2020 - 2023
UX/UI

Launching S-kaupat, new grocery eCom platform of S-group

Background
S-kaupat is a market-leading grocery e-commerce platform in Finland. The aim of the project was to create a versatile grocery platform. So that it can help customers to save time and focus on what matters more in their daily life.
My role
I worked on the end-to-end experience of S-kaupat service and its continuous improvements & visionary works. I collaborated with various stakeholders in the whole development team depending on the subjects in a team of +100. I have contributed to the research, service blueprint, customer journey, UX/UI design, User testing, and Illustrations (Web and application). One of meaningful numbers is that CSAT has increased from 60% to 82%.
Design process

How to achieve a successful transition from old platform (foodie) to new platform (S-kaupat) and create a more versatile grocery eCom?

01 Building understanding of people with daily life grocery

I contributed to building streamlining of customer insights for making a balance between quantitative and qualitative data. It consists of 6 parts. 1) Planning user research, methods and materials, conducting interviews, and data analysis for qualitative data. 2) KPI setting and utilizing CSAT & NPS to follow up continuous improvement, 3) Utilizing data-driven design approach and having close collaboration with the data team. 4) Running Instagram customer community, 5) Executing user testings on rapid prototyping, 6) Working with user insights tools for end-to-end flow recording and heatmap analysis, etc. These customer insights help to create and update customer archetypes, user journeys, and service blueprints. So that it is used for identifying the priority of problems and solutions.

02 Creating vision & concepts and designing end-to-end UX/UI

Based on customer insights and business goals, we define how to create features as a team. As a designer, I design UX flow based on use cases to support prioritised user needs and consider how this building block of experience works with different layers as a service. I also define patterns of UX/UI to use based on data and benchmarking across the industry and beyond. I take into account motion, copywriting, and illustrations during the process. I collaborate closely with business and dev and spar with other designers to make a balance between MLB (Most Lovable Product) and MVP (Most Viable Product) solutions.

03 Prototyping and validation

I create prototyping flows by using Figma and running user tests as well as validating with internal stakeholders. As a next step, I iterate prototypes, make documentation for handover, and support implementation.

Meaningful impact

Since the detail of works are confidential, I can only share one of the meaningful number from the project. Compare to the beginning of S-kaupat CSAT 60%, it was increased to 83% and took market lead position in the market.
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