All in one shopping mall application
The Point by SHKP
Transforming User Experience for Enhanced Engagement
Overview
The Point app initially featured advanced technology and multiple user benefits, but suffered from an unclear information architecture and cumbersome navigation. The membership system also lacked appeal, resulting in low user engagement and satisfaction.
The redesigned app now features intuitive navigation and real-time functionalities like GPS-based mall location, live parking updates, and restaurant queuing and booking directly from the homepage. We introduced "Point Dollar," which allows points to function like cash within the malls, and improved the point earn-and-burn process with photo-based receipt uploads and image recognition. The application has transformed into a more user-centered platform, greatly enhancing the shopping experience.
Role
UX architecture
UX design and supervision
UI design and supervision
Motion design
Launch screen animation design
Prototyping and user-testing
Workshop organization and facilitation
Rebranding
Visual and copy guideline
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Process
Navigating Challenges with Design Thinking
As the key UI/UX designer, I led a quick, extensive revamp of the app. My responsibilities included restructuring the app's UX architecture and upgrading the interface to meet industrial standards. I co-organized design workshops with the product manager to ideate and integrate more user-centric features, such as the "Point Dollar," into our roadmap. I supervised the overall UI/UX design from conception through to the launch.
Transitioning the app from a marketing-led to a product-led approach involved extensive internal education on UX principles. Our team organized a one-day workshop for the team to immerse the team in the user's perspective and needs. This hands-on experience was instrumental in reshaping the app into a tool that genuinely resonated with users. Managing both visual and copy guidelines, I ensured all stakeholders maintained a consistent, user-driven approach. The successful revamp served as a pilot test for a more comprehensive rebuild, garnering positive feedback from users and stakeholders alike.
