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Bucks Beaver | Great Singapore Sales
The project aims to drive shopper traffic and promote retail spending in malls among the young locals during Great Singapore Sales (GSS).
Phase one of the project requires us to conduct both primary and secondary research individually to uncover the youth's pain-points and key blockers that prevented them from frequenting GSS in recent years.
Primary
"After conducting a couple of user interview to find out more about what Youths are thinking,
a couple of discoveries were made behind why the majority of youths are not frequenting retail shops during GSS.
Main quotes from user interview:
“There are so many promo codes like if you quote off your friend’s name you can get 10% off or $5 off. You can see all those youtube promotions, all those YouTubers and everything, ”
“Usually when I heard about it is usually too late already, I either spend the budget or GSS is already over”
To maximise the research timeframe, we were recommended to come out with a research hypothesis before we conduct a questionnaire survey to find out what the users wanted.
Phase two of the project continues after the research findings are being uncovered. Design directions and concepts become surfacing elements that are addressed during this conceptualising phase.
Fig 1 | Ideation sketches
Phase three of the project focuses a lot on prototyping, user testings and design iteration to ensure the usability of the application delivers its aim.
User feedback: Doesn’t really resonate with user’s motivation. Seem quite sketchy, and might take some time to get used to it. Users do not feel smart nor like a winner at all.
User feedback: Scientifically, the application flow seems right. The structure is correct. Yet, it feels overly rigid, there is a minimum exploration for users to do.
User feedback: It still feels really lacking. Purple doesn’t bring out the overall jist of the application. There is no tutorial nor clarity for the use which makes the app redundant to have. Some parts don’t make sense because it looks like an e-commerce site.
User feedback: Choice of words for Tutorial. Don’t understand the icon being used. Where’s the ‘valuable shopper’ aspect? How are you going to elevate that cue?
Phase four of the project finalises the artwork and details of the application.
Thank you for reading!
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