SHOPEE
IMPACT
BOOST
SITUATION
In 2022, during a time when the COVID-19 pandemic was still a frightening reality for many, e-commerce apps experienced a surge in users and transactions. Various e-commerce platforms began launching features called Loyalty Programme to offer attractive deals when users made frequent transactions on their apps, including Shopee, which already had its own Loyalty Programme feature.
Although Shopee’s feature was similar to other e-commerce apps, it was perceived as less 'premium' and informative in the context of its Loyalty Programme. This led Shopee’s upper management in Indonesia to seek improvements in creating a more premium feel, along with engaging UX and UI designs to boost user engagement.
OBJECTIVE
CHALLENGE
We didn't conduct typical usability testing for the design iterations, but rather relied heavily on what upper management felt.
CHALLENGE
This project required me to collaborate with Shopee Regional Designers to deliver a design output that could be used across all regions.
CHALLENGE
The deadline was tight, as this project was a key focus for the quarterly goals at the time.
REVAMPED LOYALTY PAGE
After going through several design iterations, regional team alignment and Shopee Indonesia management review, below is the final proposal design solution and details for the revamped version of Loyalty Page in Shopee.
After 1 month of the feature released we get several impact, insight and learning about this project, which is:
IMPACT
Unexpected Impact! This page become a trend. 📈
Although the initial objective of this project was to enhance the premium feel of Shopee's Loyalty Program, after its release, this page became a trending topic of conversation among Indonesians. The trend started when several major Indonesian celebrities flexed their total spending, as displayed on this page.
What was originally designed to help users track their spending targets to level up their Loyalty status turned out to be a platform for users to flex their spending. This revamp has indirectly contributed to a significant increase in user engagement.
LEARNING & INSIGHT
INSIGHT
The unexpected impact came from the significant user experience improvements. When users have a positive and engaging experience with the app, they are more willing to promote it to others.
What we know and learn about this?
User satisfaction with the provided user experience can be expressed in various and unique ways.
Never underestimate the small details we include in the design, because we never know what impact they might have.
INSIGHT
Although we didn't take the ideal design approach, the project ran smoothly and had a very positive impact on the company.
What we know and learn about this?
A design approach cannot always be executed ideally at times due to certain limitations.
Designers must be flexible and adaptive to the company’s conditions.
As long as we have a human-centered mindset, the output will always serve the user's needs, regardless of how approach we take to the design.
End of the project!
This project ended with quite a few surprises. It started with many challenges that seemed overwhelming, but over time, the project shaped me into a more flexible and adaptive designer.
The insights I gained while working on this project made me fall in love with and want to deeply explore user-centered design. Through this project, I also learned that even though we design with certain predicted outcomes in mind, in the end, we can't control how users will react to it.
That's all. I hope you found something interesting in this read.
Have a great day! Cheers!