My redesign for Coupang shopping app. By analyzing how users discover merchandise, to browse, index, search, consult and show, I redesigned the discovering experience for the Coupang shopping app.

1. Enhancing User Engagement
by Empowering User Control
Tingbin Tang
Aug. 27th, 2018

2. Bring out a brick to attract a jade，my
commonplace remarks as an introduction
for your valuableopinions

3. Browse
Index
Keywords
Consult
Show
Search
&
Discovery

4. Browse

5. Browse
Casual way – Browsing
User group: mostly young ladies and
house wives
Age range: 16 – 38
Pros: lower cognitive load, may generate
more un-purposed sales
Cons: Time consuming, hard to precisely
locate a product.
Spending Model: Irrational, glance at
random, no specific purpose but may have
some favorite themes and personal tastes.
User Profile: Have more free time, have
some purchasing capability, care about
fashion, (house wives may care more
about kids stuff). Easy to be influenced by
the trend, by others, or by opinion
leaders.

6. Index

7. Index
Old-fashioned way – indexing
User group: white collar working class
Age range: 30 – 45
Pros: it is convenient to find a certain kind
of information collection, and can be used
to gradually deepen the query
Cons: It is not good at accurately locate
the right information, challenge on
categorizing.
Spending Model: rational, know what
they need.
User Profile: Not that easy to be
influenced by others, knowing what they
need, confident, will make purchase
according to budget. (Many old
generation may also like to indexing, but
since Coupongis mobile first, so I assume

8. Keywords

9. Keywords
Powerful tool – keyword search
User group: adopted by most people
Age range: 16 – 45
Pros: It is quick, direct, and powerful.
Inputting a few keywords, then search engine
can return a large number of results.
Cons: Not accurate to reflect user exactly
needs, too many results.
Spending Model: Common, has a purpose in
mind, care about reviews and many other
factors to help them make final decision.
User Profile: Knowing what they need, but
not exactly clear or specified. They might also
be caught interest by recommendations,
reviews and others.

10. Consult

11. Consult

12. Consult
Personalized way – consult
User group: Young ladies and newbie
professionals
Age range: 16 – 28
Pros: Communicate more to get the detailed
needs, personalized to provide
services/products.
Cons: Voice app not smart enough, text input
might require too much efforts.
Spending Model: Easy to be “educated” to
purchase more than they need
User Profile: Do not exactly know what they
need, lack of confidence, need professional
advices and other people’s opinions.

13. Show

14. Show
Follower favorite – show
User group: Young followers
Age range: 16 – 32
Pros: Can exactly know what user want
Cons: Rely on image recognition technology,
also not able to know differentiated needs.
Spending Model: Easy to be influenced by
others, irrational spending
User Profile: Like to follow the trend, follow
the opinion leaders, lack of self judgment,
lack of self confidence.

15. Applications
1. Navigation - Hamburger menu, so
homepage is the main page.
2. Browsing: Main page has promotions,
related items viewed, pick up where
left off, tap to reorder, my orders
(delivering), mystery giveaway, cool
tech gifts, recommended for you,
trending deals, tech accessories $10
or less, top 100 toys, see more
(inspired by your browsing history),
more items to consider, classroom
toys, gifts for $10 or less, most wished
for toys, new items in Educational
supplies, try before you buy, new for
you, back to school classroom play,
find the perfect gifts, trending for you
in books, essential school supplies…

16. Applications
2.1 Intelligence: browsing and
recommendations based on
understanding of user.
2.2 Reorder, for frequent
consumption items, let user easy to
tap to reorder.
2.3 Back to school: seasonal
promotion, but together with users’
taste.
2.4 Deals: price strategy, also based
on understanding of user.
2.5 Inspired: Also based on users’
searching, shopping and browsing
history.
3. Keyword Search: It is also on
homepage, at prominent position.

17. Applications
4. Consult: Alexa serve as a virtual assistant,
can provide answers to basic, fact-based
questions.
You can say things like:
"Search"
"Reorder"
"Track order"
"Add to cart/list"
"Best-selling”
Alexa in the Amazon Shopping App doesn't
place orders, instead supported voice
commands will search Amazon's product
catalog and past orders, place items in your
cart, or track orders. To finish the order tap
the buy button in the shopping cart.

18. Applications
5. Show: Amazon shopping app use
camera to serve as image searching,
which just like how people show the
item to a store owner of what he/she
want.
5.1 Besides product search, also
barcode scan, or scan gift card, x-ray a
package, or smile code to find deals,
or search for screws, nuts, bolts,
washers and other fasteners.
5.2 Amazon event launched a VR
feature which allow users to try how
the product fit in his/her living/work
environment.

19. Applications
6. Index:
Indexing feature
has been moved
into the left
drawer.

20. Applications
1. Navigation – Tab Bar: Multiple
pieces of core functionality
available with one tap, allows
rapid switching between
features.
2. Browsing: Homepage here is
mainly for browsing activities.
Even though also has a search
bar on top. It has ads, daily
deals, trending, featured sales
and events.

21. Applications
3. Keyword Search: Keyword has
been put as a button on tab bar
besides one on homepage.
4. Show: Camera has also been
used for image search and/or scan
the bar code.

22. Applications
3.1 Sort: sort helps to arrange the
search result according to users’
preference.
3.2. Filter: Filter helps to better
understand users’ exact specified
needs.

23. Applications
5. Indexing: Index through
categories start from a button
on Homepage, the step by step
go deeper.
6. Seller Center: seller also has a
button at Tab Bar, in Ebay’s
case, because customers may
also be a seller at the same
time.

24. Applications
1. Keyword search, index, &
browse: Keyword searching
bar, indexing by categories and
browsing all at homepage.
Put three ways together in one
page on mobile app, may not
be a good way. It may become
over crowded, hence scarifies
user experience to enjoy quick
keyword search, or relaxing
browsing, or categorized
indexing. Besides, categories
here are mainly to organize
merchandises.

25. Applications
2. Indexing page: Indexing with
categories have been put as a
separate tab.
2.1 Not sure why we are using
a floating page here?
2.2 More confusing is after
select a category and go to
next step, it becomes under
homepage. The logic of task
flow is confusing.
2.3 Question 3 is do we have
plenty of users are using this
way to locate a product? That it
has been put at such a
prominent position.

26. Applications
2.4 filters place an important role
to continue clarify users’ taste and
precise needs, can spend more time
to optimize them.
2.5 Ranking helps to arrange users’
priorities, may also need to
reconsider.

27. Some Ideas
1. Separate different ways of searching and
discovery, so each type of user can enjoy
different way of exploring.

28. Some Ideas
2. Home page/browsing page has
recommendations based on understanding
of users’ taste/interests/preferences.

29. Some Ideas
3. Homepage/browsing page also has popular
movie star same styles; deals of today; click to
re-order; Seasonal promotions; etc.

30. Some Ideas
4. Re-arranged indexing page; if data
show not many people are using
indexing, then it can be removed
from the tab, and give an entrance
at the browsing or searching page.
(Need to spend more time to
carefully precisely category
merchandises. Removed floating, to
have a better task flow)

31. Some Ideas
5. Searching as a frequent/important feature
has been put as a separated tab. Encourage
users to put in more than just a keyword. E.g.
sports shoes for a 4 year old girl. Also the
short cuts show the trends/hot
search/promotions; and histories of search.

32. Some Ideas
6. Added a message page on the tab,
which is a the communication between
user and the customer service, rocket
delivery notifications/package
tracking/checking, and the sellers. Better
communication can improve customer
satisfaction, can remove customers’
anxiety.

33. Some Ideas
7. Learn users’ preferences, and
remember their preferences.
Provide a best fit recommendations,
besides scroll down listings of
results.

34. Some Ideas
8. Reconsider sorting and filters. Allow
multi-sorting combination. Redefine
and design right filters that users
really care about.

35. Some Ideas
9. Enhance image qualities: both the
image itself and also the way how
user viewing images.

36. Some Ideas
10. Use mobile interactions instead of
web interactions.

37. Some Ideas
11. A separate app for seller or provide a switch
from shopping model to seller model.

38. Some Ideas
12. At summary page, seller can view monthly /
weekly / yearly sales statistics, proportions
of sales by categories; trend charts; sales by
geographies; visitor activities, and so on.

39. Some Ideas
13. Users can manage his/her store front, can
edit content and/or add new products,
update information, etc.

40. Some Ideas
14. Provide convenient marketing tools to
sellers, grow together with them.

41. Some Ideas
15. Video enhanced to engage
customers.

42. Tingbin Tang
tingbin@gmail.com