Tokopedia

Redefining the Product Discount Experience

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Role

Designer

Duration

3 months

Goals

The main objective is how to provide an easy to use, hassle free, and flexible platform that sellers can use to make their process of discount activation.

Intro

Diskon Toko in Tokopedia is one of the vital promotional tools for sellers to promote their products and attract new buyers, beside using Flash Sale as a campaign.

98% sellers have been using Diskon Toko to their advantage and rely solely on Diskon Toko when they are not participating in a flash sale. Despite the high adoption rate, Diskon Toko is one of the most problematic features (contribute 80% of campaign reports).

Company Problem

"Despite the high adoption rate, Diskon Toko is one of the most problematic features that contribute 80% of campaign CS tickets."

Existing Experience

Currently, Tokopedia has a Diskon Toko page that shows to the sellers everything from their products on sale, what is coming and the inactive discount.

I did a design audit on the Diskon Toko page for some visual design and UX issues.

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Start to Understand

I held a series of seller interviews lines to better understand their pain points, and constraints. Each of these interviews was captured in audio and text format, and was used to identify common themes and specific needs.

I also explored existing data and artifacts, including:

  1. number of registered Diskon Toko product
  2. traffic and user analytics data
  3. audience demographics and targeting data
  4. seller product discount period
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Organizing Feedback

After conducting interviews and design audit, I transferred all quotes, comments, and feedbacks from our findings into Miro board and start categories and grouping between notes.

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Findings

Based on the results of grouping feedbacks, there were several things that frustrated the seller. Some of them are:

Sellers have difficulty adding product quantity to participate Diskon Toko
Sellers unable to change stock during the campaign period and sometimes an error occurs.
Sellers have to wait at least 30 minutes until the campaign started

Most reported issues are in the area of system reliability, stability and feature limitations. With these in mind, we aim to improve the piled-up poor slash price experience felt by Sellers with providing:

  1. A reliable and stable system to ease sellers operational efficiency in order to reducing reported issue.
  2. Flexible and adaptable feature, means sellers can set Diskon Toko according to their needs and not limited by unnecessary rules or limitation to improve sellers overall experience in Tokopedia. Also, in order to decreasing of error rate.

Ideas

  • How might we allowing seller to add new products that they want to set discount easily.
  • How might we allowing seller to manage all discounted products that they have set.
  • How might we allowing seller to fill in the discount parameters that they want.

User Story

To be able to read the case more concretely, I defined a user story that can be used as a reference for making the design solution.

Stability
  1. As a seller I want to access the slash price setting smoothly so that I can operate more effective in Tokopedia
  2. As a seller with lots of products, it’s common for me to use bulk upload, thus I want to set the price with bulk upload smoothly.
Reliability
  1. As a seller I want to edit my product attribute such as stock price immediately when slash price is ended.
  2. As a seller I want to set a flexible campaign stock to maximize sales during the slash price period.
  3. As a seller I want my newly added product to be reflected in the slash price.
  4. As a seller I want to set my slash price discount whenever I want.
  5. As a seller I want my slash price to be implemented immediately according to schedule.
Feature Enhancement
  1. As a seller I want to edit my discounted product without having to deactivate the other.
  2. As a seller I want to set discount to multiple products with campaign scheduled that I have.
  3. As a seller I want to set discounted product and live immediately.
  4. As a seller I want to activate multiple product at a time.

Start Designing

New Activation Flow

The next step after defining the problem and coming up with an idea to solve the problem experienced by the seller and looking at internal data, I create a new flow to make the discount activation process more comfortable for the seller. The new flow allows the seller to choose multi-products to be activated simultaneously.

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Discount Monitoring

Discount monitoring represents the process that seller go through after creating product discount

Rather than displaying all products, whether they are currently on sale or not, it only shows what's needed. Generally, the step of monitoring discount can be divided into 3 states which consists of ongoing, upcoming, and transferable discounts.

Sellers are also given the flexibility to add or delete products in this discount list.

  1. Ongoing

    Ongoing contains a list of products that are currently on sale.

  2. Upcoming

    Upcoming contains products whose discount period has been determined and is waiting for ongoing.

  3. Transferable

    Transferable is a state where a product that previously had a discount also set to participate in the Flash Sale campaign at the same period.

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Products Selection

The idea of this popup modal is the flexibility for sellers to filter and select the products that they want to activate the discount. To filter products, sellers can choose categories and showcases. This design prevents sellers from choosing products that do not have stock because, naturally, a product must have available stock to set a discount. So products that cannot be selected will be disabled, and the tooltips will appear.

One of the complaints from sellers on the current design is that it is not possible to arrange discounts on several products at once. Meanwhile, middle to upper-scale sellers usually arrange their products in bulk.

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Introducing the discount editor page

One of the new features on the discount settings page is the multi-edit product. This feature facilitates sellers with the need to activate several products at once. On one page, the sellers have more freedom to determine the discount percentage, final price, or the period of the discount.

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Validation

As the next step to ensure whether the design that I made is suitable for the user or not, I conducted usability testing. However, because it is still in the atmosphere of the covid-19 pandemic, I held it online.

In general, Sellers prefer the new design. Although there are some parts that still need to be improved. Furthermore, the points conveyed by the sellers I use as a reference for the next iteration.

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Final Design

Here is the new Diskon Toko looks like after many iterations and tests.

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Result & Impact

After releasing this feature to sellers, some of the good points of this revamp impact are the addition of ## unique sellers created Diskon Toko. In addition, the error rate on Diskon Toko is down to XX %.

Key Takeaway & Learning

Diskon Toko is quite challenging for me because this feature relates to many teams, so I have to align with the needs of other teams. Besides the most important thing is to solve the problem of the seller, communication with the internal team is also important in product development. Especially if the product has many stakeholders involved

This product still undergoes a lot of improvement which hopefully we can eventually perfect the formula of a self-serve campaign platform that can help seller grow their business even more.