Sales Growth by
Boosting Reservation Rate

A cover shows the mockups of the case.

Challenge

Decrease in Foot-Measuring Service Despite 70+ years of footwear retail experience, A.S.O faces a significant decline in shoe sales due to customers purchasing ill-fitting shoes, resulting in a negative brand impression. In 2018, A.S.O introduced the foot-measuring service to tackle this issue.

However, the reservation rate for this appointment-based service has decreased. A.S.O aims to increase the reservation rate of the service, empowering customers to understand their feet, find the right shoes, and ultimately boost sales!

Solution

Bringing the Service to Daily Messaging Apps Integrated the service into the daily messaging apps used by Taiwanese. They typically receive A.S.O's updates through the A.S.O official account on Line app instead of visiting the website.

Seamlessly access and experience the service without downloading additional apps or browsing websites.

My Role

Lead researcher on team of five, Full-time UI & UX Designer, Intern manager

Scope

First Iteration

3 months, April 2023 to June 2023

Second Iteration

2 weeks, January 2024

Key Features

Access in a Second

Offering an appealing interface for users to quickly access the foot-measuring service.
A GIF shows one of the key features, visual navigation.

Easy-fill-up Form

Just provide basic information before you experiencing the service.
A GIF shows one of the key features, reservation form.

Engaging Chat Bot

Conversationally guides users through the reservation process.
A GIF shows one of the key features, chat bot.
This project was done in Chinese, but I'll translate it into English as needed for you to understand.
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Team Time!

I'm thrilled to announce that this project will be joined by four interns. I firmly believe that great design thrives on collaboration. Despite pandemic challenges, I organized two workshops to foster trust and encourage open communication, empowering each team member to share their thoughts and aspirations.
Some screenshots while we had workshops for team building.

Research

Observation in Store

I observed users in the store booking appointments on our website and experiencing the foot-measuring service. These observations provided insights into real-world interactions and user behaviors.

It's noteworthy that the pain points align with the user journey map created by interns.

Business Constrain & Chance

One of the most exciting opportunities I had with this project was interviewing 10+ stakeholders, including sales in physical stores, customer service team, and marketing team. Through these interviews, I gained first hand insights into their goals and needs.
The graph shows all stakeholders and their goals.

User Interview

Interns crafted the user journey map. During the phase of making an appointment, they identified two pain points.
The user journey map shows three phases.

Problem & Insight

Quote icon for decorration.

How might we make it easy for users to find the reservation page/button?

Quote icon for decorration.

How might we streamline the reservation process to enhance user satisfaction?

Users Engage with Daily Messaging App

By blending insights from user journey map, stakeholder interviews, and observations, we've synthesized a deep understanding of user behaviors.
Embracing LINE App Connections Users have developed a preference for interacting with A.S.O through the LINE app, often checking their member status and effective points on A.S.O Line official account.
Step up Engagement in LINE App Marketing staff noted a positive trend in user engagement, specifically in the LINE app, as evidenced by the increasing click-through rates when users interact with messages pushed by A.S.O's official account.

Goal & Metric

Have to conduct usability test before publishing any flow or interface. And the success rate of usability test should above 95%.

95%
Success Rate of Usability Test

↓ 25%
Task Time

The time of making an appointment should decrease 25%.

User Flow

I organized the flow of the "making an appointment" stage to examine the difficulties users encounter from a more micro-level perspective. Next, we created a new user flow and communicated it with the engineers to ensure that the proposed new user flow could be implemented.
Left side is the user flow before changed; right side is the user flow of new ideation.

Design

Interns followed the user flow, translating it into wireframes and then into interactive, high-fidelity screens. Iteratively refining through usability tests was integral in enhancing the overall user experience.
Screenshots show two design solutions. Screenshots show two design solutions. Screenshots od prototypes.

Testing

We tested both design A and design B to determine which one is more intuitive for users.

Think Aloud

During the testing phase, my team employed the "think out loud" methodology, encouraging users to vocalize their thoughts and reactions as they interacted with the prototype.

This approach provided valuable insights into user perceptions and helped identify areas for improvement in the user experience.
“ This (booking) button looks like different from others, is it a title? Can I click it? ” — Design A
A screenshot of user testing.

SUS Survey

The results of the System Usability Scale (SUS) survey indicated that out of the participants, two fell within Grade C, two within Grade B, and one participant achieved a Grade A, providing a perfect score of 100.

While the overall feedback suggests a generally positive user experience, it is evident that there are areas in the design that still require optimization.
A graph shows the grades of SUS survey.

Findings

“ I enjoyed the booking process. It’s easy and all happened in a warm chat. ”
Users prefer seamless chat-based booking This positive feedback suggests that emphasizing chat-based interactions could enhance overall user satisfaction.
The form should consider the user with mobile This insight underscores the need to optimize the appointment booking form for mobile users, acknowledging the growing importance of mobile accessibility.
Consistent design for the booking button This finding emphasizes the importance of maintaining visual consistency across the user interface, ensuring that the "booking an appointment" button harmonizes seamlessly with the overall design, enhancing user recognition and navigation.
The goal was 95%.

100%
Success Rate of Usability Test

↓ 48%
Task Time

The goal was decrease 25%.

Updated Release

We went with design B due to its consistent visual design.

However, due to a late-stage notification from the project manager about insufficient development funds, we have prioritized replacing the LINE Rich Menu. Development of the chat bot will be deferred until funding becomes available.
Final design of three solutions, including menu, reservation form, and chat bot.
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What’s Changed?

Three New Features are Ready

A.S.O continues to explore and develop features based on our users' needs. Now, three new features are ready to be launched exclusively for members: 24/7 Line app chat service, viewing coupons, and virtual wallet.

Ensuring Visual Consistency

The brand is preparing for the next version of the official website. The Line Rich Menu has to align with the new design system and guidelines.

Targeting Gen Z

Historically, B2C businesses and marketing media have targeted Generation X and Y (aged 27-57). However, with Generation Z (aged 12-26) entering the workforce and gaining purchasing power, they're becoming a significant consumer force. The top two most frequently used online consumer services by Generation Z are online shopping (63.0%) and online food delivery (42.4%). Despite this shift, our current target audience is primarily aged 40 and above. It's essential to explore how Generation Z interacts with the A.S.O Line official account.

Analyze

I conducted a tree testing to assess if Gen Z can understand the rich menu structure in the A.S.O Line official account. All participants are Line app users.
Task 1: Locate the latest sales on the A.S.O Line official account.
Task 2: Initiate scheduling for a foot measurement and health assessment appointment.
The results indicate that for Task 2, only 50% of participants successfully located the scheduling feature, with the other 50% navigating to the wrong tab, "customer service." It appears that "customer service" may act as an 'evil attractor,' leading users to assume that the answer lies within this category regardless of the task set.
A screenshot of tree testing. A screenshot of tree testing.

The Problem We Focus

How might we improve the menu structure to ensure users can easily find the features they need?
How might we effectively communicate to users the addition of new features?

Following the Design System

The new design system of A.S.O.
I searched for suitable icons in the Material Design Icon Library. If there are new features not covered by the Google Font Icon Library, I designed custom icons following the design grid and keyline shapes.
Added badges to new features to inform users.
Align with A.S.O.'s design system color palette.
The new design system of A.S.O.
All contents (icons and label names) are within the safe zone to ensure visual comfort.
Considering the Line rich menu only occupies 30% of the mobile screen, I minimized the grid and maximized the interaction zone for each button.

Updated Release

View Prototype (English)
The design of second iteration.
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Takeaways

I collaborated with marketing team to gain business insights and worked with four interns for ideation. Our iterative process successfully reduced scheduling task times. I will continue advocating for resource allocation towards Chat Bot development within the company.
Managing and leading interns for the first time was a great experience, and I discovered a passion for mentoring!