Category:
Web Design
My journey has been shaped by a strong academic foundation, industry-recognized certifications, and hands-on experience with companies like Google and Adobe. I’m dedicated to designing solutions that blend creativity, functionality, and user-centric thinking.
Usability testing
An online marketplace specialising in fresh produce with a ‘pre-order – collect at a nearby point’ model, featuring over 6,000 collection points in Ho Chi Minh City, Hanoi, Da Nang...
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view detail Usability Testing
An online marketplace specialising in fresh produce with a ‘pre-order – collect at a nearby point’ model, featuring over 6,000 collection points in Ho Chi Minh City, Hanoi, Da Nang...
Summary of key issues
The lack of suitable filters makes the search ineffective, reducing the motivation to purchase.
Unclear promotional conditions lead to skepticism and missed opportunities to take advantage of offers.
Trust comes not only from the app experience and the quality upon receipt, but also from the feeling of control, familiarity when shopping, and transparency throughout the delivery process.
The absence of reviews from other buyers makes users hesitant to complete their orders, especially for fresh products.
Goal Statement
Cải thiện trải nghiệm onboarding xây dựng niềm tin ban đầu
Giúp người dùng mới hiểu mô hình, thực hiện đơn hàng đầu tiên thuận lợi và có trải nghiệm “first try” thật tốt — tạo cảm giác tin cậy để tiếp tục sử dụng dịch vụ.
Tăng tần suất mua sắm & giảm nỗ lực khi ra quyết định
Đơn giản hoá việc mua sắm hằng ngày thông qua combo, gợi ý theo nhu cầu gia đình, AI hỗ trợ lựa chọn, nhắc nhở định kỳ và đặt hàng tự động — giúp người dùng mua nhanh, tiện và ít effort hơn.
Hình thành thói quen bền vững & tăng Loyalty dài hạn
Giúp người dùng duy trì nhịp mua sắm ổn định, quay lại ngay cả khi không có nhắc nhở, đồng thời củng cố lòng trung thành thông qua FGold, ưu đãi và báo cáo tiến trình cá nhân.
Users lack assurance regarding product quality
Difficult to verify freshness and origin
Do not trust photos or descriptive information
Difficulty in finding suitable products
Hard to locate the desired product
Search results do not match keywords
The explanatory content is unclear, causing confusion for users
Not understanding or incorrectly applying promotional conditions
Unaware of why the discount code cannot be used
The delivery process is confusing and lacks supportive information
Takes a long time to understand how to receive items
Unable to find contact information when issues arise
Users only return when there is an immediate need, not seeing a clear sense of benefit
No elements to stimulate purchasing needs, so they only remember when truly necessary
Increase trust levels by reducing risks related to quality, origin, and delivery — helping users feel secure when they start using it.
Support users in making choices easily, creating a sense of companionship, support, and 'help' in meal planning or regular shopping.
Build long-term trust by maintaining a stable and reliable experience when situations arise (e.g., returns, post-purchase support).
Clarify the core value of the 'order first - receive later' model, making it easier for new users to understand and feel confident from the first experience.
Increase the frequency of returns naturally, as part of the food shopping habit?
Affinity Mapping & Effort Matrix
Effort Matrix: Determining the priority level of the issues that need to be addressed.
Details
A summary of issues from HE, UT, and the Customer Journey, compared against business objectives and competitor analysis. Use Affinity Mapping to group insights. From there, build an Effort Matrix to prioritise solutions based on impact and resources.
Hooked Model
Applying the Hooked Model to identify goals at each stage, from initial testing to maintaining long-term habits.
The issue
Lack of onboarding, users do not clearly understand the pre-order model – pick up at the point.
Disjointed information does not build trust from the first time.
A concise onboarding design helps convey the pre-order model – pick up at the point and core values.
A quick survey to personalise dining needs and product suggestions from the very first use.
Clarify benefits, processes, and quality commitments to build trust right from the first session.
The issue
Lack of onboarding, users do not clearly understand the pre-order model – pick up at the point.
Disjointed information does not build trust from the first time.
The issue
Lack of onboarding, users do not clearly understand the pre-order model – pick up at the point.
Disjointed information does not build trust from the first time.
The issue
Lack of onboarding, users do not clearly understand the pre-order model – pick up at the point.
Disjointed information does not build trust from the first time.
Notification
Offers – periodic reminders – combo suggestions – reminders for collection
The issue
Lack of onboarding, users do not clearly understand the pre-order model – pick up at the point.
Disjointed information does not build trust from the first time.
A concise onboarding design helps convey the pre-order model – pick up at the point and core values.
A quick survey to personalise dining needs and product suggestions from the very first use.
Clarify benefits, processes, and quality commitments to build trust right from the first session.
The issue
Lack of onboarding, users do not clearly understand the pre-order model – pick up at the point.
Disjointed information does not build trust from the first time.
The issue
Lack of onboarding, users do not clearly understand the pre-order model – pick up at the point.
Disjointed information does not build trust from the first time.
