Case study: Creating a better Lazada experience

Man holding phone — credits: rawpixel.com

Introduction

Lazada is an leading eCommerce platform in Southeast Asia with a presence in six countries — Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

A team of 4 passionate UX Designers gathered to find out how to improve the user experience of the app.

Disclaimer: Our team is not affiliated with Lazada, we took on this project as a challenge to improve the existing experience.

The Process

We will be applying the steps in the Design Thinking process to get to our goal.

User Research

To decide what we need to do, we have to first find out what is the problem.

Why? Why? Why? Why? Why?

That is the question we have to keep asking ourselves.

To find out the answer, we set out on our user research.
We conducted various researches to gather as many information as we can.

Qualitative Research

• Contextual Inquiry — Observing how users interact with Lazada
• User Interview — Asking users about their experiences with Lazada

Quantitative Research

• User Survey / Questionnaire — Gathering data from a group of target audience

Contextual Inquiry in progress (over Zoom)

“When it (the ‘Recommended for you’ section) is too loud, sometimes, at least for me, I feel like ignoring it”

— Interviewee

Research Findings

We identified 3 pain points from our researches:

1. Overloading of information in the product page makes it difficult for users to find information they need.

2. Required information to make a decision are not easily visible above the fold

3. Vouchers are important part of the Lazada experience, but there are users who are unable to grab and use vouchers

Problem Statement

Upon the completion of the user research, the problem statement was defined so that we will have a clearer view on what are we trying to solve.

1. How might we help users quickly gather information about the products they are looking for?
2. How might we help our users discover and get the best deal possible when making their purchase?

Persona

From our research, we created a few personas that would resemble our target audience. We identified 2 types of person that will be used as a guideline.

1. Someone who really likes deals, and shops online because that is where they get the best deals
2. Someone who buy online because it saves them time.

Say hi to our personas

To help us think in their shoes, we gave each persona a specific scenario and charted out the journey to give us a clear view on touch-points where we have opportunities to improve.

Customer Journey Mapping (Sam)

Sam’s rice cooker is having some issue, he thinks that it is time to start browsing for a suitable product at a good price point.

Customer Journey Mapping (Sarah)

Sarah’s friend has been raving about the latest skincare product. She is wondering if she should try out this new product.

Heuristics Assessment

An heuristics assessment was conducted using the Jacob Nielson’s Usable Heuristics to find out what kind of usability issues are faced by these users.

1. Aesthetics and Minimalist

Information on product landing page has irrelevant content such as suggested products or top picks right in the middle of the page.

2. Recognition and Recall

Some products are labelled with ranking but is non-clickable. There are also many different categories which make it hard for user to remember and compare.

3. Flexibility and efficiency of use

Vouchers can be found at various locations over the apps, but only experienced users that browsed the app would know where to find it.

Design Iterations

With all the information we gathered so far (research, persona, customer journey map, heuristic evaluation), we started ideating to find out an ideal solutions to our defined problem.

Ideation in progress

Proposed Solution

We came out with 3 proposed solution, created the wireframe and put together a comparison of the user flow, before and after.

1. Improve visual hierarchy of the product page, prioritize information that users are looking for and rearrange unnecessary promotions that distracts users.

2. Make “Top Ranking” tappable right from the product page so that user can directly check out other trending products.

3. Show users vouchers available to claim in the product landing page.

Results & Next Steps

After finalizing all the solutions we recreated a style guide based on the existing Lazada app to serve as a compass for us to design the high fidelity mock-up. With this, our next steps would be to test out our solutions and repeating the Design Thinking process as necessary until we nail it.

Style Guide

Hi Fidelity Mock-up