百貨現有App專案改版與系統製作前分析相關規劃與服務。
專案內容包括提供客戶整體系統平台的第一階段流程規劃，包含使用者介面的UX規劃設計與系統API串接分析等；在本專案中，我對原有系統的使用者評論進行分析，找出原有系統的缺失與使用上需要改善的問題、分析客戶與使用者的目標與需求；結合線下購物體驗與線上服務，透過找出線下體驗的缺失，並利用應用程式線上提供的服務補足，讓使用者留在線上平台。
Responsibilities
UX designer, working with system analysis and project manager.
Key Contributions
/ Collected and analyzed the demands and pain points of existing user
/ Conceptualised and illustrated user do and user journey map
/ Collected and analyzed competing products
/ Identified new service opportunities to drive customer acquisition and increase sales conversion
/ Closely collaborated with system analysis to develop proposal
Outcome
Secured next phase of development and launch of the service application.
First, we need to identify the problem with the application.
We not only collected the information provided by the customers, but also filtered the review keywords in the app store. We found out the main problem is that the flow of the mobile application is not clear. It's not easy for users to find the functions they want to use. (such as membership registration, record, coupons)
Second, we try to find the service gaps with the customers in department store.
Target
Consumers in department stores.
Pain point (excerpt)
/ Unregistered users cannot use the app, even if they just want to search for store information. However, the registration procedure is too complicated, which makes them give up using the app and use google search instead.
/ Customers arriving by car cannot accurately know the parking information of the store. When the supply of parking spaces in stores exceeds demand, we hope that other alternatives can be provided.
The Opportunity
Our client wanted to refresh their image due to revamp the mobile application, and improve the customer experience by reducing (or even eliminating) information gaps.
Competitor analysis
Find out the competitor (direct competitor and indirect competitor) in the app store and analyze their strengths and weaknesses.
Solution (excerpt)
Task 1
We define the functions available to unregistered users, so that they can easily find the information they want. Guide them through the simple registration process: We have reduced the necessary fields in the registration form and added social login option.
首先將未註冊會員的使用者可以利用的功能篩選出來，讓初次使用的人可以順利的找到他想要的資訊並引導註冊。第二步為減少註冊所需的欄位、新增社群登入的功能，減少使用者在註冊流程上的負擔。
Task 2
With smart parking, users can see real-time parking information from nearby stores in the application. Check remaining parking time, parking spaces, discount, by registration plate.
規劃智慧停車功能，使用者可以在應用程式中看到附近分店的即時停車資訊；並利用車牌綁定，查詢車輛進離場時間提醒、停車位置、消費金額、停車折抵等。
User flow & Wireframe
The Result
Because of the budget, we make conclusions on two aspects. The first one is the function suggestion that can be carried out at this stage, and the second is the scalability for future functions. In addition to providing the user flow, we also make suggestions for UI modifications.
Design mockups
NDA PROJECT
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