Founded in 2017, LiHO is a well-loved tea brand in Singapore. The name, LiHO, means “How are you?” in local slang. The brand aimed to improve the tea experience for everyone, focusing on enhancing 3 to 8 aspects of the brand for young women aged 18 to 25. My role was to plan the brand’s growth with the team, design the Mobile UI for the LiHO app, and present the brand strategy to the founder.
my role
UX Designer
team
services
date
Feb 2018 - May 2018
Process
Discovery – Define – Design – Present & Feedback
The Challenge
We needed to make LiHO more appealing and relevant to young women aged 18 to 25, by enhancing 3 to 8 aspects of the brand to create experiences that truly resonate with this audience.
Problems Solved
LiHO’s offerings did not align with the preferences of the target demographic. To maximise the brand’s growth potential within this market segment, we identified and innovated on 7 key touchpoints based on user research to enhance user engagement.
Outcomes
Our customer journey map presentation garnered enthusiasm and support from the founder. The proposal of 7 impactful touchpoints eventually helped the founder in discovering tangible growth avenues for LiHO within the target demographic.
Discovery
User Research & Interviews
To gather insights into the preferences of young women aged 18 to 25, we conducted a user research study. A 10-15 minute survey was conducted with different polytechnic students to ensure diverse perspectives. We selected 30 participants, divided into two groups: 20 in the 18-21 age range and 10 in the 22-25 age range, reflecting the prevalence of bubble tea consumption among younger (18-21 age range) participants.
Define
User Persona
After user research and interviews, we defined our user persona as the representation of the ideal LiHO customer. The persona provides key characteristics, behaviours, and preferences of young women aged 18 to 25 in Singapore. This guided our decision-making processes and ensure alignment with our audience’s needs and desires.
Design
Customer Journey Map Design
The 7 brand touchpoints presented in a customer journey experience for Yuna demonstrated the power of effective advertising, convenient mobile app usage, and a seamless in-store and online experience that aligned with her preferences and motivations.
#01 touchpoint – Poster Advertisement
[68.1% of our respondents looked for promotions when purchasing bubble tea]
/ Yuna, commuting to school by bus, notices a vibrant LiHO ad promoting a new bubble tea flavor and exclusive rewards for app users.
#02 touchpoint - Store location and app download
/ During the bus ride, Yuna pulls out her smartphone and searches for the nearest LiHO store in the mall where she often hangs out. Intrigued by the rewards, she downloads the LiHO app from the store.
Upon opening the app, she encounters a sign-up page and a personalisation quiz.
Sign up with ease. Efficiency and simplicity are key. A seamless signup process encourages users to become LiHO members without unnecessary hurdles.
Personality quiz. A personality quiz helps LiHO gather insights into user preferences, behaviours, and interests, aiding in targeted marketing, product development, and improved user experiences.
#03 touchpoint - Arriving at the store
/ Yuna heads to the shopping mall where she spotted the LiHO store listed. Upon arrival, she follows signs directing her to the LiHO store.
#04 touchpoint – Ordering her drink
[77.2% of our respondents would use app if it ever existed]
/ Based on the earlier personality quiz, Yuna, a health-conscious consumer, explores the app’s menu and selects the new healthy strawberry tea she spotted on the bus banner. She customises her drink with preferred sugar levels and toppings and confirms her order with contactless mobile payment through the app.
#05 touchpoint – LiHO Zarfs Packaging
[Business sustainability practices]
/ Yuna receives her bubble tea in LiHO’s eco-friendly Zerf packaging.
#06 touchpoint - Enjoy and share
/ Yuna finds a cozy spot in the mall’s seating area to enjoy her bubble tea. Delighted by the new flavour, she snaps a photo to share on Instagram, tagging LiHO to spread the word to her friends.
#07 touchpoint - Continued app usage
/ Yuna collects rewards points using the LiHO app, exploring upcoming promotions and the fun card collection. Satisfied and engaged, she looks forward to more delicious drinks, discounts, and completing her LiHO card collection.
Present & Feedback
Presentation & Feedback Session
We presented the customer journey map to the founder and received positive reactions and support for the proposed initiatives. The proposal of 7 impactful brand touchpoints eventually helped the founder discover tangible avenues for LiHO’s growth and engagement within the target demographic.
