Understanding
Brief
Previously Mitra Bukalapak checkout page contain insurance option for our buyer, so they can select it and get the insurance guarantee. But either they checked or unchecked the insurance option our ops team will cover the complaint and our IDC admin will tell the owner that there are complaints for the transaction.
Problems
Either user checked or unchecked the insurance option, user will still get compensation coverage.
The cost of our coverage is free, while they are paying for the insurance since it is third party service by Igloo.
Goal
We want to monetize our service rather than free, and removing Igloo service.
Generate additional revenue for GT (General Trade) business while maintaining the current MTU (monthly transact users) levels that could generate around 32 million per month.
Scope
Checkout page.
Surat jalan.
Persona
All Mitra Bukalapak user that transact within the app.
Timeline
All Mitra Bukalapak, especially those who frequently encounter issues with their transactions.
Oportunities
How might add additional transaction fee, without burden our user and our partner?
Solutions
Exploration
First, I explored how competitors apply insurance fees or service charges on their platforms. Then, I gathered the key components they commonly implement.
A brief overview of the iterations I made in this project.
After identifying the essential components for an additional fee section, I aligned them with the checkout screen. In the first step, I presented four screen options in a meeting for voting, then further explored the selected screen.
Challenge
As a note, the exploration below received feedback from the business team that the UI should not imply that Bukalapak is replacing the item. In reality, the MBL app only acts as an intermediary, facilitating communication between the buyer and the IDC warehouse regarding transaction complaints. The reason for this is that, from the IDC’s point of view, the points listed are the responsibility of IDC. Therefore, any additional fees should be charged to IDC, not requested from the MBL app.
We need to communicate that the fees displayed in this app are service fees for Bukalapak, which acts as a bridge between the store and the IDC. The MBL staff at the IDC are involved in assisting with packing and shipping.
The section I highlighted there is the part that should not be displayed.
This diagram illustrates the correlation between Warung, the Mitra BL app, and IDC.
Copywriting
Lastly, I opened a voting thread on Slack so each stakeholder could provide their vote and suggestions regarding the naming of the additional fee, considering concerns that users might be price sensitive. This copywriting was done with the help of my colleague, Zain Nabih.
Vote Result
After discussing with the stakeholders, here are the results.
This is the discussion I had in the Slack thread, which involved stakeholders from my squad.
Here are the results for the description and label name of the fee.
Final Iteration
After deciding which copy to choose and considering that the explanation provided in the fee information within the app is quite minimal, I opted to use a tooltip with the following interaction:
Result
After the design was agreed upon, the team decided to conduct an A/B testing involving two variants: the previous design without the additional fee, and another design with an added Rp500 application fee.
Next, after we enabling this feature for all 65 IDCs in July 2023, there was no indication of a drop in terms of weekly transaction users, weekly transactions, the number of items in the cart, and revenue trends.
Why I Choose This Project?
I chose this project because, despite its seemingly narrow scope, the exploration and discussions were extensive and thorough. It was a valuable experience to be directly involved in the project, collaborating with stakeholders to arrive at well-informed decisions that led to measurable success.
Documentation
If you’d like to view my Figma documentation, please check the following link: https://figmashort.link/fnPPZf