Titipku Delivery
Researcher
Titipku, one of the online grocery startups, experienced a decrease in transaction conversions, and users withheld purchased products at the end of Q3 2022, which was in November. The users got stuck in the shopping cart and did not proceed to checkout and payment. We decided to research and discovered some issues in the previous flow and design.
Collecting Problems.
Referring to the Mixpanel data below, there is a significant decrease in shopping by 60% from checkout_shipment → checkout_review. We hypothesize that there is a flow restraining the user on the checkout_shipping page.
Competitor Analysis
The Product Manager and I decided to do a benchmark or competitive analysis of our direct competitors to get to know better about their current user behavior, and we separated it into 4 (four) flows that should be shown on the "Pengiriman" page, which has the following:
• Address
• Delivery time setup
• Unready stock
• Promo Application (Voucher)
• Payment Summary
Research
User Feedback
We also screened some users who decided not to proceed with checkout in the shopping cart for us to research. We interviewed via Zoom call and uncovered several issues that could restrain the checkout process.
We prioritize by dividing it into 3 (three) most important levels to make improvements and developments, focusing on the "Pengiriman" checkout page.
Diamond Framework
Divided the flow with the business needs
The product design team at Titipku has learned from product design teams at other startups by applying the diamond framework concept to increase collaboration in setting clear standards from what has been collected as our findings.
Fact
"When there are products that cannot be checked out, users tend to prefer the offline option to buy them together with other needs”
Design Proposal
Through the research results we discovered, we now know more about what we will do with the design plans that will be developed. We updated the flow to simplify and adapt so that users can be more structured in filling out the required forms on this page.
Result
Q4 2022 > Q1 2023 Improvement
We also installed a tracker with Mixpanel to see how the redesign is progressing during the transition quarters 2023 Q4 → 2023 Q1 to compare with previous results and track results.
Credits
Edo Lorenza
Sufiandy Elmy