Shopee Supermarket

Shopee Supermarket Redesign

My Role

Sole UX Designer

Project Timeframe

4 days

Tools Used

Figma, inVision

My Impact

In a short span of 4 days, I led the team in conducting market research, user interviews and competitive analysis. This included the creation of high-fidelity UI screens to conceptualise our ideas.

Problem Statement

Through our market research, the team has devised the main problem statement for this project:

"How might we provide a convenient yet personalised shopping experience that can be tailored to the needs of users so that users will want to purchase from Shopee, and return?"

This case study delves into the exploration of two new features: Product Bundling and On-Demand Delivery. The subsequent sections will provide a comprehensive walkthrough of these innovative additions.

User Interviews and Survey.

As part of the Empathize stage, 9 user interviews were conducted. Some important insights include preferences for immediate delivery where 8 out of 9 interviewees voiced that it would attract them to Shopee, a lack of awareness of the Everyday Lowest Price feature and preferences for food bundles.

Additionally, a survey of 48 respondents to gain more insights into their thoughts about Shopee Supermarket was conducted.

Some important insights include:

Although 75% of people are aware of Shopee Supermarket, 46% have not purchased an item from there before - unfamiliarity with Shopee Supermarket was one of the main reasons

85% of people who viewed Shopee Supermarket for the first time gave a low to mid rating of 2-3 with reasons including the page being too cluttered with too much information to digest

Among those who have purchased from Shopee Supermarket, 44% gave a low to mid-range rating between 2 to 3 out of 5 - reasons included long delivery time and information overload

It was also found that many respondents value Shopee Supermarket’s vouchers, discounts, and flash deals - highlighting the importance of improving this feature and using it to attract more users to the platform.

Meet our user personas!

With the insights gained from our user interviews, survey and market research, we came up with 2 user personas to represent our target audience.

Jane, a typical University student who is staying in her hostel to represent our student group. She values discounts and time-saving options.

James, a father of 2 children who is working full time, represents our working adult group. He values freshness in his groceries and prefers convenience as well.

Competitive analysis to analyse what Shopee can learn from its competitors.

As part of market research, competitor analysis was also conducted for Shopee Supermarket's competitors which include Red Mart,

Grab Mart and Panda Mart. The full competitive analysis is not shown here due to it being extensive.

Created site map of Shopee Supermarket's IA

A site map was created to better understand Shopee Supermarket's current information architecture. After the team had gone through several rounds of ideation regarding what features would better enhance Shopee Supermarket's current offering, these features were added into the site map as well.

High fidelity prototype was created after the feature ideation phase.

Access the full prototype here

Product Bundling

Through user research, users highly valued personalisation in their shopping experience. While Shopee currently already have value bundle deals, these are mostly for people who wish to buy in bulk. Shopee Supermarket should also create bundles of products based on user buying patterns.

The proposed product bundling system adds increased value to users who wish to purchase items that are related to each other. These bundles would consist of essential items (like making a breakfast meal) and can be customized, adding additional value via personalization. When users buy things in a bundle, they can also receive more discounts and vouchers.

The depicted screens offer a visual demonstration of the envisioned feature's functionality. Within the home page, a distinct "All-In-One Bundles" section is introduced. Upon selecting a product listing, users are granted the ability to personalize the bundle by clicking the "Customize" button, as displayed. This empowers users to make personalized modifications to their bundles, like substituting oats with cereal, thereby tailoring their shopping experience to their preferences.

On Demand Delivery

Almost 100% of the feedback we obtained is that Shopee Supermarket's delivery timings are longer than alternative competitors. Hence, there is a strong need for faster deliveries which can be done through on demand delivery where users can choose their preferred delivery date and time as well.

Upon adding items to their cart, users will now encounter an added selection between two delivery options: on-demand delivery and regular delivery. Moreover, the cart page has a new tab "Shopee Supermarket," strategically incorporated to differentiate Shopee's standard products from those of Shopee Supermarket. Under the Shopee Supermarket tab, a subsequent division between on-demand and regular delivery is presented. This arrangement facilitates users in precisely categorizing their added items and effortlessly recognizing the chosen delivery method.

UI Change - Shopee Supermarket Membership

Shopee Supermarket's existing membership program stands out as a potent differentiating factor in comparison to its competitors. Nevertheless, this rewarding initiative is not being marketed by Shopee enough and users do not seem to be aware of this membership program. Hence, a swift user interface modification presents a valuable opportunity for Shopee to attract a larger user base into their membership program.

The proposed home page prominently showcases the Shopee Supermarket Membership reward system, placing a strong emphasis on the users' current membership tier. This strategic placement captures users' attention, effectively highlighting the points they have accumulated and the number of available rewards.

Quick round of usability testing

As the entire project was only 4 days, there wasn't much time available to conduct extensive usability testing with end users. However, the team approached the same 9 users we had for user interviews to obtain opinions remotely on whether the proposed features solve their pain points with Shopee Supermarket.

Some important insights obtained from the usability testing include:

89% of users feel that the product bundling option provides enhanced convenience. Users mentioned that this is beneficial for University students who typically buy related products that they need together.
100% of users will utilise the on-demand delivery provided that there are available slots for them to choose from. Users commented that the design was easy to interpret and the experience was seamless.
78% of users feel that having the membership status clearly on the front page attracts them to spend more to collect points, provided that rewards are enticing enough.

With that, the team was able to obtain confirmation from users that the proposed features were able to meet their needs. However, with more time, I would have loved to conduct more extensive usability testing such as having live user testing sessions and reaching out to the public (instead of only people we know).