Easing shoppers with a branded experience post-pandemic
In a team of five designers, we asked the 'whys' behind Singaporean's mass panic-buying that swept supermarkets in early 2021. We conducted a mix of primary and secondary research to validate our data and insights which were the basis for our individual design outcome. After our research findings, I redesigned Fairprice's mobile app to improve usability as shoppers leaned towards safer shopping experiences, especially during the city's lockdown.
Sector: Design, Retail
Role: From UI design to information architecture, UX research, prototyping in Adobe XD, Branding
Project time: 1 month
Problem statement: How might we encourage shoppers to buy local product through the app?
Research plan:
As it was a 1-month research project, we had to carefully plan out our timeline and goals to avoid meaningless work. One of the obstacles we faced was that we may not be able to conduct in-person interviews due to the strict social-distancing protocols.
During the research process, we asked for consent to visit from farm owners and prepared to covert observation diaries as a backup plan. Surprisingly, the shoppers were friendly and participated in our interviews.
I led the team of five as the facilitator in our brainstorming sessions which includes research planning, affinity clustering and persona creation. I was in-charge of conducting internal and external desktop research which includes sourcing from reputable databases (Euromonitor, JSTOR, government reports) and wrote the guide for notetaking formats. We took turns to share our findings and clustered the insights in silence. Afterwards, we sorted the cards again as everyone voiced their views on the categories.
I led the team of five as the facilitator in our brainstorming sessions which includes research planning, affinity clustering and persona creation. I was in-charge of conducting internal and external desktop research which includes sourcing from reputable databases (Euromonitor, JSTOR, government reports) and wrote the guide for notetaking formats. We took turns to share our findings and clustered the insights in silence. Afterwards, we sorted the cards again as everyone voiced their views on the categories.
After research:
After we completed the affinity clustering, we moved onto the next design phase, which was ideation. We were able to define our own solutions based on the insights discovered.
For me, I wanted to work on a project that explored the relationship between the company's system and the consumer, so I chose Fairprice's e-Commerce app, one of the biggest supermarkets in Singapore, as my subject.
For me, I wanted to work on a project that explored the relationship between the company's system and the consumer, so I chose Fairprice's e-Commerce app, one of the biggest supermarkets in Singapore, as my subject.
Design outcome:
Ease of navigation — Declutter from 34 to 26 screens
Accessibility — Larger visuals for users with varying levels of literacy
Functionality — Check order status, rebates and purchase history
