Company Overview
Tokopedia is a leading Indonesian e-commerce platform, offering a diverse marketplace, mobile app, multiple payment options, seller empowerment, customer protection, logistics support, and significant investments for growth, catering to a wide range of buyers and sellers across Indonesia’s online retail landscape.
Situation / Task
TopAds, a paid advertising feature on Tokopedia, empowers sellers to promote their products and shops. The dedicated TopAds Dashboard serves as a central hub to manage ads, with entry points integrated across the Seller Dashboard.
MPP (Manage Product Page) serves as the primary funnel for daily TopAds creation, witnessing around 4K – 5K ad creations. However, the percentage of ads created currently stands at a mere 6-8%. The goal of this project is to significantly enhance this percentage and drive better engagement with TopAds on MPP.
Role
Product Designer
Target User Tokopedia Seller
Tools
Sticky notes, Figma, Google Docs
🧠 Understanding
To identify user needs and problems, I thoroughly audited previous outdated designs, studied past research documents, and reviewed product performance using data analytics. These findings were then compiled into personas to gain a deeper understanding of the challenges faced by each type of user. Benchmarking is also done to gather valuable information.
Recognizing that handling the end-to-end journey would be time-consuming, I strategically divided this project into three phases: the creation, monitoring, and awareness. Here are classified problems based on those phases:
Front Funnel
1. Awareness Phase
- User need TopAds recommendation, but there’s only one and it rarely appears
- User prefer this page as the 2nd most Ads Entry point, but there’s only one single entry point.
Back Funnel
2. Creation Phase
- User need to create Ads easier and Faster, but the creation flow is complicated
- User need to mainly focus on managing product, but ads creation flow is distracting
3. Monitoring Phase
- User need to monitor ads status, but the status is unclear
- User need to measure conversion, but the metric reading flow is unclear
- User need to evaluate ads periodically, but there’s no date filter
- User need to know ads placements, but there’s no placement filter
- User need to monitor ads placement performance, but there’s no placement filter
- User need guidance to optimize ads, but there’s lack of education
We prioritized the back funnel, consisting of the creation and monitoring phases, with the goal of achieving higher creation and retention rates. Subsequently, I implemented the front-funnel, the awareness phase, to elevate adoption. This approach gained buy-in from TopAds stakeholders, enabling focused efforts and alleviating the engineering team’s workload.
💡Ideation
I explore various flow, information architectures, wireframes, and entry points alternative to synthesize design opportunities and potential ideas. Ideas was analyzed with examining pros and cons to find the most proper one.
🎨 High Fidelity
1. Ads Creation Flow
Based on my design audit, the previous flow lacked continuity, causing users to lose their selected product from the Manage Product Page and having to re-select it on the TopAds Creation Page. The previous flow had 7 steps and an open-in-new-tab interaction. To address this, I streamlined the creation process into 3 steps with auto feature, and can be done on-the-spot with Modal interaction. As a result, making the process of creating ads simpler and efficient.
Based on compiled persona, advanced seller use advanced settings to create ads. Leveraging this behavior, I propose to enable advanced settings in this creation journey besides simple settings for the next phase, impacting the product vision.
2. Ads Monitoring Flow
Design audit and benchmarking indicates that the outdated design style, lack of function, and irrelevant information architecture in the previous version were not aligned with current user needs. To address this issue, I refreshed the visual style using the latest design system and revamped the information architecture. I also introduced new functions, such as ads-type filters, date filters, manage group entry point, educational tips, to assist users in optimizing their ads and achieving better retention.
Here are Enhanced Features in details:
- Clearer Ad Status: Enhancing awareness of your current ad status.
- Conversion-Ordered Metrics: Simplifying conversion monitoring with sequential metrics.
- Date Filter: Enabling periodic monitoring and performance comparison.
- Ads Placement Filter: Educating on ad placement, facilitating specific placement tracking.
- Ads Optimization Tips: Guiding users to enhance ad performance.
3. Feature Awareness
After discovering from past research that Ads recommendation is the second most preferred recommendation, I noticed that MPP lacked this feature. Additionally, the journey audit revealed that TopAds lacked a bulk creation function. To improve the experience, I enrich the TopAds entry point by introducing bulk creation and implementing seven Ads recommendation types, including the logic criteria. By presenting a well-backed design proposal, supported by data and positive impacts from the creation and monitoring phases, I successfully garnered buy-in from MPP stakeholders. This enabled more essential entry points, easing ad creation and optimization, and influenced the MPP team to create an entry point guideline.
🧪 Testing
TopAds has a creation and monitoring experience on the Product Detail Page (PDP). Following successful A/B testing on Manage Product Page, I directed the extension of this experience to PDP to broaden its positive impact, and having a consistent journey to maintain.
✨ Extra Miles
As research shows SOM (seller order management) is the second most preferred TopAds entry point among sellers. I proposed extending the TopAds experience to SOM, this strategic move contributes to product vision.
🚀 Outcomes
Manage Product Page
📈
Increasing the daily successful rate of shop’s ads creation
Android: ↑120%
Desktop: ↑29%
📈
Increasing the number of daily advertised product
Android: ↑75%
Desktop: ↑64%
📈
Increasing the number of daily advertised product
Android: ↑50%
Product Detail Page
📈
Increasing the daily successful rate of shop’s ads creation
Android: ↑140%
Desktop: ↑79%
📈
Increasing the number of daily advertised product
Android: ↑88%
Desktop: ↑13%
📈
Increasing the number of daily advertised product
Android: ↑50%
Desktop: ↑26%
🌱 Other Impact
- By proposing extending TopAds experience into Seller Order Management based on research, I strategically contributed to product vision.
- By directing the extension of this improved experience to PDP, we have consistent journeys easier to maintain.
- By gaining buy-in from TopAds stakeholders for dividing this project into three phases, I enabled focused efforts and alleviating the engineering team’s workload.
- By securing stakeholder buy-in through a data-supported design proposal, I influenced the MPP team to establish an entry point guideline.
📖 Learnings
- By getting the buy-in and influenced MPP team to create an entry point guideline, I learned to expand my influence not only to my tribe, but also to other tribe.
- I learned to see things holistically by leveraging multiple data points & insights, then compiled them into persona to gain a deeper understanding of the challenges faced by each type of user