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Checkout Faster with New Tokopedia Cart

ROLE

PERIOD

MISSION

COMPANY

Product Designer

Apr - Nov 2018

Increase CVR

Tokopedia

OVERVIEW

In early 2018 we found that on Tokopedia checkout process have a high bounce rate and also spent quite a long time until their actually checkout the product.

In this project, we want to increase CVR in the Checkout Process.

. . .

Deep dive into the data

To give an understanding of the problems. We get the data from each funnel start from users add the item to their cart until they finished the payment for the last 3 months.

Deep dive into the problems

Because We sure that the problems we have to solve first is Shopping Cart. We do usability testing as well as user interview to understand better what our users actually do on our checkout process.

"Add to cart just to check available & eligible promos"

Since most of our users never read the promo Terms & Conditions, Almost all participant's behavior is adding items to the cart first to make sure the available promo is eligible for their purchase. This caused their shopping cart to fill up with items they didn't buy.

Design Exploration

We sure that our problems has stated clearly and we want quickly fix this. So we are exploring on the possibilities on how can our users checkout faster on their full shopping cart. So we decide to make a simple checklist and try to do an internal test as early as possible.

Due to the company’s confidentiality, the actual data and object of my work can’t be disclosed and some of the following designs, numbers, text, have been modified, blurred or omitted on purpose.

Card Options

Based on our internal testing, we sure this card can accomodate user better.

. . .

CTA Options

. . .

Header Options

. . .

Putting them all together

Put the selected design component together to make Tokopedia new Shopping Cart design.
We are very happy with the results, especially with our solution and internal testing results about the checklist.

Outcome

We try to get the data again from each funnel start from users add the item to their cart until they finished the payment 3 months after release. The results are quite satisfying.

. . .

Maybe, we share the same problems 😝

Now in 2021, we know we have the same problem.

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