#3 DBS Cashline: Continuous Discovery

How might we increase user retention and product usage amongst Cashline users?

UX Audit and Recommendations (6 Nov - 6 Dec)

Role: Team Member

AirAsia Travelmall Audit

  • Travelmall has had low traffic and low conversion rates and the team was tasked to investigate.

  • Internally, stakeholder interviews, design iterations and attempts to improve information architecture had not yielded results.

  • Our role was to evaluate users’ pain points and design solutions to address them.

Research Focus: User Expectations vs User Experience

  • As we were unfamiliar with the product and market, our research focused on user motivations and the competitive landscape through a broad range of methods, to gain a thorough understanding in a short span of time to give sound recommendations.

  • Based on what AirAsia shared, we explored how their main competitors (KingPower, ishopChangi and Sephora ) compared in terms of product offerings, target audience, unique value proposition and web & app user flow design to emulate their success.

  • Thorough analysis and evaluation of the existing site was conducted based on Jakob Nielsen’s 10 Usability Heuristics, to guide our clients to step-by-step to improve the basics.

  • We conducted survey & interviews to learn about users’ expectations & habits around duty-free shopping online and where AirAsia could match them.

  • Live walk-through sessions were conducted to discover how users interacted the website, as well as their impressions and opinions.

Key Insights

  • What was done well?

    • Customers liked that the site tagged discounted products

    • Interviewees expressed pleasant surprise that AirAsia had Travellmall

    • User surveys show that most users are new to duty-free online shopping with - AirAsia has early adopter advantage if the site can improve

  • 1. Pressing Technical Issues

    Basic technical issues stood out as the most urgent to resolve for smooth user experience.

    • Trouble logging in with 3rd party social buttons (mitigated by the team)

    • Products were not shown as expected

    • Flight number could not found

    • Significant wait time frustrated users

  • 2. Improve Error Flows

    • Central contradictory flaw was discovered in user flow, which caused errors when users attempted to change delivery methods

    • Ideally, users should be guided down the most relevant path for them

    • As a stopgap measure, we also suggested an interim path that was longer but would allow for successful checkout

  • 3. Provide More Information

    • Users felt information, especially for delivery methods, was insufficient

    • Priority should be given to delivery method info to help users make a successful purchase

    • For products, users also wanted more information but scale is larger so this could be done progressively

  • 4. Improve Branding & Design

    • Users said the website design was not appealing and seemed untrustworthy

    • Branding and design could be improved to help the site appear more legitimate

    • Addressing 1. and 2. will automatically improve level of trust users have

  • 5. Manage Display of Unavailable Products

    • Unavailable products could be used to collect leads for user interest

    • Instead, users were frustrated by navigating into overly specific categories only to find nothing available, over and over again

Expectations vs Experience

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Proposed Interim User Flow

Proposed Interim User Flow