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…”

Google

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

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borrys@circleux.com