Case study
Design an Online-to-Offline(O2O) Shopping Experience
Bridge the online and psychical stores with the shopping app
Wow Surprise Inc, is an uprising blind box toy maker growing rapidly online and offline sales. However, the costs of building their brick and mortar stores have almost doubled in the last five years.
Without foot traffic data in stores and vending machines, the offline market margins would be lost.
Timeline
3-week
My Role
Team lead
UI design
User Research
Prototypes
Deliverables
Hi-Fi UI
Presentation
Business Problem
Lack of Wow Surprise offline market data
“We want to get more data from the offline market, which is part of our O2O business strategies.
”
Shopping Blind Box Toys
How Might We Transfer Online Shopping To Offline?
The goal of the design to encourage the online customers to go offline shopping so it can increase traffic on physical purchases.
Payment and registration UX designs were beyond the scope of this project.
CUSTOMER JOURNEY
I visualized a shopper goes through the process of the offline purchase and listed opportunities that can help us improve the customer’s experience.
DESIGN HYPOTHESIS
Helping customers find the nearby stores/vending machine locations will increase offline purchase.
Buying newly-released toys is one of customers’ major shopping motivations.
Encouraging customers “check-in” stores/ vending machines though the App will help Wow Surprise obtain more data for the offline market.
DESIGN SOLUTIONS
We wanted to build the design frameworks with fun and surprise. With the user research and competitor analysis data, We created three design solutions, presented to the client, collected their feedback, and balanced the customers’ needs and the stakeholders’ wants.
SOLUTION 1 -Add a rewarding system on App.
“I love it because we could know who brought what from where. We need those data.”
“It is a good idea but we need deep dive what benefit our customers can get from it.”
SOLUTION 2- Sell newly-released toys exclusive online and offline.
“It is a workable solution but it will be a challenge on our logistics.”
SOLUTION 3- Enable to search nearby stores on APP.
“Definitely, this solution is feasible from the developer perspective. ”
WIREFRAMES
After gathering enough information from user research, brainstorms and the clients needs, we started ideate the user interface and created paper prototypes. We came up the design concepts and generated the low fidelity clickable wireframes.
1.Scan QR code to earn reward points
2. Search nearby stores/vending machines
UI Design
The following are the final UI of two solutions selected by the client.
1. Scan QR for Reward Points.
2. Search Nearby Stores/Vending Machines
USER TESTING
We ran a concept validation test with 5 participants in which three tasks were assigned. The System Usability Scale (SUS) will be used to evaluate after the engineering prototype is available
RESULTES & MY TAKEAWAYS
Translation of business goals into UX design. Our App not only enhanced user satisfaction, but also helped Wow Surprise achieve its business goals.
Usability improvements: 4 out of 5 testers agreed that the App's usability is much better than that of the previous version. In addition, shopping time was reduced 50% by optimizing product searching and promotional video features.
Cultural differences in the blind box toy industry. As an American designer, it is challenging to apprehend Chinese consumers' motivations and behaviors. Understanding users is key to success in any UX design.
This is just the beginning! A three-week project is a good starting point. As a designer, we have to work closely with the marketing and engineering teams to understand regulations and limitations, iterating the design as needed. We also need to build a holistic view of the product and achieve seamless integration with the larger platform, such as JD.com and TMall.com.
Credits: Aris, Yilin, Hazel, Liz
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