Introducing New Yaohan Website & App: Your ultimate shopping experience in Macau
Client
New Yaohan
Project Duration
3 Months
Role
UX Strategy
UI Design
Usability Testing
Deliverable
UI Mockup
Project Background
New Yaohan is one of Macau's most iconic department store brands, boasting over 25 years of excellence in the region. This project aimed to create a new digital experience that reflects New Yaohan's commitment to innovation and customer satisfaction. The goal was to develop a comprehensive website and app that introduce a fresh membership loyalty program, providing customers with exclusive experiences tailored to diverse segments, including flagship stores, NY8 fashion boutiques, New Yaohan Beauty, and children’s spaces like Kids Carnival.
Business Objectives
Increase User Engagement:
Create an interactive platform that foster customer loyalty and retention
Streamline Customer Experience:
Ensure a seamless and intuitive user journey throughout the website and app
Promote Membership Growth:
Encourage users to sign up for and actively participate in the loyalty program
Drive Foot Traffic:
Utilize location-based features to guide users to the nearest stores effectively
Problem:
Unattractive loyalty program
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Traditional loyalty programs lack traction
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Result in increased customer churn
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Need for innovative approaches to retain customers
Key Challenge:
Understanding user motivations
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Developing an engaging loyalty system requires understanding user motivations and preferences
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Involves extensive user survey or interview
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Aims to make the experience rewarding and enjoyable
Solution:
Achieving lifelong engagement
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Leveraging user preference surveys to understand interests
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Enables to follow up with personalized content, pushing rewards that users are interested in
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Fostering deeper connections with users
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"Instant Earn Instant Burn" spending experience
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By accumulation points through purchase, users can receive special offers and rewards
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Members can enjoy real-time rewards through interaction with New Yaohan
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Lifetime Engagement: the continuous cycle of earning and redeeming rewards will strengthen long-term brans loyalty
Problem:
Store location is difficult to identify
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Users struggle to locate the nearest store
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Relevant information is hard to find without a tailored digital experience
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A personalized approach enhances user accessibility and convenience
Key Challenge:
Technical complexities of real-tome tracking
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Implementing real-time location tracking involves technical complexities
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Requires robust data management for accuracy
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Ensure timely information delivery to users
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Enhance the overall user experience
Solution:
Dynamic location-based personalization
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Integrating location-based feature dynamically showcases the nearest stores
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Displays images and information based on the user’s real-time location
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Enhances user convenience by providing easy access to pertinent details
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Includes operating hours and floor maps for better navigation
Problem:
Inconsistent design framework
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Without an existing design framework
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Risk of inconsistency across different sections of the website and app
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Potentially confusing users
Key Challenge:
Balancing flexibility with consistency
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Designing a modular system requires careful planning and collaboration
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Balances flexibility with consistency
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Involves both design and development teams
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Ensure all elements work cohesively
Solution:
Establish design and modular flexibility
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Developed a modular design system for visual consistency
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Allows uniques branding elements for different stores
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Ensure a cohesive user experience
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Immerses users in distinct worlds: New Yaohan, NY8, New Yaohan Beauty, and Kids Carnival
Conclusion
The development of the New Yaohan website and app represents a strategic initiative to enhance customer engagement and loyalty through innovative digital solutions. By focusing on a cohesive design, leveraging location-based features, and integrating an interactive loyalty program, we aim to create a platform that not only meets but exceeds user expectations. As we launch this new digital experience, ongoing user feedback will be essential for continuous improvement and adaptation to customer needs.