trep
Diploma in Experience and Product Design | User Experience Design
CHIN WAI JIE [1426627] NG LUO WEI [1426458] TENG JIA MIN [1353189]
“The main focus of our telco is to create an efficient and convenient online purchasing experience for young adults. Catering as much as possible to their convenience in terms of time, transparency and quality.�
CONTENTS MARKET RESEARCH SINGTEL STARHUB M1 APPLE REDMART LAZADA SURVEY FINDINGS INTERVIEW FINDINGS
USER RESEARCH PERSONA
DESIGN REQUIREMENT
7 8 14 19 22 26 28 31 35 41 42 47
MARKET RESEARCH
SINGTEL “A telco digital service.”
POINT
1
Good Practices
Figure. 1a. Singtel Digital Service Shipping Privileges
Possible Implementations
Flexible Delivery Provide the Options convenience to customers of having their new phone delivered right to their door step or choose to self-collect at their preferred SingPost POPStation.
We could cater to their needs by letting the customers to choose their delivery options. This would satisfy their needs for busy scheduled customers.
Self-collection 24/7 Service at Your Own Convenience
We could implement the 24/7 selfcollection service as it will be a flexible option for working adults who are often busy and students who are often not at home to self collect their items.
No need to wait at home or queue at the post office to collect th parcels. Select POPStation as delivery mode to collect your parcels anytime when you re-contract your Mobile combo plan online.
NETS or credit Multiple Payment Options card when making purchase online. Entrusted SSL, issued by the world leading Certificate Authority worldwide.
SingtelShop, (2015). Singtelshop.com - Mobile Phones. [online] Available at: https://www.singtelshop.com/ shop/phones/customer-support.jsf#delivery-options [Accessed 5 Nov. 2015].
We could implement the Entrusted SSL, which is certified world-wide, as it would further push the trust between the telco and the customer.
SINGTEL | MARKET RESEARCH | 9
POINT
2
Bad Practices
Figure. 1b. Singtel Digital Service Customer Support
Possible Implementations
Unknown of Majority of the When will people who want Receive Package convenience are very busy. The delivery is only from monday to friday.
We could try to accomodate to the majority by implementing the delivery to be on weekends as well. This will ensure that people who are not free on weekdays will have the option of receiving the package on days that they are free such as weekends.
Unable to Track Near Exact Time of Item Arrival
With reference to Figure. 1c. we could implement the GPS tracking system which is a mobile application which makes service more transparent to customers. It also boosts efficiency and convenience at the same time.
Unable to tell customers almost exactly when the item purchased will be arriving.
This is only used at the day and around the time the delivery is expected to arrive. Customers will be able to track their items and estimate the near exact timing the delivery will arrive. This systems cuts off uneccessary waiting time such as sitting around at home waiting and unable to focus on anything. We could implement this system so as the customer is allowed to track their item arrival time and their busy schedule would not be so affected because of it.
Figure. 1c. Domino’s Pizza GPS Tracking
SingtelShop, (2015). Singtelshop.com - Mobile Phones. [online] Available at: https://www.singtelshop.com/ shop/phones/customer-support.jsf#delivery-options [Accessed 5 Nov. 2015]. DEVLIN, C. (2015). Domino’s tracks delivery drivers. [online] Stuff. Available at: http://www.stuff.co.nz/business/70859878/ New-GPS-monitoring-devices-will-track-Dominos-Pizza-delivery-drivers [Accessed 7 Nov. 2015].
SINGTEL | MARKET RESEARCH | 10
POINT Step: 1
3
Step: 2
Figure. 1d. Singtel Digital Service Purchasing iPhone 6s Color Option
Step: 4
Figure. 1e. Singtel Digital Service Purchasing iPhone 6s Choose a Model
Step: 5
Figure. 1g. Singtel Digital Service Purchasing iPhone 6s Choose a Number
Figure. 1h. Singtel Digital Service Purchasing iPhone 6s Checkout
Step: 3
Good Practices Step-by-Step System
Possible Implementations Singtel digital service is very clear in terms of indicating each steps by numbers and headings such as, “1) Choose a model”
We could implement the step-by-step system to minimise the chance of our users being confused. Furthermore, with this step-by-step system, the choices are often placed side by side of each other. Making it clear and easy to make comparisons.
One can scroll down slightly to move on to the next step after each step is completed. Making it very systhematic. Figure. 1f. Singtel Digital Service Purchasing iPhone 6s Choose a Plan
Good Practices Color System
We may however improve from Singtel’s digital service is that we could include a indication if the specific color chosen is out of stock. The indication could be a different colour of button.
For Singtel, there is a tab at the top of the screen indicating user’s selections. This makes it straightforward and clear allowing users to be reminded and able to refer to their choices.
To improve on the limited view of the phone only from the front view. Maybe we can implement one that can allow the phone to be viewed from all angles for the user to get as much informtion from the view as possible online.
It eliminate the need for users to scroll all the way back up to check and recall what was selected.
Possible Implementations With reference to Figure. 1d. there are color options available to click and get an idea of how the phone looks like in a certain color. However, there is a limit that only the front view of the phone can be viewed.
We could definitely implement the color system to show the available colors.
Singtelshop.com, (2015). Apple iPhone 6s - Singtelshop.com. [online] Available at: https://www.singtelshop. com/shop/phones/phone-details.jsf?brandId=150&modelId=IPHONE_6S_16GB [Accessed 5 Nov. 2015].
Top Tab
We could implement a similar function to make it easy for users when they are purchasing their devices and choosing their plans. This will makes users feel more secure. This is because they are able to constantly check and ensure that they chose the right choice and minimise any mistakes.
SINGTEL | MARKET RESEARCH | 13
STARHUB “A telco digital service.”
POINT
1
Bad Practices Search Panel
Figure. 2a. Starhub Digital Service Shipping Privileges
StarHub, (2015). StarHub Ltd Official Website. [online] Available at: http://www.starhub.com [Accessed 8 Nov. 2015].
Possible Implementations The homepage shows a “Enter your search� panel which is confusing for people. The homepage itself did not clearly show that it is a telco website, especially with the adorable pet dog picture instead of pictures of mobile plans or other related mobile advertisements.
A possible implementation we can have is to never design the homepage in this manner. It should show advertisement of the latest phone or the newest plans that the telco would like customers to take note of.
This search buttons makes the telco digital service looks like a search engine instead of a telco homepage.
STARHUB | MARKET RESEARCH | 15
POINT
2
Figure. 2b. Starhub Digital Service Search for iPhone 6
Bad Practices Looks like a Search Engine
Possible Implementations Buying from a telco website and seeing links like what people usually see on search engines like Google and Yahoo is not a good purchasing experience. It gives of an impression of an unorganized website and the user is looking for things like a serach engine when it should be easy to find and there is not a need to search.
What we can do is instead of pasting the whole link there, we could possibly design a button that states iPhone 6 for the customer to click on instead of clicking on the link making it much more pleasing to the eyes to use visual instead of links.
Anon, (2015). [online] Available at: http://search.starhub.com/?q=iphone6&type [Accessed 8 Nov. 2015].
STARHUB | MARKET RESEARCH | 16
POINT
3
Figure. 2c. Starhub Digital Service Price Plan Options
Bad Practices Verticle Layout
Possible Implementations The layout of the plans is designed in such a way that it makes it very difficult to compare the plans. After scrolling downwards, the previous plans could not be clearly seen. This causes the frustration of being unable to view all the plans at once to compare them at ease.
Learning from this bad practice, we could design our telco in such a way that it is easily comparable by placing the plans side by side such that it is clearly able to be viewed at once with ease.
StarHub Store, (2015). iPhone 6s. [online] Available at: http://www.starhub.com/personal/store/mobile/ browse/apple/iphone-6s.html [Accessed 8 Nov. 2015].
STARHUB | MARKET RESEARCH | 17
POINT
4
STARHUB “A telco digital service.� Figure. 2d. Starhub Digital Service Promotions
Good Practices Catered to Specific Group of People
Possible Implementations Good plans for people that exceed their data usage. As youth will enjoy extra GB of data if they sign up the 4G plans with the specific telco.
We could implement specific plans for special groups of people such as youths who tends to use a large amount of data. These specific plans which serves the needs of specific group of peopel will help in attract them to our telco.
StarHub, (2015). Youth Plan Promotion. [online] Available at: http://www.starhub.com/personal/promotions/mobile/youth-plan-promotion. html?icid=dis-___201511--&utm_medium=carousel&utm_campaign=___201511 [Accessed 8 Nov. 2015].
STARHUB | MARKET RESEARCH | 18
M1 “A telco digital service.�
POINT
1
Figure. 3a. M1 Digital Service Personal Page
Bad Practices
Possible Implementations
Listing out the Models of the Phones
The selections for phones are in words and point form. Making it difficult for the user as he/she have to go through point by point.
We could implement the way we select our phones to be in picture form placed it in a format like thumbnails. This will make it much easier to see instead of the listing of phone models point by point.
Size of Advertisement
The pictures and advertisements are too small, causing it to be not eyecatching enough.
We could make advertisements and pictures the main focus of our digital service to make it more eye-catching as compared to their really small ones at the corners.
M1.com.sg, (2015). M1 - Mobile Phones & Plans. [online] Available at: https://www.m1.com.sg/personal/mobile [Accessed 8 Nov. 2015].
M1 | MARKET RESEARCH | 20
POINT
2
Figure. 3b. M1 Digital Service Choosing of Phones
Bad Practices Repetition of Same Model of Phones
Possible Implementations For the same model of phones, there is a repeated selection because of the number of GB for the phone. It is confusing and difficult to choose because the phones looks exactly the same from the outside.
We could showcase the phones in different GB through the standardization of one page for a model of phone. There there will be selections for the specifications like the GB in the page itself, so as not to create too much routes and confusion for the users.
M1.com.sg, (2015). M1 - Choose a phone. [online] Available at: https://www.m1.com.sg/personal/mobile/phones/filters/all-plans/apple [Accessed 8 Nov. 2015].
M1 | MARKET RESEARCH | 21
APPLE “A digital service for Apple users.”
POINT
1
Figure. 4a. Apple Digital Service Homepage
Good Practices
Possible Implementations
Clear Hierarchy
Latest Apple products advertised on the homepage, taking up around 75% of the whole desktop screen.
Taking advantage of the style of the eye catching advertisement on the homepage, we could implement it in our telco digital service to showcase the latest phones available.
Variety
The homepage is not only used to advertise one product, there are a range of five slides shown on it whereby the slides will change every few seconds.
Taking advantage of the variety of products the advertisement can showcase due to the range of slides, we could implement it in out telco digital service to show the latest phone of different brands available [eg. Apple, Samsung, HTC]
Apple, (2015). Apple. [online] Available at: http://www.apple.com [Accessed 5 Nov. 2015].
APPLE | MARKET RESEARCH | 23
POINT
2 Good Practices Straightforward Comparison
Possible Implementations The layout of the purchase page shows a side by side comparison of the different generations of iPhones.
We could implement the layout of putting phones side by side for direct comparison even for different brands phones. This could be according to the user’s choice of phones he wish to compare.
Figure. 4b. Apple Digital Service Comparing iPhone Models
Apple, (2015). iPhone - Compare Models - Apple. [online] Available at: http://www.apple.com/iphone/ compare/ [Accessed 5 Nov. 2015].
APPLE | MARKET RESEARCH | 24
POINT
3
Figure. 4c. Apple Digital Service Shipping and Tracking Items
Good Practices
Possible Implementations
Speed Delivery
Apple store implemented a earlier and faster delivery for in-stock items.
We could implement similar systems allowing customers to receive their items earlier as compared to other telco. So we could provide a service which would let users get their phones earlier as compared to other telco.
Monitor Items
Apple store will email a tracking number to the customer for him/her to track their order.
We could implement similar system to allow customers to be able to check their order. This system is very transparent and allows customers to be aware of the state of their order. Reducing possibility of frustrations due to unawareness.
Apple.com, (2015). Shipping, Returns & Pick Up Options - Apple. [online] Available at: http://www.apple. com/shop/browse/campaigns/shipping_and_returns [Accessed 5 Nov. 2015].
APPLE | MARKET RESEARCH | 25
REDMART “A digital service to purchase groceries online.�
POINT
1
Figure. 5a. Redmart Digital Service Anticipation Bar
Good Practices Anticipation Bar Keeps customers looking forward to something [free delivery] and have a goal to work towards. Which might have a effect on making customers buy more things.
Possible Implementations We could implement a similar kind of bar during purchases to give customers incentives such as if they purchase certain amount of accessories or have certain kind of add ons, they could be given free deliverly or discounts.
RedMart, (2015). Online Grocery Shopping - Groceries Delivery Singapore. [online] Available at: https:// redmart.com [Accessed 5 Nov. 2015].
REDMART | MARKET RESEARCH | 27
LAZADA “An online shopping service.”
POINT
1
Good Practices “Highlights” Panel
Possible Implementations The “Hightlights” panel displays everything at once without compromising other products on the digital service.
We could make use of this panel to display all the latest phones of different brands without compromising other brands. This will ensure fairness to all brands.
Figure. 6a. Lazada Digital Service “Highlights” Page
Good Practices “Brand Central” Panel
Possible Implementations The “Brand Central” panel allows users who are brand specific to straight away jump to only browsing the brands of their choice.
We could implement this panel on our digital service to allow brand specific users to head to the brands of the device they wish to purchase. This will allow users to not waste time browsing other brands device, making it a faster service for them.
Figure. 6b. Lazada Digital Service “Brand Central” Page
Lazada.sg, (2015). Lazada.sg: Online Shopping Singapore - Electronics, Home Appliances, Mobiles, Tablets & more. [online] Available at: http://www.lazada.sg [Accessed 5 Nov. 2015].
LAZADA | MARKET RESEARCH | 29
SURVEY FINDINGS “Young adults age 18 and above.”
SURVEY Question 1: How often do you change your phone? Result:
Analysis: People often change phones once every two years. Question 2: What would you like for your next phone? Result:
Analysis: Majority of the market are more interested in Apple and Samsung phones.
Question 3: How did you get to know about that? Result:
Analysis: Majority knows about new phones through online research. Question 4: What is the biggest problem(s) you have encountered when using your Telco’s services?
Result:
Analysis: There is a wide range of problems people ecounter with Telco.
Question 5: Why do you prefer to purchasing online? Result:
Analysis: Majority of people prefer to purchase online because it is convenient.
Question 7: Do you think it is important to get the recent phone. Result:
Analysis: Majority of the people feels that it is important to get a recent phone.
Question 6: Why do you prefer purchasing at the store? Result:
Analysis: Majority of the people find it insecure to buy online.
SURVEY | MARKET RESEARCH | 33
INTERVIEW FINDINGS “People with the latest phones.”
INTERVIEW Question: How often do you change your phone? Why? Ans 1: I change my phone every 2 years because of the my Singtel plan. Actually I wanted to change to HTC M9 but I realised it is not much better compared to M8.
Ans 2: I change my phone every 2 years because recontracting is expensive if you terminate the contract early. I wish I can change more often though.
Analysis: Majority thinks that owning the recent phone is ideal but they often will choose to stay with
current phone for two years because there will be a voucher after two years therefore cheaper.
Question: What are the things you look at while choosing a phone? Such as Price, Plans, Features, Brand or Others?
Ans 1: I look at brands like HTC, SAMSUNG, APPLE. I also look at the plans.
This is because the bills quite high and I don’t know what I am paying for. (High data usage)
Ans 2: I look at brands like APPLE and SAMSUNG. Analysis: Majority often looks at brands like APPLE and SAMSUNG because it the the most popular and common brands, taking majority of the market.
Question: What would you like for your next phone? Why is this your choice? Ans 1: I am considering to change to SAMSUNG note 5, because the brand is popular plus it has 4G+ but I am also considering to change to APPLE iPhone next generation, if by that time the new one is better than note 5.
Ans 2: I am considering the latest iPhone by the time I am going to change my phone. This is because I have always been using iPhone and have no intention to change brands.
Analysis: Majority often only consider APPLE and SAMSUNG. Some are because they are used to it and have no intention to change brands. They are often brand central.
Question: Do you think it is important to have the latest smartphone or gadgets? Ans 1: To be honest, I think it is really quite important to have the recent 2 years smart phone because of the updated technology. Such as like the camera can get better, the speed gets better. And I personally would like to get better ones.
Ans 2: Yes, hahas because if not you will be like out of trend and cannot keep up with people and use the latest technology and all.
Analysis: Majority thinks that it is important to have the latest smartphone or gadgets as one may be out of trend or be outdated due to the inability to be in sync with the world.
INTERVIEW | MARKET RESEARCH | 36
INTERVIEW Question: Why do you not purchase phones online? Is it because of inconvenience, insecure or others? Ans 1: Actually, its because I feel insecure about buying such an expensive thing online and there might be problems with it. Like you never know if the product is new or not.
Ans 2: I am concern about the process of purchasing a phone online because I am afraid that there will be some error causing me to buy the wrong things and when I receive it, there might be defect with the product. I am also afraid there will be problems with the delivery.
Analysis: Majority are concern because they have never done it before and are unsure of what might
happen. They are generally ok with purchasing online but just not with such a big ticket product.
Question: Which features of these online shopping do you care about? Can you rank it from the most important to the least important for me?
Ans 1: 1) Shipping/Delivery
2) Website/Navigation 3) Details/Information 4) Customer support
Ans 2: 1) Shipping/Delivery
2) Website/Navigation 3) Customer support 4) Details/Information
Analysis: Majority feels insecure about the shipping and delivery the most. Question: Can you tell me why do you feel that shipping and delivery is the most important for you? Ans 1: It is actually because I am always often in school or working part-time, therefore the shipping and delivery is the most important to me as I am often not at home.
Ans 2: It is because I am afraid like what if I happen to be not at home or the things delivered have
defects and there will be a lot of trouble trying to exchange for it. Or even worse still is that I cant exchange it.
Analysis: Majority are concern about the delivery timing and the quality of product that is delivered to them.
INTERVIEW | MARKET RESEARCH | 37
INTERVIEW Question: Lastly, if there is a telco website, can I know how would you want it to be? Such as what kind
services you would wish it have? e.g. step by step purchasing system, flexible delivery timing, etc.
Ans 1: I would wish that the delivery would allow my family member to help me collect if I happen to be not at home. Or I hope it would have delivery on weekends when there is a higher possibility of me being more free. With regards to the website, I would hope that the website will provide maybe a video to show and explain the phone that I am going to purchase. As I think that telco websites dont have that function. I would also wish that there will be clearer information about the price of the plan because I wants to know how much money I actually have to pay monthly.
Ans 2: I would wish that there will be really clear and assessible information with regards to delivery
and what happens if there is defects or problems with it upon receiving. I would also hope that the website is very clear and easy to navigate. Such as a very clear system to buy any phone I wish to.
Analysis: Majority are just insecure about how the product is received and the quality of the product received as it is a big ticket item. They also expect a clear and easy to navigate website.
INTERVIEW | MARKET RESEARCH | 38
USER RESEARCH
PERSONA “I love to own the latest phones when they come out. However with my busy schedule, I have no time to be queueing up or waiting when getting new phone.”
ANNE
BUSY TREND FOLLOWER
ANNE ONG
ABOUT ANNE
Anne is a year 2 student studying Communications and New Media [CNM] at National Univerisity of Singaopore [NUS]. She is currently staying in NUS hostel, with an allowance of $400 monthly. Even though she receive allowance, she often work part-time to save more money such that she is able to buy the latest phone to keep up with trends. She feels that trend is what keep her in sync with the world and make her confident. Therefore, she often spend a large amount of money on gadgets such as the latest phones. With that, she spend most of her time on schooling, doing assignments and working. She rarely have time go out to shop and thus often purchase her things online. She always have to wait till she is free or when the queue is not so long before she can queue for the phone. She often complains that renewing of her phone plans are costly and her monthly bills are rather expensive. She is currently using a Singtel Plan which provides Free incoming, 200 minutes outgoing talktime, 1000 SMS/MMS and 2GB bundled mobile data which is supposed to cost $42.90 per month. However she is always paying for much more and she is unsure of what she is always paying for that are causing her expensive bills. Therefore, she often spends a large amount of her savings and allowance on new phones and phone bills and she wish that she can spend lesser on them but is too unmotivated to find out why.
“I love to own the latest phones when they come out. However with my busy schedule, I have no time to be queueing up or waiting when getting new phone.� AGE
20, YOUNG ADULT
LOCATION
SINGAPORE
MARITAL STATUS
SINGLE
LIVING
NUS HOSTEL
OCCUPATION
STUDENT
SALARY
$400 MONTHLY ALLOWANCE
EDUCATION
STUDYING UNIVERSITY YEAR 2
GOALS
- She wish she could feel secure to purchase her phones online like how she purchase other things. Such that she can get the latest phone at the fastest time possible. - She wish that she is able to complete transactions in minutes without doubts. - She hopes that the website to purchase the phone will be easy to navigate. - She wants to be kept up to date with the latest devices.
HABITS
- Very updated. She is always very aware of new softwares and keeping herself updated with them. - High data usage user. She always uses her phone to send short videos through a social network [snapchat] and browse her social network such as [Instagram, Twitter] when travelling. - Rarely uses talktime and SMS as there are social networks and applications such as Whatsapp that allows free calling and texting.
MOTIVATORS
- Being able to use the latest phones and being in sync with the world is what builds her confidence and her character. - Being able to keep up with trends is what motivates her to work hard.
THOUGHTS No matter what I need to buy the latest iPhone by today! ACTIONS Goes to Telco website. + A very eye-catching advertisement! + The advertisement actually changes! It shows all the latest phone nowadays.
THOUGHTS Renewing plan will be the easiest! I don’t know much about plans anyways. ACTIONS Scroll down slightly, spotted the number selection. + There are clearly two options available, “Choose a new number” and “Use back old number” + There is this panel at the top of the screen, adding on my choice as I move along the service.
THOUGHTS Wells, I guess a iPhone 6 is fine too. As long as I get the latest phone! ACTIONS Click on the telco logo followed by the advertisement. Arrive at the iPhone 6s page. + Very clear indications what to click. + Advertisement on homepage were impactful. + Layout when arrived at iPhone 6s page shows very clearly which phones are out of stock.
New Number
THOUGHTS
ACTIONS
+
Reuse Number
SCENARIO
Figure. 7d. Plan Choice
Figure. 7a. Advertisement
Renew
Choose
DIY
Figure. 7c. Plan Choice
Figure. 7b. iPhone Comparison
THOUGHTS I will probably be getting a iPhone 6s Plus, as it is the lastest phone now. ACTIONS Click on the iPhone 6s Plus advertisement. + Wow, right from the start I get to choose the color and the storage space available. - Hmm... It seems like there is no the color rose gold in 128GB.
Navigating the Website
THOUGHTS Now I’ve chose rose gold and 128GB, what’s next. ACTIONS Scroll down slightly, spotted the plans. Chose the “Renew Plan” immediately. + Either get to choose “Renew Plan”, “Choose Plan” or “DIY Plan”. + Easy to navigate. Just click on the things I need to design my own plan. + The price for the plan designed is indicated at the bottom.
THOUGHTS I don’t need a new nu Let’s see what is next ACTIONS Scroll down slightly, c the cart icon. + It only took me 3 step [Choose color/size, d plan, choose phone n to indicate what I am purchasing. + Clear overview of wh chosen. Allows me to check my choices.
Process of Choosing Phone
S I have checked my order already, now I need to choose how I can collect my order. S Click on “ok” button to confirm the order. Arrive at the collection page. + There are clearly two options available, “Self-collection” and “Delivery”
THOUGHTS I’m most likely only free on weekends. ACTIONS Click on “Weekends” option and it states that the delivery charge are more expensive. + At least it states clearly that they charge more. + Don’t mind paying more as it really saves the hassle.
THOUGHTS Im done with my purchase! Oh there is a pop-out that recommends me to download the telco app as it will remind me of the delivery time and even allows me to track my delivery status through it. ACTIONS Head to app store to download it. + Will not forget about delivery timing. + Reduce waiting unknowingly due to unknown status of delivery.
Figure. 7e. Checking Bar
umber. t. click on
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hat I’ve o double
THOUGHTS I am definitely choosing delivery, I got no time to collect myself. ACTIONS Click on delivery and arrived at the delivery option page. + First there are two options, “Weekdays” or “Weekends” + Very clear indication of choices.
THOUGHTS There are a few timeslots available. Let’s choose the one on saturday before lunch, since I only start work at 2pm that day. ACTIONS Chooses the slot 11am-12pm. + Easy to see the available slots.
THOUGHTS Done! This is good, fast and clear! ACTIONS Close the website. + Finish purchase with no queries. + Fast and easy to navigate layout.
Checkout SCENARIO | USER RESEARCH
DESIGN REQUIREMENT
DESIGN REQUIREMENT No.
Needs How it meet users/business needs
Requirement What the system needs to do/feature
Rate [0...5]
1
Delivery at their convenience
Delivery system have to be improved to cover up weekends as well.
4
Customers will be allowed to pre-reserve the time slots they want for the delivery to arrive. There will also be a application recommended to the customers to download such that they will be reminded of the delivery date and time. They will also then be able to track the near exact arrival time of the delivery. 2
Trade in services
Trade in system of setting up arrangements and appointments to do a video call with the staff to check on the quality of the trade in phone.
4
Through the video call, the staff members may ensure that the phone is still working fine such as the screen is fine, the sensitivity of the phone is still fine, it still can be use to call and the parts are all intact, etc. Through the video call, the staff members will confirm if the phone can be used to trade in and will approve the order accordingly. 3
Reduce unknown waiting time
Tracking systems for their delivery to let them know the near exact time the delivery will arrive to reduce the unknown wait at home. This is because people often have to sit around and do nothing during the period of time the items are expected to arrive. The tracking systems allows the users to know the near exact time and thus reduce the uneccessary waiting time.
3
DESIGN REQUIREMENT | 48
DESIGN REQUIREMENT No.
Needs How it meet users/business needs
Requirement What the system needs to do/feature
Rate [0...5]
4
Clearer user interface
There could be indicators for step-by-step purchase to assist the experience of the purchase such as the examples shown from Figure. 8a. to 8c. This will largely helps to ensure that navigating is easier.
5
Figure. 8a. Apple Care Indicator Bar
Figure. 8b. Apple Add to Bag Indicatcator Bar
Figure. 8c. Apple Check Out Indicatcator Bar
Apple, (2015). iPhone 6s 16GB Rose Gold (GSM). [online] Available at: http://www.apple.com/shop/buyiphone/iphone6s/4.7-inch-display-16gb-rose-gold [Accessed 8 Nov. 2015]. http://www.apple.com/shop/buy-iphone/iphone6s/4.7-inch-display-16gb-rose-gold Apple.com, (2015). Bag - Apple. [online] Available at: http://www.apple.com/shop/bag [Accessed 8 Nov. 2015].
DESIGN REQUIREMENT | 49
DESIGN REQUIREMENT No.
Needs How it meet users/business needs
Requirement What the system needs to do/feature
Rate [0...5]
5
Clear comparison method
There interface will be designed with side by side comparison table to enable user to make direct comparison for the plans or the products they take interest in. This will ensure a much easier and clearer comparison when they are choosing.
5
Figure. 8d. Singtel Choose a Plan
6
Transparency of service
Enable the customer to check and track the status of their items, being able to give them the assurance of the delivery by implementing the tracking system on the purchased item.
Purchase Received
Trade-in Approved
Item Delivered
3
Item Received
Figure. 8e. Apple Check Out Indicatcator Bar
Singtelshop.com, (2015). Apple iPhone 6s - Singtelshop.com. [online] Available at: https://www.singtelshop. com/shop/phones/phone-details.jsf?brandId=150&modelId=IPHONE_6S_16GB [Accessed 8 Nov. 2015].
DESIGN REQUIREMENT | 50
DESIGN REQUIREMENT No.
Needs How it meet users/business needs
Requirement What the system needs to do/feature
Rate [0...5]
7
Clear hierarchy of layouts
Enable the user to scan through the page in order of importance. For example using 75% of the page for an iPhone picture could let the user focus more on the iPhone advertisement and follow up browsing the site.
4
Figure. 8f. Apple Advertisement
DESIGN REQUIREMENT | 51