Mango Try
Mobile and digital design for JD.com
Project Length
6 months
March 2016 - September 2016
Client
JD.com
Tiandong County Government
My Role
Lead UX Researcher
& Designer
Tools
Figma
Adobe XD
Project Overview
At the end of 2014, JD, a leading e-commerce company in China, proposed the "3F" strategy for rural e-commerce. In early 2016, JD signed the Strategic Cooperation Framework Agreement on Targeted E-Commerce Poverty Alleviation with the State Council Leading Group Office of Poverty Alleviation and Development.
In 2016, our team collaborated with JD to help the government of Tiandong County, Guangxi, China to develop a digital mobile application to promote their mango products. We designed a module called Mango Try, which incorporates entertainment features, product sales, product information, and product reviews on JD.com and JD mobile application.
UX Skills
- Persona Development
- Market Research
- UX Design
- Wireframing
- Usability Testing
Goal
Develop a mobile application to promote Tiandong County's mango products and expand market reach, especially among younger generations, while building trust in online fresh food markets.
Discover
Challenge
While Tiandong County is well known for its mangoes, the local government recognized the need to evolve in the digital age. Embracing technology had become urgent, prompting them to develop a mobile application to promote their mango products and expand their market reach—especially among younger generations.
Through marketing research, we tried to understand target buyers' needs and pain points of online shopping. Most of their concerns centered around convenience, freshness of products, and shipping fees.
SWOT analysis was used to analyze strengths and weaknesses
We developed buyer personas to truly and accurately target marketing communications
Consumers' pain points based on market surveys
Define
Design Principles
We put together a set of 5 design principles that our team referred to constantly throughout the project. "Trust and transparency" was one of our most important principles. We wanted to create a sense of trust and transparency between users and the product, as many of them were not familiar with the product or lacked trust in online fresh food markets.
Develop
Prototyping & Usability Testing
We also designed an interactive game module to encourage users to play, earn credit, and cash the reward for products.
Deliver
Outcome
We created a detailed project plan including marketing research and analysis, design, prototyping, and user testing.
Our project won the JD.com Best Design Award in 2016. Judges were highly impressed by our entertainment module and the game design, which made our app more interactive and engaging. They also lauded our attention to detail and users' needs in trust and transparency.
JD.com Best Design Award Certificate
Takeaways
This was a great challenge as it took me on the path to designing for mobile apps, so quite a few lessons were learned. I began involving diverse audiences and accessible features in my designs which has been a journey of learning about their diverse needs. I also began understanding the constraints of creating an app and the layout, which both need thoughtful consideration for all users in order for a great experience to be had.