Tokopedia
UX Design
User Research
Wireframing
Prototyping
Usability Testing
Seller Order Management is a one-stop page where Tokopedia's seller can process, manage, track, and maintain incoming order to their shop
Understanding Tokopedia Order Flow
There are 5 main flow to current Tokopedia's ideal order experience:
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Buyer payment is verified, then seller decides on approve or reject orders
After payment is verified, order will be passed on to sellers to let them decide whether they want to approve or reject the order. -
Seller processes the order and gives it to the courier
At this stage, the seller has accepted the order and is preparing for shipment, hence various operation activities happened at this stage: prepare the items, print / hand write the shipping label, package and (if any) update in their external stock keeping systems. -
Order is shipped
Once the order has been handed over to the courier, the chosen 3rd party logistic is responsible for updating the status of the order enroute. -
Buyer receives the order
Once the package is received by the customer, the logistic partner will notify the Tokopedia system to then be reflected in the order status: Delivered. -
Money Disbursement to Seller
At this point buyers will have to confirm acceptance to finish the orders before sellers can get their fund. This can be done through clicking in order list or automatically at 1x48 hours after the order marked delivered.
However, order system in Tokopedia is a very complex experience. Aside from the ideal happy state, a lot of scenario can happen in between each status. Tokopedia order journey consists of various journey with a heavy tech understanding and design complexities with various implications both of the seller and buyer side of the experience.
While the trigger of order journey is buyer, we can see from the diagram that seller holds more control in order status movement. Therefore, for the 1st phase we decidede to oversee and focus improvement on the seller experience.
Tokopedia Seller Order Management (SOM) is very problematic as it has never been updated and crafted with a proper information architecture. resulting in multiple broken experiences in the page.
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In Desktop, there are 11 informations displayed to sellers in every order card. The information order between order status is different to one another with no clear actions order under each status.
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While in mobile version the information displayed in SOM list is not helping our seller processing the order fast. The navigation is not focused on key actions that sellers need to do. It has unclear default sorting differentiated based on order status.
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Both desktop & mobile version is unscalable for big players, as it lacks in multiple order experience for better efficiency.
Goal & Objective
Through the improved seller order management we aim to:
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Help Sellers to process order faster & more efficient, both on the desktop and mobile environment.
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An improved seller experience will also help seller provide both buyers with clear and transparent transaction processing.
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Facilitates any potential buyer-seller interactions in between. Provide accessibility to both buyer and seller to control the order process easily.
Design Process
I started the revamp process by doing a UX audit for the existing cancelation flow while at the same time anaylzing previous research and data point. The current flow is indeed designed to protect the seller in early e-commerce days where trust in online transactions was still low. However, during the past few years the e-commerce system and user's behaviour is already matured and the current flow has become irrelevant to today's standard.
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I began by drafting out by exploring a new flow for both buyer & seller, as the improved cancellation policy will not only affecting Tokopedia's buyer, but also Tokopedia's seller.
Usability Testing
Enabling buyer to instant cancel their order definitely could impact our overall cancellation rate in Tokopedia. In order to manage any risk related to this feature & understand user behaviour better, we planned an A/B testing for the roll out.
The purpose of this A/B testing are:
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To test whether user cancel at different timing given the cancellation time
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To test whether user’s cancellation rate is different given different communication
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Testing Variants:
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Control Group
Buyers are given 60 mins to do instant cancellation with proper communication -
Variant A
Buyers are given 60 mins to do instant cancellation without communication -
Variant B
Buyers are given 180 mins to do instant cancellation with proper communication -
Variant C
Buyers are given 180 mins to do instant cancellation without proper communication
Impact & Learning Takeaways
Through this project I learnt how to utilize the CS ticket data to craft an experience that embody user-centric mindset. Through this feature, we have helped a lot of our buyer in managing their order. It made me realize that even the negative(cancellation) journey will bring a positive outcome if we’re focusing on the consumer and handling it in a proper-tailored experience and great mitigation. After 2 weeks of release we have seen a great result from this new feature, such as: