A project for Indonesian Government
Mobile App
2023
Device: Mobile Phone
Overview
Indowarung wants to digitalise the overall business operations so that its customers can access the inventory and order products easily
Role
UI UX Designer
User Research, Wireframe, High-fidelity Design, Prototyping, Usability Testing
Background
Indowarung is one of the biggest FMCG suppliers in Yogyakarta, Indonesia. There are hundreds of thousands of small shops "toko kelontong" in Yogyakarta, these "toko kelontong" are selling any kind of products from soap, cigarettes, snacks, rice, oil, etc. It's usually located on the side of big road so customer has easy access. Indowarung is a supplier that sells all sorts of product to these "toko kelontong"
The mobile app has been released for a couple of months when I joined the team. My purpose here is to do user research find out why the majority of the users are not using the app and make changes accordingly based on the research findings.
Final Design
In this project, I'm in charge of updating the high-fidelity design. The design system is already in place, so I had to design the updated page within the restrictions of existing design system.
Check Out Page
Add New Customer Page
Find Existing Customer
Receipt Page
Research Approach
To better understand the shop owners' pain points and optimize the app's usability, I conducted live interviews with users at their shops. This direct engagement allowed me to observe their interaction with the app in a real-world context, uncovering key insights about the friction points they encountered during the ordering process.
One of the users shop that we visited to conduct a live interview
There's a total of 45 questions with an average interview time of 35 - 60 minutes.
We asked about the wifi provider and mobile data as we're also trying to supply these for them in the future.
What's the name of your shop?
How long have you had the shop?
How do you count your inventory?
What are the top 10 products you order from us?
What are the top 10 products that are customers' favourites?
What is your pain point while ordering the product?
What do you think can be improved by the system?
How do you rate the responsiveness of our admin?
What kind of WIFI provider do you use?
How many customers come to you to buy mobile data in a day?
How long have you been opening this shop?
Survey result: One of our users have been operating the shop for 34 years
Do you think the app helps you with your operational work?
Survey result: There are 89.5% of our users who answered 'of course' the app has been helping them tremendously
Key Findings
The primary issue identified was that the ordering flow was not intuitive, leading to frequent disruptions and uncertainty. Users often got stuck while navigating between product categories and the checkout process, which slowed down their operations and affected their overall satisfaction.
Solution
I redesigned the user flow with a focus on simplifying navigation, minimizing cognitive load, and creating a seamless experience for placing orders. Key changes included:
Reorganized Navigation: Streamlined the navigation to allow users to access frequently ordered items and categories more easily.
Simplified Checkout Process: Reduced the number of steps required to place an order, incorporating clear guidance and prompts.
Enhanced Visual Hierarchy: Improved the layout and visual cues to direct users to important actions, such as adding items to the cart and reviewing the order summary.