Singapore-based NTUC FairPrice, the region's largest supermarket chain with over 270 stores, to provide improved customer experience through site redesign with a promising e-commerce channels for product ordering and delivery.
Consumers want to interact with retailers any time, anywhere, on any kind of device, including groceries. Buying groceries and monthly provisions online (e-retail) is offered with the convenience of home delivery; however, the range of products available online are vast, quite tough to narrow down product as per customer's choice.
Many teams were involved to work on site redesign, at the same time I was bestowed to work on the user cases, task flows, wireframe and visual design for priority screens.
Targeted at customers who are price conscious, young with busy lifestyle. FairPrice have a great challenge on sustaining their legacy – service of convenient one stop shopping experience amongst its competitors
To carry out some basic user research, I chatted with friends, colleagues, house wives about how they were currently planning provision shopping, and what pain points they seemed to have online. After a few conversations through business analyst in APAC region with potential users of e-retail site, I was able to gather some key insights for embracing convenience and enjoy the online shopping experience.
To understand for whom I was re-designing this site, I made fictional user cases to guide and remind me what needs users have when opting for a e-retail shopping.
I also wrote out potential features that each user may need.
We covered a user journey – consisting of key shopping features in a converging-diverging sequences
As I analyzed the data, I began to group similar needs together. Below, you’ll see I established a step by step task flow.
We showcased the overall progress of the project with a simplified solution along with a walk-through of designs for the site.
It was a path-breaking engagement for users and eventually a successful site revamp.