The Era of O2O Commerce 

YAHOO! Store Marketplace App O2O UX design

YAHOO! Store Marketplace mobile app
Interaction Designer
Product Design/ Graphic Design/ Interaction Design/ Learner Experience/ Web Experience
Nov 2013 


A seamless shopping experience, or furthermore, a smart assistant in their daily life.

Online/offline transactions happen to mix and match in our daily life, those transaction histories contain the variety of users’ personal information from how to pay the bill, avoiding foods cause allergy, to where is the best place nearby to get a great gift for two years anniversary that your girlfriend like. So far, we still need to fill in the gap in between the online and offline transactions by input your information to online service or talking to the staff in the retails.

Online Shopping in Taiwan

Fast delivery, pick up nearby,
quick return


I’d like to give more context about the experience of online shopping here in Taiwan before I jump into design process right away, so,what would happen when do online shopping in Taiwan ?

  •  Express delivery within 2-24 hrs
  • Pickups at a nearby Convenient store mostly(we’ve got over 8000 CVS all around Taiwan running 24/7)
  • Fast return and refund

Based on the small area restriction, CVS is almost EVERYWHERE, there are few potentialities we could develop to shape a great O2O experience within on-demand, localized and customized services.

Design Exploration


Vouchers and nearby coupons

We started from a big picture of the overall O2O ecosystem but ended up with two specific scenarios that were vouchers and LBS coupons due to some restrictions(lack of partnership with retails, tech limitations, and business concerns), below is the details of how we proposed to BD department based on their requirements - Easy to access to both vouchers and coupons and seamless merged to existing design. 

Interaction design tryouts

We tried bunch of designs on how we add those vouchers and coupons seamlessly into current design, this is one of all tryouts that we thought it’s fun , cute and also kinda highlight the voucher categories, the concept is to add on some playful factors and keep the delightful visuals, but we ended up with another simplified version for release.



So the ideas were good, but due to the restrictions on variety aspects, it turned out not so ideal since we did not get a huge traction after that, I could see that when we decided to take the first action as adding on vouchers and nearby coupon without advanced smart contextual trigger designs.

“A seamless shopping experience” is actually require a well-planned business model to take care of almost every client in this ecosystem such as users, small business, well-known brands, retails and enterprises, which not just about designing behavior change, but more about designing the whole business.