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social location
mobile
in Singapore
market opportunities, competitors,
and how Pickat SG can improve the
UX Design

Borrys Hasian
Made for SK Planet
Nov 7, 2013
Can Pickat SG survive
and win in
Singapore?

*Pickat SG, made by SK Planet, is a Location Based Social Application that
allows for easy discovery, creating, and sharing of interesting places.
Singapore Market
Overview
Facts About Singapore
5,353,000

4,002,048

Total Population

Internet Users

2,869,360

7,846,100

Users on Top Social Network

Mobile Subscribers

75%
Internet Penetration

147%
Mobile Penetration

Source: US Census Bureau, Infocomm Development Authority, Facebook, ITU
Subscriber figure
Facts About Singapore
48,000 Foursquare users
in 2011 - Penn Olson)

More than 50% access the web
via mobile device (Nielsen)

Highest penetration of smartphone in the world 147%
Shopping Behavior
64% will shop on mobile devices 3 times or more/month
43% prefer to shop on smartphones/tables
Popular ways: 78% retailer’s app, 49% location-based
app, 38% scan QR codes.

Source: Paypal’s survey in Oct - Dec 2012
Shopping Behavior
68% Research online before buying

Social influences
shopping
behaviour

Over 70% are influenced by reviews
43% search social network for
deals
43% will redeem offers via social
media channels

Source: Paypal’s survey in Oct - Dec 2012
What’s Popular
Coupon/deals over check-in
Early adopters are more likely to check in at locations
that sell food or drinks. The top places are restaurants
(53%), coffee shops (40%), hotels (38%) and bars (36%).
Nineteen percent of mass consumers are motivated to
check in to learn about the location, not so much
about badges or status.
What motivate users to use
social-location-mobile?
Discounts/coupons
To learn more/get recommendation about the location
To share/promote the location
To meet friends
What’s Important to
them?
Saving time has become critical to many
Singaporeans – 66% of Singaporean workers saying
that their workload has increased over the past 6 months.
“Instead of shopping at overcrowded retail malls and
battling carpark lines or MRT traffic, savvier and smarter
Singaporean consumers are choosing to shop online
and on mobile devices to simplify one of the craziest
shopping seasons of the year,” says Klas Hesselman,
Head of Marketing, Southeast Asia & India, PayPal.
How do people
actually find a place?
Different Path
Search on
Google

Get review/recommendation from
Foursquare

Ask people
on Twitter

Search places on
Foursquare

Search for more detail from
Google

Ask friends from Chat Group
(WhatsApp, LINE)

Search for more detail from
Google
Different
considerations
Singaporean in general - Food quality and service
Singaporean muslims - Halal
…but Similar Pattern

They need something to help them making a better
decision, and also to help them justify their choices
and feel confident about it.
The Challenge
In what ways might we help the users to make a better
decision, and to help them justify their choices and feel
confident about it?
From the users’
perspective….
How do apps
help me to
decide?
Apps in Singapore

Burpple

Urela

Picky

Yelp

Hungry Go Where

Foursquare

Trip Advisor

Pickat SG
Simple scenario to test
out all of the apps…
“I want to find a seafood restaurant for me and my
family, near Jurong East MRT…”
Google
No recommendation

Distance filters

Clear call-to-action
Urela

Clear key features

Quick access to
promos

No filters (distance,
price, popularity)
Burple

Perfectly suit South Asia
Market

It’s not near me

Familiar terms

Clear call-to-action

Clear different users type
Picky

Clear call-to-action

Picky

Nice filters
presentation
Predefined lists

Nice visual design

Not comprehensive

No conversation
Hungry Go Where

Hungry Go Where
Clear presentation with
important attributes

Comprehensive search
filters

Not comprehensive

Not relevant to where
I am
Hungry Go Where

Hungry Go Where
Answer user’s question:
what should I order here?

Informative tags
Trip Advisor
No deals

Comprehensive rating,
but might be subjective

Not relevant to where
I am
All-in-one, useful when
visiting overseas

No conversation
Yelp

Finding nearby businesses
immediately

Relevant to where I
am
Comprehensive filters

Yelp
Yelp

Quick actions for common
users
No conversation
Foursquare
Not quickly gives
recommended/nearby
places or deals

Focus more on
check-in
Overall, a beautiful
visual design

Conversation

Not easy to find
recommend food/
menu
Going back to What motivates
users to use social location
mobile?
Discounts/coupons
To learn more/get recommendation about the location
To share/promote the location
To meet friends
Existing Pickat SG
Deals - Not relevant
to where I am

19.2km from where I am
now

Existing Pickat SG

I was at Jurong East
Learn more about a place - Too many
layers of info to go through
Too many layers of
info to process
Scattered filters

Existing Pickat SG
Scattered
filters
Learn more about a place Unfamiliar terms and model
Confusing
themes

Existing Pickat SG
100+ themes with
mostly only 1
venue per theme
Learn more about a place - Decision
process is not quick
Unclear visual
hierarchy and
information
design

Existing Pickat SG

Social validation, but
needs to stand out

Unclear key callto-actions

Not sure if this
helps me to
decide
What’s the
opportunity?
Informative
Relevant

Recommendation
by having a group of
food experts

tailored the offer to the
users context

Help users to explore
places and deals
quickly!

Conversation
None of the existing apps drive
conversation

Accurate
UX Improvement
Principles
Exploring places and deals quickly!

Simple

Playful &
Entertaining

Relevant

Meaningful

Build
Conversations
Identify Different Users
Type
Reviewers/Food Taster
Casual users
Explorer - Deals hunters, food hunters
Stores
Improvement Features
to think about
Guide purchasing decisions while in stores
Active engagement by the stores
Give incentives by sharing/picking the store
Engaging content - short clip like Vine
Integrate with Twitter/Facebok/Instagram
Gamify - let reviewers compete to get the most
followers
Improvement Features
to think about
Transform Theme into List (like a board on Pinterest)
Cross countries (Singapore - Malaysia - Indonesia)

2011 MasterCard Index of Global Destination Cities
Users Wish List to think
about
Recommendation based on time (morning, afternoon,
evening)
Traffic to that location (would be very useful in a market
like big cities in Indonesia)
Push notification of deals/discounts as soon as it’s
available
Prototype Example
Pickat SGx
Prototype Example
Pickat SGx

Nearby places with
key information
(Name, Distance,
Likes, Reviews, Call
now, and Directions)

Nearby is shown by
default

Exploring places and
deals quickly!

Quick access to
Deals

Editorial picks or
Lists created by food
experts
Prototype Example
Pickat SGx

Just photos for users who
like to take their food photos.

Quick access to different
features that cater for
different users type
Review for food expert/food
taster/casual users who like
to say something

Quick access to share, to
drive more traffic/usage and
conversation around a place
Quickly Like a place
design Prototype
Pickat SGx
Social Location Mobile in Singapore - Market Opportunities, Competitors, and how Pickat SG can improve the UX Design
Pickat SGx
Try it by yourself!
Recommended device: iPhone 5/iPhone 5S/iPhone 5C

1

Access the link from your safari browser: http://
bit.ly/PickatSGx

2

Once it’s open, click

3

Select ‘Add to Home Screen’
thank you
Borrys Hasian
borrys@circleux.com
@borryshasian
www.inspiringux.com
http://instagram.com/borryshasian
http://www.pinterest.com/borryshasian/
http://www.linkedin.com/in/borryshasian
UX Design Consultant
Singapore | Kuala Lumpur | Jakarta

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