Case studies
We design online shopping sites and mobile apps.
Dei
Redesigning a first-of-its-kind e-commerce marketplace for local precincts.
About
Dei is an e-commerce marketplace connecting customers to retailers and restaurants within local precincts.
Objectives
Introduce an improved user experience that solves key usability issues and work with branding agency to implement new visual identity.
Process
Conducted user interviews; performed usability, analytics, and heuristics audits; developed user personas, journey maps and user stories; facilitated mapping workshop with stakeholders; designed web and mobile responsive mockups; ran usability tests; and worked with Dei's internal development team to implement designs.
Outcomes
32
web app mockups delivered.
32
mobile app mockups delivered.
5x
improvement in speed for users to find a product.
9.2/10
scoring based on overall user experience survey conducted at the end of the usability tests.
Choosing precints
As a heartlander, I am able to choose my precincts to customise my shopping experience.
Discovering products
As a heartlander, I am able to discover products offered by retailers in my precincts, by categories, merchants, brands and place of origin.
Product
As a heartlander, I am able to view product details, customise options and add products to cart.
Shopping cart
As a heartlander, I am able to view my shopping carts by shop items, takeaways, vouchers and bookings.
Making payment
As a heartlander, I am choose my delivery and payment options and make payment.
The Closet Lover
Redesigning the experience for one of SG’s pioneer, e-commerce fashion brands.
About
The Closet Lover is a popular fashion brand in Singapore with three outlets and a flagship e-commerce store launched in 2014.
Objectives
Improve the overall user experience of the e-commerce site, increase total cart value per user, increase membership sign-ups, and provide designs that adhere to Shopify's UI design system.
Process
Conducted user interviews, facilitated mapping and ideation workshop with client's product & marketing team, designed web and mobile responsive mockup flows, ran usability tests, and established a UI design system based on Shopify.
Outcomes
47
web app mockups delivered.
47
mobile responsive mockups delivered.
3x
improvement in time taken for users to find a product.
2x
improvement in speed for users to check out a cart.
9/10
scoring based on overall user experience survey conducted at the end of the usability tests.
Discover fashion
As a fashion-seeker, I am able to discover clothes by searching, suggestions and filtering choices from colours, materials and clothing type.
Clothing details
As a fashion-seeker, I am able to get deeper information on the fashion clothing such as size & measurement, its characteristics, material & care guide and store availability.
Getting inspired
As a fashion-seeker, I am able to get regularly updated curations of clothing combinations and how they would look like together via a Lookbook.
Novelship
Improving usability for the region’s #1 sneakers marketplace.
About
Novelship is the #1 online destination for sneakers enthusiasts to buy and sell limited-edition, authentic sneakers.
Objectives
Solve usability issues of the mobile app that caused drop-offs, improve the overall user experience, and improve speed for users to buy and list sneakers
Process
Conducted user interviews; performed usability, heuristics and analytics audit; developed user personas, journey maps and user stories; designed mobile app mockups, turned mockups into clickable prototypes, ran usability tests and handed over to Novelship's internal development team to implement designs.
Outcomes
162
mobile app mockups delivered.
55%
reduction in drop-offs.
3x
improvement in time taken for customers to buy (make an offer) or sell (list) a product.
8.2/10
scoring based on overall user experience survey conducted at the end of the usability tests.
Searching sneakers
As a sneaker enthusiast, I am able to "search-browse" sneakers to see if it's listed or get recommended similar ones.
Sneaker details
As a sneaker enthusiast, I am able to get the details of the sneaker, including it's last sale price for different sizes and recent increase/drop.
Making a purchase
As a sneaker enthusiast, I am able to review the sneaker prices, specify delivery/storage details and make payment from a number of methods.
List a sneaker (que)
As a sneaker seller, i am get a good idea of how much should I price to be at the top of the list (to be next in-line to sell) or the lowest on the list.
