What is the project about?

User Problem

Sellers are unable to determine the impact of the campaign on their shop's performance

Sellers are unable to compare between metrics, between campaigns, and between promotional tools

Sellers are unable to analyze their data holistically and in a consolidated viewport

Objective

Shape seller awareness towards understanding the key important metrics when having a promotion, to capture all of the sellers' campaign activity performance metrics.

Help sellers understand the campaign performance through a closed-loop feedback mechanism to help them create the next successful campaign.

Solution

A centralized page for sellers to extensively monitor and evaluate the impact of their promotional activities, holistically yet easily, and also provide them with insights and recommendation to perform better in the next promotional strategy.

✅ Impact

Sellers can cohesively analyze what worked well and what needs improvement

Benchmark their performance against previous periods, or between metrics, facilitating a deeper understanding of their performance fluctuation

Encourage them to invest in Tokopedia promotions more accurately.

How was the
situation
during the
project?

As illustrated in our survey results, currently Sellers don’t know how and where to analyze their promotion impact and performance as the page is still non-existent.
On the other hand, Sellers also perceive our metrics in existing dashboard to be incomplete. Our existing pages still don’t accommodate sellers needs to monitor sales generated, traffic, seasonality, and buyer acquisition/retention as the impact of promotion.
Based on those situations, Sellers encounter problems in their analysis activities, mainly unable to determine the impact of the campaign on their shop's performance, in a consolidated viewport.
Therefore, this project aims to achieve the following goal: How might we allow sellers to extensively monitor and evaluate the impact of their promotional activities in one page easily, and also provide them with insights and recommendation to perform better in the next promotional strategy?

UX Strategy

[1] Discovery Phase: Groundwork and Benchmarking

Tactic: Starting with surveys and past research analysis to align the design with actual user needs and expectations, complemented by a detailed competitive analysis.

Outcome: The design was not only responsive to user needs but also competitive within the market, providing a solid foundation for subsequent design decisions.

[2] Exploration Phase: Iterative Design and Stakeholder Collaboration

Tactic: Iterative design exploration, particularly around navigation and data visualization to explore the most effective ways to present complex analytical data.

Outcome: The chosen design solutions ensure functionality that meets specific user tasks and preferences.

[3] Validation Phase: Usability Testing and Continuous Feedback

Tactic: Conducted usability testing to gather qualitative data on how sellers interact with the prototype.

Outcome: The qualitative insights obtained helped fine-tune the interface and functionality, ensuring the design was intuitive and aligned with the users' analytical workflows.

Challenges & Learnings

[1] Ongoing Collaboration with Cross-functional Teams

Structured collaboration process with the Product team and other stakeholders through regular sessions aimed at brainstorming and design reviews.

This has pushed me in encouraging stakeholder's buy-in and facilitated a shared understanding among different teams.

[2] High-Stakes Communication and Presentation

Preparing for and presenting the design to the VP of product required a clear, concise, and compelling presentation of the design concept and its justifications.

This has helped the project to gain leadership support and helped secure the necessary resources and commitment to bring the project to fruition, aligning it with broader business objectives.