Watsons Digital Maturity & Usability Benchmarking
Identified key gaps in Watson's app performance and customer journey touchpoints to uncover growth opportunities.
Tool
Figma
Project
UX Research & Usability Test
My Role
UI/UX Design
Duration
6-months
Goal
Identify gaps and growth opportunities by comparing Watsons' App maturity level against industry competitors.
Enhance customer experience by analyzing pain points and opportunities across the user journey.
170+
Pages of report
500+
Hours of research
100+
Interview hours
50+
Usability Testes
Discovery
How we started
We conducted a full-funnel analysis of Watsons’ and key competitors’ mobile apps, evaluating usability, features, and CX at each stage of the customer journey. By mapping industry trends and behavioral insights against Watsons’ performance, we identified:
Critical gaps in functionality and user flows
Best practices from leading competitors
Data-backed opportunities to differentiate Watsons’ UX
Interview & Moderated Usability Study
Locations Taiwan | Thailand | Malaysia | Philippines
Languages English & Mandarin
Session Around 2 hours each participant
We gathered our research insights by communicating with our customers around different regions, including Thailand, Malaysia, Philipphines, and Taiwan, which are important business units of Watsons. We examining the most significant pain points by reviewing comments and reviews. The Moderated Usability Study helped us determine what features needed to be added or replaced to be at parity with the competitors and capture market space.
What Customers Are Saying
“I hate to remember those promo codes from the homepage banners and type them in at checkout. I used to just checkout straight away and end up missing the deals. It'd be way better if there was a list of coupons that popped up when I clicked the promo bar.”
— Malaysian Customer, Female, 30
“Not all products in Watsons is entitled to promotion code. Yet when I checkout, the app shows all promotion codes regardless of code eligibility. It doesn't specify which items can't use the promotion.”
— Taiwanese Customer, Female, 25
“Searching in Watsons is a pain, especially when I search in Thai. But I love image search function on App, it is useful. Hope Watsons can improve on search navigation process.”