UX Case Study of

Teman Pasar

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PRODUCT OVERVIEW

Teman Pasar App: Buy Groceries from Traditional Market Nearby

My Role

Chief Creative Officer

Timeline

2020

Short Description

Marketplace mobile app for search and buy products from traditional market nearby

Current Status

Published on Playstore (iteration)

PRODUCT OVERVIEW

Common Problem in Traditional Markets

  • Difficulty in finding specific products with good quality
  • No price tag, and the information about the product is not organized
  • Limited payment options
  • Crowded and uncomfortable shopping environment

Business Opportunity

Challenge (How Might We?)

  • How to create a marketplace product that is accepted by the public?
  • Are there existing competitors? How do we compete and make our product better?
  • How do we collaborate with sellers in traditional markets to get them to use our product?

RESEARCH PLAN

Search Insights From Users

After conducting extensive research, we have finally identified areas for improvement. We utilized multiple platforms to collect data, including Google Forms, Quora, Medium, visits to traditional markets, and interviews with sellers and buyers.

Users like market that sells cheap stuff, fresh & wide variety of products.

Users enjoy interacting with sellers and other buyers in the traditional market.

Buyers feel safer when shopping from vendors that they already know.

Competitor Analysis

After curating several similar applications, we have finally chosen Titipku as the benchmark for the product we will develop. Among all the competitors’ products, Titipku is the most mature product in terms of features and ready to use.

Plus Points:

  • Users can place orders and make payments through a mobile app.
  • Orders are handled by personal shoppers and send by the courrier.
  • It covers many traditional markets in Jakarta.

Minus Points:

  • Not all products are listed and available for purchase through the app.
  • No identity for vendor/seller from traditional market
  • Custom orders are not available.

Set The Product Goals

  • Users must know the vendor's identity and be able to make custom orders when purchasing products. We will adopt the actual conditions of shopping in traditional markets.
  • We will provide a more updated database about products that can be purchased in traditional markets. We can do this thing more easily because we have a lot of connection with many workers in many traditional market in Jakarta

APLLICATION FLOW

How to Connet Buyer and Traditional Market

  1. Users will set their delivery point, the app will scan within a 20 km for the market nearby.
  2. Next, the user will choose from the list of traditional markets that are available.
  3. Start shopping, add the product to the cart, proceed to checkout, and set the delivery time.
  4. Complete the payment within the app.
  5. A personal shopper and courier will handle the order.

UI DESIGN & PROTOTYPE

Add Prototype to Hi-Fi Design and Test

We created the UI design along with its prototype and conducted usability tests on several users, with quite satisfying results. We feel that this product is ready to enter the development phase.

(1) Scan the traditional markets nearby

(2) Add product to cart

(3) Checkout and payment within the app

(4) Tracking progress of the order

LAUNCH DAY

Soft Launch & Get Insight from Real Users

We held a small ceremony for the soft launch on December 20, 2020. With the existing features and design, we started operating on a small scale to gather insights and see if any issues occurred.

FINAL REPORT

Customer Satisfaction Score

We use Customer Satisfaction Scores to evaluate the products we have developed. We selected 10 people who match our customer segment and have tried shopping at traditional markets using the Teman Pasar application.

User Characteristics

  • Shopping at traditional markets at least once a month
  • Spending more than 100K rupiah per month on shopping
  • Familiar with using smartphones and apps.
  • The user has shopped (at least once) using the Teman Pasar application.

Aspects of Assesment

We asked some questions, and the user will answer using a Likert scale. Additionally, we asked them more questions to dig deeper and gain more insights for these four assessment points.

1. Quality & Variety

Refer to the physical quality of the product, such as the freshness of groceries and the variety of products that available in the mobile app.

2. Pricing

Refer to affordability, value for money, competitive pricing compared to alternatives, and any perceived fairness in pricing tiers or packages.

3. Features

The features we develop must be relevant to their needs, innovative, and contribute to the overall usefulness of features in achieving their goals.

4. Ease of Use

How intuitive and user-friendly the mobile app is. Users will rate their experience based on factors such as ease of navigation, clarity of instructions, simplicity of features, and overall usability.

Score Report

Aspect

Average Rating (1-5)

% Satisfied (Rating 4-5)

Quality & Variety

4.3

85%

Pricing

3.8

72%

Features

4.5

92%

Ease of Use

4.5

92%

Overall Exp.

4.3

85.25%

Quality & Variety

Average Rating (1-5) 4.3

% of Satisfaction (Rating 4-5) 85%

Quality & Variety

Average Rating (1-5) 3.8

% of Satisfaction (Rating 4-5) 72%

Features

Average Rating (1-5) 4.5

% of Satisfaction (Rating 4-5) 92%

Ease of Use

Average Rating (1-5) 4.5

% of Satisfaction (Rating 4-5) 92%

Overall Experience

Average Rating (1-5) 4.3

% of Satisfaction (Rating 4-5) 85.25%

Trends and Insights

(4.3) Users highly appreciate the quality of the product

Adding more product variety available in the market and providing training for personal shoppers so that they are able to choose the best quality of the product might help to improve.

(3.8) Many users still think that the pricing is too high

More research and rebuild the business strategy are needed to improve this aspect.

(4.5) The feature set of the product received a positive rating

Users are satisfied with the features available in the application, and everything functions well.

(4.5) Good UX indicates a strong point of the product

Good feedback is obtained for all aspects from the UX side, including good visual appearance and an intuitive design that is easy for users to use.

With an overall score of 4.3 and a satisfaction rate of 85%, we can say that Teman Pasar is a well-developed product. Of course, there is always room for improvement, but we believe that this product will grow bigger in the future.

Quick Recap

  • Teman Pasar is a product that answer common issues taht occur when shopping in traditional markets, such as the lack of price tags and difficulty in finding the cheapest products.
  • Insight from research: users are accustomed to and feel safer shopping from familiar vendors or those they know.
  • Product benchmark: Titipku is a similar product that has been launched to the public. We examined its strengths and weaknesses for the better development of Teman Pasar.
  • Teman Pasar flow: the user open app and scanning the nearest market - selecting market - making payment. Orders will be handled by personal shoppers and couriers.
  • We used "Customer Satisfaction Score" to evaluate the product we have developed. The score result is 4.3 with an 85% satisfaction rating.

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