BACKGROUND
What is PaDi?
PaDi umkm is a B2B marketplace based in Indonesia. The platform was initiated by the Ministry of State-owned Enterprises & the President of Indonesia to help small businesses during the COVID-19 pandemic. The idea was to move some of the spending budget of the SEO (state-owned enterprise) from the big companies//vendor to the small business entities.
Before Pandemic the annual procurement spending of all the SEO is nearly $4.274.000., and less than 1% was streamed down to the small business. It was a small amount of percentage when we tried to compare the number of small businesses in Indonesia is around 64 million, and the big companies is only 6288. So, PaDi umkm was meant to create economic equality in Indonesia.
PaDi umkm focused on providing the best experience for procurement transactions B2B in Indonesia. One of the unique processes of procurement transactions here is that we are using the “due payment” method. What does it mean? The process will be simplified like these steps.
The buyer orders products from the seller
The seller delivers the products first.
The Buyer confirms the receipt of the product.
The seller publishes the invoice.
The Buyer will process the invoice in their internal finance team, the process could take 14, 30, or 60 days.
The Buyer pays the invoice before the due.
PaDi will split the billing for the seller and transaction fee as revenue.
The Seller receives their money.
The steps are a bit complex and long enough, and there are a lot of statuses between the processes. So, we split the status into several funnels.
These funnels are represented as squads in our organization.
Objectives & Metrics
Starting Q1 2023 we started the monetization process, so we collected revenue from transaction fees. And we focused on these two objectives.
| Our north star metrics is GMV & Revenue
To increase the number of GMV and get the Revenue as soon as possible, we need these two derived metrics.
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Increasing Conversion Rates between funnels
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Decreasing Average times between funnels
For me, I focused on Fulfillment, Payment, and Disbursement. These three funnels next we will call as Post Transaction.
Fulfillment is the process when the seller receives the order, processes & delivers the product, until the product is received by the buyer
Payment is the process when the buyer receives the product, the seller publishes the invoice, and the buyer pays the bill.
Disbursement is the process when the buyer pays the bill, the PaDi splits the amount for the seller, and transaction fees until the seller receives their money.
UNDERSTANDING
Understanding the Problem
To better understand the problem and how it affects our metrics and objectives, I tried to collect more information about the condition of Conversion rates & Average time between each funnel in the Post-transaction area.
Stakeholder Interview & Data Checking
From the Squad leader and Product Manager, we knew that the conversion rate after the seller received the order to deliver the product was not quite good. The gap was quite big, and we need to make the conversion rate better.
UX Design Audit and Review
As we can see here, the card has so many texts. There is no clear hierarchy of the content, which could impact the user’s cognitive load. The more information, the more user will need time to make decisions (Hick’s Law).
Other than that we also have another issue, there is no border or separator between the list/card, which also could make the user confused. Because the user could have different perspectives about the group of contents (Law of Proximity & Common Region).
CS report Checking & User Insights
We got a lot of complaints from the seller regarding the process of receiving an order. The previous design took too many steps, so the seller found it difficult. The CTA action to receive the order was hidden inside the detail transaction page, if the seller got many orders, it would take too much time and steps.
From this page, the transaction card didn’t have any CTA, to take any action the Seller needs to click it first to open the detail transaction page.
After opening the detail transaction page, the Seller can click the CTA to receive the order
With this concept, it made the Seller need to click and open the detailed transaction first. It will waste the time of the seller. The problem is this concept wasn’t only used for receiving orders only, but for all statuses on the Seller side that need any action, all CTA was hidden in the detail transaction page.
Problem Definition
We tried to make the current flow of the seller doing all the actions to move from one status to another, and yes it was a bit complicated and took too many steps. The insight is that most of the sellers didn’t care about the details, they wanted to confirm the order so they could get the transaction.
IDEATION
User Journey
Ideation
Competitor Analysis
To get a better understanding of the pattern, we did a quick desk research comparing the other competitors regarding this journey.
Bukalapak put the CTA right on the transaction order card
Tokopedia put the CTA right on the transaction order card
Final Idea
The Competitor analysis shows that if we add a CTA to the order card, ignoring the unnecessary step could affect the conversion rate and average time.
We also check the impact vs effort. We understand that adding a small improvement like CTA on the card seems to be small stuff. But, we know that it will cut the unnecessary step for the seller to process the order.
This small additional CTA is also easier to be implemented by engineering (FE & BE) teams. So, it means that it could be released quickly.
Wireframing
The Competitor analysis shows that if we add a CTA to the order card, ignoring the unnecessary step could affect the conversion rate and average time.
Other than the additional CTA button in the transaction card, we also tried to revamp the card, so the content hierarchy could be clear for the Seller.
DESIGN PROCESS
Final Design
Previous Design
In the previous design, we see that there is no CTA on the order card. The filters were only three, which might hold the users to find the transaction faster.
New Design
We add CTA on the card, so it will make the users make the action faster and easier.
It might look so simple, but cutting this step could help to increase the conversion rates, and decrease average time. This adjustment also didn’t change too many journeys or UI, so it will make the development process faster, and we can see the result sooner. We also revamped the card content by making some text bolder it gives a sense of hierarchy. So the Seller can read the content better.
IMPACT
After Release
Data Report
After two quarters, we released the improvement, we checked the result about the conversion rates between funnels. This is the result, from our last town hall performance report.
Image from Tribe leader Quarterly report
The gap from the order process → order delivery was getting smaller. It shows that the simple improvement to add CTA on the card also impacts the conversion rates & average times.
But we still have several notes on the blue area, but the issue is different. The blue area problems are related to Indonesia's administrative system related to tax.
Conclusion
Improvement doesn't need to always be big. As Designer, we work as a team, with a tight timeline and roadmap. So, if we could find a small improvement but could make a big impact, it would be a better choice.
