Problem Statement
Online e-commerce is dominated by well-known brands, making it difficult for local brands to transition from offline channels to online
The Goal and Target Audience
Through the analysis of both primary and secondary quality data, understand the challenges faced by local brands and provide an exclusive e-commerce platform to increase exposure and brand storytelling, allowing local culture to thrive.
Research
01 Field research
02 Stakeholder Interviews (Local Merchant*8)
03 Questionnaire (Ages 13 to 59, total 1,241 respondents)
04 Online Ethnography
05 Desktop Research
06 Competitive Analysis
Design Process
01 Brainstorming
02 Mood Board and Mind Map for Style Definition
03 Product Response Cards
04 Information Architecture
05 Wireframes and Mockups
06 Prototypes, testing and implementation
07 Handoff UI specifications.
Target Audience and Persona
Derived from Data Analysis and Co-Creation Workshops
"We have set our target audience to be females under the age of 35, making them our primary focus group."
Teamwork and Product Strategy
Member Value Path Design and Node Tag Examples
Assumption of the Ideal Path for Consumer Value Growth Based on the Brand
Trigger: Member Center Entrance
Integrates 12 CHT business websites, designed with a brand-centric widget to provide a unified access point to the membership center
Landing Page
Summarizes all key functions and highlights the exclusive privileges for VIP members, while displaying frequently used services such as Internet usage and contract information
Billing Details
Differentiates billing information by business unit, with a unified information structure and UI design, allowing customers to easily cross-reference billing details and dates
Point Economics
Establishes CHT points ecosystem, where rewards, such as bill rebates and point transfers, drive the core development of CRM
Advanced Services
As Taiwan's largest telecom provider, CHT integrates multiple services to improve the success rate of self-service for business and professional users
Return to Online Store
Provides an online store portal, allowing members to purchase telecom-bound products after reviewing their VIP privileges
Stage01: We visit local cultural shops to learn about brand stories and their pain point
The traditional craft of weaving with bulrush has gradually become less popular among younger generations due to its perceived labor-intensive nature. As master weavers age, this skill has started to fade into obscurity.
Taking this technique as an example, with the passing of this national treasure master, it has now become lost.
Furthermore, bulrush products are primarily sold in local stores, making it challenging to transition to online sales.
After visiting local shops in person, we hope to create an e-commerce platform dedicated to promoting local culture.
Product Positioning and Distribution Channel Dimensions
Stage02: Thinking about how to differentiate ourselves from existing e-commerce platforms.
The proportion of e-commerce shopping across different age groups
Data Collection: June to August 2021
Effective Samples: Ages 13 to 59, total 1,241 respondents
Study Participants: Males and females aged 13 to 59
Sampling Method: Surveys distributed via social media, with quotas based on gender and age
Sampling Error: 95%, with an error margin of ±2.48%
Females consistently surpass males, with the highest proportion observed in the 30-39 age group.
How Might We?
"Based on the qualitative and quantitative research, we create a story-based selection model, establishing a B2B2C e-commerce business model different from the past."
Target Audience and Persona
Derived from Data Analysis and Co-Creation Workshops
Key Layout Wireframe
Design System
Main Functions
Key Pages
Feature Function: Start Gacha Flow
Complete the purchase within 10 seconds and twist the gacha for the product brand story
