Bukalapak
2023
App Development
Product Design
Overview
KingKong is a shopping app specializing in high-quality groceries, with a focus on premium meats and proteins. Leveraging Air Blast Freezer technology, the app preserves the freshness, taste, and nutritional value of every product while offering consistently low prices and dependable delivery. However, despite these advantages, the app faced a 91% churn rate and a 28% repeat purchase rate. Although 90% of transactions came from repeat customers, the churn rate posed a significant risk to future growth. My role was to identify pain points in the customer journey, analyze key drop-off points, lead a brainstorming workshop, and propose strategic design improvements to reduce churn, boost customer loyalty, and improve the user experience.
Directed involvement to the project
Defining approach to design
Planning and facilitating some areas of the workshop
Led brainstorming session to define JTBD and generate the ideas
Conduct several collaboration in-depth discussions, alignment with stakeholders, as well as the exploration, lo-fi design, & review hi-fi design
Interface design
Goals
Reduce Churn Rate: Explore opportunities to reduce churn from the first transaction to approximately 30%.
Align Stakeholders: Ensure all stakeholders are aligned on actionable solutions to improve the product and user retention.
Challenges
Balancing short- vs long-term
As a design team we could go as far as the “ideal” format as defined by good design and user feedback, but the real solution is to work closely with product and engineering to find a good balance to start.
Aligning Data & Identifying Issues
Our first step was to ensure we fully understood the problem, regardless of its complexity, to build a solid foundation.Gathering Insights
We conducted an in-depth analysis of the product and reviewed past insights. At this stage, the focus was on identifying assumptions and known issues, rather than jumping to problem-solving.Experience Audit
We performed a comprehensive audit of both our product’s experience and competitor offerings. This helped us pinpoint areas for improvement and uncover potential opportunities for growth.Brainstorming Session
I organized and led a brainstorming session, bringing together stakeholders from product, business, and engineering teams to generate as many ideas as possible.Designing Improvements
Based on the insights and brainstorming, we began designing actionable improvements to enhance the user experience and address the identified issues.
Stakeholder Alignment & Initial Insights
We aligned with stakeholders to assess our current situation. The key findings revealed a 91% churn rate, a 28% repeat purchase rate, and that 90% of transactions came from repeat customers. Through this alignment, we developed several hypotheses, which were later validated by our research team through in-depth interviews. These hypotheses included:
Pricing and promotions
App capabilities
Customer satisfaction
Product variety
Analyzing Existing Insights
Screenshot from Miro
After the alignment, we revisited previous research, focusing particularly on "Kingkong" power users—personas identified through interviews to map key user criteria. One major insight was that retention suffered due to an inadequate offline grocery experience, which the app failed to properly replicate or enhance.
JTBD Exploration Workshop
Screenshot from Miro
Recognizing the need to define the core JTBD, we held a brainstorming session with stakeholders, supported by research data. Using an internal framework, we identified the key actions users were taking and the stage they were in (Discovery). This helped us design more effectively by understanding user needs and stages. From this session, we identified several key JTBDs:
Sourcing ingredients for events or special occasions
Recurring meal planning
Meat purchases for quality-seeking users
Grocery shopping for busy individuals
Solution Overview
To address the identified Jobs to be Done (JTBD) and validated insights, we designed targeted solutions that directly cater to user needs:
Optimizing Pricing & Promotions
We revamped the voucher system to better align with user expectations without fostering over-dependence. Personalized promotions were introduced to appeal to price-sensitive users while maintaining profitability.
Improving Customer Satisfaction
To address the poor user experience related to product quality and after-sales service, we implemented an improved support system that prioritized faster issue resolution and offered quality guarantees. This helped rebuild trust and enhance overall user satisfaction. Additionally, we introduced a money-back guarantee and a return policy for damaged products, providing users with greater peace of mind.
Enhancing App Capabilities
Add search capability
With an increasing number of SKUs, we introduced a powerful search bar to allow users to find specific products quickly and efficiently. This reduced frustration and improved overall navigation. Additionally, we streamlined the app’s UX, simplifying the checkout process to address user complaints about functionality.
Recurring Meal Planning
Buy it again recommendation
We introduced features like "Buy it Again" for frequently repurchased items to streamline the shopping experience.
Users tend to reorder the same products regularly, relying on favorites or a "standing order." By maintaining a list of previously ordered items, we simplified the process of finding and reordering essentials. This feature also serves as a helpful reminder—users might spot items like tomatoes on their homepage and remember to add them, ensuring nothing is overlooked.
Enhancing the Feature Using the TAM Framework
Trigger
Notify users when there’s a price drop on items they’ve purchased before.
Add “Buy it Again” recommendations on both the homepage and transaction list.
The homepage is a critical area for grocery users, so highlighting “Past Purchases” there ensures quick and easy access.
Ability
Allow users to add “Past Purchases” directly to their cart from the homepage, with the option to adjust quantities or remove items without leaving the page.
Motivation
Notify users of cheaper prices to motivate reordering.
Leverage scarcity and urgency by creating fear of missing out on special offers or discounts, encouraging faster purchasing decisions.
Create a "Repurchase Day" with discounts and free shipping to incentivize repeat customers. This event can also attract new customers through targeted promotions.
Supporting Online Grocery as an Extension for Busy Individuals
Quick buy
We also introduced a quick purchase feature based on recipes. By offering step-by-step cooking tutorials, we recommended the exact ingredients needed for each dish. Users could then easily add all the required products directly to their cart with a single click, streamlining their shopping experience.
Reduced the churn rate by around 40%
As a result, we successfully reduced the churn rate by around 40%. Key outputs included:
Product vision recommendations based on the workshop insights.
A revamped voucher system.
Streamlined the app’s UX, simplifying the checkout process to address user complaints about functionality.
Introduction of recurring orders to support users’ specific needs and improve convenience.
Stakeholder alignments
Our efforts led to more informed decision-making across teams. The initial workshops, focused on defining the Jobs to Be Done (JTBD), brought together cross-functional teams and resulted in key outcomes, including:
A stakeholder workshop that directly influenced decision-making for the product roadmap.
Alignment and commitment on next steps, focusing on delivering significant value through the KingKong platform.
