Shopee App — UI/UX Case Study

What is Shopee?

Based on Careers Shopee, Shopee is the leading e-commerce platform in Southeast Asia and Taiwan. Launched in 2015, it is a platform tailored for the region, providing customers with an easy, secure, and fast online shopping experience through strong payment and fulfillment support.

PROBLEM

Why redesign this?

The rapid development of technology has made the growth of Electronic Commerce (e-commerce) applications in Indonesia increasing. Based on a survey conducted by Shopback on 1,000 respondents in Indonesia, as many as 70.2% of respondents agreed that e-commerce influences their shopping behavior. Respondents admitted that they shop online more often than offline. One of the reasons people are now fond of shopping online is they don’t have to worry about not being able to find their desired item one day by adding it to the wishlist first.

Wishlist feature on Shopee

To me, the placement of the wishlist feature on Shopee is difficult to find. Then, I have to spend too much time finding my desired item on the wishlist because there is no search feature.

GOALS FOR REDESIGN SHOPEE

My Goals for Redesign

1. To place the Shopee Wishlist feature into a section that is easier for users to find
2. Propose a more engaging and seamless user experience so that users are comfortable using the wishlist feature

My Personal Goals

1. Enhancing my learning experience as UI/UX designer

UNDERSTANDING THE USERS

Through Research on the Internet

I started looking for reviews on the App Store and reviews on websites such as Quora. Luckily, I find relevant pain points from Indonesian users to prove my problem statement.

Through Usability Testing

After I did some research on the internet, I asked 4 participants to test Shopee App. Their background is that 2 people make Shopee their main E-Commerce and 2 others use another E-commerce for their daily lives. I wanted to see how they will interact and what was on their mind.

Some of the tasks that I gave them during testing were:

1. Open Shopee.
2. Find wishlist feature.
3. Find their desired item on the wishlist feature.

DEFINING THE PROBLEM

Pain Points common to most the users

Pain Point 1 — Hard to find feature

Most of the Shopee users anonymously or even directly stated that it was difficult to find the wishlist feature.

“Navigation to the wishlist page is confusing me”

Pain Point 2 — Hard to find desired items on the wishlist feature

Some of the users complained that it was difficult to find the history of items that had been saved in the wishlist because there was no search bar.

“When we look for items on our wishlist, we don’t find them right away, we have to look one by one. I think Shopee should consider putting search bar on wishlist feature.”

Competitive Analysis

I did the Competitive Analysis by comparing another E-Commerce in Indonesia that have a wishlist feature.

IDEATE

What can be improve

Placing Wishlist

1. Put Wishlist on the bottom navbar
2. Add search bar on Wishlist
3. Placing the notification feature next to the main search bar

Improve Wishlist feature

1. Grouping Products and Posts with a drop-down
2. Provides a shortcut to the desired item
3. Provides a shortcut to cancel searching items.

Expected Flow

Flow open Wishlist feature

Flow search item(s) on the Wishlist feature

Wireframe

Once I know what should I improve and the expected flow, I create wireframes.

PROTOTYPING

High Fidelity — Wishlist Placement

High Fidelity — Search item in Wishlist

Want to try my prototype? Click Here

Testing

After I finished my prototype, to validate my app, I surveyed 4 people same as before with my prototype. I gave them 3 Tasks. Here is the result:

1. 4 people successes find the Wishlist feature
2. 4 people successes finding their desired item on Wishlist without scrolling
3. 4 people successes found the notification feature on Shopee.

Lesson Learned

✅ Search for references By looking for references, I can solve my problems with great ideas and develop them into something good.

✅ Understanding User Expectations While working on this Case Study I learned to understand user needs. I understand that user expectations focus on a deep understanding of what the user needs.

✅ Simple Solutions Even with a variety of attractive and interactive designs, users choose a simple design that doesn’t have to take a lot of time to understand every feature.

🇮🇩 Click here to see Shopee Redesign using Bahasa

And that’s a wrap, Thank you! 💖

If you have any feedback, don’t hesitate to contact me at deyunarusmiland@gmail.com or through Linkedin