2024
Project Ascend in ParknShop
Led innovative strategies to elevate digital platforms, enhancing customer experience with measurable impact
Deliverable
25+ enhancements released that drive conversion rate and improve customer satisfaction
Platform
App
Web
Year
2024
My Role
Oversaw research using Google Analytics and UXCam, collaborated with stakeholders to set goals, and led a team of 4 to deliver intuitive, user-centric designs across App and Web platforms.
Throughout the daily routine, we...
Analysing data
Utilise Google Analytics and UXCam to gather data insights, understand user behaviour, and measure the effectiveness of enhancements
Collecting feedback
Analyse customer feedback via online surveys (eCLS) and user research like usability tests and workshop for deeper insights into customer needs
Working Agile
Propose solutions for customer pain points and introduce innovative ideas benefiting both customers and the business for continuous improvement
Key Achievements
results compared with 2023
20% increase of conversion rate & total revenue
New functions and promotions driving a higher sales
5% growth of Customer Love Score
UX Enhancements resolved customers pain points and gain satisfaction
5.6% improved of Search Satisfaction
Refined the searching logic providing a more relevant results
Additional Order visibility was enhanced by redirecting customers to its page post-purchase, boosting page views and driving a conversion rate peak in weeks 7-8
Conversion rates dropped in weeks 8-13 when BU swapped AI-generated suggestions for less relevant items. After adjustments, rates rose to a new peak, confirming suggested products’ impact on additional orders
“It's convenient to add forgotten items to the purchase here!“
— Feedback from customer survey
$600K+
REVENUE OF ADDITION ORDER
Since launch until Dec 2024, it has brought over $600k revenue to the business
$150
AVG. TRANSACTION VALUE
On average, each transaction carries $150HKD, approximately 20% of primary orders.
Avg 5.25
ITEM PER BASKET
It successfully upsells customers, resulting in an average of 5 items per each new additional order.
HIGHLIGHTED FEATURE
Communication upon Delivery
The workshop was conducted to review the after-purchase flow and services. Delivery live tracking and comprehensive notifications have been implemented to provide customers with detailed delivery progress updates.
DELIVERYMAN SERVICE
⬆5%
ORDER STATUS COMMUNICATION
⬆9%
Overall, there is an ⬆increase in satisfaction with Delivery Service in 2024
Clear understanding of delivery progress, with estimated arrival time and map tracking.
Received notification in advance for convenient delivery.
— Feedback from customer survey
HIGHLIGHTED FEATURE
AI Search
Integrated AI logics to provide personalised and more relevant search suggestions
Improved search boosts satisfaction, drives conversion, and enhances engagement.
Data compared with 2023
EASE OF PRODUCT DISCOVERY
⬆5.6%
SEARCH WITH RESULT RATE
⬆6.5%
CLICK THROUGH RATE
⬆4.8%
HIGHLIGHTED FEATURE
Additional Order
Customers can supplement their orders with a selection of products after checkout and enjoy exclusive 5% discount and free delivery
