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Social Location Mobile in Singapore - Market Opportunities, Competitors, and how Pickat SG can improve the UX Design

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Social Location Mobile in Singapore. This is about market opportunities, competitors, and how Pickat SG can improve the UX Design.
I've done a quick test on several apps in Singapore, highlighted their pros/cons, and propose the ideal social location mobile app that answers this challenge:
"In what ways might we help the users to make a better decision, and to help them justify their choices and feel confident about it?"
I did the evaluation specifically for Pickat SG. Pickat SG, made by SK Planet, is a Location Based Social Application that allows for easy discovery, creating, and sharing of interesting places.

Published in: Design, Technology, Business
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Social Location Mobile in Singapore - Market Opportunities, Competitors, and how Pickat SG can improve the UX Design

  1. 1. social location mobile in Singapore market opportunities, competitors, and how Pickat SG can improve the UX Design Borrys Hasian Made for SK Planet Nov 7, 2013
  2. 2. Can Pickat SG survive and win in Singapore? *Pickat SG, made by SK Planet, is a Location Based Social Application that allows for easy discovery, creating, and sharing of interesting places.
  3. 3. Singapore Market Overview
  4. 4. Facts About Singapore 5,353,000 4,002,048 Total Population Internet Users 2,869,360 7,846,100 Users on Top Social Network Mobile Subscribers 75% Internet Penetration 147% Mobile Penetration Source: US Census Bureau, Infocomm Development Authority, Facebook, ITU Subscriber figure
  5. 5. Facts About Singapore 48,000 Foursquare users in 2011 - Penn Olson) More than 50% access the web via mobile device (Nielsen) Highest penetration of smartphone in the world 147%
  6. 6. Shopping Behavior 64% will shop on mobile devices 3 times or more/month 43% prefer to shop on smartphones/tables Popular ways: 78% retailer’s app, 49% location-based app, 38% scan QR codes. Source: Paypal’s survey in Oct - Dec 2012
  7. 7. Shopping Behavior 68% Research online before buying Social influences shopping behaviour Over 70% are influenced by reviews 43% search social network for deals 43% will redeem offers via social media channels Source: Paypal’s survey in Oct - Dec 2012
  8. 8. What’s Popular Coupon/deals over check-in Early adopters are more likely to check in at locations that sell food or drinks. The top places are restaurants (53%), coffee shops (40%), hotels (38%) and bars (36%). Nineteen percent of mass consumers are motivated to check in to learn about the location, not so much about badges or status.
  9. 9. What motivate users to use social-location-mobile? Discounts/coupons To learn more/get recommendation about the location To share/promote the location To meet friends
  10. 10. What’s Important to them? Saving time has become critical to many Singaporeans – 66% of Singaporean workers saying that their workload has increased over the past 6 months. “Instead of shopping at overcrowded retail malls and battling carpark lines or MRT traffic, savvier and smarter Singaporean consumers are choosing to shop online and on mobile devices to simplify one of the craziest shopping seasons of the year,” says Klas Hesselman, Head of Marketing, Southeast Asia & India, PayPal.
  11. 11. How do people actually find a place?
  12. 12. Different Path Search on Google Get review/recommendation from Foursquare Ask people on Twitter Search places on Foursquare Search for more detail from Google Ask friends from Chat Group (WhatsApp, LINE) Search for more detail from Google
  13. 13. Different considerations Singaporean in general - Food quality and service Singaporean muslims - Halal
  14. 14. …but Similar Pattern They need something to help them making a better decision, and also to help them justify their choices and feel confident about it.
  15. 15. The Challenge In what ways might we help the users to make a better decision, and to help them justify their choices and feel confident about it?
  16. 16. From the users’ perspective…. How do apps help me to decide?
  17. 17. Apps in Singapore Burpple Urela Picky Yelp Hungry Go Where Foursquare Trip Advisor Pickat SG
  18. 18. Simple scenario to test out all of the apps… “I want to find a seafood restaurant for me and my family, near Jurong East MRT…”
  19. 19. Google No recommendation Distance filters Clear call-to-action
  20. 20. Urela Clear key features Quick access to promos No filters (distance, price, popularity)
  21. 21. Burple Perfectly suit South Asia Market It’s not near me Familiar terms Clear call-to-action Clear different users type
  22. 22. Picky Clear call-to-action Picky Nice filters presentation Predefined lists Nice visual design Not comprehensive No conversation
  23. 23. Hungry Go Where Hungry Go Where Clear presentation with important attributes Comprehensive search filters Not comprehensive Not relevant to where I am
  24. 24. Hungry Go Where Hungry Go Where Answer user’s question: what should I order here? Informative tags
  25. 25. Trip Advisor No deals Comprehensive rating, but might be subjective Not relevant to where I am All-in-one, useful when visiting overseas No conversation
  26. 26. Yelp Finding nearby businesses immediately Relevant to where I am
  27. 27. Comprehensive filters Yelp
  28. 28. Yelp Quick actions for common users No conversation
  29. 29. Foursquare Not quickly gives recommended/nearby places or deals Focus more on check-in Overall, a beautiful visual design Conversation Not easy to find recommend food/ menu
  30. 30. Going back to What motivates users to use social location mobile? Discounts/coupons To learn more/get recommendation about the location To share/promote the location To meet friends
  31. 31. Existing Pickat SG
  32. 32. Deals - Not relevant to where I am 19.2km from where I am now Existing Pickat SG I was at Jurong East
  33. 33. Learn more about a place - Too many layers of info to go through Too many layers of info to process Scattered filters Existing Pickat SG Scattered filters
  34. 34. Learn more about a place Unfamiliar terms and model Confusing themes Existing Pickat SG 100+ themes with mostly only 1 venue per theme
  35. 35. Learn more about a place - Decision process is not quick Unclear visual hierarchy and information design Existing Pickat SG Social validation, but needs to stand out Unclear key callto-actions Not sure if this helps me to decide
  36. 36. What’s the opportunity? Informative Relevant Recommendation by having a group of food experts tailored the offer to the users context Help users to explore places and deals quickly! Conversation None of the existing apps drive conversation Accurate
  37. 37. UX Improvement Principles Exploring places and deals quickly! Simple Playful & Entertaining Relevant Meaningful Build Conversations
  38. 38. Identify Different Users Type Reviewers/Food Taster Casual users Explorer - Deals hunters, food hunters Stores
  39. 39. Improvement Features to think about Guide purchasing decisions while in stores Active engagement by the stores Give incentives by sharing/picking the store Engaging content - short clip like Vine Integrate with Twitter/Facebok/Instagram Gamify - let reviewers compete to get the most followers
  40. 40. Improvement Features to think about Transform Theme into List (like a board on Pinterest) Cross countries (Singapore - Malaysia - Indonesia) 2011 MasterCard Index of Global Destination Cities
  41. 41. Users Wish List to think about Recommendation based on time (morning, afternoon, evening) Traffic to that location (would be very useful in a market like big cities in Indonesia) Push notification of deals/discounts as soon as it’s available
  42. 42. Prototype Example Pickat SGx
  43. 43. Prototype Example Pickat SGx Nearby places with key information (Name, Distance, Likes, Reviews, Call now, and Directions) Nearby is shown by default Exploring places and deals quickly! Quick access to Deals Editorial picks or Lists created by food experts
  44. 44. Prototype Example Pickat SGx Just photos for users who like to take their food photos. Quick access to different features that cater for different users type Review for food expert/food taster/casual users who like to say something Quick access to share, to drive more traffic/usage and conversation around a place Quickly Like a place
  45. 45. design Prototype Pickat SGx
  46. 46. Pickat SGx Try it by yourself! Recommended device: iPhone 5/iPhone 5S/iPhone 5C 1 Access the link from your safari browser: http:// bit.ly/PickatSGx 2 Once it’s open, click 3 Select ‘Add to Home Screen’
  47. 47. thank you Borrys Hasian borrys@circleux.com @borryshasian www.inspiringux.com http://instagram.com/borryshasian http://www.pinterest.com/borryshasian/ http://www.linkedin.com/in/borryshasian UX Design Consultant Singapore | Kuala Lumpur | Jakarta

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