ShopSM

ShopSM is the online shopping platform of The SM Store, the largest department store chain in the Philippines. It carries a variety of items for every department and brands that can be seen at its stores.

How we unboxed
the problem

We created a new website and mobile app that integrated the retail and grocery aspect of ShopSM. Our work includes research to discover fresh consumer insights to create new and unique features, audit, and experience validation. This way, we personalized the user’s ShopSM experience at any moment—whether in-store or online, in Supermarket or Department Store, for themselves or for their family.

How we Tech It Forward

We got next-level shopping experience in the bag

Our strategy was to make the ease of use the top priority. We combined the Supermarket and Department Store experience on the website and app, and identified opportunities to make ShopSM unique from the other local brands.

How we unboxed
the problem

We created a new website and mobile app that integrated the retail and grocery aspect of ShopSM. Our work includes research to discover fresh consumer insights to create new and unique features, audit, and experience validation. This way, we personalized the user’s ShopSM experience at any moment—whether in-store or online, in Supermarket or Department Store, for themselves or for their family.

How we Tech It Forward

We got next-level shopping experience in the bag

Our strategy was to make the ease of use the top priority. We combined the Supermarket and Department Store experience on the website and app, and identified opportunities to make ShopSM unique from the other local brands.

What we did

In-depth User Experience Research

Unboxed the challenges to give the best solutions.

Persona Development, Customer Journey Mapping, Service Blueprints, Wireframing

Digged deep on research and created target markets that fit the brand.

App Branding and User Interface Designs

Created holistic branding for ShopSM to differentiate it from other SM apps.

Interaction Designs

More intuitive and user-friendly.

Usability Testing Results

Validated the new design based on the gathered insights from user research and stakeholder interview.

Success areas

  • Web and App are both easy and enjoyable to use

  • There is consistent design, look, and feel for both Web and App

  • Clean design compared to other e-commerce websites

  • Experience is customer-focused instead of the usual focus of e-commerce sites of selling

  • Hyperlocal execution is easily understood and matches the participants’ origin

What they found useful & innovative