Redesign Shopee Notification Page
Project Brief
This is the case study for my participation in the Shopee Product & Design Challenge 2021
(4 Dec to 16 Dec 2020).
The focus of the challenge is to propose a solution that either improve an existing or create a new feature which enables Shopee to remain the leading e-commerce platform in a chosen market.
What I did
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Ho'olala members: Caryn, Chermaine and myself.
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My focus is UX research and UX UI design.
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Design Tools: AdobeXD, Adobe illustrator, Adobe Photoshop
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Design Framework: Double Diamond Framework (4 Phases: Discover, Define, Develop, Deliver)
Outcome
The notification page was redesigned to reduce clutter and allow customisation to bring value to users.
Retrospective
Collaboration is key to building better solutions and fosters innovation. Most of my UX projects were done individually thus it was very exciting to participate in a design challenge as a team!
What we did well
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Everyone was able to contribute effectively as tasks were divided accordingly to our individual strengths.
What we could do better
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A significant amount of time was taken to build consensus for the solution.
What I wish to do next
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I felt that redesigning the notification page is the first step to build consumer trust.
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The next step has to tackle “how might we get the users to turn on the notifications” in order to create significant business value.
Design Process
Trello Board for Project Management
I introduced the use of Trello as a kanban style project management tool that could help us better visualize our progress and break the project into smaller, iterative periods.
Ho'olala Trello Board for Shopee Challenge
Double Diamond Framework
Double diamond framework is a traditional approach whereby we look at the issue widely (divergent thinking) before taking focused action (convergent thinking) at both the problem and solution space.
Double Diamond Design Framework
Phase 1: Discover
We read the e-Conomy SEA 2020 report by Google, Temasek and Bain & Company to understand the landscape. The 6 key barriers to growth are internet access, payments, talent, consumer trust, funding and logistics and e-commerce unicorns has to refocus its core business for sustainable and profitable growth.
The possibility of creating a new travel feature or improve Shopee Pay was initiated. However as we navigate and delve deeper, we discovered that we all have more than 99+ unread notifications.
With that in mind, we performed 10 user interviews and a 100 respondents survey in order to obtain both qualitative and quantitative data. Open card-sort was used to re-evaluate the information architecture of the notification page with Shopee's current notification messages.
Using affinity mapping, interview answers were grouped into similar categories.
Insights from the 10 user interviews:
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Users are not aware that they can change their push notifications preferences
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Users are annoyed by the amount of notifications received
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Users want personalised notifications instead of generic and irrelevant notifications
Insights from the 100 respondent survey:
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58% of Shopee users turn off push notifications, citing “I get way too many push notifications” and “They are annoying distractions” as main blockers.
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52% of respondents selected “cluttered” as their impression of the Notification page
Phase 2: Define
Based on the research, we created user personas and their user journey to identify the pain points and opportunities.
The Problem Statement is defined as:
"How might we build consumer trust through a
clutter-free and personalized notifications channel?"
Phase 3: Develop
The team brainstormed and came up with the following paper prototype and wireframe.
Phase 4: Listen
Due to time constraint, we only managed to conduct usability test with 1 user. Based on Nielsen Norman group, zero user gives zero insights and having test data from a single user would let you learned one-third of the usability of the design.
The following was observed:
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Button to press for buyer and seller under order updates was too small.
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User was not aware that by swiping right, it would reveal a setting button to rearrange notifications category.
Final Delivery
Our initial prototype requires users to swipe right to reveal settings for category rearrangement.
In this iteration, the micro-interaction of shaking icons prompt users to drag and drop for personalization.
The option to customise notification settings is made known to users for awareness and enhance task flow.
