STUDENT PROJECT

QOO10 CASE STUDY

INTRODUCTION

Qoo10 is a top Asian e-commerce platform where third-party sellers offer products like electronics, fashion, and beauty items. It features seller ratings, secure payments, promotions, and a rewards program for discounts.

In this case study, my team and I examined the problems with the current state of Qoo10 (2024) and revamped the app in a Figma Prototype. The entire project was completed in four weeks.

MY ROLE

My main role in this project is to analyze the app's issues, create user personas, and develop low and mid-fidelity prototypes.

PROBLEM STATEMENT

Qoo10 is an app with many features. However, there is a lack of consistency throughout the app, and many features, icons and placements are not intuitive for users, leading to frustration. Additionally, the visual design of the application appears unpolished and boring compared to competitor apps like Lazada and Shopee.

Navigation bar exhibits inconsistency as types of navigation options change when user initially select at the beginning

User's profile icon are more commonly seen as the last icon on the navigation bar/ have an image attached to it

Other problems that we have found in the existing app :

While the back button is not readily available when users access specific pages, the visibility of the home icon may not be immediately apparent to all users
Due to the excessive information clutter and redundant buttons serving the same function, it disrupts the user's navigation flow
The excessive use of redundant advertisements within the app clutters the interface, making it visually overwhelming

GOAL

Resolve pain points for users
Make the app more intuitive and less over whelming
Enhance the application's visual looks

USER PERSONAS

We created two user personas based on our target audience: a student who enjoys online shopping and seeks the best deals, and a housewife who is not tech-savvy. By developing these contrasting personas, we aim to cater more effectively to the diverse needs of our target audience.

The Student

Michelle Hor, an 18-year-old business student, avidly shops online and compares prices on various e-commerce apps to find the best deals. She watches live sales and identifies trending products. Michelle is frustrated by her lack of time to visit physical stores and uncertainty about where to find specific deals. She needs an app that offers a wide range of items and highlights the best deals, aiding her in potentially starting an arbitrage business on TikTok.

The House Wife

Sukanya Ma, a 55-year-old housewife, stays at home daily to cook and clean and makes frequent trips to the wet market for her shopping. She is frustrated by her limited shopping options and wants to buy products seen on TV but lacks access. Sukanya needs an app to help her find items unavailable at the wet market and purchase everyday items from home.

TASK FLOW AND USER JOURNEY MAP

We created a task flow and user journey map to better understand the secondary user persona's behavior. This allows us to streamline her user journey and enhance her shopping experience.

PROTOTYPING

Low-Fidelity Prototype

For the low-fidelity prototype, we decided to go with paper prototyping to get an idea of how users would navigate the existing app. For this prototype, we change the overall layout of the app.

Medium-Fidelity Prototype

We then moved on to making the medium-fidelity prototype in Figma, this time adding the proper icons and polishing the overall layout of the app.

USABILITY TESTING

We then moved on to making the medium-fidelity prototype in Figma, this time adding the proper icons and polishing the overall layout of the app.

Results from the Test

All the participants felt that the app was easy for them to navigate about and picked up on the features quite easily.
Participant 2 felt that the chat icon should be located at the product listing page as well to make it more convenient for users to access
Participant 3 felt that the chat icon in the product description page could have been made bigger
All the participants thought that the icons were quite intuitive

FINAL DESIGN

Check Out High-Fidelity Prototype

Project Restropective

Here are the key takeaways that we have learnt from this project :

We learnt the importance of iteration and user testing sessions. By conducting user tests for each of the prototype created, we were able to receive feedback regarding design choices that we have overlooked
We realized that working on the prototypes constantly would make us overlook certain features or not have issues with some functions that our eyes and brains have grown accustomed to. Having a fresh set of eyes and perspective on every iteration of our prototype allowed us to nitpick tiny details that we overlooked and gave us the opportunity to really finetune the prototype.
We learned that testing with different testers and improving with each testing phase allowed us to eventually eliminate most usability issues and design concerns that would affect the overall user experience for the Qoo10 application.

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All the participants felt that the app was easy for them to navigate about and picked up on the features quite easily.

Participant 2 felt that the chat icon should be located at the product listing page as well to make it more convenient for users to access

Participant 3 felt that the chat icon in the product description page could have been made bigger

All the participants thought that the icons were quite intuitive

Here are the key takeaways that we have learnt from this project :

We learnt the importance of iteration and user testing sessions. By conducting user tests for each of the prototype created, we were able to receive feedback regarding design choices that we have overlooked

We learned that testing with different testers and improving with each testing phase allowed us to eventually eliminate most usability issues and design concerns that would affect the overall user experience for the Qoo10 application.