Don Don Donki
— UI/UX Case Study
The Don Don Donki app is a platform to help shoppers track their points and earn rewards.
This is a non-commercial project and is thus not a representation of Don Don Donki’s brand values and vision.
All illustrations in this project were done by me.
Tasks
UX Research
UI Design
Prototyping
Usability Testing
Project Duration
Dec 2024 to
Apr 2025 (5 months)
Don Don Donki is the largest importer of Japanese products in Singapore. An established brand with a unique and widely known marketing style, it has a whopping 17 outlets nationwide, second only to Japan itself.
Identify pain points faced by users when navigating the app.
Streamlining processes and improving user journey based on opportunities found.
Despite the app being released for about 6 years, it is still unintuitive and “clunky”.
App Store and Google Play ratings averaged about 2.8 and 1.9 stars respectively based on ~3,000 reviews.
User Interviews
& Surveys
42
Survey
Respondents
8
User
Interviews
11
Survey
Questions
Key Insights
How might we leverage the app to create a seamless and fun experience that enables users to shop more effectively at Don Don Donki?
Reduce cognitive load
Reorganise and simplify the redemption process
Re-purpose wasted space
Redesign the landing page as the top half of the page is not interactive
Reward user effort
Introduce gamification that allows users to earn dMiles while in-store
Current User Flow
Proposed User Flow
