Design

Challenge

Amelia Rana | 2022

StudyCase
Background Objective
Dalam beberapa bulan terakhir, Surplus berhasil
melakukan akuisisi terhadap sejumlah merchant dari How to validate user needs and
beragam rentang kategori untuk bergabung sebagai mitra
Improve Surplus Marketplace
Surplus. Untuk mendukung upaya skalabilitas bisnis, tim
Bisnis Development menginginkan adanya peningkatan Buyer’s Purchase Journey to
rasio konversi pengguna aktif aplikasi Surplus terhadap Increase sales
jumlah transaksi berhasil setiap bulannya.

IOS platform
About
this Talk
Here's the topic list:
1. Ensuring mission-criticality
2. Gather user insight
3. Framing opportunity
4. Existing Design vs Proposed
Redesign
5. Conclusion
Breakdown the challenges..

1. How to validate user needs?

2. How to Improve Surplus Marketplace Buyer’s
Purchase Journey?
3. What do i need to improve for Increase sales?

Ensuring Mission
01 Criticality
ResearchDesk A consumer value perspective

Why do people purchase from food delivery apps?

Based on diagram, there's

2 main variables that affect
purchase intention.

1. Attitude
2. Visibility toward money
quality & benefit, Social
status, and Preference.

02 Journal of retailing and consumer services (2021)

To gather insight,

I'm doing interview with

people who get used to food
delivery app.

also UT current surplus app

with people who's never
been use the app to critically
analyze problems in an
existing app -> TASK;
Transact their first order.
Gather the insight
The world’s leading platform
for reducing food wastage.
There's 3 main reason why too good to go success in
business, tech and design perspective:

1. The platform are free for cust. Their revenue

streams are from business partners.
2. They provide geo-targeted map to easy finding
the merchant.
3. The design are unique and simple, they really
know how to communicate with user.

Learn from
The Competitor
Competitor
Analysis Feature based
 Turn Insights in to Opportunities

With all the feedback and insight,

I try to expand more possibilities with

go through to their journey.
Existing Design
 Proposed fixable area
You can test the design in the link below

bit.ly/LoginRedesign
Based on mental state
and user flow, I decide to
redesign check out page
to decrease user
consideration. Push them
for making a transaction
by cutting the flow in an
effective way.

From 2 check-out page in

to 1 page. This solution
have been used by Gojek.

The result are good, their

booking rate had gone up
by 5% and a significant
drop in the booking time.
Card Sorting
Result
Test sorting card using
Optimalworkshop to
determine AI especially
in check out page.
Wireframe
 Before
1 1. Simplify location
section
2. Change the unsual
placement of dots

After
Homepage
Redesign
 Before
1

2
After
1. Move feature fav and
share in to Item's page
based on card sorting
2. Simplify the verified lable.
3. Simplify order button to
create neat design

3 Menu page
Redesign
 1

After 1. Make a room to user

for convinience by
adding white space
4
2. Make it bigger to see
3. Change button,
2 prevent too many
shape. it'll make user
distracted
Before 4. Move fav and share
button from menu's
page.

Item page
Redesign
Before

1. Simplify the task,

Change the
minimum order and
clear one task which
1
is "Delete order".

After Edit item page

Redesign
 After

1. Simplify the task, from 2

page in to 1.
2. Design as neat as possible to
prevent overlap information
3. Added "add item" and move
"edit item" near the product
Before 4. Highlights the notice

Check out page

Redesign
Before

After

1. Color psychology by
replace with red to
push user in urgent
conditon and finish
payment bills.

Redirect page
Redesign
Before 1

Make it fun the order

status

After
Order Details page
Redesign
 Prototype
You can test the design in
the link below

bit.ly/DC-Surplus2022
 Conclusion

Looking back on the whole process, redesigning this app reminded me that
users are always the center of every design decision. I learned about figuring out
what works and what doesn’t also implementing them, and the best part is
doesn’t end. The learning process is continuous.

And that’s a wrap. Thank you for reading!

 Thank You
Your feedback is welcome

ameliaranadsg@gmail.com