Some insights we found from our active users were:
From active users sampling, around 37% of them didn't order on their own, but were helped by a salesman. Low tech-savviness was the main reason for this.
Users felt that they didn't have any control over the delivery schedule. They wanted it to be more flexible, following the store's operational hour. Otherwise, no one at the store to receive the item due to closed store. Moreover, they aim to prevent stock shortages or overstocking through smaller but more frequent orders.
"Kalo bisa hari ini order, hari ini juga diantar rokoknya..."
Other than that, there were also platform-related issues that we found:
Users had to go through multiple and repeated clicks just to order. The chatbot also rendered overwhelming output, taking at least 4 scrolls from the beginning of the journey until the end of it, adding unnecessary steps for users.
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"Untuk masuk ke keranjang harus klik tambah ke keranjang ya, tidak otomatis masuk ke keranjang."
Users could only see 1.5 SKU without any scrolls, making it hard for them to explore our products. The horizontal scroll for SKU exploration added up more complexity to the carrousel, making the experience less pleasant for our users.
We do have a lot of brands available on CITA. However, the current options were poorly placed altogether, taking up to almost half of the screen. Users also felt difficulties when trying to search for a certain brand. Moreover, brand options and action buttons placement were still mixed up.
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"...Saya belum paham cari produknya kayak City Lite carinya sampe keder. Kalo bisa menu produk jadi satu aja, jadi kita pilihnya gak cari-cari."
Some users complained about the lack of information on the SKU stock. The others perceived current flow and features to be complicated and confusing.
"Kalau barangnya kosong jangan ditampilkan. Udah dipesan, gak taunya barangnya kosong."
In the early phase of exploration, I conducted a design workshop with my team to list down business and users' pain points, as well as opportunities. The main question was:
How might we design a simple and intuitive chatbot commerce that prioritizes CITA's initial value propositions while ensuring ease of use, especially for low tech-savvy retailers?
Some rough sketches to define order journey:
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40 participants in total:
1. Active Users → at least 1 order/week
2. Dormant Users → inactive for the past months
3. Unregistered Users → not registered on CITA
Based on penetration and self order rate distribution
1. Medan
2. Bandung
3. Surabaya
4. Jakarta Pusat
Users were asked to do some scenarios about the tested flow with follow-up questions, such as:
1. What do you think about the flow?
2. Any difficulties?
3. Why did you choose that option?
4. Which part did you find interesting?
5. What is your feedback and suggestions?
6. How is the new CITA compared to the old one?
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👏 The newly designed CITA is easy to use, and users are willing to try it and switch to it for a better experience
🙋 Users still rely heavily on field forces to help them, especially in the early phase
📈 +21% active user growth from dormant
📦 49% opted same-day delivery method