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.
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.
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. 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. 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. 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. 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. 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. 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.
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
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. 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?
23. Hungry Go Where
Hungry Go Where
Clear presentation with
important attributes
Comprehensive search
filters
Not comprehensive
Not relevant to where
I am
24. Hungry Go Where
Hungry Go Where
Answer user’s question:
what should I order here?
Informative tags
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
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
32. Deals - Not relevant
to where I am
19.2km from where I am
now
Existing Pickat SG
I was at Jurong East
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. Learn more about a place Unfamiliar terms and model
Confusing
themes
Existing Pickat SG
100+ themes with
mostly only 1
venue per theme
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
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. 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. 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
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. 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
47. 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’