Design for online shopping platform (Temu)
When using online shopping apps, users expect to have an enjoyable shopping experience that should be highly efficient and accurate.
However, many apps for commercial purposes still have some problems with false advertising of product discounts, efficiency of product search, app page design, product details, products that do not match the introductory information, and difficulty in returning and exchanging products
My Role
I am responsible for managing both UX research and UI design within our design team. Collaborating with my two teammates, we conducted in-depth interviews with eight participants. I handled the interviewees, while my teammates prepared the interview questions and documentation. Additionally, I am leading the redesign of the mobile product.
Challenge
Temu is a very successful commercial purpose shopping platform and the customers vary in different ages and with different expectations. As designers, we need to strictly focus on their pain points and create better UI interface solutions for customers.
Summarise the needs and exceptions from representatives than need to be selected from the interview
Generate unique and efficient UI interface solutions to address the problems
Preparing stage
Before wer start the research, we need to select an existing product of online shopping platform. After a wide range of platform research, Temu, with its significant increase of its user appears to our sight.
We did a further research on its welcomed reason and discover its general user profile.
Interview questions and Research
These interview combining the methods depth of interviews with the contextual accuracy of observations, leading to a comprehensive understanding of user needs and behaviours.
Interview:
Facilitates in-depth understanding of participant experiences.
Allows for clarification and elaboration on responses, ensuring accurate insights.
Empowers participants by giving them a voice in the process.
Utilises an iterative process, enabling continuous refinement of insights.
Observation:
Provides rich qualitative data through direct behavioural analysis.
Aids in the exploration of hidden patterns that may not surface in interviews.
Enables cross-validation of data, enhancing the reliability of findings.
Conducted in a naturalistic setting, ensuring authentic insights into user behaviour.
Based on the research result on Temu’s user profile, we selected 8 participants (62.5% female, 37.5% male) to help us conduct the interview. All participants are frequent Temu users, and with their different backgrounds, their expectations and needs of the app appear in vary. To collect reliable responses, I as the interviewer, need to be adaptive and adjust suitable further questions to guide them to illustrate their own perspective of current unsatisfied areas and expectations.
Research Analysis
Through 2 rounds iteration on participants' responses, we generate two personas to better understand the user's need
Key insights
1. Needs:
The customer needs further information to decide on the item Customers require customer service when they seek advice during the decision-making process Majority of online customers require a expected balance between price and quality
2. Expectation
Buyers want a wide range of product choices Buyers expected the online shopping experience to be efficient in time, with similar time cost getting more reliable information compared to shopping offline. Customers expect on-time delivery service Want a clear interface
3. Pain points
The item listed on temu has average low quality There are too many promotions which is annoying when customers do not need to buy The item blocks are too crowded
Problem statement
Female customers aged between 25-35 in Australia
buying products online (Temu) are finding that it is hard to decide the item
owing to the lack of understanding item
because of deceiving/limited information provided
as they desire to buy satisfying item.
UI Product Solutions
UI Product Solutions
UI Product Solutions
Learnings
This project was heavily influenced by the customers' ideas and requirements. Initially, there was significant uncertainty regarding owing to the lack of understanding from customers' perspective. Despite dedicating considerable time to gathering requirements and finalizing user journeys, the frequent shifts in business ideas presented substantial challenges in creating this product. I learned that as a designer, it's sometimes crucial to hold stakeholders accountable and assertively uphold the business decisions agreed upon at the project's outset.
Thank you for reading :)