Role
UX/UI Manager
Company
Dairy Farm International
Platform
Mobile App
Nature
Research, UX/UI Design, Design System, Style Guide
Marketplace Plus
The Project
As part of Dairy Farm International's mobile-first strategy, I was proud to lead the product design of their flagship project - Marketplace Plus, a multi-store e-commerce mobile app. This was a strategic priority for the company as they aimed to provide customers with a seamless and integrated shopping experience across their various retail brands.
The key challenges were the navigating experience between different store brands under DFI, if done incorrectly, it will lead to fragmented shopping experiences and confused checkout processes. The lack of a unified shopping platform meant users couldn't easily compare products across stores or manage their shopping efficiently.
I developed detailed shopper personas based on extensive user research to ensure the app catered to the needs and behaviors of Dairy Farm's target customers
I mapped out the end-to-end customer journey, identifying pain points and opportunities to enhance the shopping experience.
Using the insights from the persona and journey mapping exercises, I created comprehensive wireframes that showcased the key user flows and interactions within the Marketplace Plus app
I designed the UI of the app with the "Scan & Go" feature that allowed customers to seamlessly checkout without waiting in line
To ensure a consistent and scalable design approach, I developed a comprehensive style guide that documented the UI elements, interaction patterns, and brand guidelines for the Marketplace Plus app
Outcome
The Marketplace Plus mobile app was a strategic priority for Dairy Farm International, and the successful launch of the project in Hong Kong led to its rollout in other Asian countries, including Singapore, Malaysia, and Indonesia. I am proud to be a part of the team in driving the vision forward and delivering a seamless and engaging e-commerce experience for the company's customers.
