The Checkout’s
a Tokopedia case study from Purwadhika
Presented by Andrew Nicola Nagata Radisic
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04
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01
TABLE OF CONTENTS
Introduction
Design Thinking
Engineering
Business
User persona, the story and problem statement
Mention about the problem definition
Possible requirements and development
How we are achieving 300% growth
Introduction
01
User persona, the story and problem statement
User Persona
Name : Tanya
Age : 25 – 45 y.o.
Job : Designer
Income : Monthly Salary
Fav App : e-commerce, social media
Shop*
Social*
Work*
10%
30%
60%
*time available
Story of the User Persona
Tanya is a female Office Worker living in Jakarta. She predominantly uses e-commerce to shopping, social media to browse his online social life.
For Tanya, now she is too busy to take care of her urge to shop because her schedule makes her forgets that he hasn't bought complements for the things she buys.
On top of that, Tanya oftenly does not aware that complementary products are on the same shop
Main task:
As a Tokopedia Product Manager at Checkout Division, you should think of few ideas to help Tanya buys more product with increase of 300% by the next quarter.
Task
The problem(s):
She forgot to buy the complimentary product�
Not aware the product(s) is on the same store
Present Feature Ideas that can help to solve Tanya’s problem:
Design Thinkging
02
Mention about the problem definition
Empathize
Tanya is having difficulties to be aware of her complementary products
Need and Want
Tanya need to know all of her compliment product that could be mandatory to her
Tanya want to be able to have the information regarding her complimentary product
Define
As a… | I want to… | So that… |
User | Find product I wanted | My needs is fulfilled |
Buyer | Found related product | Complement my product |
Tanya’s goal, to purchase what she need hassle-free in order to fufill her needs without notable struggles
User Story
Ideate
Increase Screen Time
Decreasing Exit Rate
Giving time limit to increase user urge
Giving relevant product that pique user interest
Literating data training to improve recommendation model
SWEET SPOT*
complementary
product
*could occur transaction(s)
Decide
Added to Cart
Unique Product Viewed
Purchased Product
New Product on Wishlist
High
Low
Effort
The Target
High
Low
Impact
The Prioritize Matrix
Prototype
User Journey Map
Engineering
03
Data, Possible requirements and development
Data Given
Recent Data in Total
Target
Description | Benchmark | Avg. Q4* | Target | Ex. Avg. Q1** |
Purchased Product | Conversion | 2.17% [5 sold] | Growth 3x | 6.52% [15 sold] |
*Total recent data (Q4 or last quarter)
**Total expected data (Q1 or next quarter)
Metrics
Description | Recent | Standard | Surpass? | Source |
Conversion Rate* | 2.17%* | 2.50%* | X | |
Sessions per User** | 4.35%* | 3.00%* | Y | |
Cart Abandonment Rate*** | 50.00%** | 69.00%** | Y |
*higher is better
**lower is better
*Purchased
**Open Apps
***Stayed in cart
PRIORITIZATION MATRIX
Unique product viewed
New product on wishlist
Purchased product
Added to cart
INITIATIVE
IMPACT
EFFORT
low
High
High
Low
DETAIL
Fills in
Thankless task
Major project
Quick wins
Prioritize Based on Impact Detail
because of the short time-frame thus the P1 should be done in time.
Description | Impact | Prioritize |
Added to Cart | 50% | P1 |
New product on wishlist | 9% | P2 |
Unique product viewed | 2% | P3 |
current user flow
recommended user flow
Wireframe Design
From this
To this
into voila…
Or that
Requirements
Creating Sub-Product / Complementary Feature that fits what’s user needed
Product Requirement
Design Requirement
Engineering Requirement
How can the company increase its unique product purchased by 300%?
Epic Estimation
STEPS | WEEK | 1-2 | 3-4 | 5-6 | 7-8 | 9-10 | 11-12 | 13-14 |
1. Research | | |||||||
2. Concept and agreements | ||||||||
3. Design | ||||||||
4. Development | ||||||||
5. Testing and Fixing | ||||||||
6. Launch | ||||||||
7. Maintaining | ||||||||
8. Prep Quarter Report | ||||||||
Engineering
Architecture
GOJEK payment
as reference
for recurring
example
Tokopedia using:
n-tiered client-server architecture
Business
04
How we are achieving 300% growth
Growth Combined
PERCENTAGE | +21.9% | +43.4% | +100% | 150% |
TOTAL | 21.9% | 65.3% | 165.3% | 365.3% |
DESCRIPTION | Next year (2023) e-commerce growth in Indonesia is inevitable | Mobile commerce trends stats for 2023 is gaining | Generating cross demand to pique user interest | Applying epic to the apps |
Bank Indonesia
Insider Intelligence
Cross Demand
EPIC
Test
Before launching or starting any feature development. From my perspective it is wise if the idea can be validate first (if there are any resources).
The possible methods for testing the idea (need prototype) are:
THANKS!
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