Application Design I: Task 2 - UX, UI, IxD Design Document
20/10/2025 - 21/11/2025 / Week 5 - Week 9
Ye YingYing / 0364398
Application Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2 - UX, UI, IxD Design Document (20%)
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Week 6
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No.1 - Feature Card Sorting
After collecting everything, I organized the features into groups within each source to make them easier to compare.
These two groups highlight the core gaps in Donki’s current app and the potential opportunity areas that can be developed further. They also form the foundation for the later stages of refinement and feature selection.
Interview Audio Link
No. 8 - User Journey Map Card Sorting
From the User Journey Map sticky notes and groupings, I further analyzed patterns and compared insights across all personas.
I organized the findings into two main categories:
From this process, I grouped the opportunities into four main categories:
Enhanced Version of the Current App (Improving Basic Foundations)
These are features that Donki’s existing app should already have. Upgrading them delivers significant improvements with minimal development effort, strengthening the core user experience.
Intelligent & Personalized Features (Smart App / Smart User Experience)
These features leverage user data, purchase behavior, and personalization, allowing Donki to feel like a smart assistant rather than just a store app.
Full E-Commerce Shopping Features (Transform the App Into a True Online Store)
These features enable Donki to evolve from a Retail Companion App into a full E-Commerce platform, supporting the entire shopping journey from browsing to checkout and delivery.
Recipe & Cooking Assistance (A Unique Differentiator for Donki)
This category highlights features that support Donki’s strength in Japanese products and culture. A cooking/recipe-first approach can make the app stand out, offering a unique, engaging experience that competitors don’t provide.
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For the question “What usually motivates you to choose where to shop?”, Mr. Sylvain advised me to adjust it to focus first on how the user chooses a shop. Only after that should I follow up with why they chose it, or whether there are any factors they consider important.
He also mentioned that when I ask about “best” or “worst” experiences, I shouldn’t make the tone too harsh. It’s better to ask in a more personal and gentle way, so the participant feels comfortable sharing.
The improved question flow he recommended is:
Whether and how they follow recipes
How do they plan their shopping
How they choose the shop
What product information do they pay attention to
How reviews affect their decisions
More personal reflections
The feedback helps me plan my interview smoothly, more conversational, and more meaningful.
Working on Task 2 was an enjoyable experience for me. I really liked organizing information and working step by step, like creating the user journey maps and flow charts in FigJam was particularly fun for me. Although the workload was heavy at times, which was a bit stressful, I found the process engaging because I could explore ideas thoroughly.
Being a Donki fan added another layer of enjoyment, as it felt personal to think about how the app could be improved. Exploring ways to enhance the shopping, cooking, and recipe features made the project feel meaningful and creative. Overall, the task challenged me but also gave me the chance to combine my love for structured organization with my interest in improving a product I already care about.
Ye YingYing / 0364398
Application Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2 - UX, UI, IxD Design Document (20%)
TABLE OF CONTENTS
INSTRUCTION
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Class Activity
Week 5
This week, we did a card-sorting activity where we were given 14 app features and had to organise them into meaningful groups. The goal was to understand how these features could work together to help users plan and organise their travel itineraries, encourage them to explore new destinations, and connect them with a supportive community of fellow travellers.
And below is the final card sorting I did with my classmates.
And after, we had a second activity where Mr. Sylvain also asked us to prepare interview questions based on our Task 1. After drafting the questions, we conducted a demo interview with the classmate sitting next to us to practise and test the flow.
And below is the interview question I prepared during class.
And below is the interview question I prepared during class.
Week 6
For this week’s group activity, we focused on building user personas. Under Mr. Sylvain’s guidance, we created three key personas, the restaurant owner, the driver, and the customer, to reflect the primary users of a food delivery platform.
Week 7
I was absent this week, but below is the user journey map my group mates did based on the personas we created last week.
Week 8
For this week’s in-class activity, we created a user flow chart based on the personas and journey maps we developed earlier. I chose to work on the customer flow chart, as shown below.
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TASK 2
Quick Link
Progress
Card Sorting Process
To start my project, I gathered all possible features using sticky notes. I listed features from three sources:
To start my project, I gathered all possible features using sticky notes. I listed features from three sources:
- Competitors (Uniqlo, FamilyMart, AEON)
- My current working app (Donki)
- Left-field inspiration (iCook)
After collecting everything, I organized the features into groups within each source to make them easier to compare.
Comparing the Results
Once the features were grouped, I compared Donki’s features with the others.
From this comparison, I created two simple tables:
Once the features were grouped, I compared Donki’s features with the others.
From this comparison, I created two simple tables:
- General / Standard features that Donki is missing
- Special / Advanced features that stand out (opportunities for Donki)
These two groups highlight the core gaps in Donki’s current app and the potential opportunity areas that can be developed further. They also form the foundation for the later stages of refinement and feature selection.
No.2 - Interview
After completing the first round of card sorting, I designed my interview questionnaire consisting of 16 core questions, along with situational follow-up prompts where needed.
The questions were structured based on the natural flow of a typical shopping journey, covering:
To accommodate participants who preferred Chinese, I also translated the full interview script into Chinese to ensure clarity and comfort during the sessions.- Cooking & Recipe Habits
- Planning & Preparation
- Store & App Usage Behaviour
- Product Information & Reviews
- Recall & Shopping Experience
After finalizing my interview questions, I conducted sessions with five participants:
Racheal, Nicco, Angel, Zhexuan, and Kimberly.
Racheal, Nicco, Angel, Zhexuan, and Kimberly.
Among them, only Kimberly’s interview was conducted in English, while the others were carried out in Chinese. All sessions were audio-recorded for accuracy.
Interview Audio Link
- Racheal: https://drive.google.com/file/d/1SVaIURdkhrQjO8PsZUYzyjFho0fWb0KU/view?usp=drive_link
- Nicco: https://drive.google.com/file/d/1Da-UzQz2raLxS8BbAQfLuHFimaNkUlf6/view?usp=drive_link
- Zhe Xuan:https://drive.google.com/file/d/1yKCqOebONCMjh6WJoV7RCx3sMEC7eDmS/view?usp=drive_link
- Angel: https://drive.google.com/file/d/1czXs4bH_BffrqGQ3f4mEGpEibkPlSUMv/view?usp=drive_link
- Kimberly: https://drive.google.com/file/d/1lGNn-8fmLLZl1X-vX4iWAHIhOK8JTig7/view?usp=drive_linkz
Once the interviews were completed, I translated the Chinese responses into English and produced the full interview transcripts. From these transcripts, I carefully highlighted keywords, user behaviours, frustrations, and repeated patterns, then extracted them into sticky-note insights.
No.3 - Interview Affinity Map
With the individual sticky-note insights extracted from the interviews, I analyzed them for patterns and similarities, then grouped them based on user needs, habits, and expectations to form the Interview Affinity Map.
No.4 - Online Survey
After the interview, I also started working on my online survey. I designed a total of 10 questions aimed at understanding user behavior and preferences, with 3 open-ended questions included to allow participants to share more detailed and personal insights. This approach helped capture both quantitative trends and qualitative feedback.
I shared the survey link on my social media and collected 27 responses. After compiling the results, I analyzed the data, and for the open-ended questions, I extracted key insights and noted my own observations and takeaways for each question.
No.5 - Final Affinity Map
How I Created These Personas:
I synthesized insights from both interviews and survey data, mapping key behaviors, frustrations, and motivations from the Final Affinity Map. Each persona represents a distinct user type with specific needs, guiding the app’s feature prioritization and design decisions.
No.7 - User Journey Map
Based on the user personas and key insights from the Final Affinity Map, I created detailed User Journey Maps to visualize the steps each persona takes while interacting with Donki’s app and physical store. These maps helped identify pain points, needs, and opportunities for improvement.
I extracted key actions and insights from the journey maps into sticky notes and then grouped them by themes:
Daniel
Survey Affinity Map
After analyzing the survey responses and identifying patterns and insights, I converted the findings into sticky notes. I then grouped these notes based on common themes, forming the Survey Affinity Map.
After comparing the Interview Affinity Map and the Survey Affinity Map, I synthesized the findings and organized them into a consolidated Final Affinity Map. This map captures the strongest patterns, overlaps, and key insights from both research methods.
The final groups are:
- Shopping & Checkout Experience – covers all user needs and pain points related to buying items, checkout, and transaction convenience.
- Discovery & Search – focuses on how users find products, recipes, and information efficiently, including search and navigation.
- Reviews & Trust – highlights the importance of reliable, detailed, and visual reviews, as well as the organization and accessibility of user feedback.
- Recipe & Meal Planning Utility – includes all insights around cooking guidance, recipe tutorials, and integrating meal planning into the shopping experience.
- Personalization & Engagement – emphasizes personalized notifications, recommendations, dashboards, and features that increase user engagement and convenience.
- Financial & Account Management – covers insights related to tracking spending, purchase history, budgeting, and reward systems.
No.6 - User Personas
Based on the Final Affinity Map, I created three distinct user personas to represent different user needs and behaviors. Each persona embodies key insights drawn from both the interviews and survey, helping to guide design decisions and feature prioritization.
I synthesized insights from both interviews and survey data, mapping key behaviors, frustrations, and motivations from the Final Affinity Map. Each persona represents a distinct user type with specific needs, guiding the app’s feature prioritization and design decisions.
No.7 - User Journey Map
Based on the user personas and key insights from the Final Affinity Map, I created detailed User Journey Maps to visualize the steps each persona takes while interacting with Donki’s app and physical store. These maps helped identify pain points, needs, and opportunities for improvement.
I extracted key actions and insights from the journey maps into sticky notes and then grouped them by themes:
Daniel
- Recipe & Meal Planning
- Smart Shopping
- Smart Shopping
- Reviews & Social Proof
- Voucher & Membership Management
- Smart Shopping
- Personalized Promotions & Budgeting
- Purchase History & Financial Tracking
No. 8 - User Journey Map Card Sorting
From the User Journey Map sticky notes and groupings, I further analyzed patterns and compared insights across all personas.
I organized the findings into two main categories:
- General Features Donki is Missing – Core functionalities that are expected in modern retail or grocery apps but are currently absent. These are necessary improvements that can significantly enhance convenience and usability.
- Special / High-Potential Features – Innovative or advanced features that Donki could introduce to stand out from competitors, provide unique value, and better meet user needs.
No. 9 - Card Sorting #2
For the second round of card sorting, I combined and compared insights from Feature Card Sorting #1 and the User Journey Map Card Sorting. This helped me consolidate overlapping ideas and identify the most impactful directions for redesign.
Enhanced Version of the Current App (Improving Basic Foundations)
These are features that Donki’s existing app should already have. Upgrading them delivers significant improvements with minimal development effort, strengthening the core user experience.
Intelligent & Personalized Features (Smart App / Smart User Experience)
These features leverage user data, purchase behavior, and personalization, allowing Donki to feel like a smart assistant rather than just a store app.
Full E-Commerce Shopping Features (Transform the App Into a True Online Store)
These features enable Donki to evolve from a Retail Companion App into a full E-Commerce platform, supporting the entire shopping journey from browsing to checkout and delivery.
Recipe & Cooking Assistance (A Unique Differentiator for Donki)
This category highlights features that support Donki’s strength in Japanese products and culture. A cooking/recipe-first approach can make the app stand out, offering a unique, engaging experience that competitors don’t provide.
No. 10 - Site Map
Based on the finalized primary features and insights from the card sorting, user journeys, and personas, I created a site map to organize the app’s content and navigation. The structure reflects key user goals and ensures the main functions are easily accessible.
No. 11 - User Flow Chart
Next, I create a user flow chart based on the user persona, Daniel, because his persona highlights the Recipe & Cooking feature, which presents the most interesting opportunity and a standout feature for Donki.
The flow chart visualizes the steps Daniel takes from discovering a recipe to preparing a meal, integrating the new in-app shopping and cooking features.
This flow ensures that Daniel’s cooking and shopping experience is seamless, from discovery to meal preparation, highlighting how the app can integrate e-commerce with a recipe-first approach.
Presentation Slides
Workspace - Figma
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FEEDBACK
I asked Mr. Sylvain's feedback on my interview question, and sir
mentioned that the flow of my interview questions needs to follow
the user’s real experience more naturally. He suggested that
instead of jumping around, I should guide the questions
step-by-step through how a person actually shops or cooks.
For the question “What usually motivates you to choose where to shop?”, Mr. Sylvain advised me to adjust it to focus first on how the user chooses a shop. Only after that should I follow up with why they chose it, or whether there are any factors they consider important.
He also mentioned that when I ask about “best” or “worst” experiences, I shouldn’t make the tone too harsh. It’s better to ask in a more personal and gentle way, so the participant feels comfortable sharing.
The improved question flow he recommended is:
Whether and how they follow recipes
How do they plan their shopping
How they choose the shop
What product information do they pay attention to
How reviews affect their decisions
More personal reflections
The feedback helps me plan my interview smoothly, more conversational, and more meaningful.
Being a Donki fan added another layer of enjoyment, as it felt personal to think about how the app could be improved. Exploring ways to enhance the shopping, cooking, and recipe features made the project feel meaningful and creative. Overall, the task challenged me but also gave me the chance to combine my love for structured organization with my interest in improving a product I already care about.
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