Singha Corporation, one of Thailand’s largest producers and distributors of beverages, launched their first online subscription service to attract potential customers online. Singha Online Easy Plan gives users full autonomy over their shopping plans with flexible and personalized scheduled delivery.
Their recent company-wide identity redesign triggered a revamp of their old e-commerce website. The original Singha Online website lacked visual appeal and was missing basic product description, intuitive user-interface, API, and logic that catered towards user personalization.
Our new design helped Singha Online improve their website’s visual design. We captured the spirit of our targeted user group with a clean and easy to use UX/UI design that goes hand in hand with their new and colorful logo design. The same color scale was repeated throughout the website and in both mobile and tablet regressions to ensure a cohesive and unified branding.
By embedding logic that facilitates smooth navigation and efficient task completion in our design, we enhanced user retention and loyalty. We added features like pop-up coupons to put extra emphasis on exclusive privileges and customizable options specifying what, where, and how frequent they want to have their groceries delivered.
Furthermore, we included short product descriptions, product SKUs, and product categories to help users easily find what they are looking for and give the site a more professional look. With our addition of similar product recommendations, we also helped increase the average value of their shopping carts and probability of profit.
Changes were also made to the checkout page. We embedded logic for e-tax and options for credit card and QR payment methods to deliver an enjoyable online shopping experience for end-users. To ensure that their data input is accurate, we set up a preview of users’ auto-filled personal information and order summary before completing the checkout.
Our design team worked closely with Singha Online’s internal marketing team to identify their business goals, pain points, and challenges. We studied their website to identify strengths in their existing design, conducted thorough market research to narrow down on the scope of the new design, and interviewed their team to pinpoint any areas of improvement.
Following our initial data collection, we created a sitemap outlining design overview, drafted discussion guides, and developed a wireflow for usability testing. To visualize what the UI design would look like, we put effort into drafting visual concept design that aligned with Singha Online’s latest brand identity. The colorful UI design followed suit with all the logic in place, completing the final step of project handover.
The modern Singha Online s-shaped logo is nothing like the previous. It uses distinct color palettes to attract a wider range of customers. This meant that we could no longer rely on the old UI design and that our team had to go into the project with fresh perspectives in order to create a website that aligned with Singha Online’s rebranding efforts. We knew that research was going to be instrumental to our design so we got to work right away.
While research was a valuable first step for our design process, it took longer than anticipated. Given our tight schedule, that impeded our workflow. To address this, we decided to set up weekly meetings with Singha Online’s internal team. As a result, we were able to receive constant feedback from the client without having to rely on slow-to-respond emails. Thanks to our team’s problem solving skills and the collaborative efforts from Singha Online, our team was able to deliver the product successfully.
Despite these challenges, our collaboration with Singha Online ended on a sweet note. Singha Online Easy Plan is now available on website, mobile, and tablet.
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