Background
KrisShop is the inflight and online shopping platform of Singapore Airlines, offering a wide range of products from fashion, beauty, electronics to travel essentials. In 2021, KrisShop was integrated into the Kris+ mobile app, allowing users to earn and redeem KrisPay Miles on their purchases. However, the international delivery option was not available on the Kris+ app, limiting the reach of KrisShop to only domestic customers. To address this gap, I led the design of the international delivery feature for KrisShop on Kris+ app, enabling users to shop from overseas and have their orders delivered to their preferred destinations.
Flow Analysis
To understand the current user journey and identify pain points, I conducted a flow analysis of the existing checkout process on KrisShop website. I mapped out the steps involved in selecting products, adding them to cart, entering delivery details, and making payment. Based on my analysis, I identified several areas for improvement:
- Customers are only able to select/change shipping destination when bag is empty
- Customers are unaware that this product is only available for domestic shipping after their shopping bag have been set as International Shipping
- Customers are unaware that this product does not ship to their country of choice until checkout page
Benchmarking
I conducted a benchmarking of international delivery features on similar e-commerce platforms such as ASOS and Finnair. I evaluated their add to cart flow and checkout process to identify best practices and areas for improvement.
Design Requirements
From the flow anaysis and benchmarking, I derived the following design requirements for the international delivery feature:
- Validate country of delivery before adding item to cart
- Allow users to select/change shipping destination at any point in the shopping journey
- Clear error message when item is not allowed for selected country of delivery
