Project Overview
Initiated with the Bukalapak rebranding project to refresh our new brand identities, we aim to make crucial user journeys such as Checkout to be aligned with the new direction without harming current business metrics.
| 1. |
Our objective is to focus on aligning key visuals with our Bukalapak new brand language, and prioritize solving high impact usability issues. |
| 2. |
Users jobs to be done: |
- Buyer that would like to finalize the purchase of selected physical product.
- To evaluate and select the best item purchase options from address, product notes, cheapest courier option, and the payment method. |
| 3. | Released with A/B Testing method. Compared to the old Checkout, this design contributing to:
-0.xx% Created Transactions
-1.xx% Created GMV
+1.xx% Paid Transactions
+2.xx% Paid GMV |
Before and After
Before Redesign
After Redesign
Challenges
A. Project Challenge
- Managing multiple product stakeholders to align with the new design concept is needed to get a buy-in so the new checkout design can be implemented smoothly with less push back.
- Collaboration with project lead and researchers across department is important for better alignment and communication.
B. Design Challenge
- Buyers are unable to edit the purchased item attribute when selecting payment method.
- Inconsistent payment method experience between mobile and desktop.
- New business opportunity that is cannot be accommodated on previous design.
- Some design pattern and component that needed for checkout are not available yet in the Library.
Approaches
A. Project Challenge