Chope Shop

New revenue stream for the business

After the successful launch of the re-design app in Jan 2018, I pivoted to work on Chope’s first venture into e-Commerce.

I work with the Business Development unit to understand business requirements, and strategized how the design of the new app will change to facilitate a new revenue stream for Chope.

The business goal was to launch an in-app restaurant voucher purchasing feature for only the Singaporean and Indonesian markets.

Responsibilities

• Design strategy on how UI and interactions of the app will scale based on expanded business goals

• Present and seek approval from local and Indonesian business units with updated high-fidelity prototype

• Conduct usability tests on new prototyped with recruited users in Singapore and Jakarta

• Presented the findings from concept testing and user interviews

• With the same Scrum team, design, build and launch the a next major version of the app which will introduce new technical complexities such as a integrations with Shopify and Stripe

• Collaborated with back-end engineers to optimize the performance of loading products in the new Chope Shop

• Implementation of A/B testing (Mixpanel) and heat-mapping (Crazyegg) post-launch

UI design and updates to existing prototype

Because of the tight timeline of this project, I proposed to start on UI work first, and have the updated prototype concept tested with users subsequently.

Of note is the introduction of a bottom navigation bar in the UI to facilitate the expanded business goals - monetization from reservations and voucher purchases now.

I also continued to work with Marketing counterparts to ensure that their KPIs for restaurant clients who were on board with selling restaurant vouchers can be met.

View all high-fidelity UI designs from this project in the visual designs section.

Research and concept testing with users

My product manager and I travelled to Jakarta and worked with our Indonesian counterparts on the following:

• Recruitment of power users. This participant sample will allow my PM and I access to the richest insights in the shortest period of time.

• Coordination of research sessions and incentives.

Meanwhile in Singapore, I recruited several power users as well with the help of the Marketing team, and crafted a user interview guide to understand their spending habits when it comes to dining out.

For all users, I conducted usability tests with them using an updated prototype of the Chope app with the ability to purchase restaurant vouchers.

Insights

The preferred payment method among Indonesian diners was bank transfer, unlike Singaporeans diners who preferred credit card payments

The leading payment gateway provider in Jakarta was Ovo.

All users from both cities were very curious about the voucher redemption process and looked for specific instructions to complete this process during my Usability Tests.

8 out of 10 users brought up the fact that a straightforward “% discount off final bill” was the perk they have experienced before and were very happy to receive.

Business decisioning

Chope business model could not afford to offer direct discount on the final bill - this was a business call, despite research validating that the purchase of voucher was not ideal

Linkups with Indonesia banks were de-prioritised, as the Singaporean market “is home ground”

• Credit card payment with Stripe becomes a priority.

Development and Delivery

There were only minor refinements required for the UI and prototype, as I needed to work, in greater details, with Marketing and Engineerings to design a back-to-front end infrastructure for Marketeers to customise UI components on the Shop’s landing page during Campaigns at different milestones throughout the calendar year, such as Singles Day 1111.

I also worked closely with back-end engineers to understood the intricacies of Shopify’s APIs, such that my UI components will be able to function and display data that these APIs can provide.

With back-end, I also worked through Stripe’s developers’ documentation to understand how payments were processed, so as to design a flow that will provide the best performance with the shortest loading times for users.

Analytics

Working with a Product Analyst, we made use of Mixpanel to implement A/B and multi-variant tests within all pages of the Chope Shop.

As both of us were new, we implement it to test multiple versions of microcopy.

Together, we spec-ed out Events and Conversion Funnels to track usage patterns - such as usage of Notes and Discount Code fields.

In parallel, Crazyegg was implemented on the web version of Chope Shop to gather usage data.

What could’ve been done better?

If I could turn back time, I would have firmed up the dealbreakers with Business Development, before embarking on a reseach trip to Jakarta.

Research could have been more beneficial done to the Singaporean market if BD’s focus was Singapore-first all along - blindspots in SG market that could’ve been identified with the time spent in ID