Shopee Redesign | Individual Project | 3 Days
Introduction
About
Redesign Shopee's homepage​ using a list of features ranked based on user preferences.
Breaking down the problem
What does Shopee want to achieve:​​​​
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More people to use new features i.e. Shopee Mall, ShopeePay, Shopee Live, Digital Products
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More people to click on special promotions i.e. event banners, flash sales, discounts​​​
What does Shopee users want in terms of home tab performance findings:
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Easily search for products (rank 1)
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Discounts and sale items (ranks 2 to 5)
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Casual browsing (ranks 6 to 9)
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Authentic products on Shopee Mall (ranks 10 to 11)
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More clicks that translate to sales
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Inclusive application for global consumers
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Key Summary of Problems
1. Does not capture user’s attention or direct their focus to one thing
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Cluttered home screen that might make browsing on the homepage tiring
- ​Random banners disrupt user flow
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Tiny words for sub-categories, making them hard to read
2. Many different colours and banner designs that makes important information/ events blend in instead of standing out
3. Relies on recognition rather than recall​
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Long scrolling page that hampers user from going to a specific tab directly (e.g. group buy)
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Search categories are located in the middle of the scrolling flow → not accessible if user only wants to look for a specific category
Solutions
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Reducing mental load to make information easier to process
I proposed the change of icons under 'Daily Discover' to fit into an illustration style with consistent colour scheme so that they are neater and more aesthetically pleasing. I also rearranges the order based on the assumption of what is more commonly used.
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Creating visual hierarchy
Increasing font weight and changing the typeface can significantly improve user's information processing speed. I used bigger and bolder font for titles and headers that are consistent with WCAG AAA standards as the distinctive Shopee orange is only good for bold large texts or as accent colours against off-white backdrop.
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'Two-column' scroll format so users can have better differentiation between 'daily discover' and 'trending products' since both sections are Shopee-recommended listings.
Having an endless vertical scrolling format instead of creating blocks with different sections will encourage users to look through more products in a swift motion. Putting two sections side-by-side can also allow user to better choose which category fit their interest better.
Hamburger menu
Users can make use of the categories function more efficiently. Moreover, I added a 'globe' icon allowing users to change their location easily since Shopee is available in 7 different countries.
More white space in Search
This design makes use of more white spaces to propose different suggestions and encourage more visitor clicks into the various pages.
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Incorporated banners, advertisements, Shopee Lives etc. into the scrolling stream by adopting the same card size and aesthetic as product listings
Does not disrupt the user experience by interrupting the long endless scroll effect and also presents a cleaner and seamless interface, thus enabling the new features to catch user’s attention better.