Background

During June-Aug 2022 period we have quite significantly drop rate from payment to check out funnel
from Smartphone device that caused confusion to several team, especially to our Product Team. We
believe that this kind of issue never happen before and our resources to this matter not enough to
help our confusion, which is why we are doing this research on specific purpose to deep understand
what kind of major paint points user experience and also why users abandon their payment and
failing their purchase order to check out order funnel from Smartphone devices. We believe that if
we’re not doing this research, the impact will be much bigger than we have today and it will cause
bad experience to our beloved users and the merchants.

Hyphoteses

We assume that there is a misplaced icon and textfield in payment page that confuse our users.
Which is why, they choose not to moving forward because they believe this isn’t right. If we
validated, we can readjust the icon on payment page correctly.

We assume that when users want to finish their purchasement on payment section, error and force
close happens everytime they want to to continue their purchasement. That’s why this error on
payment section frustrated our users because they cannot complete their task. If we validated,
repairing error on payment section might reduce their frustration.

We assume that users didn’t find any cash-on-delivery payment when they want to checkout their
products. Which is why, they refuse to pay and cancel their purchasement. If we validated, we
could put cash-on-delivery as our payment method

Objective: Understand why users leaving their payment to checkout funnel.

Sub-objective

-Identify and learn more any points of confusion in smartphone especially in payment case.

-Determine what factors influenced their decision to leave their payment.

-Gaining insights of users needs on their payment section.

-To understand users behavior on smartphone when they purchse any products

Scopes

This research will focus on :

-User who access product in period June – Aug 2022 on smartphone.

-Focus on Journey payment.

-Software product that has been developed.

Methodology + Reasoning

- Ethnography - To understand more user behavior when they using our product and gaining more
insight about their frustration

- In-Depth Interview - To understand user's feeling and gaining users paint points, motivation, and
needs.

-Usability Testing -

Sample Criteria

- Male and Female with age range 18 - 30 years old

- Users that already used this application.

- If possible users who having issue related payment to checkout funnel during June - Aug 2022

Sample Size

- Ethnography - 5 people ( Male or Female ), to gather information regarding users behavior as many
as possible

- In-Depth Interview - 10 people ( Male and Female ), to deep understand user needs, motivations,
and frustrations during June - Aug 2022

- Usability Testing

Key Questions

Ice Breaking Question and Sentences:

-Hello….. Mr/Mrs (users name) I would like to introduce yourself, my name is am Emir Jordan
Sutomo, one of the research members who will guide you in today's interview session.

-How was your day so far ? I hope it goes well as you planned

-Nice shoes, I like the color and it fit with you

-Any activity that makes you feel great this week ?

-If you want to find any additional information related your activity, what platform that might help
you ?

-Any reason why did you choose this platform as your research insight ?

Research Question ( Open - Ended Question )

- How would you describe the experience you had using our product so far ?

- What is your opinion about our product ?

- How did you handle if you find something that doesn't go as your plan ?

- What did you do when something ruin your activity during using our product ?

- How did you manage your frustration when our product having error ?
Timeline

Kick Off Research Project – 1 Day

Research Plan Creation – max 3 Days

Questionnaire Design – max 4 Days

Respondent Recruitment – max 7 Days

Data Collection – max 5 Days

Analysis & Reporting – max 5 Days

Finding Presentation – max 2 Days