Promo Journey Revamp
Backgrounds
Promotion is one of the reasons users will transact at e-commerce, especially on Tokopedia, the leading e-commerce platform in Indonesia. When I got this project in my hand, apply promo page is already 2+ years old, We have so many cases, tech limitations, & another consideration that make us can’t simply revamp this page.
Along with 2 Sr. UX Designers & 2 Sr. UI Designers, We have been asked to revamped the experience when Tokopedia users apply their promo on the cart/checkout page.
Company
Tokopedia
Release Date
April 2020
Role
UX Designer
Current Experience
Like I said above, this page has a lot of complexity that makes us can’t simply revamp it, and that’s impacted Tokopedia’s user experience. In current experience, users need to take several steps to use 1 promo, yes 1 single promo, and users can use more than 1 promo on 1 check out, let’s say users want to use 3 promos, so how many steps that they must take? how much time that they spend on that flow? and what if the promo is not eligible to use?.
Collaborate
The project make us, 2 tribes from Promotion Platform(My Tribe) and Purchase Platform(Cart/Checkout Page) collaborate to solve Tokopedia user’s pain points & improve the experience. One of the collaboration that we did was mapping the problems & did crazy 8.
Daily Checkin
Yes..... We did check-in on a daily basis 🙌🏻 because the timelines were very tight. But this kind of process makes our design sharper and not off track with our vision because this check-in is also attended by VP and Head Level. And a lot of iterations were made on this process. Not only from the output side, but I also learned a lot from this process, design decision, presenting, and also documentation.
Outcome
From the process and a lot of iterations, the final design was made, the design that really match with our vision and really put users in the center of our process.
Impact
By designing a new experience of apply promo on Tokopedia that have fewer steps than before, combine all of the apply promo entry points, add promo recommendations, etc we were able to not only solving user pain points & increase the “number” but also we were able to change Tokopedia user’s mindset.
Numbers
Apply Promo Page has positive feedbacks from all of Tokopedia users, especially on the error rate when the user applies promo, We successfully decreased it by 45%. Also, users are really enthusiast about our Promo Recommendations, because 70% of users who visit the page use our recommendations.
Change User’s Mindset
This is the impact that really gives me goosebumps, before We improve the experience users only see promo as just a promo, like a discount, free shipping, or even cashback, they don’t have any special things from the promo. But after We launched the new apply promo page, the mindset changed, We found that users think now Tokopedia is cheaper than before and they also always mention “hemat”(save money in English) in their words. This is because they always see “hemat” when applied promo in Tokopedia.
