Tea Time
Time
Feb.-Nov. 2023
Duration
10 months
Tool
Figma
Project brief
A group-buying service app that automatically providing a comprehensive group-buying ecosystem which allows busy urban dwellers to purchase cost-effective goods conveniently in their busy lives.
Project inspiration derived from my daily life.
In Taiwan, the output value of the group-buying market exceeds 12 billion. In the past, I have also participated in group buying but found that the lack of systematic organization of information, such as product details, prices, and payment methods, has caused inconvenience in the purchasing process. Therefore, I conceived a group-buying app to provide consumers who enjoy shopping and want to save money with a better shopping experience.
What you can expect?
50+
Download
Estimate the expected download quantity by comparing it with similar products and conducting user interviews.
Group Buying
The challenge I met...
How to find the target audience?
Initially, my target group was consumers who regularly participated in group buying. However, during the search for users, I found that not many consumers periodically engage in group buying. Therefore, I plan to find breakthrough points from users who have a habit of online shopping but do not participate in group buying. I want to understand why they do not participate in group buying and thereby improve the group buying environment, aiming to expand the group buying mark.
Let's understand the users first!
Through interviews with four consumers of different age groups, we learned about consumers’ consumption habits and opinions on group buying.
Interviewees background
1 students & 2 office workers & 1 freelancer
Age
22-42 years old
Method
One on one interview
Qualitative research
Understand the problems
Based on the interview results and using the affinity diagram classification opinions, I focused on solving the problems of providing group purchase information and creating a consumption environment. In addition, I also observed the pain points of cash payment methods in real life, so this will also be improved.
Affinity diagrams
Pain points
1
Information
Key Issues
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Lack of organized product information
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Afraid of buying inappropriate products
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The products lack categorization
2
Friends
Key Issues
-
It is hard to find friends to participate in group buying together.
3
Payment method
Key Issues
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Cash payment is inconvenient.
-
Without electronic transaction records, it is easy to forget whether a payment has been made.
User journey
Problem statement
The lack of organized product information, an environment where many people can shop together, and convenient payment methods are the main reasons that hinder consumers from engaging in group buying.
Desktop research
Through desk research, I explored the current interfaces of multi-user ordering apps and understood user pain points through reviews on the app store.
I focused on a transparent payment process and provided order history to increase user experience.
Pro
-
The interface is very accessible.
Con
-
The actual payment amount differs from what is shown on the checkout page.
-
The restaurants' categorization is not good; I feel frustrated when I search for restaurants.
Pro
-
The interface is very accessible.
Con
-
Customers can’t see their order history.
-
Coupons are available for customers but an error occurred during checkout.
Ideate
Pain points
-
Users spend much time searching for nearby group-buying deals to reduce their willingness to purchase.
-
Concern about purchasing unsuitable or low-quality products.
-
Only one payment method is inconvenient.
-
Without electronic transaction records, there's a risk of forgetting the delivery time.
Solutions
Automatically match the nearest group-buying information based on time and location.
Provide product reviews.
Provide online payment options, such as credit card and token payments.
Provide purchase history to track orders.
Test ideas with wireframes
Information
Menu
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Using 'chips' to allow users to browse various categories easily.
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Keep the navigation bar, categorizing frequently used actions for users to navigate quickly.
Information
Card
-
Text will be positioned below the image to form a card, an efficient design displaying information on a limited screen.
Payment method
Check out
-
Utilizing the proximity principle from the Gestalt Principle to group similar information together, making it easier for users to read.
High-fidelity prototype
01
Effective searching
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Users can shop by location and time, reducing the time spent searching for shops.
-
Product categorization is provided to narrow down the search range.
02
Completed information
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The information section includes store details and ratings, allowing users to reference them before purchasing and addressing the issue of incomplete purchase information.
03
Convenient order way
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Users can place an order first and pay later, expediting the shopping process.
04
Diverse payment methods
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Users can choose different payment methods to increase the shopping experience.
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Displaying relevant information about the payment closely increases the readability.
05
Completed tracking system
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A tracking order system lets users check their orders more conveniently and manage orders efficiently.
How about the outcome?
Conducted a round of testing through face-to-face interviews with three users and SUS (System Usability Scale) assessment, resulting in a SUS score of 76.25, indicating a product with a usability level above 70%.
How was your experience with this mission?
User-friendly interface
Did you encounter any difficulties during using the app?
The checkout procedure is simple.
I think the product selection process in the shopping cart can be more straightforward.
Check!
What did I change?
Streamlining the process by eliminating a confirmation step (click check out the button) after selecting items and jumping directly to checkout accelerates the workflow.
Before
After
Take away
In design critique sessions, I learned how to articulate my work and integrate reviewers' opinions. I address design affecting user accessibility first, such as streaming the process.
The goal is to match potential buyers with existing merchants, offering the most suitable businesses through location and social groups. If I had had more time, I could have refined the operational details, financial flow, etc.
