Using design thinking to reduce voluntary churn while optimizing the omnichannel POS solution and customer satisfaction.
UX Designer Intern
SHOPLINE UED Team
June 2023 - August 2023
In the summer of 2023, I interned at SHOPLINE one of Asia’s largest and fastest-growing commerce Software-as-a-service and solution providers. Our team focused on SHOPLINE POS, unifying the retail shops and online shops. Being one of the two UX designers on the team, I collaborated with a cross-functional team to provide the UX Design for SHOPLINE POS v2.6, v2.7, and v2.8.
SHOPLINE POS is facing a rising subscription cancellation rate for small and midsize businesses, particularly in the Singapore market. This trend is concerning and has been accompanied by a growing volume of complaints from customers.
Improve customer satisfaction and reduce voluntary churn of small and midsize businesses in Singapore.
In June, we launched the POS Q3 User Experience Upgrade Project to improve customer satisfaction. We had research for 2 weeks and each sprint for 4 weeks to focus on one design objective. I was closely involved with the whole process.
In order to discover our client’s pain points and set design optimization goals, I create a questionnaire to gather feedback from our clients.
Furthermore, I collected negative comments from our clients and organized them into sections.
I collaborated with product managers to prioritize those comments and align the goals of our POS Q3 UX upgrade.
To better understand users' pain points, I collaborated with a UX researcher to conduct usability testing with 10 cashiers, gathering feedback and identifying pain points. I planned and executed user interviews, then analyzed and prioritized solutions for each issue.
I discovered that over 60% of users struggled or failed when editing an item in the shopping cart. Additionally, around 40% found the payment process inefficient.
The System Usability Scale (SUS) assessment yielded a score of 54.06 for Shopline POS, placing it in the low-middle range and highlighting substantial opportunities for enhancement.
From the usability test I did with cashers, I found out that there are three major pain points affecting the user experience. I shared my finding with the product and engineer teams to set the key result to solve each of the pain point.
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Four users struggled to apply or adjust an item discount. Adding discounts to multiple items proved especially challenging and frustrating for them.
Two users thought the total amount included tax, but it doesn't. Meanwhile, four users were uncertain whether discounts were applied to individual or all items.
Four users on the SUNMI smart desktop criticized the cluttered interface and excessive scrolling. They complained about slow scrolling on SUNMI.
Usability testing revealed that users struggled with applying and adjusting item discounts, often leading to frustration when correcting mistakes. This insight highlighted the need for a more intuitive and error-tolerant discount application interface.
I enhance user engagement by providing contextual information or interactions without navigating away from the current task, ensuring a seamless and less disruptive experience. This approach prioritizes user convenience and maintains focus, and allow them to check the discounts on one screen.
Key account feedback indicates that cashiers prioritize accuracy in payment information, yet some users are uncertain if the total amount includes tax. I create a more intuitive payment interface to help users make decision and avoid mistakes.
I created a user journey map and found that cashers get very frustrated when the customer want to change to a combined payment after the casher already choose the payment method. I streamlined the user flow and reduce user decision cost when first choosing the payment method.
User flow when the customer want to change to the combined payment method:
I organized all the discounts type supported by the SHOPLINE e-commerce platform and added to the POS platform to ensure a seamless and consistent shopping experience, as it allows customers to receive the same benefits and savings regardless of whether they shop online or in-store .
I developing a notification center that keeps users informed about online orders and store inventory to enhance the customer experience by providing timely updates and transparency about order status and product availability on the POS device. Additionally, it aids in inventory management, allowing for more efficient restocking and reducing the likelihood of overstock or stockouts.
The majority of our users, constituting 80%, operate on SUNMI POS terminals. Given the limited resolution of these devices, lighter button colors tend to be less visible. To address this, I employed the APCA Contrast Calculator to identify a new background color that offers significantly enhanced contrast, thereby ensuring improved visibility on SUNMI screens.
Our users employ a wide range of tablets, from large-screen models like the iPad Pro (2732x2048) to smaller ones like the SUNMI D2 MINI (1280x800), resulting in designs that appear crowded on some screens and sparse on others. To address this, I have established a responsive design guide and grid system that adapts to varying screen sizes.
