Sheng Siong Connect
UX / UI
App research and recreation for Sheng Siong — the third largest chain of supermarkets in Singapore.
As the third largest chain of supermarkets in Singapore, Sheng Siong currently has an existing grocery shopping platform exclusively on the web. In addition, it has an app — Sheng Siong Connect on App Store (Singapore) that allows users to check the latest promotions and users’ lucky draw status.
With reference to the App Store reviews, 70% of users have expressed a need for a better version of the Sheng Siong Connect mobile app with online shopping services and purchasing history as the key requirements.
Hence, in this project, we will deep dive to discover the reasons behind these negative reviews and also propose UX/UI solutions to tackle them. Simultaneously, we aim to improve the overall user experience on Sheng Siong’s platform that contributes to better commercial returns.
Credits
UX
Adam Tan
Leanne Teng
Poh Liong Meng
JY Foo
UI
JY Foo
CHALLENGE
COVID-19 has accelerated the need for the digitalisation of businesses across a broad spectrum of industries. More stringent restrictions on people's movement it has resulted in a growing demand for online purchases. Sheng Siong, one of the largest supermarket chains in Singapore, does not seem to have caught on the trend with its poorly reviewed platforms.
OPPORTUNITY
With its sub par platform, there is opportunity for Sheng Siong to revisit their existing online channel in view of improving user experience, user adoption rate of mobile app for shopping and thus increasing the bottom-line revenue for Sheng Siong.
RESEARCH INSIGHTS
Based on Sheng Siong Connect mobile app reviews and user interviews.
User thoughts about the current Sheng Siong connect app and Sheng Siong website.
OUR GOALS
Business goals
GOAL 1
BRAND AWARENESS
Improve Sheng Siong's online user experience to have positive feedback/reviews.
GOAL 2
RETURNING CUSTOMERS
Create a worry-free grocery shopping journey with easy steps. Less friction in buying experience creates more motivation for returning customers.
GOAL 3
NEW USER GROWTH
Gain user growth through market expansion to the mobile user crowd.
USER INSIGHTS ON PRODUCT FEATURES
Key takeaways from the user research
We have surveyed 94 respondents from Singapore market to get insights from their buying patterns and experiences related to online grocery shopping. 69% of the respondents indicated they have ordered online and 61.5% of them uses app only to order their groceries online. Key user insights will be based on 29 respondents who are frequent shoppers at Sheng Siong Supermarket.
STAGE 1
PROFILE CREATION
37.9% of the respondents prefer to create their user account by signing in via Gmail.
STAGE 2
SHOPPING FOR ITEMS
Top 3 product features that have garnered over 70% of votes are (i) Product images (ii) Product description and (iii) Product reviews.
STAGE 3
CHECKOUT
90% of the respondents expressed their needs to know upfront the next available delivery time-slot before they start shopping and to have visibility on how far away they are from free shipping eligibility.
STAGE 4
POST-CHECKOUT
Over 80% of the respondents indicated that delivery related features are important to them in the post-checkout stage.
STAGE 5
POST-DELIVERY
48.3% of the respondents emphasized call hotline is the preferred method when comes to orders or delivery disputes. 31% of the respondents considered live chat as their preferred method.
WHERE THE STORIES BEGIN
User stories and customer journey map
NEEDS
• I need a easy-to-understand shopping platform
• I prefer mobile app as I tend to shop on-the-go
• I need to know the delivery status of the order
PAIN POINTS
• I can’t find an item I want
• I am not able to get the preferred delivery slot
• I am constantly wondering about the delivery status
USER TASK FLOWS
Proposed user task flow based on research insights
Added product features based on user insights and current Sheng Siong Online website research.
OVERVIEW
UI style guide
STEP 1
Onboarding
STEP 2
Sign up / Sign in
POTENTIAL FEATURES
According to user research, 37.9% of the respondents prefer to create their user accounts by signing in via Gmail, and 31% prefer guest check out.
SOLUTION
You can now create a new account or access the app with our new guest check out function on the main page. You also have the option to sign up with Gmail and Facebook.
STEP 3
Home
STEP 4
Delivery slot
ISSUE
There is no feature to key in the address to view and select a delivery time slot on the homepage based on the current Sheng Siong online website and web app’s heuristics evaluations.
SOLUTION
You can now key in your address, view and choose the preferred delivery time slot before adding to your cart or during the shopping process with the new feature.
STEP 5
Search
ISSUE
The search results are not helpful/segmented enough based on the current Sheng Siong online website and web app’s heuristics evaluations.
SOLUTION
Improved search logic and provided alternate related queries that would yield results. You can now search for an item via keyword suggestion.
STEP 6
Product page
ISSUE
There is limited or no description on the product page based on the current Sheng Siong online website and web app’s heuristics evaluations.
SOLUTION
You can access the product information across all product listings, including ingredients with nutritional value and allergens, pack size, reviews etc.
STEP 7, 8 and 9
Cart out | Payment | Track
WEBSITE
Homepage
“We want to create value sustainably for our customers in providing a convenient and comfortable shopping environment with good service and quality products at reasonable prices."
