Retail IDP - Driving User Adoption & Engagement
Service Design | UX/UI Design
Increasing user adoption and engagement of the retail Industry Digital Plan(IDP) to spur digitalisation among SMEs
Overview
IMDA aims to drive the digital transformation of Singapore's SMEs, helping businesses grow and optimize operations through digital solutions. Industry IDPs were updated every few years as an informative document to help SMEs in digitalising.
We were tasked to identify key business and research insights, laying the groundwork for the Retail IDP development where SMEs can use the document to make well-informed decisions in their digitalisation journey.
Goal
Relook at the purpose of existing IDP and SME needs to reimagine the IDP, such that SMEs are engaged and well-informed at any stage of their digitalisation.
Outcome
My Role
Service Designer
Methods
Desk research, Empathy Interviews, Journey Mapping, Personas, Prototyping, Focus Group Discussions, Safari, User Testing
Tools
Customised Prompt Cards & Boards, Google Slides
Collaborators
Infocomm Media Development Authority(IMDA)
Year
2023
We collated a final report that captured the key research findings, insights and actionable suggestions for IMDA's deliberation, aiding the development of the Retail IDP.
Project Scope
Empathy Interviews
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Conducted Empathy Interviews with various SMEs
My team and I interviewed 10 SMEs of various retail companies to gain contextual understanding of the various company backgrounds, challenges faced and unmet needs when it comes to digitalisation. We approached these interviews with bespoke prompt cards to stimulate conversations and draw out insights.
Safari & Focus Group Discussions
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SMEs during Safari gallery walk & facilitated focus group discussions
The Safari event gathers SMEs to roam and participate in casting their inputs and votes into the digital solutions boards. My team and I facilitated the focus group discussions with SMEs and captured the key findings and reactions towards digital solution information, current and future solutions.
Testing & Validation
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A version of IDP was tested, gardening detailed insights on improving the content and engagement of the document.
An industry IDP was tested with 4 SMEs and their inputs are shaped into actionable suggestions that moulded the new IDP prototype.
Extract of Key Findings & Insights
We captured a wide range of insights from various research methods to understand user behavior and pain points. These synthesized insights directly inform design decisions, ensuring that our approach is grounded in real user needs and actionable outcomes.
Personas & User Journey
![[A3 PRINTS] 24 Nov 2023.pptx (1).png](https://static.wixstatic.com/media/a3e4f6_e2791143686e4e88a404d41f3d90f0bb~mv2.png/v1/fill/w_472,h_335,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BA3%20PRINTS%5D%2024%20Nov%202023_pptx%20(1).png)
![[A3 PRINTS] 24 Nov 2023.pptx.png](https://static.wixstatic.com/media/a3e4f6_fe8527668dd7413d8b7bba08eebfa128~mv2.png/v1/crop/x_0,y_0,w_1583,h_1116/fill/w_475,h_335,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BA3%20PRINTS%5D%2024%20Nov%202023_pptx.png)
Developed from insights, the personas of SMEs and journey maps highlight the behaviours, pains, needs and more across the digitalisation process. This provides a more holistic overview of the experience SMEs undergo and informs how to create value for each persona.
Output
From the above, I organised a final report that captured the key research findings, insights and actionable suggestions to aid the development of the Retail IDP. This was handed over to the IMDA project team for deliberation.
Key Learning
Managing numerous data points
Composition - Pepper Grinder
Given the huge amount of qualitative data points, it is imperative to have a systematic approach to categorization. Each category should encompass all data points while remaining distinct and mutually exclusive. This ensures themes are clearly differentiated, avoiding overlap and confusion, which is critical for deriving actionable insights and maintaining the integrity of the analysis.
Further development
Future of Work
- CO.Lab
I would liase with IMDA in ensuring UX principles are adhered in the updated IDP document. Additionally, I would gather the engagement response and user adoption rate from IMDA so as to measure its success rate and add any further improvements.