Astra Digital
2020
App Development
Product Design
About Seva.id
Seva.id, a marketplace by PT Astra Digital Internasional, offers a range of automotive services, including new and used car purchases, trade-ins, booking services, spare parts, insurance, and financial products. Seva is dedicated to providing an exceptional user experience, so we decided to improve the homepage, a crucial entry point for our users.
After three years, Seva’s homepage needed a refresh to enhance usability and reflect current design trends. We analyzed competitive benchmarks, reviewed customer feedback, and conducted in-depth research to uncover user pain points and understand how to make Seva’s interface more intuitive and effective.
Led ideation sessions and collaborated closely with product managers, engineers, and UI designers.
Defined information architecture and oversaw the design-development alignment.
Conducted user research, usability tests, and ongoing quality assurance.
Goals
Enhance User Navigation
Simplify and improve the homepage navigation to ensure users can effortlessly find high-demand services (e.g., used cars, Pilihan Expert) within the first few seconds of browsing.Boost Conversion Rates
Increase the conversion rate from homepage to transaction by 20% within the first quarter post-launch by prioritizing features that organically drive user interest, such as the Global Header for used cars.Improve Mobile Usability
Modernize the mobile interface to reduce bounce rates by 15%, ensuring that mobile visitors experience seamless navigation and increased trust in the brand.
Collaborated and teamed up with the Product team to understand user's habits and behavior, challenge assumptions, and redefine problems. We did this by not only do the in-depth interview but also did the competitive benchmarking and analyze the performance of our current homepage.
Research & Findings
We conducted both quantitative and qualitative research to pinpoint Seva’s challenges:
Quantitative Analysis
The research insights reveal key areas to improve user experience and information accessibility on the site:
Hidden or Hard-to-Find Features: Some essential services are not easily visible or require extra effort to locate, leading users to be unaware of these offerings. Enhancing the discoverability of these features could improve user engagement with the full range of services.
Product Menu Labels Are Unclear: Certain product menu labels are not intuitive, causing confusion among users. Clearer labeling would help users navigate the site more effectively.
Informed, Budget-Conscious Car Shoppers: Many users enter the site with a specific car type in mind and conduct thorough comparisons across brands and models to inform their final decision. Additionally, some users know their budget but lack guidance on which cars fit within it. These insights suggest potential for features that support budget-based and comparative shopping.
Top of Page Draws More Exploration: Users tend to engage more with menus in the top portion of the homepage (XX-XX% of page length), indicating the importance of optimizing this space for high-priority information and links.
These insights provide a strategic foundation for improving navigation, feature discoverability, and targeted content placements, leading to a smoother, more intuitive user experience.
Qualitative Interviews
User Pain Points: Our interviews highlighted challenges such as slow load speeds, hidden services, outdated mobile design, and lack of personalized suggestions.
Solutions
With these insights, we developed solutions focusing on usability and conversion:
Highlight Key Features
We emphasized popular options like “Pilihan Expert” for used cars, simplifying access to high-interest categories.Enhanced Navigation
Key menus/services were relocated to the top, making it easier for users to find essential tools.Information Clarity
We refined menu labels to improve understanding.Updated Design Language
By modernizing Seva’s design, we enhanced brand trustworthiness and user engagement.Optimized Performance
Enhancements aimed to speed up loading and overall functionality.
Testing
We tested our wireframe with the 5 people using scenarios and tasks that we have made using maze.design and google meet since we didn't have the luxury of inviting people over for the 1on1 UT session because of COVID19.
Wireframe
Moderate Testing
Final Design
Based on the usability testing through maze.design we get some interesting inputs and feedbacks that we'll note down for our iteration. After we did an interation, finally we come up with the final design.
Only slide available to see the full homepage
Learning
In Seva.id’s homepage redesign, we learned the value of user insights and data-driven decisions, like prioritizing the "Pilihan Expert" section. Focusing on mobile usability boosted brand trust, while a clear information structure improved navigation. Regular testing ensured quality, and close collaboration with PMs and engineers was key to creating a seamless, user-centered design.
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