⬆5%
Customer Satisfaction
compared with average in 2021
⬆13%
System Usability Score
compared with average in 2021
⬆4.5%
Conversion rate
compared with average in 2021
“The new style of the website and app gives me a sense of freshness.
The interface is intuitive, and the platform is easier to use than before.“
— Feedback from customers in post-launch user interview
Project Outcome
2021-2022
ParknShop estore Revamp
Led a transformative redesign for AS Watson’s leading O+O retailer, enhancing user experience and driving business growth
Deliverable
A brand new revamped e-store that delivers a better user experience and boosts the conversion rate. The project was started in Jan 2021 and launched in Jun 2022
Platform
App
Web
Year
2021-2022
My Role
Led research and design workshop to pinpoint usability issues, collaborating with cross-functional teams to craft and deliver seamless UX solutions
Most Voted HMW Statements
HMW
Show promotions that the customer wants?
HMW
let customers easy to find the products?
HMW
let customers easy to reach the delivery threshold?
HMW
let customers feel safe when the order has short-shipped/wrong?
Deliverable
A brand new revamped e-store that delivers a better user experience and boosts the conversion rate. The project was kick-started in Jan 2021 and launched in Jun 2022.
Platform
App
Web
Year
2021-
2022
My Role
Led research to pinpoint usability issues, collaborating with cross-functional teams to craft and deliver seamless UX solutions
Our Design Process
EMPATHISE
-
Research & Analysis
-
Competitor Analysis
DEFINE
-
User Personas
-
User Journeys
-
Pain-Points & Opportunities
IDEATE
-
Generate Ideas
-
Conceptualisation
-
Prioritisation
PROTOTYPE
-
Idea Visualisation
-
Interaction Design
TEST
-
Usability Testing
-
Iterative Design
"Focusing on the whole shopping journey"
Enhanced the entire shopping journey, from order placement to after-purchase services, improving user satisfaction across all touchpoints
Stakeholder Interviews
Interviews with business and technical teams revealed marketing objectives, pinpointed pain points, and provided insights to shape the revamp project.
Design Thinking Workshop
A workshop established the project direction and scope. User research informed personas that captured the target audience needs and pain points.
During the workshop, stakeholders ideas were brainstormed, visialised, and prioritised using User Journey Maps and How Might We methods, fostering alignment across teams.
These collaborative exervices clarified user flows and sparked innovative solutions.
I organised and facilitated the session to ensure actionable outcomes.
Homepages with categorised and personalised promotions
A new homepage UX design was crafted, featuring a refreshed UI style. Promotions were categorised and strategically placed to improve visibility and relevance for customers.
Personalised promotions were integrated to elevate the shopping experience, tailored to customer preferences.
I contributed significantly to the UX design and collaborated with business and technical teams to review the layouts.
BEFORE
AFTER
TESTING TOOL: UXARMY
Reconstruct Category Tree
The category tree for PNS estore was restructured following a detailed review of user needs and pain points, uncovered through a Card Sorting Test. A subsequent Category Tree Test validated the redesigned menu structure.
I organised and facilitated both the Card Sorting and Category Tree tests, then analysed the results. Working closely with teammates, business units, and the technical team, I helped reconstruct the new category tree to enhance navigation and user satisfaction.
New UX Checkout
We created a more user-friendly checkout journey by adding the following features to solve the users' pain points and enhance the experience.
Tips to remind users of the offers & promotions
Easy to edit/remove purchase items
Easy to fill in delivery details and select delivery method
Easy to reach the delivery threshold from add-on offers, wishlist and buy it again lists
Legible order summary
A usability test was conducted to evaluate our new design.
I was responsible for design the checkout page's structure and validating the design via organising a usability test.
Review After-sales service
To address existing pain points from the customers, technical, warehouse, and customer service perspectives, we created an after-purchase service flow to visualize the entire process.
We thoroughly reviewed and redesigned the UX/UI and content of each step in the after-purchase journey. This encompassed confirmation emails, SMS notifications, short-ship emails, delivery notifications, invoices, order histories, FAQs, enquiry forms, and product reviews.
I took charge of reviewing and redesigning the complete after-purchase service flow, including both the UX/UI and content aspects.
