Hello, Welcome to another of my case studies!
This time, I chose Shopee as my study case for my Ux Writing.
Happy reading!

About Brand

Shopee is an e-commerce platform that is growing rapidly in Southeast Asia. Founded in 2015 by technology company Sea Limited, Shopee is one of the largest online shopping platforms in the region. This platform offers a variety of products, ranging from daily goods, fashion, electronics, household necessities, to beauty products. Shopee is also known for various promotions, discounts and loyalty programs that are attractive to its users. Its success is largely driven by an aggressive digital marketing strategy, success in building a reliable logistics infrastructure, and a focus on good user experience through its app and website.

They offer a variety of services including an online shopping platform, convenient payment methods, an integrated delivery system, and attractive promotions and discounts. Shopee’s vision is to become “Southeast Asia’s leading online shopping platform” with a focus on providing a better shopping experience, simplifying the shopping process, and expanding services throughout the region.

Shopee strives to be the leading online shopping platform in Southeast Asia. With this vision, they are committed to providing a better, innovative and affordable shopping experience for users across the region.

Background

As an e-commerce company, Shopee provides good user service through its web and mobile applications. and in this case study, I want to discuss the copy on the mobile app version.

Problem Discovery

When we use the Shopee application, there will be times when the internet connection is lost as in the picture below:

However, the image above does not inform the user that the user’s connection has been lost, but rather tells the user that their server is not available, which can cause confusion for the user.

The current steps for generating error messages in the Shopee application are very important, because when shopping, connection is important for shopping convenience and also for using the Shopee application.

Brand Voice And Analystics

Before we continue, first we need to know what brand voice or brand character Shopee uses

As Shopee aims to commit to providing a better, more innovative and affordable shopping experience for users throughout the region, language is something that is important when communicating with its users.

Based on the results of my research on Shopee (Click Here), I stated that their brand voice is casual, happy, respectful. This can be seen from the way they ‘Talk’ to their users not only through all their digital platforms but also physically, as in the following example:

Starting from their shopee Home Screen. different from other brands which may prefer to use formal words. Shopee actually uses cheerful and friendly words, even conveying the information needed directly without using confusing words, but directly to what they want to convey, or the message they want to convey.

More Screen

Of course, their brand voice is carried throughout their services. Even though some of them are slightly different according to their respective contexts, they all still represent the same character — casual, happy and respectful.

Shopee Online Advertising

Even their shopee advertisements…

Found a solution

So, back to the previous problem:

If we now clearly know that Shopee’s brand voice is more: casual, happy, and respectful, I think this particular copy during Server Unavailability does not match what is being conveyed to users.

From the words which are quite different from what the user is experiencing, making it unclear so that the user can understand it with the words “Server Unavailable” while the user is experiencing a loss of their internet connection as well as the hierarchy of their CTA buttons which is not very helpful for resolve user problems.

Final Design

So, I want to make changes to “Server Unavailable” to make it easier to understand and also help users to solve their problems with the design below:

After some consideration and analysis, I decided to use the new design, this was done for the following reasons:

• By adding illustrations to give an impression that is easy for the user to understand with the aim that just by looking at the illustration the user already knows what is happening.

• The header/title text copy seems to be more in line with the brand’s voice and character, namely casual, happy and respectful than before and also of course clearly tells what the user is experiencing clearly.

• using the words “Connect Your Internet” aims to help users check user connections in their cellphone settings so that they can help solve user problems that are being experienced.

Closing

Okay! because this is the end of the discussion, thank you for taking the time to read. Don’t hesitate to give me any input regarding this UX writing case study, your input can help me develop into a better UX Designer. Have a nice day and stay tuned for the latest updates from me!