Lane Crawford Joyce Group Company Launch New Social M-Commerce Platform in China
MYMM is a marketplace provides an opportunity for a built-for-China platform that caters to the urban middle class customers delivering only authentic international brands and in-season products
UX REVIEW in china market - Customer journey map
Competitive UX analysis for Identify some key customer journeys
UX competitive analysi,s. iIncluding Product Discovery (search & browse), Checkout (end-to-end),
Instant Messaging (consumer to consumer and consumer to merchant),
Social Content Co-creation (read, post, friend, follow etc.)
MyMM App is one-stop app for everything related to fashion and personalized e-shopping.
Before it’s launch, conduct a user research concerning the following issues:
To find out the user needs,pain-points and expectations of shopping lifecycle in the Chinese market.
To identify the target personas and related journey
Identify MyMM Service Eco-system and Branding positioning
Persona Data Analysis Process
Customer journey map
Seed user define
Roadmap
Usability testing
After launch
User in-depth interview in SH
Data analysis and UX improvement
Challenge
Merchant Landing Page contribute to most of our Product Detail Page traffic and we are just shortening the funnel in this revamp
Process
Base on data analysis to define UX shadowing workshop.
FInd out user pain point
Define solutions and test a interaction mockup
Detail spec and Axure mockup
Solutions
Revamp MLP page cosmetically
The typical China based store CTA is more obvious
Also creating a more balanced between content and products
Making product entry UI more obvious
Enable more UI scale to later on for store-based categories
Result
Increase 30% product detail page hit rate