PaDi UMKM Service Product Feature

PaDi UMKM Service Product Feature

SKILL

Critical Thinking

Product Thinking

Prototyping

Wireframing

Backgound

Research

Ideation

Design & Test

Iterations

Impact

BACKGROUND

What is PaDi UMKM?

PaDi UMKM is a B2B marketplace initiated by the Indonesian government to streamline procurement processes for State-Owned Enterprises (SOEs). The platform connects SOEs with local micro, small, and medium enterprises (MSMEs) to drive economic growth.

The Challenge

While PaDi UMKM supports product transactions effectively, service transactions faced major usability challenges due to the lack of a dedicated service listing feature. Key issues included:

  • Service listings treated like fixed-price goods, lacking customization.

  • Sellers needing to create new listings per transaction.

  • Buyers preferring milestone-based payments, which were not supported.

The Goal

Why do we explore the opportunity?

  • Service is something crucial part in SOE (state owned enterprise) procurement

  • The number & amount of service transaction is quite high, it could boost GMV and number of transaction metrics.

  • Currently, most of service transaction were done outside our platform, 1on1 transaction between SOE and vendor

RESEARCH

Current Pain Points

Through surveys and in-depth interviews, we identified:

1: Limited seller availability in certain locations.

Indonesia is very broad country with thousand of islands. So still many big vendors that provide specific service that can only be found in big city like Jakarta. The problem is that SOE operates not only in big city, but even in the rural and countryside area. This condition makes the distribution of services and goods couldn't spread evenly.

"So far I haven't found an AC repair vendor in Denpasar"

😪

I**

PT Pegadaian

1: Limited seller availability in certain locations.

Indonesia is very broad country with thousand of islands. So still many big vendors that provide specific service that can only be found in big city like Jakarta. The problem is that SOE operates not only in big city, but even in the rural and countryside area. This condition makes the distribution of services and goods couldn't spread evenly.

"So far I haven't found an AC repair vendor in Denpasar"

😪

I**

PT Pegadaian

1: Limited seller availability in certain locations.

Indonesia is very broad country with thousand of islands. So still many big vendors that provide specific service that can only be found in big city like Jakarta. The problem is that SOE operates not only in big city, but even in the rural and countryside area. This condition makes the distribution of services and goods couldn't spread evenly.

"So far I haven't found an AC repair vendor in Denpasar"

😪

I**

PT Pegadaian

2: SOEs often had preferred service providers who weren’t on PaDi UMKM.

SOEs were much older than PaDi itself. They were used to make purchase of procurement with many vendors in past. And sometimes those vendors already built a good relationship with the SOE but they haven't joined PaDi yet.

"....If a partner is offered to join PaDi as a Seller. They object because maybe there are too many (documents) that need to be registered. They even say that using Tokopedia is the same... Maybe PaDi can help fix this"

🤔

Cahy******

PT BRI

This made the SOEs will keep to use their old vendors eventhough they're not in PaDi. And normally the nominal of the transactions are quite huge.

2: SOEs often had preferred service providers who weren’t on PaDi UMKM.

SOEs were much older than PaDi itself. They were used to make purchase of procurement with many vendors in past. And sometimes those vendors already built a good relationship with the SOE but they haven't joined PaDi yet.

"....If a partner is offered to join PaDi as a Seller. They object because maybe there are too many (documents) that need to be registered. They even say that using Tokopedia is the same... Maybe PaDi can help fix this"

🤔

Cahy******

PT BRI

This made the SOEs will keep to use their old vendors eventhough they're not in PaDi. And normally the nominal of the transactions are quite huge.

2: SOEs often had preferred service providers who weren’t on PaDi UMKM.

SOEs were much older than PaDi itself. They were used to make purchase of procurement with many vendors in past. And sometimes those vendors already built a good relationship with the SOE but they haven't joined PaDi yet.

"....If a partner is offered to join PaDi as a Seller. They object because maybe there are too many (documents) that need to be registered. They even say that using Tokopedia is the same... Maybe PaDi can help fix this"

🤔

Cahy******

PT BRI

This made the SOEs will keep to use their old vendors eventhough they're not in PaDi. And normally the nominal of the transactions are quite huge.

Other than those two there are more reason that we found during the interview

  • Lack of trust in new vendors.

  • Need for more payment options, especially milestone payments.

  • Desire for better service comparisons and price negotiations.

  • Interest in online negotiation features (e.g., virtual meetings).

User Research Data

Quantitative Survey:

Sample Size:

406 respondents

Population:

5000

Confidence Level:

95.34%

Key Findings:

  • Many transactions occurred outside PaDi UMKM due to the absence of milestone payments.

  • Users struggled to find relevant service providers.

  • Location was a crucial factor in service selection.

Qualitative Interviews:

  • 11 SOE buyers (5 using PaDi UMKM, 6 not yet using it).

  • Confirmed that price negotiation and trust-building were top priorities.

IDEATION

User Journey Mapping

We mapped the end-to-end journey to identify friction points, focusing on:

1: Services Discovery (Search & Produt Detail page))

At that time PaDi still didn't have a specific Service products listing that was available. So, many seller using Goods products for service transactions eventhough there were several point that not releated to services such as Quantity, Delivery, and add to cart button (because normally buyer need a negotiation first before checkout)

On Seller side, we also need to provide listing feature that specific for Service product.

1: Services Discovery (Search & Produt Detail page))

At that time PaDi still didn't have a specific Service products listing that was available. So, many seller using Goods products for service transactions eventhough there were several point that not releated to services such as Quantity, Delivery, and add to cart button (because normally buyer need a negotiation first before checkout)

On Seller side, we also need to provide listing feature that specific for Service product.

1: Services Discovery (Search & Produt Detail page))

At that time PaDi still didn't have a specific Service products listing that was available. So, many seller using Goods products for service transactions eventhough there were several point that not releated to services such as Quantity, Delivery, and add to cart button (because normally buyer need a negotiation first before checkout)

On Seller side, we also need to provide listing feature that specific for Service product.

2: Negotiation & Evaluation

We need to do something about negotiation, because PaDi's chat platform was not good enough to support the needs at that time. This issue made the buyers to do negotiation outside the platform (like using Whatsapp) Evaluation is someting crucial for buyer to review the vendors/sellers service work. This step is needed to make sure that the final work suits with the needs.

2: Negotiation & Evaluation

We need to do something about negotiation, because PaDi's chat platform was not good enough to support the needs at that time. This issue made the buyers to do negotiation outside the platform (like using Whatsapp) Evaluation is someting crucial for buyer to review the vendors/sellers service work. This step is needed to make sure that the final work suits with the needs.

2: Negotiation & Evaluation

We need to do something about negotiation, because PaDi's chat platform was not good enough to support the needs at that time. This issue made the buyers to do negotiation outside the platform (like using Whatsapp) Evaluation is someting crucial for buyer to review the vendors/sellers service work. This step is needed to make sure that the final work suits with the needs.

How Might We...?

To tackle these challenges, we explored:

  • How to make the service discovery easier?

  • Negotiation process on PaDi platfrom

  • Easier flow for service transaction for seller

Design Solutions

Key Enhancements:

  • New Service Listing Page: Allows custom pricing and details. (MVP)

  • Chat-First CTA: Replaces "Add to Cart" with "Chat with Seller." (MVP)

  • Milestone Payment Option: Introduced for flexibility in large transactions. (will be added later)

  • Enhanced Search & Filters: Location-based filtering for relevant service providers. (MVP)

For this study case we only focus on buyer side.

DESIGN & TEST

Wireframes & UI Design

Wireframes on mobile

Buyer UI Design : Product Detail page

  • CTA adjustment from "Add to cart" to "Chat seller". It allows the buyer to make negotiation through Chat feature first berfore checkout

  • The seller will provides "offering" from that personalized for the buyer, then share it on chat so the buyer can make the checkout

Buyer UI Design : Product Detail page

  • CTA adjustment from "Add to cart" to "Chat seller". It allows the buyer to make negotiation through Chat feature first berfore checkout

  • The seller will provides "offering" from that personalized for the buyer, then share it on chat so the buyer can make the checkout

Buyer UI Design : Product Detail page

  • CTA adjustment from "Add to cart" to "Chat seller". It allows the buyer to make negotiation through Chat feature first berfore checkout

  • The seller will provides "offering" from that personalized for the buyer, then share it on chat so the buyer can make the checkout

Buyer UI Design : Categories

  • Making new categories for Services that we separated from goods, so the buyer can find their need easierWe also separated the services and goods into two tabs, because each of them have many different categories

Buyer UI Design : Categories

  • Making new categories for Services that we separated from goods, so the buyer can find their need easierWe also separated the services and goods into two tabs, because each of them have many different categories

Buyer UI Design : Categories

  • Making new categories for Services that we separated from goods, so the buyer can find their need easierWe also separated the services and goods into two tabs, because each of them have many different categories

Buyer UI Design : Filter on Search page

  • Additional filter on search page, so the buyer will find service produc easier

Buyer UI Design : Filter on Search page

  • Additional filter on search page, so the buyer will find service produc easier

Buyer UI Design : Filter on Search page

  • Additional filter on search page, so the buyer will find service produc easier

  • Focused on desktop first, as SOEs primarily use desktop for procurement.

  • Improved PDP layout, search filters, and checkout process.

User Testing with Maze:

  • Participants: 5 SOE buyers.

  • Tasks Tested: Service search, product detail page, negotiation via chat, offer review, and checkout.

Key User Testing Findings:

Search Issues: Users struggled to find the service filter (3/5 looked under product categories instead).

  • Product Detail Page (PDP): Important details were hidden below the fold, requiring excessive scrolling.

  • Negotiation via Chat: Participants didn’t immediately notice chat recommendation features.

Product Detail Page

Positive Insight

  • In general the navigation and language are easy to understand for all participants

  • There was a document section that was used to attach brochure and portfolio of the seller.

Negative Feedback

  • There was an unused area/space that can be used for informations so it will be more efficient

  • Important details were hidden below the fold, requiring excessive scrolling.

Product Detail Page

Positive Insight

  • In general the navigation and language are easy to understand for all participants

  • There was a document section that was used to attach brochure and portfolio of the seller.

Negative Feedback

  • There was an unused area/space that can be used for informations so it will be more efficient

  • Important details were hidden below the fold, requiring excessive scrolling.

Product Detail Page

Positive Insight

  • In general the navigation and language are easy to understand for all participants

  • There was a document section that was used to attach brochure and portfolio of the seller.

Negative Feedback

  • There was an unused area/space that can be used for informations so it will be more efficient

  • Important details were hidden below the fold, requiring excessive scrolling.

"Yes, it makes it easier. It means you don't have to chat with the seller because maybe not all of them are on standby quickly, so we can immediately check the brochure if it is already available."

😊

Mar***,

PT Telkom Indonesia

"Yes, it makes it easier. It means you don't have to chat with the seller because maybe not all of them are on standby quickly, so we can immediately check the brochure if it is already available."

😊

Mar***,

PT Telkom Indonesia

"Yes, it makes it easier. It means you don't have to chat with the seller because maybe not all of them are on standby quickly, so we can immediately check the brochure if it is already available."

😊

Mar***,

PT Telkom Indonesia

Chat Recommendation Features

Positive Insight

  • The navigation and copywriting is good enough, it was easy to understand for all participants.

Negative Feedback

  • This is not related to the scope, but one of participants didn't notice the text recommendation for reply

Chat Recommendation Features

Positive Insight

  • The navigation and copywriting is good enough, it was easy to understand for all participants.

Negative Feedback

  • This is not related to the scope, but one of participants didn't notice the text recommendation for reply

Chat Recommendation Features

Positive Insight

  • The navigation and copywriting is good enough, it was easy to understand for all participants.

Negative Feedback

  • This is not related to the scope, but one of participants didn't notice the text recommendation for reply

"The navigation is quite good because the seller chat is at the top so it's easy to find. For chat, there are frequently used text recommendations so it's quite helpful"

😊

Mar***,

PT Telkom Indonesia

"The navigation is quite good because the seller chat is at the top so it's easy to find. For chat, there are frequently used text recommendations so it's quite helpful"

😊

Mar***,

PT Telkom Indonesia

"The navigation is quite good because the seller chat is at the top so it's easy to find. For chat, there are frequently used text recommendations so it's quite helpful"

😊

Mar***,

PT Telkom Indonesia

ITERATIONS

Design Iteration

✅ Revamp the product detail page for better clarity.

✅ Improve visibility of search filters for service discovery.

✅ Enhance UX copy for clearer navigation and actions.

Search Recommendation Improvement

  • Adjustment on search recommendation based on our search engine, this help the buyer to find their need much faster

  • The search recommendation also show the seller/Toko as well. This is due to buyer behaviour to return to their previous seller. They will search seller first rather than the product.

Search Recommendation Improvement

  • Adjustment on search recommendation based on our search engine, this help the buyer to find their need much faster

  • The search recommendation also show the seller/Toko as well. This is due to buyer behaviour to return to their previous seller. They will search seller first rather than the product.

Search Recommendation Improvement

  • Adjustment on search recommendation based on our search engine, this help the buyer to find their need much faster

  • The search recommendation also show the seller/Toko as well. This is due to buyer behaviour to return to their previous seller. They will search seller first rather than the product.

Product Detail page adjustment

  • We adjust the product detail page, adding more content above the fold, there is no unused space.

  • The prices is also being shown directly after the offer, so the buyer can check their detail personalized price

  • We change Chat -> Negotiate to give better context for the process.

  • And adding the milestone payment, this is due to the huge nominal for services transaction, normally the bueyr will split it into several phase

Product Detail page adjustment

  • We adjust the product detail page, adding more content above the fold, there is no unused space.

  • The prices is also being shown directly after the offer, so the buyer can check their detail personalized price

  • We change Chat -> Negotiate to give better context for the process.

  • And adding the milestone payment, this is due to the huge nominal for services transaction, normally the bueyr will split it into several phase

Product Detail page adjustment

  • We adjust the product detail page, adding more content above the fold, there is no unused space.

  • The prices is also being shown directly after the offer, so the buyer can check their detail personalized price

  • We change Chat -> Negotiate to give better context for the process.

  • And adding the milestone payment, this is due to the huge nominal for services transaction, normally the bueyr will split it into several phase

The final design was released in the beginning of 2024

IMPACT

Business result & impact

We tried check the result of the design after a year, it shows a significant impact on GMV

  • The GMV from Services transactions increased up to 46% eventhough the its number of transaction isn't as big as the goods product in 2024

  • This shows that develop feature of the services transaction is really a good intention, it gives really big impact to the GMV

fahrizalbim.com © 2024. All Rights Reserved.

fahrizalbim.com © 2024. All Rights Reserved.

fahrizalbim.com © 2024. All Rights Reserved.

Fahrizalbim.

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