R e s e a r c h P o rt fo l i o

Aditya Ardiansyah
UX Researcher with more than 2 years of Experience
 About me

Expertise
Hi, I am a UX Researcher with more than
2 years of experience in both B2C and
B2B. I have experience in various
industries, ranging from Edutech to
Building Material Marketplace

Previous Works
Previously, I worked as a UX researcher
at GoCement, a early stage startup that
enabling contractors, builder and home
owner to be able order and see the prices
of building materials through their
smartphones.

[Aditya Ardiansyah] | UX Research Portfolio | [December, 2023]

About me
Work Experiences
U X R e s e a r c h e r at G o C e m e n t
I increased conversion rates by 50%, led impactful user
research, and drove a 15% increase in app downloads
with a 50% rise in transactions. My research and design
initiatives resulted in a strategic shift, notably reducing
acquisition costs and surpassing stakeholder satisfactio
U X R e s e a r c h e r at S h a r e i t
I led international user behavior studies, providing
actionable insights for ongoing SHAREit app
improvements through surveys, interviews, and in-depth
user research
u x r e s e a r c h e r at n i a g a h o s t e r
Led diverse UX research projects, conducted over 100
hours of in-depth sessions, and improved UXR
infrastructure. Collaborated with product manager for
Niagahoster's product line, shaping decisions and
improving user experience
GoCement

Exploring How
Merchants Sell Building
Materials with
GoCement: A User-
Friendly Research
Journey
TIMEFRAME
This project is done within 3 weeks

OVERVIEW
In this project, we aim to understand the needs and
challenges faced by building material merchants in
selling products. Data analysis revealed a low addition
of materials online, driven by the observation that
almost 50% of merchants were not meeting SLAs on
GoCement.

We explored reasons behind these issues and merchant

in-store sales practices to identify our primary audience.
Stakeholders requested a study to understand offline
and online processes for selling building materials
through GoCement
Process

Why did the product team

invest heavily in this project
initially?
According to Forbes, a successful business is more than just high
revenue – it's about making money effectively. The key takeaway is
that success hinges on profitability, not just revenue generation. But
what about businesses selling building materials in Indonesia? Are
their priorities the same as other industries?

In the world of GoCement merchants, diverse needs and behaviors

abound. Reliance on our internal team for updates can lead to delays
and reputational damage, with low transaction volume emerging as a
recent challenge.

To tackle these issues head-on, we're conducting research to

comprehend merchant behaviors and challenges in selling building
materials. Our aim is to revolutionize the selling experience on
GoCement, making it not only more enjoyable but also more beneficial
compared to traditional retail channels
Process

What we were trying to learn

from this research?

The research aims to understand merchants' perceptions

of technology adoption in their building material
businesses. Additionally, it seeks insights into their
behavior, needs, and preferences for selling building
materials both traditionally and online through GoCement
platforms. The study aims to identify challenges and
requirements related to using GoCement Apps for selling
building materials. Furthermore, it aims to uncover
merchants' expectations and needs regarding support
from the GoCement team for utilizing the GoCement app in
their product-selling endeavors
Process

So, How do we conduct the

research?
We conducted a study for around three weeks (being hold
because of national holiday in Indonesia) to learn more
about Merchant Behaviour when selling building materials
using GoCement.

We conducted the research by visiting merchant stores to

observe their sales and operations during work hours. This
allowed us to understand the context and identify ways to
assist them in selling building materials through
GoCement

In this research we had the privilege to have intimate 1 : 1

even with some several merchant owner helper in the
shop. We are aware that this report may not capture all of
the behavior of the merchants, however we aimed to get
initial understand and gathered inspiration in terms of
merchants in GoCement who has a recent transaction
within the last 3 months.
Process

Who is participating in the

research?
In this research, we are recruiting 5 participants located in
Surabaya, Sidoarjo, or Gresik, aged between 25 and 55
years old, who are merchants. Additionally, we are seeking
participants who have been actively using GoCement, with
more than 1 transaction in the last few months.

Our aim is to include decision-makers and those

responsible for handling orders from GoCement in our
participant pool. During the participant selection process,
we discovered the possibility of hiring individuals with a
canceled order in their transaction history. We are also
considering participants with a product count both higher
and lower than the average to gain insights into various
situations in their building material stores.
Process

First Crucial Insights

Merchants face challenges with Tempo payments,
affecting cash flow. They prefer immediate cash for quicker
inventory turnover. To manage risks, a reliable fintech
partner is needed for credit or payment plans.

How Might We able to help

both Merchants and User to be
able gain a benefit from a
Payment plans with a minimal
risk?
We can assist users by providing a thorough credit
assessment when they opt for the payment plan ('Tempo'),
ensuring that selected users have a solid track record.
Collaborating with reputable financial institutions adds
additional layers of risk assessment, benefiting both
merchants and users and minimizing the risk of non-
payment in the program
Process

Second Crucial Insights

Merchants with only a few vehicles find it hard to plan
GoCement deliveries when they have many orders, leading
to delays. They also don't like delivering small amounts of
slow-selling items like brushes, paint, and nails because
it's not profitable for them

How might we assist our

merchants in sending ordered
materials from GoCement
more easily, quickly, and cost-
effectively?
We can partner with Third-Party Logistics to aid
merchants in sending materials without a minimum
requirement. Additionally, implementing a pickup feature
for users enhances convenience, especially for slow-
moving items
Process

Third Crucial Insights

Merchants on GoCement have trouble adding all their
products, especially with the hidden search bar. They focus
on the most popular items and often skip adding slower
sellers like brushes and nails. Also, older merchants find
the stock data unreliable because it's not updated daily
and they don't have the time or tech skills to use a system.
They prefer to be contacted before someone orders to
confirm if the item is in stock. This shows that GoCement
needs a better way for merchants to manage their
inventory

How can we make it easier

and faster for users to input
products into the GoCement
platform?
We can help the merchant by creating a auto-fill:
Implement intelligent algorithms that provide smart
suggestions and auto-fill options while users input product
information. It can reducing the amount of typing and the
process required.
Process

Strategic Impact : Product Impact

= In Q3, the focus is on acquiring merchants that align
with GoCement profiles, based on the merchant
persona I created and recommended to the team. This
strategy aims to contribute to the growth of GoCement
and enhance profitability in 202<
= Among the recommendations in this research, a key
focus in Q3 is on building a role-based product for
businesses. This involves offering various programs and
special prices for users and has become the highest
priority for the product and engineering teams.
= Analysing the data, we noticed an 80% increase in transactions
one month after releasing the feature. This positive outcome
was amplified by the dedicated efforts of the merchant and
sales teams. Examining successful transactions, we observed a
notable 35% increase compared to the usual average, even
though November is not yet overl
= After introducing our innovative features, we witnessed an
impressive 10% surge in SKUs. In the span of just two months,
from July to August, we saw a remarkable growth, with 2,719
SKUs now enhancing our offerings, showcasing the positive
impact of our research-driven enhancements

Stakeholder Collaboration
Impact
= UXR becomes one of the go-to discussions about the
merchant, especially which merchants we can focus on
—from the operations to the marketing team. This
allows us to acquire merchants aligned with our
primary persona in GoCemen«
= Upper management relies on UXR to identify the types
of merchants they want to focus on in the current
process. This helps in retaining and encouraging them
to continue selling their products on GoCement
Process

My Learning
In this project, I learned how to conduct research in a
bustling environment. The crowded setting wasn't due to
noise but to the constant activity in the building materials
store, rarely empty. Many people frequented the store,
either to purchase materials or inquire as a supplier/
principal, looking to supply materials for the store to sell.
Overcoming this challenge involved creating a priority list
in the discussion guidelines. This ensured addressing
urgent research questions aligned with objectives while
managing less pressing matters efficiently

Maintaining focus with participants is challenging, so my

approach involves repeating or summarising the
conversation before concluding. This helps participants
remember and adds new insights to the discussion.
Patience is crucial, especially in crowded stores, where
conducting research may take 1 to 3 hours
GoCement

Unveiling the Mystery:

Why Users Leave Mid-
Transaction in
GoCement – Insights
from the GoCement
Research Project
TIMEFRAME
This project is done within 1 Months

OVERVIEW
In this project, I evaluated the substantial drop-off in
Google Analytics funnel visualisation and noted low
conversion rates for a product with a monthly traffic of
3K, limited to Surabaya. Despite our efforts, we
encountered challenges with transactions and observed
a significant drop-off after users viewed the product on
our mobile app. As a result, our stakeholders requested
an investigation to understand the underlying reasons
Process

Why did the product team

invest heavily in this project
initially?
When it comes to purchasing through e-commerce or marketplace
apps and sites, one of the significant reasons for a low conversion
rate, as mentioned in a Shopify article, is the lengthy checkout
process, poor search, filtering, and sorting, as well as inadequate
navigation that hinders an easy checkout. However, what about
GoCement Platforms? The platform faces usability challenges, with
users struggling to comprehend the app's offerings and find
desired products.

Addressing these issues is crucial to enhancing the user experience

and improving overall satisfaction with GoCement. Hence, we
would like to learn more about the usability challenges users
encounter when using the apps. This way, we can ultimately
improve the experience, prioritize fundamental rights, and then
proceed to enhance the services further.
Process

What we were trying to learn

from this research?
The research initiative encompasses various objectives.
Firstly, it aims to explore users' familiarity with online
shopping in popular e-commerce platforms such as
Lazada, BliBli, Tokopedia, Shopee, etc. Next, the focus is on
understanding users' behavior and processes when
purchasing building materials. Additionally, the study
seeks to uncover the intricacies of user behavior and
processes when interacting with GoCement Apps while
attempting to complete a transaction. Ultimately, the
research aims to identify and address usability issues and
challenges that users encounter when engaging with
GoCement apps for any transaction.
Process

So, How do we conduct the

research?
We conducted the study for around two weeks using
Moderated Usability Testing. In this approach, a facilitator
or moderator conducted the user testing to gather
qualitative data. Additionally, we integrated quantitative
data obtained from our mobile app analytics, enhancing
the reliability of the data as it represents the entire user
population.

We conducted the research session by visiting participants

in their real-life environments. This approach allowed us to
see and evaluate the product in the actual context of the
construction project, as opposed to a lab or office setting.
However, not everyone was willing to be scheduled for the
construction project visits.

Therefore, we also conducted research in a nearby coffee

shop, a location where participants typically perform their
administrative tasks.
Process

Who is participating in the

research?
We conducted the study for around two weeks using
Moderated Usability Testing. In this approach, a facilitator
or moderator conducted the user testing to gather
qualitative data. Additionally, we integrated quantitative
data obtained from our mobile app analytics, enhancing
the reliability of the data as it represents the entire user
population.

We conducted the research session by visiting participants

in their real-life environments. This approach allowed us to
see and evaluate the product in the actual context of the
construction project, as opposed to a lab or office setting.
However, not everyone was willing to be scheduled for the
construction project visits.

Therefore, we also conducted research in a nearby coffee

shop, a location where participants typically perform their
administrative tasks.
Process

First Crucial Insights

45% of users drop off between the homepage and finding
a product on the GoCement app. The search functionality
needs improvement, as it does not support natural
language queries.

How Might We improve the

product discovery experience
for our users so that they can
easily find the products they are
looking for using the search
bar?
To help them we can create a variant badge for each
product variant, such as color or size, as well as a picture
of each variant. This will make it easier for users to identify
the product they are interested in. Make the search results
with List View options as the default and grid as the
alternative with when it comes to show the search results
in the Mobile Apps so it could accommodate for both
option

Process

Second Crucial Insights

72% of GoCement app users drop off between product
detail and cart pages. Participants clicked 'Tambah
Keranjang' multiple times due to an unclear and quickly
disappearing feedback message. Older men anticipated
paying immediately after product selection, similar to the
'Beli Sekarang' button on other e-commerce sites

How can we improve the

checkout process and flow
in the GoCement app to
make it more user-friendly
and efficient?
To help them we can Add a "Beli Sekarang" button for
buying one product at a time and directly to the checkout
page. This will make the process faster and easier for
people who want a faster checkout process. Then we can
Create more noticeable information when users add a
product to the cart so user understand that their items are
currently sitting in the cart and can continue to checkout.
Process

Third Crucial Insights

Participants found the variant change flow inconvenient
because they had to choose the shop again, which was
unfamiliar and made the "Pilih Toko" section look like a
product suggestion in another shop. They expected to
choose the shop only once, as the price was already
displayed. They were used to changing variants within
the same shop on Tokopedia and Shopee.

How can we improve the

product variant selection
experience for users on
GoCement?
To help them we can Only show variants that exist in
the selected shop on the Product Detail Page, just like
how Tokopedia, Shopee, and other platforms do. This
will prevent users from having to choose a shop and
make it easier for them to order directly from
GoCement.
Process

Strategic Impact : Product Impact

L We can see that after the update, more users are coming to the
L Stakeholders have prioritized enhancing the user
Product detail page where we can generate 21,15% users after
experience in Q2, aligning with our OKR. Simplifying
searching the product. Which makes around increase 3% from
the product aims to significantly boost user motivation.
the previous number of dataƒ
This impactful project is set to contribute substantially
L Google Analytics results show a 73% drop in bounce rate,
to our objectives and overall user satisfaction, marking
leading to a corresponding 73% increase in engagement. The
a significant turning point to ensure that every user
new Product Detail Page exhibits a higher session conversion
action becomes easier. The goal is to increase user
rate of 3.46%, surpassing the older page's 2.11%. This implies
motivation in using the product by xxx% in Q3.
that users are more inclined to make a purchase using the
updated Product Detail Pageƒ
L After updating the app, organic transactions dropped
Stakeholder Collaboration significantly, from 44 to 11 within a month. Analyzing Google
Analytics data, the conversion rate for the 'Beli Sekarang'

Impact button was 3.39%, with a combined add-to-cart and 'Beli

Sekarang' conversion rate of 7% from 1,092 users. This marks
a substantial improvement compared to the previous 4%
conversion rate.
L UXR has become a strategic partner between the
product and engineering teams, guiding decisions to
improve the apps based on data. This shift aims to
encourage a mindset change towards being data-
driven and data-informed. This is a departure from the
past, where decisions were primarily stakeholder-
driven, lacking input from actual users before the
researcher joined the team.
Process

My Learning
Throughout the project, one thing that I want to emphasize
is the need to ensure the devices undergo more rigorous
pilot testing before conducting the research in the field.
When I was facilitating the research session, I noticed a lot
of inconsistencies and errors in the stimuli I used. This
could lead to variations in data between participants if
technical errors occur. Moreover, these technical issues
during usability testing could negatively impact the overall
mood of the research participants.

Aside from that, I learned a lot about how to present the

research in a much better way. I attempted to introduce the
concept of a workshop before delivery, which means all
the recommendations are based on workshops involving
various teams and roles. This approach enhances the
sense of ownership of the product. Additionally, we were
able to implement all the recommendations because of the
workshops. This is because we gained an understanding of
the limitations of the recommendations from the outset,
considering the business, user, and technology
perspectives.
Niagahoster

Niagahoster Research
Project: Satisfaction
Study of Website Instant
T I M E F RA M E
This project is done within 2 Months

OV E RV I E W
This project evaluates the website's real-time
performance based on user satisfaction metrics
(HEARTS) annually. The goal is to provide an updated
version of the previous year's findings, driven by
stakeholders seeking to introduce the product globally,
creating a new revenue stream alongside their core
offering.

I collaborated with a market research team to conduct

quantitative research, complementing qualitative
insights already gathered by my peers. My role as a UX
Researcher, alongside Nida and Mas Kukuh, aimed to
present compelling numerical data to convince
stakeholders of our findings.
Process

Why did the product team

invest heavily in this project
initially?
We would like to see the satisfaction of the website instant in
2022, so we can update the data from 2021. Mainly, our
stakeholders need to know whether our users love websites
instantly or not so we can prioritize bringing the ideas to the global
team. Because of the business performance, our stakeholders said
it is not great, especially with a higher rate of churn rate in the
product and low retention on using it.

However, the higher churn rate from website instant users did not
correlate with the satisfaction level in 2021. So because of this, our
stakeholders would like to know how our users feel about the
website instantly and see their satisfaction with the product.
Process

What we were trying to

learn from this research?
The research objectives encompass understanding user
goals and motivations for utilizing Niagahoster's Website
Instant services, measuring satisfaction levels, and
comprehending the reasons behind them. Additionally, the
study explores user sentiments regarding the service's
perceived importance and evaluates user loyalty levels
resulting from the use of Niagahoster's Website Instant
services.

[Your Name] | Product Design Portfolio | [Month Year]

Process

So, How do we conduct the

research?
In this research, we employ mixed methods, leveraging
prior qualitative findings and incorporating quantitative
validation of user satisfaction. Quantitatively, we use
surveys to capture attitudinal data and employ Kano
Modeling to prioritize Niagahoster's Instant Website
product based on user satisfaction and perception. For
qualitative insights, in-depth interviews are conducted to
understand users' experiences and reasons for using or
discontinuing the Instant Website.

Our goal is to represent the diverse categories of Instant

Website users on the platform. Considering 1571 users
who have used the service for at least three months in
2022, we aim for a sample size of approximately 309, with
a 5% margin of error and a 95% confidence interval.
Process

Who is participating in the

research?
For the quantitative research, We look for our users who
are 1
> Already using Website Instant for at least three months
or mor'
> Had been actively using the website instant in 2022 or
at least bought their website Instant in 202
> Users who are still considered an active user of website
Instant (using the services)

For the Qualitative itself, we are hiring1

> 6 Active Users with the following criteriak
> 3 New User - a user who just created Web 3 montz
> 2 Renewal User - a user who managed Web 12 montz
> 1 Churn User
Process

First Crucial Insights

Based on surveys, 89% of 155 respondents are satisfied
with Niagahoster's Instant Website. Users appreciate the
responsive live chat, but some find it limiting as it only
supports text interactions, lacking more dynamic options
like video calls.

Respondents in the Blog/Berita segment express higher

satisfaction compared to the Tour and Travel segment,
which is the least satisfied. Additionally, it indicates that
the Blog and Berita segment tends to be more loyal and
likely to recommend Website Instant to their colleagues.

So What could we do to help

our users get out of their
confusion?
One thing that we could do in to help our users is to have a
more interactive way of using video calls to help our users
to fix or solve their issues better, as well as give them an
explanation about the product whenever they need a
demo for the website instant product before they decided
whether would like to use the product itself or not.
Process

Second Crucial Insights

Respondents perceive Website Instant as an "Attractive"
product from Niagahoster, signifying its excellence
compared to other Niagahoster products. Breaking it down,
the Blog and Berita segment sees Website Instant as a
must-have, expressing potential displeasure if the product
is discontinued. They appreciate its comprehensive
package, providing all necessary tools in one bundle, and
find it secure, complete, and affordable for beginners.

So What could we do to
help our users get out of
their confusion?
It means that Website Instant is a valuable product that
we could consider to bring on Migration since based on
using this product is attractive and Must Have for some
segments of users.
Process

Strategic Impact :
E Stakeholders could map the strategy and convince the
global team to build their own product that would be
similar and implement the Instant Website idea from
Naigahoster in 2023.

Stakeholder Collaboration
Impact
E UXR had become a strategic partner of the product
team to make the business justification based on our
user's needs, so it could not be directly from business
as a product is built by considering Engineering or IT,
Business as well as the one who uses it, User.

Product Impact
E Through this research, stakeholders could have the idea
of having new features that would allow our users to
have call features when they had an issue or maybe
want a demo of our products like the website Instant.
Process

My Learning
By combining different types of data in our research, we
can make it more appealing, especially when discussing it
with business people. Quantitative data, which is easier for
them to understand, adds to the appeal. So, the key lesson
here is to provide both types of data—primary and
secondary—to make our insights more engaging.

Using Kano Modeling helps us prioritize features and

understand our users better. It's especially useful when
we're unsure about which features to develop first or
deciding the future of our product. This approach gives us
valuable insights from one of the essential elements in
building a product—our users.

Outcomes

What my teammates think about me

“Adit joined my team not long after I formed my squad. Of the “Adit is a highly dedicated, disciplined and
several challenges I have which require user exploration, I am hardworking researcher. Always try to provide
very happy to have him as my UX Researcher. He is very new insights that can be applied to the team so
organized and neat, has a very high respect when doing his job. that it becomes a trigger for the team to develop
It doesn't stop there, the results of the synthesis of the research further. Someone who is very initiative in
he made were very insightful. If I form a team again and have to proposing research needed to make the product
have one, of course I will be happy to work with Adit again.” better.”
F e b r ya n A n u g r a h - P r o d u c t M a n a g e r at A c c e l b y t e N u n g k y R e z a - U I / U X D e s i g n e r at G o C e m e n t

A friend and colleague who is the most

“Insightful and always comes up with great initiatives. That workaholic. Extremely detail-oriented, critical,
would describe a year working with Adit. As a researcher, he and very data-driven. I am very happy to have
helped me a lot during my design processes. He always comes had the opportunity to work together; I learned a
up with initiatives that lead to our goals. It’s been an honor to lot about product development and research
be working with Adit. I recommend him as an insightful from Adit. Always stay enthusiastic and keep
researcher and the perfect teammate for collaborations.” moving forward.
R i z qy A l i S ya i f u r r a h m a n - P r o d u c t D e s i g n e r at H o s t i n g e r G lo b a l R a h m at a r i e f h i d ayat - p r o d u c t m a n a g e r at G o C e m e n t
Thank You
adtardiansyah1998@gmail.com | +6285155228288 | madityaa.super.site
Additional work available upon request