DURATION
24hr — design sprint
Role
Research & Analysis
Tools
Figma, Photoshop, Illustrator
Central online
Shop at first sight
Central Online is the virtual store front of Thailand’s largest retailer. 70% of Central Online sales happens on mobile, whether it be on the web or the app. Despite a full ownership of the web and native experiences, there are discrepancies between both experience. Central Online needs to close up this discrepancy as they move towards omni-channel shopping experiences.
Focus — Mobile Product Description Page.
Landscape ANALYSIS
Increasing the breathability of the Central online store can help reflect the premium value of the Central department stores.
First-impression analysis
Shoppers should be impressed and be able to perform primary action within 1st view-height.
Recommendations
& Rationale
FIRST IMPRESSION
Shoppers should be captivated by the product imagery within the first view height. By collapsing and simplifying the navigation bar, the image can now be properly display within the first view height as well as leaving room for primary action button — to buy things.
Product CUstomization
Adding product options to the description page can help retains attention and reduces unnecessary navigations. This helps reduce friction for shoppers to purchase things.
GUIDE by Central
Poorly presented product details hurts engagement, reduces product value, and drives the customer to find more information off the site. Central is an upscale store, not a marketplace. By demonstrating care through product description, Central Online can add value, like sustainability, to the Central brand and the product the customers are buying.
SHOPPERS’ rhythm
Long review section can hurt customer attention and utimately the shopping rhythm. By moving product suggestions to a section before the product review, it encourages the shoppers to browse other products.
