Bantuan Entry Point Improvement
Understanding
Brief
The current BukaBantuan page has 3 entry points (Messages from CS, Problematic Transactions, and Other Assistance) to access help from the chatbot. This has resulted in a relatively low conversion rate of 14% from page visits to clicks.
Problems
The hypothesis is that users are confused by the multiple entry points, and the goal is to simplify these entry points into one.
Insights
From the evaluation that was previously conducted, our UXR mentioned that our assistance menu is quite deep to reach, making it possibly difficult for users to access live chat.
Users struggle to serve customers while searching for the chatbot on the help page, often resorting to WhatsApp, impacting CS team KPIs.
Goal
Make the entry point more specific, clearly indicating the menu’s purpose.
Rp9M cost savings from a 15% click conversion increase, reducing churn through better help request experiences.
Scope
BukaBantuan landing page and entry point improvements.
Persona
All Mitra Bukalapak, especially those who frequently encounter issues with their transactions.
Oportunities
How might we help users quickly access the BukaBantuan menu?
Solutions
Exploration
This is the exploration I conducted, including competitor analysis, defining the design spectrum, creating the first, second, and third iterations, and preparing for user testing. The entire process took approximately one week.
After doing the competitor analysis, I started sketching ideas.
Next, I iterated further based on team discussions.
Third iteration: the final version for User Testing.
A brief overview of the iterations I made in this project.
I completed this project in approximately 3 sprints and 1 sprint for user research. I spent 2 sprints on design and 1 sprint as a buffer for design, context understanding, and initial iterations to be agreed upon by QUAD (business, product design, PM, and developer) to proceed with one of the iterations I proposed.
Below are the iterations I worked on, from the existing design to the final design.
Design Flow
From the image below, it is evident how the reworked homepage provides users with better context regarding the displayed menus. While the number of menus appears greater, each one is contextual, allowing users to clearly understand the actions they can take on the homepage.
Result
The results below were obtained and presented in my weekly PM meeting with Angelica Wiliana. The A/B testing experiment for this homepage rework showed positive outcomes, increasing the team's confidence in rolling out the design solution I proposed to all Mitra Bukalapak.
Why I Choose This Project?
This project was very exciting because I conducted multiple iterations and discussions with the team to achieve a win-win solution—reducing customer care costs for the business team while ensuring a good UX and a cost-friendly implementation for the development team. The positive results further validated that my proposed solution was both effective and well-targeted.
Documentation
If you’d like to view my Figma documentation, please check the following link: https://figmashort.link/kAiN5m