![](https://framerusercontent.com/images/AIrsmI4b2BvsnmH41QxvXVcQIA.png)
![](https://framerusercontent.com/images/AIrsmI4b2BvsnmH41QxvXVcQIA.png)
Shopify
Shopify
Shopify
Designing Shop as the New Standard for Mobile Product Discovery
Designing Shop as the New Standard for Mobile Product Discovery
Alongside product designers Joseph Casey, Esther Lee, Kyle Wonzen, project mentor Shin Ning
Aug - Dec 2022
OVERVIEW
As a UX consultant for the Shop App, I worked hand in hand with Shop’s UX team to uncover ways to connect Shop to the intricate Gen-Z online shopping journey, prioritizing personalization, convenience and connection.
As a UX consultant for the Shop App, I worked hand in hand with Shop’s UX team to uncover ways to connect Shop to the intricate Gen-Z online shopping journey, prioritizing personalization, convenience and connection.
As the primary research lead for this UX research heavy project, I collected over 570 surveys and conducted over 16 interviews, identifying pain points in their existing on-platform UX, and eventually developing 3 recommendations to pivot the Shop app from primarily a purchase fulfillment tool to a product discovery platform.
As the primary research lead for this UX research heavy project, I collected over 570 surveys and conducted over 16 interviews, identifying pain points in their existing on-platform UX, eventually developing recommendations to pivot the Shop app from primarily a purchase fulfillment tool to a product discovery platform.
As the primary research lead for this UX research heavy project, I collected over 570 surveys and conducted over 16 interviews, identifying pain points in their existing on-platform UX, and eventually developing 3 recommendations to pivot the Shop app from primarily a purchase fulfillment tool to a product discovery platform.
THE FINAL CONCEPTS
Shop Maps - track to shop
Many Gen-Z shoppers unknowingly use the Shop app to track packages, but the connection between its tracking function and shopping function is not clear to users.
Every time a user tracks a package, photos of popular products recommended to them in their area pop up too. Clicking into a product reveals its details and the value of the app’s native shopping features.
Many Gen-Z shoppers unknowingly use the Shop app to track packages, but the connection between its tracking function and shopping function is not clear to users.
Every time a user tracks a package, photos of popular products recommended to them in their area pop up too. Clicking into a product reveals its details and the value of the app’s native shopping features.
Many Gen-Z shoppers unknowingly use the Shop app to track packages, but the connection between its tracking function and shopping function is not clear to users.
Every time a user tracks a package, photos of popular products recommended to them in their area pop up too. Clicking into a product reveals its details and the value of the app’s native shopping features.
![](https://framerusercontent.com/images/c8BdMNvYkwQ2b52wJQpajtcj33Q.png)
![](https://framerusercontent.com/images/c8BdMNvYkwQ2b52wJQpajtcj33Q.png)
![](https://framerusercontent.com/images/c8BdMNvYkwQ2b52wJQpajtcj33Q.png)
Personal Collections - define your experience
Personal Collections - define your experience
While many websites and retail brands allow users to make accounts and “save” items, a more comprehensive solution that allows users to save items across multiple brands and storefronts doesn’t exist outside of platforms like Amazon.
Drawing from Shop’s selected brands, users can “save” items to their collections (think of a playlist, but for items!) and title collections with different themes/priorities.
While many websites and retail brands allow users to make accounts and “save” items, a more comprehensive solution that allows users to save items across multiple brands and storefronts doesn’t exist outside of platforms like Amazon.
Drawing from Shop’s selected brands, users can “save” items to their collections (think of a playlist, but for items!) and title collections with different themes/priorities.
While many websites and retail brands allow users to make accounts and “save” items, a more comprehensive solution that allows users to save items across multiple brands and storefronts doesn’t exist outside of platforms like Amazon.
Drawing from Shop’s selected brands, users can “save” items to their collections (think of a playlist, but for items!) and title collections with different themes/priorities.
![](https://framerusercontent.com/images/97IuiFipIe2nFvmHh7Yg94sjLE.png)
![](https://framerusercontent.com/images/97IuiFipIe2nFvmHh7Yg94sjLE.png)
![](https://framerusercontent.com/images/97IuiFipIe2nFvmHh7Yg94sjLE.png)
Cash Out - save & share
Cash Out - save & share
Users increasingly have a “choice set” of preferred Ecommerce platforms. Shop struggles with having a key use case. However, we know that sales, deals, and specific vendors were key differentiating factors in making platforms such as Wish and Etsy become part of that preferred “choice set”.
Utilize “Shop Cash” as a social feature that multiplies your rewards based on the number of people that partake in the purchase. Receive discounts as a group and inspire in-app loyalty!
Users increasingly have a “choice set” of preferred Ecommerce platforms. Shop struggles with having a key use case. However, we know that sales, deals, and specific vendors were key differentiating factors in making platforms such as Wish and Etsy become part of that preferred “choice set”.
Utilize “Shop Cash” as a social feature that multiplies your rewards based on the number of people that partake in the purchase. Receive discounts as a group and inspire in-app loyalty!
Cash Out - save & share
Utilize “Shop Cash” as a social feature that multiplies your rewards based on the number of people that partake in the purchase. Receive discounts as a group and inspire in-app loyalty!
CONTEXT
SHOP till you DROP!
SHOP till you DROP!
The Shop app is a shopping platform and delivery tracking app owned by Shopify with a goal of consolidating stores into a cohesive shopping experience. It's designed to allow customers to discover new products, make purchases, and track packages all in one go.
However, Shop is seen as a shopping utility, not a shopping destination. People flock to the app for its package tracking function, not to shop.
The Shop app is a shopping platform and delivery tracking app owned by Shopify with a goal of consolidating stores into a cohesive shopping experience. It's designed to allow customers to discover new products, make purchases, and track packages all in one go.
However, Shop is seen as a shopping utility, not a shopping destination. People flock to the app for its package tracking function, not to shop.
The Shop app is a shopping platform and delivery tracking app owned by Shopify with a goal of consolidating stores into a cohesive shopping experience. It's designed to allow customers to discover new products, make purchases, and track packages all in one go.
However, Shop is seen as a shopping utility, not a shopping destination. People flock to the app for its package tracking function, not to shop.
Shop is looking for design explorations and recommendations to build Shop into a shopping destination.
Shop is looking for design explorations and recommendations to build Shop into a shopping destination.
BREAKING DOWN THE PROBLEM
Diving in, we first asked ourselves…
How are Gen Z’s shopping journeys and, more broadly, online shopping behaviors different from other age groups?
What are the points of friction and opportunities in the current e-commerce landscape that Shop could attempt to solve for?
How is social media used as a tool for product discovery and research? What factors then lead buyers to complete purchases?
What is the e-commerce landscape like? Which platforms do Gen Z shoppers use and what functions do they perform?
How can we make Shop the go-to e-commerce platform for younger consumers (ie. Gen Z) through understanding their unique product discovery habits and shopping behaviors?
How can we make Shop the go-to e-commerce platform for younger consumers (ie. Gen Z) through understanding their unique product discovery habits and shopping behaviors?
What are the points of friction and opportunities in the current e-commerce landscape that Shop could attempt to solve for?
What are the points of friction and opportunities in the current e-commerce landscape that Shop could attempt to solve for?
What is the e-commerce landscape like? Which platforms do Gen Z shoppers use and what functions do they perform?
What is the e-commerce landscape like? Which platforms do Gen Z shoppers use and what functions do they perform?
How are Gen Z’s shopping journeys and, more broadly, online shopping behaviors different from other age groups?
How are Gen Z’s shopping journeys and, more broadly, online shopping behaviors different from other age groups?
How is social media used as a tool for product discovery and research? What factors then lead buyers to complete purchases?
How is social media used as a tool for product discovery and research? What factors then lead buyers to complete purchases?
These questions kickstarted the research process and guided us throughout our journey.
RESEARCH APPROACH AND DISCOVERIES
After 570 survey responses and 12 interviews,
After 570 survey responses and 12 interviews,
After 570 survey responses and 12 interviews,
we gained valuable takeaways and a new perspective on current trends. Our goal was to understand the shopping attitudes and behaviors of young, engaged, savvy shoppers who didn't have experience with Shop through recording detailed accounts of their previous online orders, from discovery to purchase.
we gained valuable takeaways and a new perspective on current trends. Our goal was to understand the shopping attitudes and behaviors of young, engaged, savvy shoppers who didn't have experience with Shop through recording detailed accounts of their previous online orders, from discovery to purchase.
we gained valuable takeaways and a new perspective on current trends. Our goal was to understand the shopping attitudes and behaviors of young, engaged, savvy shoppers who didn't have experience with Shop through recording detailed accounts of their previous online orders, from discovery to purchase.
76%
of survey correspondents
of survey correspondents
said that in-person shopping or DTC platforms are not their primary product discovery paths.
KEY TAKEAWAY #1
The shopping journey is increasingly nonlinear.
The shopping journey is increasingly nonlinear.
People like toggling between platforms for different stages within the journey.
68%
of active app users
has the Shop app installed on their phone but an irregular open rate demonstrates a clear emphasis on purchase tracking and order fulfillment.
KEY TAKEAWAY #2
There is a strong disassociation between the app and its shopping function.
There is a strong disassociation between the app and its shopping function.
Many consumers unknowingly have Shop downloaded, but use it with the sole purpose of tracking packages.
KEY TAKEAWAY #3
Users are broadly enthusiastic about the prospects of discovery within Shop
Users are broadly enthusiastic about the prospects of discovery within Shop
They find a uniqueness to Shop’s inventory and value props once they are aware of the product discovery features.
“The big benefit of using this app is that I know I’m supporting individual businesses and going to them directly, unlike Amazon. I’m much more confident that I’m supporting individual or unique businesses through the Shop app.”
“The big benefit of using this app is that I know I’m supporting individual businesses and going to them directly, unlike Amazon. I’m much more confident that I’m supporting individual or unique businesses through the Shop app.”
Steven L - Engaged Explorer
Engaged Explorer
KEY TAKEAWAY #4
Brands don’t motivate buyers, items do.
Brands don’t motivate buyers, items do.
Buyers look to items, categories, and need states to get oriented — not brands.
“I don’t know what to expect. Having denim, fragrance, dog toys… I don’t know if I would shop like that. I shop in-store in aisles with direct, comparable products - not by brand.”
Charlotte Y - Engaged Explorer
To summarize the problem…
To summarize the problem…
To summarize the problem…
Gen Z shoppers arrive at purchases after a complex process of switching between in-person and online experiences to discover, rediscover and investigate exciting, high-value products that suit their needs, preferences, and styles.
The Shop App struggles mainly due to their inability to insert themselves within the path.
Gen Z shoppers arrive at purchases after a complex process of switching between in-person and online experiences to discover, rediscover and investigate exciting, high-value products that suit their needs, preferences, and styles.
The Shop App struggles mainly due to their inability to insert themselves within the path.
Gen Z shoppers arrive at purchases after a complex process of switching between in-person and online experiences to discover, rediscover and investigate exciting, high-value products that suit their needs, preferences, and styles.
The Shop App struggles mainly due to their inability to insert themselves within the path.
WE HYPOTHESIZED THAT
If we guide users through flows that show Shop’s robust product discovery offerings and encourage social connection, it would eventually lead to increased perception of Shop as a product discovery tool.
If we guide users through flows that show Shop’s robust product discovery offerings and encourage social connection, it would eventually lead to increased perception of Shop as a product discovery tool.
PINPOINTING PAIN POINTS
First we learned about the options.
First we learned about the options.
We decided to map out the multitude of options a shopper can navigate through before arriving at the purchasing stage. With all these options laid out, it was easier to draw connections between the 3 stages of discovery, consideration, and purchase.
We decided to map out the multitude of options a shopper can navigate through before arriving at the purchasing stage. With all these options laid out, it was easier to draw connections between the 3 stages of discovery, consideration, and purchase.
We decided to map out the multitude of options a shopper can navigate through before arriving at the purchasing stage. With all these options laid out, it was easier to draw connections between the 3 stages of discovery, consideration, and purchase.
![](https://framerusercontent.com/images/GutlAlp5cpynorSdcyyo5nHIKw.png)
![](https://framerusercontent.com/images/GutlAlp5cpynorSdcyyo5nHIKw.png)
![](https://framerusercontent.com/images/GutlAlp5cpynorSdcyyo5nHIKw.png)
What kind of journey would a Gen-Z user take?
What kind of journey would a Gen-Z user take?
What kind of journey would a Gen-Z user take?
This helped us clearly follow how a typical Gen-Z user travels from discovery to purchase online and understand their thought process, including their likes and dislikes throughout the experience and led us to locate points where we could direct users to utilize the Shop App.
This helped us clearly follow how a typical Gen-Z user travels from discovery to purchase online and understand their thought process, including their likes and dislikes throughout the experience and led us to locate points where we could direct users to utilize the Shop App.
![](https://framerusercontent.com/images/6WAGmtzGdBO2bdJeNxGtIkbBCM.png)
![](https://framerusercontent.com/images/6WAGmtzGdBO2bdJeNxGtIkbBCM.png)
![](https://framerusercontent.com/images/6WAGmtzGdBO2bdJeNxGtIkbBCM.png)
NEXT STEPS
Where do we go now?
Where do we go now?
Through synthesis, we refined our design goals into 3 main points.
Through synthesis, we refined our design goals into 3 main points.
Through synthesis, we refined our design goals into 3 main points.
WE WANT OUR DESIGNS TO...
WE WANT OUR DESIGNS TO...
![](https://framerusercontent.com/images/L2PB6SDcLoCwc4md3jNPQLRpoM.png)
![](https://framerusercontent.com/images/L2PB6SDcLoCwc4md3jNPQLRpoM.png)
1
Build opportunities for personalization and utility to build user retention
2
Utilize social shopping and authenticity to provide platform trust
Utilize social shopping and authenticity to provide platform trust
Utilize social shopping and authenticity to provide platform trust
3
Convert the current user base into avid searchers and sharers on the platform
EXPLORING SOLUTIONS
Brainstorming solutions to integrate within Shop's ecosystem
Brainstorming solutions to integrate within Shop's ecosystem
We looked at past designs to draw inspiration on how to target specific pain points and came up with over 20 different ideas, spanning the entire discovery user flow, with a focus on integrating concepts that natively work in-app and drive users to the discovery functionality, whether that be from external interfaces or in-app.
We looked at past designs to draw inspiration on how to target specific pain points and came up with over 20 different ideas, spanning the entire discovery user flow, with a focus on integrating concepts that natively work in-app and drive users to the discovery functionality, whether that be from external interfaces or in-app.
We looked at past designs to draw inspiration on how to target specific pain points and came up with over 20 different ideas, spanning the entire discovery user flow, with a focus on integrating concepts that natively work in-app and drive users to the discovery functionality, whether that be from external interfaces or in-app.
THE FINAL CONCEPTS
Shop Maps - track to shop
Shop Maps - track to shop
Shop Maps - track to shop
Many Gen-Z shoppers unknowingly use the Shop app to track packages, but the connection between its tracking function and shopping function is not clear to users.
Every time a user tracks a package, photos of popular products recommended to them in their area pop up too. Clicking into a product reveals its details and the value of the app’s native shopping features.
Many Gen-Z shoppers unknowingly use the Shop app to track packages, but the connection between its tracking function and shopping function is not clear to users.
Every time a user tracks a package, photos of popular products recommended to them in their area pop up too. Clicking into a product reveals its details and the value of the app’s native shopping features.
Many Gen-Z shoppers unknowingly use the Shop app to track packages, but the connection between its tracking function and shopping function is not clear to users.
Every time a user tracks a package, photos of popular products recommended to them in their area pop up too. Clicking into a product reveals its details and the value of the app’s native shopping features.
![](https://framerusercontent.com/images/c8BdMNvYkwQ2b52wJQpajtcj33Q.png)
![](https://framerusercontent.com/images/c8BdMNvYkwQ2b52wJQpajtcj33Q.png)
![](https://framerusercontent.com/images/c8BdMNvYkwQ2b52wJQpajtcj33Q.png)
Personal Collections - define your experience
Personal Collections - define your experience
While many websites and retail brands allow users to make accounts and “save” items, a more comprehensive solution that allows users to save items across multiple brands and storefronts doesn’t exist outside of platforms like Amazon.
Drawing from Shop’s selected brands, users can “save” items to their collections (think of a playlist, but for items!) and title collections with different themes/priorities.
While many websites and retail brands allow users to make accounts and “save” items, a more comprehensive solution that allows users to save items across multiple brands and storefronts doesn’t exist outside of platforms like Amazon.
Drawing from Shop’s selected brands, users can “save” items to their collections (think of a playlist, but for items!) and title collections with different themes/priorities.
While many websites and retail brands allow users to make accounts and “save” items, a more comprehensive solution that allows users to save items across multiple brands and storefronts doesn’t exist outside of platforms like Amazon.
Drawing from Shop’s selected brands, users can “save” items to their collections (think of a playlist, but for items!) and title collections with different themes/priorities.
![](https://framerusercontent.com/images/97IuiFipIe2nFvmHh7Yg94sjLE.png)
![](https://framerusercontent.com/images/97IuiFipIe2nFvmHh7Yg94sjLE.png)
![](https://framerusercontent.com/images/97IuiFipIe2nFvmHh7Yg94sjLE.png)
Cash Out - save & share
Users increasingly have a “choice set” of preferred Ecommerce platforms. Shop struggles with having a key use case. However, we know that sales, deals, and specific vendors were key differentiating factors in making platforms such as Wish and Etsy become part of that preferred “choice set”.
Utilize “Shop Cash” as a social feature that multiplies your rewards based on the number of people that partake in the purchase. Receive discounts as a group and inspire in-app loyalty!
Users increasingly have a “choice set” of preferred Ecommerce platforms. Shop struggles with having a key use case. However, we know that sales, deals, and specific vendors were key differentiating factors in making platforms such as Wish and Etsy become part of that preferred “choice set”.
Utilize “Shop Cash” as a social feature that multiplies your rewards based on the number of people that partake in the purchase. Receive discounts as a group and inspire in-app loyalty!
Cash Out - save & share
Utilize “Shop Cash” as a social feature that multiplies your rewards based on the number of people that partake in the purchase. Receive discounts as a group and inspire in-app loyalty!
![](https://framerusercontent.com/images/DWmRoa4UROVwFvry3A9BN9yjvc0.png)
![](https://framerusercontent.com/images/DWmRoa4UROVwFvry3A9BN9yjvc0.png)
REFLECTIONS
Looking BACK at my first design project
Through my experience working with Shopify’s design and research team, I gained valuable knowledge on how to properly utilize research methods while questioning every step I take in the design process, always starting and ending with the question “why”. Understanding the importance of wording, leaving questions open ended, setting tighter option boundaries... I witnessed the intricacies of the research process firsthand, and how findings can lead to inspirational ideas.
Of course none of this would have been possible without my amazing team :)
![](https://framerusercontent.com/images/WTcuKOwPoSVeItb1pT30jZhM.png)
![](https://framerusercontent.com/images/WTcuKOwPoSVeItb1pT30jZhM.png)
Shop Maps - track to shop
As the photo pop up might be seen as a distraction, especially during task completion, this idea could be translated to an interactive map shopping feature.
72%
of savvy shoppers
saw the intended meaning, and agreed that it would allow them to discover the discovery and purchasing features on the platform.
Personal Collections - define your experience
88%
of savvy shoppers
felt like it would be a great opportunity for people to curate their own brand and develop their specific taste in fashion and goods.
This idea could expand as a “linktree”-like place for influencers (with affiliate links) and for vendors themselves to customize and build a presence on shop, but a robust and effective search function would be neccessart
80%
of savvy shoppers
The opportunity to share with others and receive discounts is effective, and could be successful in onboarding new users.
Consistent use of the feature seems unlikely due to the nature of the purchases (online commodities). Refining the context in which a "group purchase" is made, maybe creating some sort of bundle purchase, would be a good modification.
Cash Out - save & share
CONCEPT VALIDATION
Ok, but what do users think?
Ok, but what do users think?
We conducted 20 usability tests to understand how feasible and attractive these features were to Shop users. It was also a good way to gauge how successful and impactful our ideas were. Our ideas were generally well received, with suggestions on future explorations.
We conducted 20 usability tests to understand how feasible and attractive these features were to Shop users. It was also a good way to gauge how successful and impactful our ideas were. Our ideas were generally well received, with suggestions on future explorations.
Shop Maps - track to shop
72%
of savvy shoppers
saw the intended meaning, and agreed that it would allow them to discover the discovery and purchasing features on the platform.
saw the intended meaning, and agreed that it would allow them to discover the discovery and purchasing features on the platform.
As the photo pop up might be seen as a distraction, especially during task completion, this idea could be translated to an interactive map shopping feature.
As the photo pop up might be seen as a distraction, especially during task completion, this idea could be translated to an interactive map shopping feature.
Personal Collections - define your experience
88%
of savvy shoppers
felt like it would be a great opportunity for people to curate their own brand and develop their specific taste in fashion and goods.
felt like it would be a great opportunity for people to curate their own brand and develop their specific taste in fashion and goods.
This idea could expand as a “linktree”-like place for influencers (with affiliate links) and for vendors themselves to customize and build a presence on shop, but a robust and effective search function would be neccessart
This idea could expand as a “linktree”-like place for influencers (with affiliate links) and for vendors themselves to customize and build a presence on shop, but a robust and effective search function would be neccessart
Cash Out - save & share
80%
of savvy shoppers
The opportunity to share with others and receive discounts is effective, and could be successful in onboarding new users.
The opportunity to share with others and receive discounts is effective, and could be successful in onboarding new users.
Consistent use of the feature seems unlikely due to the nature of the purchases (online commodities). Refining the context in which a "group purchase" is made, maybe creating some sort of bundle purchase, would be a good modification.
Consistent use of the feature seems unlikely due to the nature of the purchases (online commodities). Refining the context in which a "group purchase" is made, maybe creating some sort of bundle purchase, would be a good modification.
REFLECTIONS
Looking BACK at my first design project
Through my experience working with Shopify’s design and research team, I gained valuable knowledge on how to properly utilize research methods while questioning every step I take in the design process, always starting and ending with the question “why”. Understanding the importance of wording, leaving questions open ended, setting tighter option boundaries... I witnessed the intricacies of the research process firsthand, and how findings can lead to inspirational ideas.
Of course none of this would have been possible without my amazing team :)
Through my experience working with Shopify’s design and research team, I gained valuable knowledge on how to properly utilize research methods while questioning every step I take in the design process, always starting and ending with the question “why”. Understanding the importance of wording, leaving questions open ended, setting tighter option boundaries... I witnessed the intricacies of the research process firsthand, and how findings can lead to inspirational ideas.
Of course none of this would have been possible without my amazing team :)
![](https://framerusercontent.com/images/WTcuKOwPoSVeItb1pT30jZhM.png)
![](https://framerusercontent.com/images/WTcuKOwPoSVeItb1pT30jZhM.png)
Thank you for taking the time to look at my work!
Let’s design together! 🤝
Let’s design together! 🤝