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Purchase With Gifts
About Project
Background
- Users can get gifts when they buy main items and satisfy the minimum requirements.
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- “Purchase with gifts” is a new feature in Southeast Asia.
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- "Purchase with gifts” will release in 7 countries and regions.
Project Challenge
- How can we help our target users to accept PWG, which is a new promotion in their country?
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- How can we understand our target users' habits?
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- How to find the difference between mature and new markets?
Main Goal
- Improve ABS (Average Basket Size).
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- Help the sellers to clear inventory.
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- Improve GMV.
My Role
- User research
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- UI/UX design
- Prototype
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- UI review
Competitors
Amazon(America)
Lazada(Singapore)
Wangyi(China)
JD(China)
The reason to choose them
- All of them are top e-commerce platform and has a large number of users.
- Amazon has a "frequently bought together" feature.
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- "Purchase with gifts” is very popular in China, so we choose Wangyi and JD to do research.
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- Lazada is our main competitor in Southeast Asia, and it also has a "Purchase with discount" feature, which similar to "Purchase with gifts".
Main conclusion
- Amazon focuses on the connection between different main items, which can help improve users' efficiency and draw their interest.
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- Lazada has a tier and can attract users to buy more.
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- "Wangyi and JD" use the same layout and flow in the "Purchase with gifts" feature.
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- Main item should play a more important role than the gifts(which is bait in fishing).
Workflow
About Users
Define Target Users
- The target users should be Shopee loyal customers.
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- They should have more than 1-year Shopee online shopping experience.
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- They should visit Shopee at least 3 times/week, or view more than 10 main items/week.
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- Shopee should be the first option, compare to other e-commerce platforms.
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- They are familiar with Shopee, especially Shopee promotion.
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- - They want to save money and have the interest to find more promotions.
User Persona
- I start to build a user persona after interviewing the users(phone interview for 10 users).
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- The purpose is enhancing our understanding of the users.
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- User persona can help us prepare face-to-face interviews, such as the questionnaire survey.
Indah
About
Age:
Location:
Occupation:
Education:
29
Jakarta. Indonesia
Housewife
High school
Bio
Indah is a housewife and lives in Jakarta. She has 2 kids and needs to take care of them.
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Her daily interests are shopping and socializing. She has more than 2 years of online shopping experience in Shopee. She will log in to Shopee every day and buy daily necessities. She likes to share her experience and help her friends.
Goal
- Take care of the home.
- Spend more time with families
- Happy every day.
- Learn more about the world.
Personality
- Active and cheerful.
- Optimism
- Patient
Interests
- Online shopping.
- Reading.
- Social networking.
User Exprerience Map
- I drew the UX map depend on the "PWG" layout in other apps (JD and Wangyi).
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- The main flow has 5 steps, and overall it is easy to understand the rule.
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- The main pain point is how to help users understand the promotion rule(buy main items and then get gifts).
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- Users may not find the landing entrance in the shopping cart.
What can we do during the design?
- The flow should easy to understand.
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- Understand the user's requirements and our business goals on each page.
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- Use graphics and text to help users know the rule ( improve readability).
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- Do prototype and simulate users' behavior, try to find potential pain points.
Design
Sketch
Figma
Wireframe
Final Design Pages (app)
The entrance
Search Page
Product Details Page
PWG Landing Page
- Users will find the "Purchase with gifts" tag on the search page.
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- The entrance is on the product details page.
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- Users will click entrance and go to the landing page, which includes main items and gifts.
Purchase with gifts landing page
Landing Page
Variation Button Sheet
Landing Page
Gifts Button Sheet
- Users need to choose the items' variation when they buy main items.
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- Users can choose gifts when they reach the minimum spend requirement or gifts are unavailable to choose.
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- The rule will change to let users know when they will reach the minimum spend and get gifts.
Shopping Cart page
Landing Page
Shopping Cart
- Users can click the "Go to cart" button and go to the shopping cart.
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- Users can delete the selected main items in the shopping cart, but not on the landing page.
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- Users can change the gifts in the gift button sheet, can only view the gifts in the shopping cart page.
Final Design Pages (PC)
- "Purchase with gifts" also has the PC version.
- The PC version has similar logic as the app.
Purchase With Gifts Entrance
Landing Page
Gifts Button Sheet
Shopping Cart Page
User Interview
Prototype
The reason to build prototype
- Designer and project manager had not reached a consensus on the design details.
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- We want to know more about the local users (in Indonesia).
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- Prototype close to the real environment.
Prototype 1 (click image to view)
Interview Information
Type:
Location:
Time:
Test phone:
People:
Target user:
Goal:
Face to face interview
Sopo Del Tower. Jakarta. Indonesia
Nov 11. 2019 - Nov 13. 2019
OPPO A7
6
Shopee loyal users(Jakarta local)
- Understand local users' behavior and whether they will accept this new promotion.
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- Find a better option(from 2 prototypes).
User Flow
- The interviewer will introduce the test background to the interviewee, only mention interviewee will use the phone to find promotion and finish the order flow.
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- The users will finish the user flow by themselves.
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- Interviewer start to interview users and get their feedback, the questions focus on 3 pages: product details, landing, and shopping cart.
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- Users can give more feedback about the project or Shopee.
How to build?
- I choose Protopie to build the prototype because the method to use Protopie is like use HTML, CSS, and JS.
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- The language that I used is Bahasa(Indonesia language).
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- I built 2 versions so users can compare them.
Prototype 2 (click image to view)
Interview Methodology
- 2 interviews/ per day, so we interviewed 6 local users.
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- Shopee local customer experience team did the interview, 3 people attend the interview, 1 ask questions, 1 do translate and 1 do record.
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- We used 3 cameras to do a live interview on the Youtube channel.
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- I watched every interview and did record in another meeting room, we will gather and discuss after each interview.
My job
- Make sure the prototype works.
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- Prepare questions before the interview.
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- Do record in another meeting room.
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- Discuss with the Customer Experience Team and share my feedback about the interview.
Interviewees
User 1
Name:
Age
Gendar:
Education:
Occupy:
Salary:
Platform:
Sapudin
30
Male
No
Officier
RP 2.500.000/month
Shopee, Tokopedia, Lazada, BL
User 2
Name:
Age
Gendar:
Education:
Occupy:
Salary:
Platform:
Delvinna
23
Female
Bachelor
Officier
RP 2.500.000/month
Shopee
User 3
Name:
Age
Gendar:
Education:
Occupy:
Salary:
Platform:
Dewi
23
Male
Primary School
Housewife
RP 1.800.000/month
Shopee, Lazada
User 5
Name:
Age
Gendar:
Education:
Occupy:
Salary:
Platform:
Nurhidayat
41
Male
Bachelor
Officier
> RP 7.000.000/month
Shopee, Tokopedia, BL, Blibli
User 4
Name:
Age
Gendar:
Education:
Occupy:
Salary:
Platform:
Irmayanti
27
Female
Bachelor
Officier
RP 4.000.000/month
Shopee, Lazada
User 6
Name:
Age
Gendar:
Education:
Occupy:
Salary:
Platform:
Siti Maesaroh
27
Female
High school
Officier
RP 3.000.000/month
Shopee, Lazada, JD ID
Interview Record
User shopping habits
1. Users like to save favorite items in the shopping cart to check.
2. Users like to use platform voucher but not shop voucher.
3. Users focus on the description and review in the PDP page.
4/6
5/6
6/6
Entrance
1. Users can't find the entrance on the PDP page.
2. Users treat "PWG" as other features.
3. it is easier to find the entrance in the shopping cart.
6/6
3/6
2/6
4. it is necessary to have the introduction.
2/6
Buy main items
1. Users can understand the rule(buy main items and get gifts).
2. Users didn't find the introduction on the landing page.
3. Users think the text rule can be bigger and clearer.
2/6
3/6
3/6
Choose gifts
1. Users didn't find the gift button on the landing page.
2. Users will check gifts before buy enough main items.
3. Users can complete the flow to choose gifts.
2/6
1/6
3/6
Shopping cart
1. Users can't find the "edit gifts" button in the shopping cart.
2. Users don't understand how to change the gifts.
3. Users will try to click the images of the gifts to change them.
4. Users will try to back to the landing page and change gifts.
6/6
2/6
2/6
1/6
Users' requirements
1. Users never find the same promotions on other platforms.
2. Users prefer to have the action bar on the landing page.
3. Users didn't find the action bar in the prototype 2.
4. Users prefer other promotions to "purchase with gifts".
6/6
6/6
6/6
4/6
Optimization-entrance
Before
Phenomenon
- All users can't find the entrance on the PDP page.
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- 50% of them treat the entrance as other features.
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- 50% of them can't find the gift tag.
After
Insight
- Users have the habit of reading reviews and descriptions, so they will miss the entrance.
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- Users will treat entrance as a relative recommendation when they see the product images.
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- Users have no habit to focus on the tag, not on the top of the PDP page.
Solution
- Change the title and make it easy to read.
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- Convert the product image to a gift icon, make it different from the real image.
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- Change the tag text from "free gift" to "Rp0", the number is more clear compare to the text(from users' feedback).
Optimization-landing page
Before
Phenomenon
- 66% of them believed the iser flow is easy to understand.
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- Every user didn't find the difference between 2 prototypes.
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- All of them thought the action bar is userful, when CX team let them use prototype one more time and point the difference.
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- All of them believed the action bar can help them know what they choose and change them.
After
Insight
- Users didn't find the action bar or rule, they only focus on the main items and gifts.
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- The action bar didn't affect user flow, but let them change or delete the main items. It is consistent with our business goal: let users buy more main items and improve ABS.
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Solution
- Choose prototype 2(no action bar).
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- Users can change or delete main items in the shopping cart but not in the landing page.
Optimization-shopping cart
Before
Phenomenon
- All users will save their favourite items in the shopping cart.
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- Every user didn't find "select gifts" button.
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- 33% of them thought the entrance should be clear and easy to find.
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- 33% of them will click back button, and 33% of them will click gift images, when they want to change the gifts.
After
Insight
- "select gifts" button is very important but now it is hard to find in the shopping cart.
Solution
- Change the color of title background, make it more clear and easy to find.
Purchase with gifts version 1.1
- Purchase with gifts already released on January 2020, and we got the data and users feedback.
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- We optimised the PWG depend on the users feedback:
Auto select gift
- Users gave the feedback that they didn't find the gifts, after they bought main items and satisfy the minimum spend.
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- We designed the first gift in the gift button sheet can be added to the shopping cart automatically.
Tier
- Users wanted to get more favourite gifts.
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- We provided the tier, such as "buy Rp100.000 and get 2 gifts, buy Rp200.000 and get 4 gifts."
One gift with multiple quantity
- Users wanted to get one gift with multiple quantities, now they can only choose 1 gift.
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- We provided one gift with multiple quantity feature, which same as the shopping cart layout.
Purchase with gifts prototype video
- This is a video to show the PWG prototype, I used Protopie to build the prototype, the design part finished in Sketch.
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- I used this prototype to do user interviews in Indonesia. The language is Bahasa(Indonesia's local language).
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