GRAVEL
ORDER COUNT
~20 %
GROSS ORDER VALUE
+1 B IDR / month
MVP RESULT
POST-MVP RESEARCH
Based on the research, Gravel Material is able to meet the material needs of users from other Gravel services (such as Gravel Maintenance and Construction). But, we also identified pain points from the usability testing (UT) that was conducted:
Users found the checkout flow on Gravel Material unfamiliar, as it differs from typical e-commerce platforms.
When entering the chat page, users were unsure of what to expect from the open chat window, which led them to abandon their orders.
Users had to engage in back-and-forth conversations with the internal Gravel team to complete their orders, which they found painful.
OBJECTIVE
CHALLENGE
It is crucial to communicate with the operations team to facilitate the transition of the new flow to the ongoing BAU (Business As Usual).
CHALLENGE
It is important to consider how the design can make users feel comfortable when the algorithm that the engineers will create is implemented.
CHALLENGE
The checkout process for Gravel Material is quite different from typical e-commerce services.
REVAMPED USER FLOW
From the statements above, collaborately with Product Manager, Product Research, and also Engineers in Tribe Gravel Material, we brainstormed ideas to address some of these pain points and as designer giving the design solution for this project, including:
TESTING
After 1 month of the feature released we get several impact, insight and learning about this project, which is:
IMPACT
~20%
ORDER COUNT
+1 B IDR / month
GROSS ORDER VALUE
LEARNING & INSIGHT
INSIGHT
We gather additional IDR ~1B monthly GOV from Gravel Material and become the most success service in Gravel, BUT only 30% generated from success matching and the rest was the manual matching conversion.
What we know and learn about this?
The failed matching that make the order go through manual process was highly occured because our system still lack of SKU and store quantity. We learn that beside the seamless flow there’s an operational thing we need to be consider about it, the readiness in our end (Gravel) also matters to make this works.
The bright side was, we actually slightly reduce our manual team effort for handling the manual matching by handling 30% of the order with our system matching.
And not removing all of the human touch flow (our safety net) really help us to secure failed matching because of the system limitation
INSIGHT
We got several complaints from user about inconsistency price when they in the cart and after the order matched.
What we know and learn about this?
Even we already put the copy “Estimasi Harga” in cart to let them know about it can be different when the order matched, user seems not aware about this and as a Designer I learn that for this kind of persona we need to be more and more clear and prominent/standout designing the sensitive information such as price.