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[ PROJECT 02
— SHOPEEMALL ]
Three directions for Shopee Mall: bring search forward, simplify categories, and reward returning shoppers.
Project Type
Independent redesign concept
Role
UI/UX Designer
Timeline
2 weeks · 2024
Platforms
iOS · Android
[ THE CONTEXT ]
ShopeeMall is the curated storefront inside Indonesia's biggest marketplace.
HARD TO NARROW DOWN
With everything shown at once, moving from a broad idea to a specific product took extra effort.
SEARCH SAT LOW
The search field was less prominent than on the main Shopee home, so it was easy to overlook.
CATEGORIES CROWDED THE TOP
Many category options competed for attention at once, which made the page harder to scan.
LITTLE REASON TO RETURN
Nothing set Shopee Mall apart as a destination worth coming back to within the wider app.
[ DESIGN FOCUS ]
From the first search to the next visit, what should the experience feel like?
The experience is designed to make searching easier, browsing clearer, and returning more rewarding.
01
Make search bar more prominent
Move the search field to the top of Shopee Mall so the main action is visible right away.
02
Simplify the category maze
Lead with a few broad groups and reveal specifics on demand, so fewer choices compete at once.
03
Reward returning shoppers
Add points and tiers tied to Shopee Mall, so it feels like a distinct destination worth coming back to.
[ SOLUTION ]
The concept follows the shopper journey by reducing friction at the start, clarifying choices along the way, and adding value beyond the purchase.
SOLUTION 01
Bringing search to the front
A prominent search field sits at the top of Shopee Mall, matching the main Shopee home. It makes clear that you can search within Shopee Mall directly, instead of browsing through sections first to find a product.
KEY DECISION
Placing search first helps shoppers act on their intent without browsing through other content.
SOLUTION 02
Grouping categories from broad to specific
Instead of showing every category at once, the page leads with broad groups like Fashion. Selecting one reveals its specifics: men's, women's, and baby clothing, shoes, and more. Fewer options compete at once, and the path from broad to specific stays clear.
KEY DECISION
Show a few broad categories first, then reveal detail on demand. Less to scan, easier to narrow.
SOLUTION 03
A loyalty layer to bring shoppers back
A points and tier system built into Shopee Mall rewards repeat purchases. Shoppers earn points, move up tiers by total spend, and unlock member benefits like free shipping, vouchers, exclusive discounts, and priority support. It gives returning customers a reason to keep shopping through Shopee Mall.
KEY DECISION
Make Shopee Mall rewards to strengthen its identity within the wider Shopee app.
[ EXPECTED IMPACT ]
The concept is expected to help shoppers reach relevant products faster and strengthen repeat engagement through Shopee Mall rewards.
~50%
Search-first shoppers
85%
Potential repeat customers
Decrease in
Product discovery time
[ REFLECTION ]
01
LEARNED
Many shoppers enter ecommerce with a product already in mind, making search the most direct starting point. Loyalty can then extend the relationship beyond the first purchase and increase the likelihood of shoppers returning.
03
WHAT’S NEXT
Test whether placing search first reduces product discovery time and whether Shopee Mall rewards encourage repeat visits and stronger customer retention.
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