01 Sundan Electronic Retail Shopping App JUN - SEP 2022
The Challenge
All the brand product images are authorised by Sundan’s suppliers.
Project Overview The Sundan App, the digital shopping platform for Sundan, a leading electronics retailer in China, offers more than a standard redesign. In China's competitive online retail market, the app focuses on enhancing customer engagement and satisfaction through a seamless user experience and engaging content. This strategy fosters repeat usage and strengthens brand loyalty.The TeamPaul Mynard/
Creative Direction, Strategy, Copywriting
Elise Cotton/Strategy
Jon Wood/UX Design
My RoleUX & UI Design, Research,
Design System, Strategy,
Copywriting
The Challenge Sundan Brand Why Sundan?Sundan offers a premium selection of electronics, combining top brands, expert service, exclusive deals, and lifestyle inspiration for a seamless shopping experience that enhances everyday life.
The Challenge Challenge To enhance customer inspiration and engagement within the Sundan App, with the goal of driving increased sales.
The Challenge
Research
& Analysis
User Research User InterviewWe asked 8 different users for taking some time to use old Sundan App, ‘how do they feel while using it’?
Pain PointsCluttered InterfaceDisorganised content, excessive sale tags, and poor visuals hinder navigation and product discovery.
Inefficient User FlowsThe absence of persistent, intuitive navigation makes it difficult to access key pages, disrupting the browsing experience.Inconsistent DesignIncoherent visuals and a lack of distinctive Sundan branding weaken brand recognition and user connection. Limited EngagementA lack of product ratings, community features, and lifestyle content reduces user interaction and feedback.
The Challenge Competitor Audits This competitor analysis provided valuable insights into market trends, strengths, and weaknesses, offering a strategic path to enhancing the Sundan app's product experience. Note: This project was conducted in 2022, with marketing content and customer experiences based on insights from 2021.
Opportunities for SundanMust-Have Features• Familiar UX/UI standards inspired by WeChat, with subtle enhancements. • Integrated live-stream shopping mode for dynamic product discovery.
Marketing Perspective• Optimised homepage to match users' scrolling behaviours and preferences. • Encouragement of product sharing and user-generated content via social media.Sundan App Advantages• Intuitive navigation and personalised recommendations to reduce user overwhelm. • Enhanced mobile interaction for a more engaging experience.• Community engagement through interest-based clubs. • Curated lifestyle content to enrich the user experience.
The Challenge Personas & User Journey Hung Wang, 36, He Problem StatementHung, a busy professional has a family, needs an efficient way to stay informed and make decisions on the latest electronic gears for his hobbies without being overwhelmed by research and purchases.
Tian Hsu, 61, SheProblem StatementHsu, a health-conscious individual, needs a simple way to discover and buy high-quality wellness products online without relying on complex interfaces or in-person assistance.
The Challenge User Flows The user flow simplifies the shopping process, enabling customers to navigate seamlessly to product pages and complete purchases efficiently. The newly developed 'Discover' section offers curated inspiration, helping users explore ideas for a more enriched lifestyle.
The Challenge
Design
Solutions
To create a seamless and engaging user journey, the new design builds on previous research insights, striking a balance between familiarity (inspired by leading platform WeChat) and innovative interface elements.
Optimised User ExperienceEnhanced User Flows Intuitive Navigation Streamlined Purchase Processes
The Challenge Wireframes HomeDesigned to align with Chinese user behaviour and Sundan’s marketing strategy, providing direct access to ‘Selected Product Categories,’ ‘Special Offers,’ and ‘Products’ pages. This intuitive navigation ensures smoother purchasing journeys and boosts potential sales. Enhanced User FlowsIntuitive NavigationStreamlined Purchase Processes Live-stream shopping is a must-have feature. A streamlined interface focuses on ‘Direct to Buy’ and ‘Message’ for a clean and easy live-stream shopping experience. Live-Stream Shopping
CategoriesClicking on a category, such as ‘Major Appliances,’ dynamically updates the segment list below, providing a more intuitive and responsive browsing experience. Enhanced User Flows Intuitive NavigationStreamlined Purchase Processes
The intuitive buttons ‘Sort’ and ‘Filter’ allow users to easily refine searches and find products efficiently. Enhanced User FlowsStreamlined Purchase Processes
ProductCustomisable options and integrated reviews help users make decisions without repeated searches. The personalised 'You May Want' section simplifies shopping and boosts sales. Enhanced User Flows Intuitive NavigationProduct ReviewsStreamlined Purchase ProcessesPersonalised Product Recommend
Basket & CheckoutDropdown selector for up to 5 items, with manual entry for larger quantities. Carousel format supports collection and delivery locations for convenience. Enhanced User FlowsIntuitive NavigationStreamlined Purchase Processes
The ‘Community’ allows users to share insights, reviews, and lifestyle tips, enhancing engagement. Intuitive NavigationInspiration Engagement Key services are grouped under the ‘More’ button for quick and intuitive access. Intuitive Navigation
DiscoverDropdown selector for up to 5 items, with manual entry for larger quantities. Carousel format supports collection and delivery locations for convenience. Enhanced User FlowsIntuitive NavigationInspiration Engagement
The Challenge Usability Study FindingsThe Usability Study provided key insights into the Sundan app's user experience, highlighting areas for improvement. These findings were categorised and prioritised to guide design enhancements.
Prioritised-InsightsPriority 0Home Page
Create clearly defined sections for categories, special offers, product entries, and ad banners to improve navigation. Checkout Page
Provide a clear option for adding and naming multiple addresses and shop locations for easier management.More Button Group similar functions together under clearly defined categories. Priority 1Product Page
Make the review section more visually distinct to encourage exploration. Sort and Filter
Functions Use user search behaviour to offer default filters for a personalised search experience.Priority 2Hamburger Button
Plan to develop and clarify this function in future phases.
The Challenge Design Systems The design system builds on Sundan's brand identity with a refreshed colour palette and updated icons to suit lifestyle content. Buttons were redesigned for intuitive function recognition.The system and guidelines were handed over for future development.
The Challenge Mockups HomeDesigned around Chinese user behaviours, the homepage is structured into five key sections: News (Features trending updates, promotions, and live-stream access), Popular Categories, Offers, Shop by Brands, Top Sales. This layout ensures key content is immediately accessible, aligning with the preference for continuous scrolling.CategoriesA refined layout with a clear hierarchy improves navigation. The new hamburger button enhances product search efficiency for a smoother user experience.Sort & FilterDefault filters offer more personalised and efficient search experience. Hamburger ButtonProvides quick access to categories after extensive scrolling. ProductKey information is organised within dropdown menus to prevent information overload. Customisable product options reduce the need for repeated searches.Ratings & ReviewsA prominent button ensures users can easily access and explore detailed reviews.
Basket
The new ‘Customise Your Products’ function allows you to adjust the product before checkout.CheckoutNew ‘Add New Address’ and ‘Find a Store’ buttons improve usability, also allowing users to label addresses for easy identification. DiscoverAdopts a magazine-style layout with curated imagery and content across:
Stories, Buying Guides, Community, Classes & Events.
This immersive approach inspires users with lifestyle-driven content. More ButtonEssential services, including ‘Discover’ and ‘Live Stream,’ are housed under the pop-up ‘More’ menu. Improved interaction design ensures smoother navigation, once users select ‘Discover,’ the ‘More’ icon updates accordingly for better page recognition.CommunityEncourages engagement through interest-based clubs. For example, the ‘Cooking’ club allows users to share recipes and cooking tips, with content easily shareable with friends and on social media.
The Challenge
Going
Forwards
Takeaways The ImpactIn the first five months of the transformation, the Sundan app achieved: These results showcase the effectiveness of the strategic overhaul, reinforcing the value of a user-centric approach and branding can drive significant business growth.
What I Learned The ChallengeOptimising Mobile ShoppingA WeChat-inspired scrolling layout tailored to Chinese shopping habits, enhanced with interactive features. The ChallengeIterative Design and TestingUsability insights drove refinementsthat improved navigation, interaction, and user experience.The ChallengePersonalisation as Essential TrendStructured content, product customisation options, and tailored recommendations streamlined decisions and boosted conversions. The ChallengeThe Power of Live-Stream ShoppingResearch confirmed that live-stream shopping is a crucial driver of sales in the Chinese market, shaping the app’s strategy. The ChallengeContent-Driven EngagementUsers prioritise experience, making lifestyle and community-driven content essential for fostering interaction, trust, and long-term retention.
The Challenge Next Steps The following steps have been suggested to Sundan for future updates.1Iterating Based on User FeedbackConduct further usability studies and A/B testing to refine navigation, one-click payments, search filters, and content structure.
2Enhancing Community EngagementIntroduce interactive features like discussion forums and expert-led Q&A sessions to foster user engagement. 3Expanding the Design SystemDevelop a scalable, cohesive design system to maintain brand consistency across future updates.
4Exploring AI-Driven EnhancementsImplement AI-powered customer support, order assistance, personalised smart search, and predictive shopping to enhance the user experience.