Indonesian Online Marketplace Website UI UX Case Study
By: Helmi Dwitama Muliba | helmi.muliba@gmail.com
Introduction
In this study I try to make real UI UX design website case, to understand what user can only do in website we can maximize the UX that a mobile app can’t do, in this case I try to design online marketplace for Indonesian People, that’s mean we need to observing people in their own environment to understand their experiences, perspectives and everyday practices by doing in depth interview and usability testing
Prototype
You can access the Final prototype by clicking the button in the right corner below
TO THE LINK
UX Process
The process is little bit different with the normal flow, to minimize cost and time at in depth interview and user testing, so this flow is created to support depth interview and user testing that held in the late process
Research
Identify the User
From the newest data stated that age 26-35 is the majority of E-commerce transaction (48%), so user Interview participants and usability testing will be 5 participants (1 person from age 18-25, 3 person form age 26-35, and 1 person from age 36-54), with 5 participants is enough to find usability problem approximately 85% and more cost-benefit (Nielsen Jakob, 2000)
(Souce: Kredivo & Katadata Insight Center in Data Indonesia, 2021)
Survey Results
13 participants age 20-29 online marketplace users from some city/regency in Indonesia are participating in 2 survey via google form, the information asked such as:
1. Demographic
2. What kind of product they buy
3. Marketplace used by users
4. Tagline
5. Behaviour
6. Usability Problems
You can acess the result by clicking button in the right corner below
Secondary Research
Something that often found in Indonesian Marketplace is homepage cluttered looks. Shopee, Bukalapak and Tokopedia on the other hand informed in their seller education center to remove background and give best image for main image but in reality most of their sellers not just not removing their main product background but also add more visual element on their main product to attract visitor’s eye.
High saturation color are eyecatching (Jurkonytė,2021), all of that condition can lead to visual clutter, visual clutter can lead to higher amount of cognitive load (Sketchley, 2017), which also leading to frustration and comprised decision-making or (Halarewich, 2016), Amazon and eBay trying to reduce visual clutter on homepage by only showing main product image with white background and price, we can follow American Online Marketplace way to declutter homepage, there is a lot website that can help delete background, we can use that for Indonesian seller who can’t remove their product main image bacground by themself only for the main images, and they can add their real captured images with background for the details
Indonesian Marketplace (Shopee & Tokopedia)
United States Marketplace (Amazon and eBay)
Preference Survey
This survei is to confirm is the American Online Markeplace Homepage declutter method (less text and only showing pic/price) suitable for Indonesian Online Marketplace User.
All 14 participants age 22-24 online marketplace users from some city/regency in Indonesia prefer the B option an not a single participants prefer A option, that’s mean we need another method that make declutter method acceptable and familiar for Indonesian users
Define
Requirements
Design and Prototyping
Wireframe
Hi-fi Mockup
Prototype
You can access the first prototype by clicking the button in the right corner below
TO THE LINK
Validation
In Depth Interview
According to previous survey most participants are Shopee and Tokopedia user, according to similarweb.com gender distribution in both website have almost similar result, participant for depth interview will be 2 female and 3 male Indonesian (age range 18-45), interview held Interview questions and results are in Indonesian language, to see the verbatim and the documentation click button in the right corner below
TO THE LINK
distribution of Tokopedia and Shopee
Gender
2023
Source: similarweb.com,
“I always prefer using online marketplace with simple looks but how good is the offer also important”
About:
Justin spend his time mostly in the office, he use PC for work, he is a father of 2 children, one of his children is 2 years old and 6 years old, he buy childrens need and other things usually using marketpace on web platform
Copywriter
Semarang
Central Java
Behavioral Consideration
• Planning to buy products on specific sale date
• Never add item in wishlist but in cart, because he don’t really know the difference
• Buying second hand products
• Buying from nearest seller
• Always pay attention on the ratings
• Mostly comparing price when window shopping
Frustation
• Can’t search product needed but don’t know the specific name
• Confused with clutter looks of the marketplace
• Afraid of accidental moment to buy using credit card/pay later
Goals
• Be able to buy monthly needs including childrens needs via online
• Easy to pay from any payment method
• Be able to compare price
• Buying using promos and discounts
• Be able to buy unavailable product in her area
35
Justin Pisiguy
“The PC Guy”
User Persona
Smartha Poneyusa
About:
She is a busy girl but she takes good care of her body and looks, she often buy skincare and fashion product, she often use online marketplace because her location doesn’t provide all things what she need, she don’t work with PC so much but she has one
Behavioral Consideration
• Spend time to open online marketplace mostly for window shopping and adding interesting items on wishlist
• Using wishlist instead of cart because the feature is limited on specific amount
• Waiting for any wishlist item on sale
• Easy to be tempted by discount and free shipping
Frustation
• Ever get tricked by seller giving different product which is not what She buy, she thought the seller was new and still no review
• Handling fee from marketplace
• Still not sure about review, affraid of not meeting her standard
• Seller don’t send the buyed product immediately that day
Goals
• Be abel to do window shopping and save interesting items in wishlist/favourite
• Easy to pay from any payment method
• Be able to compare price
• Buying using promos and discounts
• Be able to buy unavailable product in her area
23
Sukoharjo Central Java
Medical Worker and College Student
“If there is more method to check the quality of the product other than from image and review, that would be awesome, because new product/seller don’t have review yet"
“The Smarphone User”
User Persona
Affinity Map
Affinity Map Categorized
POV Statement
In this validation process with depth interview, the results is in accordance with the previous survey but in depth interview found more usability problem that can be added in product backlog
Most of Indonesian online marketplace user age 18-45 when not buying stuff in online marketplace they spend mostly doing window shopping, they need to be able to quickly save it and moving on, because it will save more of their time and help them explore further, if they save more interesting things to buy they will consider to buy more and that will be a good aspect for the business
Older Indonesian marketplace user age 34-45 prefer using simple looks marketplace and avoiding cluttered online marketplace, we can apply how foreign online marketplace declutter their website but after doing survei most Indonesian participants are not familiar with the change, they need a decluterred online marketplace that accepted by Indonesian people because cluttered web can lead to hinger cognitive load and cause frustation and comprised decision-making
How Might We
1. How migh we create better window shopping to efficiently save their interesting findings?
2. How might we apply American online marketplace declutter method but still accepted by Indonesian people?
User Testing
To answer HMW User Testing was carried out, User Testing participated by same participants as in In Depth Interview, hosted via zoom, user shared their screen and tested every scenario, after that user are interviewed with usability questions, you can access the verbatim by clicking button in the right corner below
TO THE LINK
Design Hand Off
Conclusion
Indonesian Online Marketplace mostly have a lot of things to show for their users, it’s important to deliver a lot of content in a good way so the users are not frustated and confused.
American Online Marketplace way to declutter online marketplace is a good concept but according to survey Indonesian Marketplace Users are not familiar with some of the change, for example Indonesian people prefer detailed information on product main image and don’t familiar with less information in homepage, most Indonesian Seller most likely don’t know much how to remove background to give a clean looks of their products.
We can utilize website cursor to give more information details when hovering at product main image and still declutter the website, and for removing background we can use AI or program to remove their background, if it not in the budget we can redirect seller to use another website to delete their backgorund in a easy and free method.
