Streamlining the payment process in the Shopee app

My role

As a product designer, my role in this test was to identify and propose solutions for usability issues related to the payment flow/process in the Shopee app.

Goal

The goal of this project was to optimize the payment process of the app, providing a more intuitive and efficient experience for the users.

Solution

To achieve this goal, I proposed a solution based on Nielsen's "Recognition rather than recall" heuristic as a guide, aiming to make the process as streamlined and recognizable as possible for the user, increasing their familiarity and comfort when using the application.

Brief

Context

This test was conducted as part of a selection process for a company, which involved carefully analyzing the apps and websites I use daily and choosing a usability problem that significantly impacts the user experience. Therefore, I chose the Shopee app to look for these potential usability issues.

Based on user complaints on the Google Play Store and my observations, I identified ambiguities and difficulties in the payment flow that could be addressed.

Challenge

One of the main challenges of this project was finding a way to streamline the payment flow without compromising the security or functionality of the process. Additionally, it was necessary to balance the users' needs with the technical and time limitations for this specific test.

Results

As it was a test with a deadline of 3 days for completion, there wouldn't be enough time to implement this new payment flow. However, I observed a significant improvement in the experience through some tests with real users.

In addition to reports regarding the optimization of components compared to the brand's originals such as typography, colors, and icons, an improvement in visual hierarchy was also observed. This made the most relevant information stand out more prominently than others, making it clearer for users to utilize and understand processes in the application.

Furthermore, there were comments about the progressive design applied in the new flow, as previously there was too much information on a single page and it did not guide the customer satisfactorily and didactically through the purchase process. This is due to the application of Nielsen's sixth heuristic, which deals with Recognition rather than recall, allowing me to create elements based on what users already know from their daily use of other apps such as Mercado Livre and iFood. This facilitated the flow and made it closer to what they are familiar with, as shown in the prototype later on.

Interface

Navigable prototype

Current app

Proposed solution

Tip: it will be better to test it on a mobile phone

Quick adaptation and efficient use of time • Ideate and Research

With limited time available to propose a solution, I was able to enhance my research and prototyping techniques to deliver results much faster and more efficiently.

Listening to the users to focus on real needs • Empathy

With this test, I learned the importance of addressing usability issues with empathy and a focus on user needs.

Creative balance and technical feasibility • UI Design and Prototyping

I also improved my skills in applying design heuristics and creating effective solutions for complex problems.

Connecting business goals with user's needs • Strategy

With certain changes, it is possible to achieve results that not only impact user satisfaction with the app but also add value to the company, boosting sales and contributing to business growth.

What I have Learned

Conclusion

This project demonstrates the effectiveness of a user-centered approach to solving usability problems in mobile applications. By applying design principles and Nielsen's heuristics, I was able to create a solution that not only addressed the identified issues but also significantly improved the user experience in the Shopee app. This enhancement in user experience has the potential to increase customer satisfaction, drive sales, and contribute to the ongoing growth and success of the business.