For Learning Purposes Only

Tokopedia
New feature for increase
retention user
By Naufal Yufa Mahdy
 The Problem

We know that the covid

virus entered Indonesia
at the end of December
2019 and forced people to
do activities at home
with all the risks, here
people's shopping habits
have changed, those who
used to shop at markets
or modern markets are
now switching to online
which has greatly
increased the impact of
online transactions very
high,

link : pola belanja selama pandemi

The Problem

And besides this table which

can show that in 2022, the
covid virus will start to
decline and have an effect
on the habits of humans
who can do activities outside
the home, this will have an
impact on the purchasing
power via online in society to
decrease too. This is a new
problem and a new
challenge for Tokopedia

link : grafik pembelian online

Awareness
In 2022 - 2023 the covid
virus began to decline and
Acquisition
had an impact on people's
habits of buying goods
Activation

Government regulations also

Activation allow people to do activities
outside the home and people are
Retention
now starting to buy goods at
malls or supermarkets again, this
has an impact on user commerce
Revenue
at the retention stage
The objective
With this data, you, as a
product manager, are
assigned by your Leader, to
analyze consumer
purchasing power, and make
consumers buy 3 items in 1
week, thereby increasing the
retention rate.
 Product Strategy
Product Vision
by making promos and discounts on each item that has
been adjusted to the user's wishlist, we can increase user become the main top
retention brand for online
The shopping services
Problem with goods that are
cheap and according
Users are no longer able to the wishes of the
to buy goods using user by having excess
discounts or using promos and discounts
promos with goods according
North Star Metric to the wishes of the
#of checkout user per week user
Signal Identification

Stakeholders tell us that our retention rates are

starting to decrease

We saw reviews on Google Play which can be a

reference for problems that can be used as pain
points, and can be used as the basis for problems
that have an effect on reducing retention rates.
Brief Research

Background

By looking at the feedback from users who gave a 1 star rating who commented on promos that could no longer be used, which could be the
main paint point for reducing the retention rate of the user, even worse if you don't make internal changes to the application, the user will don't
use our app anymore

Delivery
Background
- quantity research (Sebar pertanyaan di Instastory)
Increase retention rate by increasing user spending at least 3 - In-Depth interview ke 2 orang
items per week - User persona
- CJM
Result from quantity
research

I asked questions through Instagram stories to customers and I

got results like this

From the 28 respondents' questions, we get the result

that:

To make users buy goods, at least 3 users provide

feedback that they need promos and discounts every
week on purchasing goods

Link : gform
Summary qualitative research

1. Most users are at the age of 25-30

2. Practical and lots of promos are still
the best value for users to buy goods
online
3. The average user currently buys only
1-2 items a week
4. Discounts and promos are still the
most answered from the user side

We also chose 2 user

personas to conduct in-depth
interviews ->
Persona

Lutfi Siwo
28 tahun 25 tahun
Branding strategies and marketing Finance staff
Jakarta Jakarta

Behavior Behavior
Professional worker in north jakarta area, working a 9-6 job, Professional worker in south jakarta area, working a 9-4 job, On
On daily basis he struggles to schedule meetings stakeholder daily basis he struggles to check and monitoring cash flow the
at work. currently , office policy required hybrid of 1 WFH and company, currently , office policy required hybrid of 4 WFH and
4 WFO days per week 1 WFO days per week
Need Need
● The sense of buying is higher if there are attractive ● The feeling of buying is higher if there is an interesting
promos and discounts bundling and according to the wishlist of the goods
Pain point Pain point
● Feeling that discounts are only for items that are less ● Sometimes discount information is not updated so I miss
attractive to him the discount
 Customer Journey Map Siwo
Usage
Stages of Journey Awareness open apps or website
find the item check the promo or discount make a payment
get the item and referral

users make payments users get the items happily

Users Goals user can find the apps open apps user chose the item user use the discount or promo
easily and provide referrals

user clicks logo apps

user start to find item
user reach apps from user after click the item and then find Users can choose various get the item from shipper
Activities and click to the
adds or from friend user typing the address the fit promo payments and give a referral
payment
tokopedia
screen or display PC
ads , email, word of screen or display PC screen or display PC PC screen or display word of mouth
Channel Screen or display
mouth, Screen or display phone Screen or display phone Screen or display phone media social
phone

Emotion

● sometime user late to know the

discount
the ads are not clear, ● sometimes the discount doesn't
Pain Points - step too long -
too many gimmicks match the item you want
● With the discount I can only buy 1
item in 1 week

● can make discounts according to

the wishes of the user
better if there's any make a promo, make a ● create bundling where users can
step can be reduced and
Opportunity make clear a ads shortcut to discount apps can fit for all buy more than 1 item -
make notifications that are more
make it more seamless
item or specific item device ●
appropriate to the time the user
uses the device
What we learn from In Depth
Interview
Summary
From the research we did, it turns out that we can validate the hypotheses we think about.
Users explain that the issue of discounts and promos is very important for their buying power.
This can be an opportunity to create a feature that addresses this problem.

Lutfi Siwo
● Feeling that discounts are only for ● Sometimes discount information is
items that are less attractive to him not updated so I miss the discount
Pain Point
sometime user late to know sometimes the discount doesn't With the discount I can only
the discount match the item you want buy 1 item in 1 week

How might we make discounts

How might we make user How might we make user
can be used according to the
know the notification buy more 1 item per week
wishes of the user

HMW Statement
RICE CALCULATION SCORE

Impact
Problem statement Reach/User Confidence effort Score Rank
Business User
How might we make user
1,221,050 2 2 2 3 3,256,133 3
know the notification
How might we make
discounts can be used
1,452,112 3 2 2 3 5,808,448 2
according to the wishes
of the user
How might we make user
1,634,724 2 3 3 3 9,808,344 1
buy more 1 item per week
Problem statement with the discount i can only buy 1 item in 1 week

REACH IMPACT CONFIDENCE

User 1,634,724 Score 2.5 Score 3
The problem impacted 88% of our If users are given a discount, their Through research and forecasting,
x purchasing power will be greater x
total user journey we are highly confident urgency
On the other hand, the more discounts,
of the problem
the less profits the company gets

EFFORT
Score 3
To solve the problem i will require
2 sprint
Problem statement with the discount i can only buy 1 item in 1 week

How might we make user buy more 1 item

Propose the solution

2. Pop-up Promo
1. Bundling
Bundling
Mingguan
mingguan
Solution
1. Bundling Mingguan

● A sales promotion of goods that aims to increase

customer purchasing power every week
● Customers can buy 1 item with a bonus of 2
items.
● The types of items displayed depend on the
user's habits, such as items that are often seen,
wishlist items, items that are often purchased.
● This is a weekly promo, every week the item can
change.
Solution
2. Pop-up notification bundling mingguan

● a notification appears about the weekly

bundling promo
● notifications appear when the user
frequently uses the application, this can be
tracked from the behavior of the user using
or opening the application
Product
Requirement
1 Product Purpose
1.1 Problem Statement
Based on in-depth interviews we conducted with 80% of your users, around 60% of them experienced demotivation to buy goods
because the sloping pandemic graph caused people to return to their behavior, buying goods through traditional markets or nearby
shops and 50% of their complaints with some promos that can no longer be used so that people's purchasing power is decreasing and
this is dangerous for user retention. if we can increase people's purchasing power again then we will be able to increase KR to increase
user retention

Reach : Returning users who have already completed at least 1 transaction

Impact : if we have found items that are on the user's wishlist or items that users often buy, and we create a bundling feature then we
can increase the user's purchasing power which can reach our KR to increase retention by buying more than 3 items per week

1.2 Goals
Increase Retention rate

● Provide information to users that there are promos every week with bundling according to the category on the wish list
● Increase user purchasing power from 1 item per week to 3 items per week
1.3 Stakeholders
Who is it for and when are they going to use this product?

● for new and old customers, they can use this promo every week with different bundling items and they will find out
this information from notifications that have been adjusted to the customer's habits using the Tokopedia
application
● for Merchant , they will be given a platform to sell goods in bundling, every week the items will be replaced with
items that are more attractive to customers, sellers are advised to add to the collection of items being sold, so that
customers have more choices and customer purchasing power is higher
1.4 Success Metrics

Goals Metrics Current Condition Target after release

increase user retention by buying goods with a minimum of 3 #of checkout item per week 0-1 per week Q2 2023
items per week in Q2 2023

if the user clicks on the bundling feature then the user starts # of CTR feature Bundling mingguan - Q2 2023
to be interested in this feature, we can measure the success
criteria by means of the minimum user clicking on the
bundling feature at least 25 times per week

if the user clicks on the popup then the user starts to be # of CTR Popup notification Bundling mingguan - Q2 2023
interested in this feature, we can measure success criteria by
means of a minimum of users clicking on the bundling
feature at least 50% of the number of popups that appear on
the user's device
2 Assumptions, Constraints and Risks
2.1 Assumptions
● the "weekly bundling" feature will be successful if the user meets the "%checkout item per week" metrics

2.2 Constraints
● constraints that must be considered are
● From the merchant's point of view, the partnership team must be able to deliver the function of this weekly bundling feature, because merchants
must follow the rules made by Tokopedia to make the bundling successful. For example, if possible, the margin from the merchant must be reduced,
but on the other hand, the merchant can get more buying opportunities from customers because of this feature
● From the product team's point of view, the team must find as much data as possible to validate goods that are suitable for bundling by the customer
so that the level of customer purchasing power is higher
● finance team, team should share views to product team if this feature has a big impact on company revenue
2.3 Risks

Risks Mitigation

if the merchant doesn't want to do this feature then we have to look

for another comparison merchant so that the user still has the choice
Merchant don't want to join this feature
of item bundling according to what he wants

Then we try to do a/b testing by moving the layout and discussing

with the Researcher and UI team to validate whether the changes to
Low CTRs
this layout have a technical basis
3.1 User Flow
GOLDEN PATH 1
User get notification from
tokopedia, with notification
times that have been
adjusted to user habits using
Tokopedia
At the landing page On the description page,
customer sees items that customers can see what
match what he needs, and items are bundled and can
he click choose color or size, if the
customer likes the next step,
the customer checkouts the
item
GOLDEN PATH 2
the customer is in the
application and sees the
weekly bundling promo, he
knows the item and he likes it,
then he clicks directly to the
item description without going
to the bundling pages
On the description page,
customers can see what
items are bundled and can
choose color or size, if the
customer likes the next step,
the customer checkouts the
item
GOLDEN PATH 3

the customer is in the On the description page,

At the bundling pages, The
application and sees the customers can see what
customer sees the item he likes
weekly bundling promo, he items are bundled and can
and clicks on it to see the
was curious and entered the choose color or size, if the
description
bundling pages customer likes the next step,
the customer checkouts the
item
4. Timeline

Q1 Q2
Feature
Jan Feb mar apr May june jul aug

Build "Promo bundling mingguan" feature

Roll out 10%-100%
Build popup notification “Promo mingguan” Roll out 10%-100%
5. Mitigation Plan

No Stage Description Success Plan Unsuccessful Plan

Usability Testing, Gathering more Conduct another UT with related

1 Initial Requirements Continue to Development
Info, inform findings stakeholders

Extended the release plan until

2 Development Development & QA Testing Continue Deployment
bugs free / properly functional

Deployment / Phase Rollout Rollback and gather insight by

3 Product Launch Continue to 100% rollout
(5-100% in 2 weeks) meetings with stakeholder

Communication Push Notification, Social Media Reconduct the A/B Testing for all
4 Continue to Metrics Evaluations
Strategy Activation, Ads the strategy

Gather Insight and inform all the Create a quarter report and do Create a report and do some
5 Metrics Evaluations
related stakeholders some stakeholders meeting stakeholders meeting
6. Go to Market Strategy

Items Description

Users with an age range of 15 - 35

Target Market
Users who often use discounts and promos

Messaging and positioning Explains how the user can use this promo which takes place once in 1 week

Value proposition Users can buy items according to their wishes with bundling promos

Promo email
Social media posts
Marketing material Popup notification
Campaign, “untung terus dengan bundling”
Adds on tv or youtube

Sent out a promotional email to its entire user base, highlighting the new futures and the benefit. Use a social
Launch the feature media and in-app notification to promote the feature to a wider audience

Track the metrics such as CTR, number of checkout per week and user satisfaction to identify any areas for
Measure and optimize improvement.if this feature fails then we can check for improvement, if this feature is successful then we can add
or make this feature near perfect from user feedback or by checking metrics
Terimakasih.
Appendix > linkform | PRD

Naufal yufa

For Learning Purposes Only