Scaling Tokopedia: More Shoppers, More Clicks, More Subscribers.
Scaling Tokopedia: More Shoppers, More Clicks, More Subscribers.
Compilation of Endi’s Tokopedia Key Projects
Compilation of Endi’s Tokopedia Key Projects
Gamification
Gamification
Panen Telur - Nurturing Games
Panen Telur - Nurturing Games
Company
Company
Tokopedia
Tokopedia
Release Date
Release Date
Q2 2021
Q2 2021
Role
Role
UX & Gameplay Designer
UX & Gameplay Designer
Problem statement
Problem statement
We discovered that most users visit only once per day. However, when users return more than once, their likelihood of making a transaction increases significantly.
We discovered that most users visit only once per day. However, when users return more than once, their likelihood of making a transaction increases significantly.
Solution
Solution
We initiated a nurturing game called Panen Telur to encourage users to visit Tokopedia regularly by playing.
Gameplay:
Users choose an egg they want to hatch (each egg contains a different prize).
To hatch the egg, users must provide electricity to the lamp.
Electricity is generated by waiting up to 2 hours.
Once the required energy is fulfilled, the egg hatches.
To make the gameplay more engaging, there are obstacles such as characters that can steal the egg or the lamp running out of electricity.
We initiated a nurturing game called Panen Telur to encourage users to visit Tokopedia regularly by playing.
Gameplay:
Users choose an egg they want to hatch (each egg contains a different prize).
To hatch the egg, users must provide electricity to the lamp.
Electricity is generated by waiting up to 2 hours.
Once the required energy is fulfilled, the egg hatches.
To make the gameplay more engaging, there are obstacles such as characters that can steal the egg or the lamp running out of electricity.
Result
Result
We achieved our target just one week after launching Panen Telur. Our target was 20,000 DAU, and we hit 20,548 DAU within the first week(Q3 2021 DAU: 1,106,710).
Panen Telur users on average have 12 sessions per day (55% higher than Tokopedia apps session) with 3,38 min time spent per session (66% higher than Tokopedia apps session).
Panen Telur contributes to TIV OS transaction by increasing from IDR 9,5bio to IDR 12,6bio in Nov 2021.
50% Panen Telur player (281k users) had increased their verified order and TIV per order after playing the game. It’s a prove that our game engages them to loyal to Toped.
We achieved our target just one week after launching Panen Telur. Our target was 20,000 DAU, and we hit 20,548 DAU within the first week(Q3 2021 DAU: 1,106,710).
Panen Telur users on average have 12 sessions per day (55% higher than Tokopedia apps session) with 3,38 min time spent per session (66% higher than Tokopedia apps session).
Panen Telur contributes to TIV OS transaction by increasing from IDR 9,5bio to IDR 12,6bio in Nov 2021.
50% Panen Telur player (281k users) had increased their verified order and TIV per order after playing the game. It’s a prove that our game engages them to loyal to Toped.
Animation preview
Animation preview
1+ mio
1+ mio
Latest data of daily active users
Latest data of daily active users
IDR 3,1 bio
IDR 3,1 bio
TIV uplift from Panen Telur
TIV uplift from Panen Telur
12
12
Sessions per day, 55% higher than Tokopedia apps session
Sessions per day, 55% higher than Tokopedia apps session
Gamification
Gamification
Referral for new buyer
Referral for new buyer
Company
Company
Tokopedia
Tokopedia
Release Date
Release Date
Q4 2022
Q4 2022
Role
Role
Senior Product Designer
Senior Product Designer
Problem statement
Problem statement
Referral New Buyer is one of Tokopedia’s gamification products that allows users to invite friends who are not yet Tokopedia users. Once the invitee accepts the invitation, both the sender and receiver receive rewards. While the feature already exists, the current experience is not engaging enough—senders often don’t click to send the invitation, and receivers are confused about the gameplay.
Referral New Buyer is one of Tokopedia’s gamification products that allows users to invite friends who are not yet Tokopedia users. Once the invitee accepts the invitation, both the sender and receiver receive rewards. While the feature already exists, the current experience is not engaging enough—senders often don’t click to send the invitation, and receivers are confused about the gameplay.
Solution
Solution
Revamp the Referral New Buyer experience aims to encourage senders to send invitations and improve the clarity of the gameplay.
Revamp the Referral New Buyer experience aims to encourage senders to send invitations and improve the clarity of the gameplay.
Result
Result
Both senders and receivers have a better understanding of the gameplay, as reflected in the increased send and join rates, as well as the number of users retained.
Both senders and receivers have a better understanding of the gameplay, as reflected in the increased send and join rates, as well as the number of users retained.
Loyalty
Loyalty
PLUS Subscription - Cross Sell Widget on Checkout Revamp
PLUS Subscription - Cross Sell Widget on Checkout Revamp
Company
Company
Tokopedia
Tokopedia
Release Date
Release Date
Q2 2023
Q2 2023
Role
Role
Senior Product Designer
Senior Product Designer
Problem statement
Problem statement
PLUS is a loyalty program on Tokopedia. By subscribing PLUS, users can enjoy various benefits such as free and fast delivery, along with more coupons. In January 2023, we found that subscribers generated through cross-sell dropped significantly by 35%. Our hypothesis was that the current widget was not attractive enough for buyers and was perceived as just a regular promotional banner rather than a part of the checkout page.
PLUS is a loyalty program on Tokopedia. By subscribing PLUS, users can enjoy various benefits such as free and fast delivery, along with more coupons. In January 2023, we found that subscribers generated through cross-sell dropped significantly by 35%. Our hypothesis was that the current widget was not attractive enough for buyers and was perceived as just a regular promotional banner rather than a part of the checkout page.
Solution
Solution
Based on this problem, Tokopedia initiated a revamp of the cross-sell widget on the checkout page. Make it less promotional banner look and have clearer context about the subscription program.
Based on this problem, Tokopedia initiated a revamp of the cross-sell widget on the checkout page. Make it less promotional banner look and have clearer context about the subscription program.
Result
Result
From the initiative resulted increment of CTR on new cross sell widget by 78.80% and generated 9.83% more PLUS subscribers compared to the current one. This means, the new design of cross sell widget more attractive for the buyers & make them engage with PLUS.
From the initiative resulted increment of CTR on new cross sell widget by 78.80% and generated 9.83% more PLUS subscribers compared to the current one. This means, the new design of cross sell widget more attractive for the buyers & make them engage with PLUS.
+78,80%
+78,80%
Traffic to PLUS Landing Page
Traffic to PLUS Landing Page
+9,83%
+9,83%
New subscriber
New subscriber
Loyalty
Loyalty
PLUS Subscription - Savings Experience
PLUS Subscription - Savings Experience
Company
Company
Tokopedia
Tokopedia
Release Date
Release Date
Q2 2023
Q2 2023
Role
Role
Act as Product Design Principal
(oversee Senior Product Designers, define design strategy, and hands on key project)
Act as Product Design Principal
(oversee Senior Product Designers, define design strategy, and hands on key project)
Problem statement
Problem statement
Acquisition and retention are the key factors that PLUS needs to sustain. For acquisition, PLUS must motivate users to subscribe, while for retention, PLUS must ensure that users continue their subscription. In the current condition, PLUS subscribers lack motivation to maintain their subscription because the benefits are not tangible enough.
Acquisition and retention are the key factors that PLUS needs to sustain. For acquisition, PLUS must motivate users to subscribe, while for retention, PLUS must ensure that users continue their subscription. In the current condition, PLUS subscribers lack motivation to maintain their subscription because the benefits are not tangible enough.
Solution
Solution
Aiming to achieve goal above, the PLUS team introduced a feature designed to keep users motivated and maintain their subscriptions by showing them exactly how much they save with PLUS.
Aiming to achieve goal above, the PLUS team introduced a feature designed to keep users motivated and maintain their subscriptions by showing them exactly how much they save with PLUS.
Result
Result
Increment traffic to PLUS Landing Page by 39% in daily visit
Increase the renewal rate by 2.5 times after PLUS introduced savings on the landing page.
Users more engage with PLUS, that reflected from users spent 10x more time on the global savings page.
TIV increment by 8.12% and 12.95% increase in average orders amongst subscribers.
From the result above, we can summarized that the savings experience make users feels PLUS is really beneficial for them and can maintain users emotion to keep their subscription.
Increment traffic to PLUS Landing Page by 39% in daily visit
Increase the renewal rate by 2.5 times after PLUS introduced savings on the landing page.
Users more engage with PLUS, that reflected from users spent 10x more time on the global savings page.
TIV increment by 8.12% and 12.95% increase in average orders amongst subscribers.
From the result above, we can summarized that the savings experience make users feels PLUS is really beneficial for them and can maintain users emotion to keep their subscription.
+39%
+39%
Traffic to PLUS Landing Page
Traffic to PLUS Landing Page
2,5x
2,5x
Increase in renewal rate
Increase in renewal rate
+8,12%
+8,12%
TIV increment in average orders
TIV increment in average orders
