Asking user and make an improvement — UX Case Study Tokopedia (2 of 2)
This is the last part documentation project “utak-atik detail produk Tokopedia”. You can see the previous part here.
In the previous part, we already know that users want to use a dropdown menu, customized interface, and deleting unneeded display. Also, people want to buy more quickly.
So, let’s begin!
User Flow
We built a simple user flow with focused on the new journey and compared them with the previous action flow. The new journey is Instant buy (beli sekarang) and customized layout.
Wireframe
This is the simple wireframe (low fidelity) that helps me figure out what I need to do in the hi-fidelity. with this wireframe, I know where the action button and where they directing to. it may help especially if I got asleep and can’t remember again, oke just skip that.
Prototype
Do you want to try it? Wait a minute, before that, I want to inform you about how I make the final prototype based on user feedback. Yap, in the design thinking we do a test, called Usability testing. It helps me to understand the problem of the new design based on user opinion.
Usability Testing
Well, I make this layout and conduct usability testing with Tokopedia users, just like Linda (meet the Linda at the previous story)
In the user testing, I make a simulation if the user wants to buy apple watch series 3 to help them be more organized. They already discussing the product with their friend and they want to buy an original product.
After they buy a product, the feel the shop is great. they believe a good seller is important to buy the original products. So if they want to buy, they want to see the seller after the product description.
After that I just tested are they know where the discussion forum is because I make a change on that. Here's the result.
I also ask about the journey, here’s the result
Improvement
While conduct usability testing, I ask several questions to know the problem. It gives me a lot of new knowledge about user behavior.
A new feature needs an introduction! How can I forget that. Yeah, a pop up will help them to know about the latest improvement.
It’s a pricy product, and there’s a feature about the warranty, so they want to know. Okay, I will make it clickable.
And yap! they like the dropdown menus. It makes the layout more simple and they don't really that. (sure, because they already make a research before buying an electronic product on the other platform)
This is helping me to know why some users can’t use the customized layout. The button is hard to find. So I will change it.
They like the instant buy feature to buy a routine product like skincare (yap, the tell me about it). This feature really helpful when they already know what to buy. But the problem is, they just can buy one product. So I will help them to buy more products.
Last part, people can’t recognize the instant buy button. Sadly some of them think it just an accessory. Then I made polling about that and find if the terms “beli sekarang” is more familiar and make people want to try (yap, UX Writing is important!).
and…. that is!
Final Prototype
You can use that QR to see my prototype. I make it with figma so you can try it on your browser. Well, if you find some bugs or want to tell me how make it better, please, tell me! :)
Conclusion
- Learn learn learn and improve UI Design (yap, I still a newbie here).
- Prepare the research more carefully, so I don’t need to conduct the survey again and again.
- Always do documentation before development, it will help you.
This is my first UX project, and I really enjoyed the process. I really like it when I hear what people want and make it happen. Gathering insights from users actually gave me the ability to see my design help them.
Thank you for reading this case study. If you want to know more about me, I would love that. Just see my portfolio on Figma or contact me at ridzki.hidayat@gmail.com. Thanks!
