Online Shopping Platform for Agricultural Goods
#MVP #ServiceDesign
Professional Team Project l KBTG, Thailand l Feb – June 2017 l Role: Overall customer experience design, UI design, Operation Testing and Planning
Context
Kasikorn bank aimed to prove the concept of an online shopping platform, the first lifestyle feature within the banking application (K PLUS), and train its product recommendation engine augmented by machining learning technology. Therefore, this project was to execute the minimal viable service on its existing application to propose customer ’ lifestyle products beginning with agricultural goods.
Outcome
Executed service on K PLUS mobile banking application in Thailand. The platform sets a sample of a marketplace section in the app that later on receives 4M+ users.
The Challenge
How to create win-win situation for all different stakeholders: farmers, the bank and it’s customers?
Understand
Stakeholders' win-win scenario
Stakeholder Research / Insights / Scenarios
As the city extends, city dwellers live further aways from farmers who produce quality crops. While customers would love to know the sources of their food to ensure its quality, passionate farmers wish to know more about their customers to have a higher chance of selling their crops.
Ideal scenarios to create values for all stakeholders derived from an integration of insights from field research (with customers & farmers) and the direction of the bank. This ideal system will be used as a design guideline.
To bridge the gap between farmers and their customers
Design Statement
In other words, it should bold up farmer's story, provide personalized recommendation as if the farmers know their customers. Moreover, the service should be seamless as if it is not on a mobile banking application.
The Challenge
How to utilize the limited infrastructure of the banking app to deliver impressive agricultural goods shopping experiences?
Design
Designing a minimal viable service called "Pruanfun"
Service Identity / Service Blueprint
The service is called “Pruan-fun” which means to cultivate passions, especially of passionate farmers. The brief was then converted into a blueprint to utilize and synergize the bank's different existing infrastructures to function ‘Pruanfun’ service experience.
Outcome
Pruanfun - A shopping platform within a mobile banking application with auto product recommendations that is supported by AI algorithm. The platform tells farmers' stories through the bank communication channels, facilitates shopping functions through the bank's application, and utilizes a semi-manual process to process order handling in the backstage.
Due to no API connected between the customer's app and farmers, orders cannot be directly conveyed to farmers. Therefore, the semi-manual process, to forward information such as orders or delivery details between customers and farmers, was set up for this MVP.
User testing with customers’ pricing perception
Experiment with packing and a logistic system
Experiment with an unboxing experience
