Background
When I first joined the Pintap Kupon team, I was tasked by the COO to improve the Pintap Kupon Motorist app. I asked what’s wrong with the current app, and he said to that the current app was not pleasing, and he wanted the users to spend more time in the app so we could maximize the app even more. Since the answers is still ambiguous, I had to dig deeper.
So, I asked the Product Owner (PO), Business Developers of the Pintap Kupon Motorist app and ask them about this task. What’s lacking on the current iteration of the app? Are the implemented features and flows have been used by the users as intended? What are the analytics say about the performance of our current iteration of the app?
We found a hypothesis based on the analytics data collected that we see a significant drop-off in the end of the ideal main flow.
Background
When I first joined the Pintap Kupon team, I was tasked by the COO to improve the Pintap Kupon Motorist app. I asked what’s wrong with the current app, and he said to that the current app was not pleasing, and he wanted the users to spend more time in the app so we could maximize the app even more. Since the answers is still ambiguous, I had to dig deeper.
So, I asked the Product Owner (PO), Business Developers of the Pintap Kupon Motorist app and ask them about this task. What’s lacking on the current iteration of the app? Are the implemented features and flows have been used by the users as intended? What are the analytics say about the performance of our current iteration of the app?
We found a hypothesis based on the analytics data collected that we see a significant drop-off in the end of the ideal main flow.
Background
When I first joined the Pintap Kupon team, I was tasked by the COO to improve the Pintap Kupon Motorist app. I asked what’s wrong with the current app, and he said to that the current app was not pleasing, and he wanted the users to spend more time in the app so we could maximize the app even more. Since the answers is still ambiguous, I had to dig deeper.
So, I asked the Product Owner (PO), Business Developers of the Pintap Kupon Motorist app and ask them about this task. What’s lacking on the current iteration of the app? Are the implemented features and flows have been used by the users as intended? What are the analytics say about the performance of our current iteration of the app?
We found a hypothesis based on the analytics data collected that we see a significant drop-off in the end of the ideal main flow.
End-to-end user flow from bird’s eye view. Most users abandon the task after they have sold the products to their usual warungs.
End-to-end user flow from bird’s eye view. Most users abandon the task after they have sold the products to their usual warungs.
End-to-end user flow from bird’s eye view. Most users abandon the task after they have sold the products to their usual warungs.
We also seen that there’s a very low usage in some of the features like Agenda, Most Frequently Visited Warungs, and most of the users ignore elements the home screen to go directly into the second tab of the app (Promo).
Users immediately goes to the second tab right after the app loads. Most of the elements on the home tab are ignored. (Heatmaps visualized based on the analytics data gathered).
Users immediately goes to the second tab right after the app loads. Most of the elements on the home tab are ignored. (Heatmaps visualized based on the analytics data gathered).
Users immediately goes to the second tab right after the app loads. Most of the elements on the home tab are ignored. (Heatmaps visualized based on the analytics data gathered).
Most of the interaction rely heavily on the second tab since most of the transaction’s interaction only happens here (Choose products, adding them to cart, accessing the cart, check out).
User Interview
After realizing the problem based on the data, we decided to validate those hypotheses with the end users, which in this case are the motorists. Motorist acts as the drop-shippers between grosir (wholesellers) and warungs (traditional stalls). They use the Pintap Kupon Motorist app to order the products from nearby grosirs, to resell them at a margin to the warungs. So based on the user data we have, we picked a wide variety of motorists to be interviewed. We picked one of the lowest, medium, and highest monthly gross transaction motorists, with at least one month of experience as a registered Pintap motorist. Because Pintap Kupon's user base was concentrated in West and East Java at the time, we decided to interview at least 5-10 motorists in each of those regions.
Before we conduct the interview, I along with the other designer, Product Owner, and the Business team constructed the user interview guideline.
User Interview
After realizing the problem based on the data, we decided to validate those hypotheses with the end users, which in this case are the motorists. Motorist acts as the drop-shippers between grosir (wholesellers) and warungs (traditional stalls). They use the Pintap Kupon Motorist app to order the products from nearby grosirs, to resell them at a margin to the warungs. So based on the user data we have, we picked a wide variety of motorists to be interviewed. We picked one of the lowest, medium, and highest monthly gross transaction motorists, with at least one month of experience as a registered Pintap motorist. Because Pintap Kupon's user base was concentrated in West and East Java at the time, we decided to interview at least 5-10 motorists in each of those regions.
Before we conduct the interview, I along with the other designer, Product Owner, and the Business team constructed the user interview guideline.
User Interview
After realizing the problem based on the data, we decided to validate those hypotheses with the end users, which in this case are the motorists. Motorist acts as the drop-shippers between grosir (wholesellers) and warungs (traditional stalls). They use the Pintap Kupon Motorist app to order the products from nearby grosirs, to resell them at a margin to the warungs.
So based on the user data we have, we picked a wide variety of motorists to be interviewed. We picked one of the lowest, medium, and highest monthly gross transaction motorists, with at least one month of experience as a registered Pintap motorist. Because Pintap Kupon's user base was concentrated in West and East Java at the time, we decided to interview at least 5-10 motorists in each of those regions.
Before we conduct the interview, I along with the other designer, Product Owner, and the Business team constructed the user interview guideline.
The user interview guideline questions outline
(translated, the original is in Indonesian.)
The user interview guideline questions outline
(translated, the original is in Indonesian.)
The user interview guideline questions outline
(translated, the original is in Indonesian.)
Interview introduction, let the user know that this interview will be recorded, have them to sign the consent form.
User Background
Name, Age, Domicile, Status
How long has they been a Motorist? and how long has they join as Pintap’s Motorist?
Are you working full-time as a Motorist?
Where are you usually operate as a Motorist? (Both the grosir and the warungs)
User Journey as Motorist
Can you tell me how you work from ordering the products on the app to delivering the products to the warungs?
How do you decide which products to buy?
How do you decide which grosir you want to buy the products from?
Do you have any go-to grosir?
If you do, if there’s a cheaper product on the other grosir nearby, would you switch to the other grosir to buy that specific cheaper product?
How do you decide to buy a certain product from a certain grosir?
(most likely the answer would be price and distance)
if the distance is far but the product is cheap are you willing to go there to get the cheapest product?
vice versa
App Usage
How frequent do you use Pintap Kupon Motorist app each week?
Does the Pintap Kupon Motorist app really help you in your daily life as a motorist, either in transactions or choosing products?
Do you feel that the app is easy to use and understand?
In the process of choosing and buying a product, do you find it difficult to do it in the app?
If yes, can you tell me what difficulties you experienced?
In the process of redeeming the coupon in your selected grosir, do you find any difficulties redeeming in the app?
If yes, can you tell me the difficulties you experienced?
In the process of delivering the products to the warungs, do you find it difficult to do/record them in the app?
If yes, can you tell me the difficulties you experienced?
Have you ever use the Agenda feature?
If yes, do you find it useful to help you reach your monthly target?
If not, do you know that there’s an Agenda feature?
Is there anything you would like to add to the app that hasn’t been tackled by the app?
Closing
Is there anything you would like to tell us about your experience as Motorist? (not limited to the app)
Thank you for your participation to this interview. Do you mind if I contact you again in the future for similar interviews?
Interview introduction, let the user know that this interview will be recorded, have them to sign the consent form.
User Background
Name, Age, Domicile, Status
How long has they been a Motorist? and how long has they join as Pintap’s Motorist?
Are you working full-time as a Motorist?
Where are you usually operate as a Motorist? (Both the grosir and the warungs)
User Journey as Motorist
Can you tell me how you work from ordering the products on the app to delivering the products to the warungs?
How do you decide which products to buy?
How do you decide which grosir you want to buy the products from?
Do you have any go-to grosir?
If you do, if there’s a cheaper product on the other grosir nearby, would you switch to the other grosir to buy that specific cheaper product?
How do you decide to buy a certain product from a certain grosir?
(most likely the answer would be price and distance)
if the distance is far but the product is cheap are you willing to go there to get the cheapest product?
vice versa
App Usage
How frequent do you use Pintap Kupon Motorist app each week?
Does the Pintap Kupon Motorist app really help you in your daily life as a motorist, either in transactions or choosing products?
Do you feel that the app is easy to use and understand?
In the process of choosing and buying a product, do you find it difficult to do it in the app?
If yes, can you tell me what difficulties you experienced?
In the process of redeeming the coupon in your selected grosir, do you find any difficulties redeeming in the app?
If yes, can you tell me the difficulties you experienced?
In the process of delivering the products to the warungs, do you find it difficult to do/record them in the app?
If yes, can you tell me the difficulties you experienced?
Have you ever use the Agenda feature?
If yes, do you find it useful to help you reach your monthly target?
If not, do you know that there’s an Agenda feature?
Is there anything you would like to add to the app that hasn’t been tackled by the app?
Closing
Is there anything you would like to tell us about your experience as Motorist? (not limited to the app)
Thank you for your participation to this interview. Do you mind if I contact you again in the future for similar interviews?
Interview introduction, let the user know that this interview will be recorded, have them to sign the consent form.
User Background
Name, Age, Domicile, Status
How long has they been a Motorist? and how long has they join as Pintap’s Motorist?
Are you working full-time as a Motorist?
Where are you usually operate as a Motorist? (Both the grosir and the warungs)
User Journey as Motorist
Can you tell me how you work from ordering the products on the app to delivering the products to the warungs?
How do you decide which products to buy?
How do you decide which grosir you want to buy the products from?
Do you have any go-to grosir?
If you do, if there’s a cheaper product on the other grosir nearby, would you switch to the other grosir to buy that specific cheaper product?
How do you decide to buy a certain product from a certain grosir?
(most likely the answer would be price and distance)
if the distance is far but the product is cheap are you willing to go there to get the cheapest product?
vice versa
App Usage
How frequent do you use Pintap Kupon Motorist app each week?
Does the Pintap Kupon Motorist app really help you in your daily life as a motorist, either in transactions or choosing products?
Do you feel that the app is easy to use and understand?
In the process of choosing and buying a product, do you find it difficult to do it in the app?
If yes, can you tell me what difficulties you experienced?
In the process of redeeming the coupon in your selected grosir, do you find any difficulties redeeming in the app?
If yes, can you tell me the difficulties you experienced?
In the process of delivering the products to the warungs, do you find it difficult to do/record them in the app?
If yes, can you tell me the difficulties you experienced?
Have you ever use the Agenda feature?
If yes, do you find it useful to help you reach your monthly target?
If not, do you know that there’s an Agenda feature?
Is there anything you would like to add to the app that hasn’t been tackled by the app?
Closing
Is there anything you would like to tell us about your experience as Motorist? (not limited to the app)
Thank you for your participation to this interview. Do you mind if I contact you again in the future for similar interviews?
After finalizing the user interview guideline, we proceed to conducting the actual interview. We split the interview session between the West Java region and the East Java region. I handled West Java because it’s nearer to me (I’m in Jakarta, about an hour of commute), and my product owner handled the East Java region because he is based in Solo, also about an hour of commute from his place.
Documentation of the interview, excuse my sleepy face on the right.
Documentation of the interview, excuse my sleepy face on the right.
Documentation of the interview, excuse my sleepy face on the right.
I also discussed with the Area Sales Manager and Salespersons since they are the ones who come into contact with the Motorists daily regarding the struggles they had with the app and with the Pintap Kupon ecosystems.
Ideation
After conducting the interview, we process the answers and group the problem using the affinity mapping.
Ideation
After conducting the interview, we process the answers and group the problem using the affinity mapping.
Ideation
After conducting the interview, we process the answers and group the problem using the affinity mapping.
Affinity Mapping based on the user interview answers
Affinity Mapping based on the user interview answers
Affinity Mapping based on the user interview answers
We found that most of the users only use the app to order products and redeem coupons. The redeeming coupon is mandatory since it’s the only way you can buy the products with the app’s price. So after they successfully redeemed the coupon, they no longer used the app to continue the process. They didn’t see any value in continuing the process because they didn’t know how the data could help them. Almost all of them also do not use the Agenda feature.
But we see there’s different user behavior between the West Java-based users and the East Java-based users. Since the location of the grosir(s) in West Java is much more dense, the motorist in West Java has more liberty to pick different grosirs to get much cheaper products. On the contrary, the grosirs in East Java are much more spread out; it’s farther from one grosir to another, so they usually only stick to one or two grosirs to buy products from.
Based on those behaviors, there’s a difference between users in West and East Java. West Java-based motorists tend to focus on the products (varieties of products, availability, and prices), while East Java-based motorists tend to focus on the grosir itself. As I said above, West Java-based motorists have the liberty to pick and choose cheaper products from a wide range of grosirs due to the abundance of grosirs in one given area, in contrast to East Java-based motorists that only have one or two grosirs in one area, so they usually only focus on the products that are available to them.
At first, we were thinking to split the app’s navigation to Products and Grosirs, illustrated on the wireframe below.
While this tackles the different behaviors of those users, we realized that this approach might limit the user's exploration to just one tab. Product-focused users might only access the "Produk" tab, while Grosir-focused users might only access the "Grosir" tab. We wanted all users to access both. So we decided to scrap this approach and think of other alternative.
Redesigned Information Architecture
Redesigned Information Architecture
Redesigned Information Architecture
We decided to go with this approach because it restructures the interaction based on personalized and general elements, so the interaction doesn’t centered only on just one tab. The personalized elements can go to the Home (1st tab), while the general can go to the Explore (2nd tab). While the elements are similar in type, the content differs between Home and Explore. Home is more personalized; it contains frequently purchased items by the user; favorite grocery stores; favorite product categories. The elements of exploration are based on the most popular or sponsored items for that specific area service.
We also decided to simplify the app and remove unused features like daily quotes and slim down the agenda feature while we rework the feature later to make it more valuable for users.
We were also scrapping the "Inputting the warung sales data" process because we do not currently have enough data and resources to refine them into a useful feature, so we will revisit this later.
Wireframe based on the new information architecture earlier. I did the Beranda (Home) tab and my colleague did the Explore (Explore) tab.
Wireframe based on the new information architecture earlier. I did the Beranda (Home) tab and my colleague did the Explore (Explore) tab.
Wireframe based on the new information architecture earlier. I did the Beranda (Home) tab and my colleague did the Explore (Explore) tab.
We agreed on this design because it aligned with our proposed solution to the problem. Now if the motorists wanted to access frequent things quickly, they can easily access them on the home page. But if they wanted to explore new products or grosir, they can explore them on the Eksplor (explore) tab. This way, the interaction can be spread throughout the app, not just concentrated on one tab.
High Fidelity Design
In addition to restructuring the app, we also changed the whole look of the app to make it cleaner and easier to use by streamlining the font used. The current app is rocking a combination of Poppins + Nunito but the usage guideline is unclear. The new design will only use Nunito because it’s more eligible (we made a small comparison test to our colleagues at the office and the vote favors on Nunito). Choosing Nunito will also streamline the typography usage across our other offerings (our Mitra app also uses Nunito). We also remove most of the components’ drop-shadow to make it cleaner. Drop shadows are only used on pop-ups, modals to simulate the different focus of hierarchy.
High Fidelity Design
In addition to restructuring the app, we also changed the whole look of the app to make it cleaner and easier to use by streamlining the font used. The current app is rocking a combination of Poppins + Nunito but the usage guideline is unclear. The new design will only use Nunito because it’s more eligible (we made a small comparison test to our colleagues at the office and the vote favors on Nunito). Choosing Nunito will also streamline the typography usage across our other offerings (our Mitra app also uses Nunito). We also remove most of the components’ drop-shadow to make it cleaner. Drop shadows are only used on pop-ups, modals to simulate the different focus of hierarchy.
High Fidelity Design
In addition to restructuring the app, we also changed the whole look of the app to make it cleaner and easier to use by streamlining the font used. The current app is rocking a combination of Poppins + Nunito but the usage guideline is unclear. The new design will only use Nunito because it’s more eligible (we made a small comparison test to our colleagues at the office and the vote favors on Nunito). Choosing Nunito will also streamline the typography usage across our other offerings (our Mitra app also uses Nunito). We also remove most of the components’ drop-shadow to make it cleaner. Drop shadows are only used on pop-ups, modals to simulate the different focus of hierarchy.
Comparison between current iteration of the app (left) and the redesign (right) on the home tab (Beranda).
Comparison between current iteration of the app (left) and the redesign (right) on the home tab (Beranda).
Comparison between current iteration of the app (left) and the redesign (right) on the home tab (Beranda).
After we established the new design language and style for the app, we just changed the style for other features because we have no problem with other flows.
Next we wanted to proceed to usability testing step to validate our design but unfortunately, due to limited resources on Pintap, we decided to pause the development for the redesign and focus on other things first.
