Shopee Homepage Redesign
Making ShopeeFood Discoverable on the Shopee Homepage
UX Redesign
Approach
Making ShopeeFood Discoverable on the Shopee Homepage
Understand the problem
ShopeeFood, Shopee’s food delivery service, is currently experiencing low visibility on the Shopee app homepage. This issue stems from UI design choices that make the feature difficult for users to notice or access. Key problems include:
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Small and non-prominent icon – placed in a location that doesn't catch attention
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Lack of visual cues – such as food imagery or promotional banners to attract users
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Inconsistent with user expectations (mental model) – users expect food services to appear in top-level or highlighted sections
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Harder to access compared to other Shopee services – like Flash Sale or Shopee Live
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Users often scroll past – without realizing the feature exists, resulting in low engagement
As a result, ShopeeFood loses opportunities for user engagement and conversion, despite high potential and existing demand in the competitive food delivery market.
Emphaty Map
Emphaty Map
Emphaty Map
User Journey
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Promotions, discounts, and special offers are key drivers for users to explore ShopeeFood.
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Users are interested in food services within the app when clearly presented.
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Users respond better to visually distinct promotions that stand out from regular content.
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Clear, intuitive icons and layouts help users recognize and access ShopeeFood more easily.
Define
Emphaty Map
Pain Points
After conducting user interviews to better understand the problem and additional research, we have formed the following hypotheses about the possible reasons behind the issue.
ShopeeFood has very low visibility – the icon on home square is not prominent and doesn't clearly convey that it's for food ordering.
Food Flash Sale promotions are not displayed on the homepage – neither in the banner section nor in the Flash Sale card. As a result, users may drop off, assuming there are no deals or discounts available.
The homepage is too cluttered - causing new users to get confused or overlook certain features they may be looking for.
The ShopeeFood SKU card lacks appeal - it doesn't clearly communicate any promotions, which makes users unsure whether it's clickable or worth exploring.
Emphaty Map
Design Solution
Demonstrate problem-solving
Next Steps
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A/B Testing & Metrics Tracking
A/B Testing
Allow users to interact with both the original and improved versions. User testing helps gather real feedback based on actual usage behavior.
Metrics Tracking
Track the user journey from the Shopee homepage through to the completed food order to understand drop-off points and optimize the experience.
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Improve Promotion Dynamics
Marketing Collaboration
Work closely with the marketing team to develop more attractive and relevant promotions that drive traffic to ShopeeFood.
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Personalized Entry Points
Use Contextual Entry Points
Leverage pop-ups or banners during key meal times, and explore using notifications or in-app messages to drive user engagement.
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Reinforce Brand Awareness
Playful UI for Higher User Involvement
Use engaging elements like animated banners or simple games (e.g., a spin-the-wheel game to earn food discounts) to increase user interaction.