Social Location Mobile in Singapore - Market Opportunities, Competitors, and how Pickat SG can...
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Transcript of Social Location Mobile in Singapore - Market Opportunities, Competitors, and how Pickat SG can...
social location mobile
in Singapore
Borrys Hasian Made for SK Planet
Nov 7, 2013
market opportunities, competitors, and how Pickat SG can improve the
UX Design
Can Pickat SG survive and win in Singapore?
*Pickat SG, made by SK Planet, is a Location Based Social Application that allows for easy discovery, creating, and sharing of interesting places.
Singapore Market Overview
5,353,000Total Population
4,002,048Internet Users
2,869,360Users on Top Social Network
75%
Internet Penetration
147%
Mobile Penetration7,846,100Mobile Subscribers
Source: US Census Bureau, Infocomm Development Authority, Facebook, ITU Subscriber figure
Facts About Singapore
Facts About Singapore48,000 Foursquare users
More than 50% access the web via mobile device (Nielsen)
Highest penetration of smartphone in the world 147%
in 2011 - Penn Olson)
Shopping Behavior64% will shop on mobile devices 3 times or more/month
43% prefer to shop on smartphones/tables
Popular ways: 78% retailer’s app, 49% location-based app, 38% scan QR codes.
Source: Paypal’s survey in Oct - Dec 2012
Shopping Behavior68% Research online before buying
Over 70% are influenced by reviews
43% search social network for deals
43% will redeem offers via social media channels
Source: Paypal’s survey in Oct - Dec 2012
Social influences shopping behaviour
What’s Popular
Coupon/deals over check-in
Early adopters are more likely to check in at locations
that sell food or drinks. The top places are restaurants (53%), coffee shops (40%), hotels (38%) and bars (36%).
Nineteen percent of mass consumers are motivated to
check in to learn about the location, not so much about badges or status.
What motivate users to use social-location-mobile?
Discounts/coupons
To learn more/get recommendation about the location
To meet friends
To share/promote the location
What’s Important to them?
Saving time has become critical to many Singaporeans – 66% of Singaporean workers saying
that their workload has increased over the past 6 months. “Instead of shopping at overcrowded retail malls and
battling carpark lines or MRT traffic, savvier and smarter
Singaporean consumers are choosing to shop online
and on mobile devices to simplify one of the craziest shopping seasons of the year,” says Klas Hesselman,
Head of Marketing, Southeast Asia & India, PayPal.
How do people actually find a place?
Different PathSearch on
GoogleGet review/recommendation from
Foursquare
Ask people on Twitter
Search places on Foursquare
Search for more detail from Google
Ask friends from Chat Group (WhatsApp, LINE)
Search for more detail from Google
Different considerations
Singaporean in general - Food quality and service
Singaporean muslims - Halal
…but Similar Pattern
They need something to help them making a better decision, and also to help them justify their choices and feel confident about it.
The Challenge
In what ways might we help the users to make a better decision, and to help them justify their choices and feel confident about it?
How do apps help me to
decide?
From the users’ perspective….
Apps in Singapore
Burpple Picky Hungry Go Where Trip Advisor
Yelp Foursquare Pickat SGUrela
Simple scenario to test out all of the apps…
“I want to find a seafood restaurant for me and my family, near Jurong East MRT…”
Distance filters
Clear call-to-action
No recommendation
UrelaClear key features
Quick access to promos
No filters (distance, price, popularity)
Burple
Familiar terms
Clear call-to-action
It’s not near me
Perfectly suit South Asia Market Clear different users type
Picky
Nice visual design Not comprehensive
Clear call-to-action
Predefined lists
Nice filters presentation
No conversation
Picky
Hungry Go Where
Not comprehensive
Clear presentation with important attributes
Comprehensive search filters
Not relevant to where I am
Hungry Go Where
Hungry Go Where
Answer user’s question: what should I order here?
Informative tags
Hungry Go Where
Trip Advisor
All-in-one, useful when visiting overseas
Not relevant to where I am
No deals
No conversation
Comprehensive rating, but might be subjective
Yelp
Relevant to where I am
Finding nearby businesses immediately
YelpComprehensive filters
Yelp
Quick actions for common users
No conversation
Foursquare
Conversation
Not quickly gives recommended/nearby
places or deals Focus more on check-in
Not easy to find recommend food/
menu
Overall, a beautiful visual design
Going back to What motivates users to use social location
mobile?
Discounts/coupons
To learn more/get recommendation about the location
To meet friends
To share/promote the location
Existing Pickat SG
Existing Pickat SG
Deals - Not relevant to where I am
I was at Jurong East
19.2km from where I am now
Existing Pickat SG
Too many layers of info to process
Scattered filters
Scattered filters
Learn more about a place - Too many layers of info to go through
Existing Pickat SG
Confusing themes
100+ themes with mostly only 1
venue per theme
Learn more about a place - Unfamiliar terms and model
Existing Pickat SG
Unclear visual hierarchy and information
design
Social validation, but needs to stand out
Unclear key call-to-actions
Not sure if this helps me to
decide
Learn more about a place - Decision process is not quick
What’s the opportunity?
Relevant
Help users to explore places and deals
quickly!Accurate
Informative
Recommendation
ConversationNone of the existing apps drive conversation
by having a group of food experts
tailored the offer to the users context
UX Improvement Principles
Exploring places and deals quickly!
Meaningful
Relevant
Build Conversations
Playful & EntertainingSimple
Identify Different Users Type
Reviewers/Food Taster
Casual users
Explorer - Deals hunters, food hunters
Stores
Improvement Features to think about
Guide purchasing decisions while in stores
Active engagement by the stores
Give incentives by sharing/picking the store
Engaging content - short clip like Vine
Integrate with Twitter/Facebok/Instagram
Gamify - let reviewers compete to get the most followers
Improvement Features to think about
Transform Theme into List (like a board on Pinterest)
Cross countries (Singapore - Malaysia - Indonesia)
2011 MasterCard Index of Global Destination Cities
Users Wish List to think about
Recommendation based on time (morning, afternoon, evening)
Traffic to that location (would be very useful in a market like big cities in Indonesia)
Push notification of deals/discounts as soon as it’s available
Prototype Example Pickat SGx
Prototype Example Pickat SGx
Exploring places and deals quickly!
Nearby is shown by default
Quick access to Deals
Editorial picks or Lists created by food
experts
Nearby places with key information (Name, Distance,
Likes, Reviews, Call now, and Directions)
Quick access to different features that cater for different users type
Quickly Like a place
Just photos for users who like to take their food photos.
Review for food expert/food taster/casual users who like
to say something
Quick access to share, to drive more traffic/usage and conversation around a place
Prototype Example Pickat SGx
design Prototype Pickat SGx
Pickat SGx Try it by yourself!
Recommended device: iPhone 5/iPhone 5S/iPhone 5C
Access the link from your safari browser: http://bit.ly/PickatSGx
1
2 Once it’s open, click
3 Select ‘Add to Home Screen’
thank you
Borrys Hasian
UX Design ConsultantSingapore | Kuala Lumpur | Jakarta
@borryshasian
http://www.linkedin.com/in/borryshasian
www.inspiringux.com
http://instagram.com/borryshasian
http://www.pinterest.com/borryshasian/