Designing a Super App to Empower SMEs and Expand Market Reach
Developed a Super App to improve electronic market penetration in Indonesia by enabling SMEs with streamlined payment options and a smooth e-commerce experience.
App name / Client
SHARP Indonesia
My Role
UIX designer & product owner
Industry
Electronic retail
Platform
Mobile app
"Experience the best in electronics shopping with our Super App. Premium quality, effortless selection, and seamless service—all at your fingertips. Elevate your shopping experience with ease and confidence."
Project context
Cocorolife is your gateway to premium electronics, offering an unparalleled shopping experience directly from official sources. Designed to connect you with the best, our app brings you top-tier products with the assurance of quality and authenticity.
By seamlessly integrating trusted third-party vendors, Cocorolife sets itself apart, offering you more choices and competitive prices. As a powerful alternative to other major e-commerce platforms, we’re not just about shopping—we’re about building a community around trust, excellence, and convenience. Discover a new way to shop, where every purchase feels like a smart investment.
Note: I want to note that this case focuses more on the development of the application for end users. A separate dashboard for sellers will be provided, which I will present later. However, I will still display the process sequence in this case
Product objective
- Seamless Vendor Integration
- Competitive Pricing
- Community Building
- User-Centric Experience
- Brand Trust
At least, that's the goal of this app according to my client
Navigating a Competitive Market with a Focus on Premium Electronics, Vendor Integration, and Fintech Innovation
Cocorolife, an e-commerce platform specializing in premium electronics, is navigating a fiercely competitive market. To stand out, it must draw users away from well-established platforms, integrate a diverse network of vendors, and ensure seamless logistics. The challenge extends to implementing advanced fintech features, empowering SMEs, and building strong brand trust—all while keeping user engagement at the forefront. The goal is to overcome these hurdles to create a thriving platform that delivers exceptional value to SHARP, its customers, and SMEs across Indonesia
To be the best and compete with big players, all issues must be addressed and resolved as effectively as possible
Connecting the dots between product objectives, issue occurrences, and stakeholder needs.
At this stage, I am working on connecting the product objectives with the issues identified during a general analysis of what is needed to compete with major players in ASEAN. I am also conducting user interviews with stakeholders, end-users, and small business operators, considering that the app aims to engage small business operators to join Cocorolife
I am connecting the relationship between product objectives and the issues that arise to understand what I should research, so I don't waste time on research that is already clear
Building Brand Trust Through User Interview with Stakeholders and Competitor Analysis
Once I identify what needs to be researched, I will start by addressing the issue of brand trust. This involves conducting a competitor analysis on major competitors to understand how they have successfully acquired and retained users for decades. I will then apply these insights to Cocorolife. Additionally, I will perform primary research through user interviews with stakeholders, users, and small business operators, particularly in the electronics sector, to determine their needs. This will be complemented by features identified in the competitor analysis
Based on my competitors in ASEAN, I have chosen Shopee for its well-established presence and Tokopedia because it is an e-commerce platform from Indonesia
| Metric | Tokopedia | Shopee |
|---|---|---|
| User Interface (UI) | Tokopedia’s UI is more minimalist and professional, with a focus on simplicity and clarity. It employs a cleaner interface that prioritizes usability, making it easier for users to find products with fewer distractions | Shopee's UI is bright, vibrant, and visually appealing, with a focus on quick navigation through icons and large banners. It features a more playful design with gamification elements that engage users |
| User Experience (UX) | Tokopedia offers a more straightforward user experience, focusing on streamlined processes for searching and purchasing. The platform’s interface is designed to make the shopping experience intuitive and efficient, with fewer distractions | Shopee emphasizes user engagement with features like daily deals, flash sales, and in-app games that reward users. However, the numerous pop-ups and notifications might overwhelm some users |
| Customer Satisfaction | Tokopedia is praised for its fast delivery times and reliable service, which contribute positively to customer satisfaction. The platform’s return and refund policies are also seen as more straightforward compared to Shopee | Shopee is generally favored for its extensive range of discounts and promotions, which contributes to high customer satisfaction. However, some users report delays in customer service response times |
| Usability | Tokopedia scores high on usability due to its simple and logical navigation. The interface allows users to complete transactions with fewer steps, making it more user-friendly, especially for those who prefer a no-nonsense shopping experience | Shopee's usability is enhanced by features like product recommendations and easy-to-use filters, though the interface can sometimes feel cluttered. It's designed to keep users engaged for longer periods |
| Goods Variation | Tokopedia primarily focuses on local products, with a strong emphasis on supporting Indonesian SMEs. While the product range is extensive, it’s more centered on domestic goods | Shopee offers a broader range of products, including international goods, and has a more diverse selection due to its presence in multiple countries |
| Payment Options | Tokopedia offers similar payment options but is particularly strong in supporting local payment methods like bank transfers and various Indonesian e-wallets. It also integrates more seamlessly with local financial services | Shopee provides a wide range of payment options, including credit/debit cards, bank transfers, e-wallets, and installment plans. It also offers cash on delivery in certain areas |
| Delivery vendor | Tokopedia tends to excel in service coverage and delivery speed with its integrated logistics system | Shopee offers high flexibility with various courier options and often provides faster delivery options in major cities |
This comparison reveals that both platforms have strengths in different areas, with Shopee excelling in product diversity and customer engagement, while Tokopedia shines in simplicity, local support, and usability.
User interview detail
SHARP(client & official seller)
For SHARP, Shopee is seen as superior in user interface and user experience, offering a more intuitive interface and faster processes for product management and promotions than Tokopedia. Customer satisfaction is higher on Shopee due to the ease of payment and broader product variety, while Tokopedia often faces complaints related to delivery and customer service. Shopee also excels in usability with a variety of shipping options, whereas Tokopedia struggles with flexibility and delivery delays
End user(Main buyer)
Buyers are more satisfied shopping on Shopee due to its clean interface, efficient shopping experience, and numerous payment options that facilitate transactions. In contrast, Tokopedia is often seen as less responsive, with a complicated checkout process and more limited product variety. Shopee users also experience faster delivery compared to Tokopedia, which frequently encounters delays
SMEs seller(Partner seller)
SME sellers prefer Shopee due to its user-friendly UI, well-integrated marketing features, and easier management system. Tokopedia is viewed as having a more complicated interface and less responsive customer support. Shopee offers greater flexibility in payment and shipping, while Tokopedia faces challenges with product variety and delivery delays from limited vendors
Organizing Research Findings with Affinity Map, User Persona, & User Journey.
The affinity map will be used to cluster the information collected, user personas will help incorporate this information into fictional characters for design decision references, and user journeys will provide a better understanding of the user's shopping experience on mobile e-commerce platforms
Affinity map
User persona
User journey
After gathering insights, my team and I brainstormed and generated multiple ideas. We then organized and prioritized these ideas in a diagram, focusing on developing the most impactful features while staying within the project's scope.
And this is the new user flow based on the research results above
From the new user flow and feature prioritization, a wireframe design can be developed as the initial basis for the actual application design
Key Screens: Showcasing Core Features of the Mobile App
Now it's time to test the design results that have been created. I hope to achieve a minimum score of 70 in this usability test using the SUS (System Usability Scale). If the score is below 70, I will redesign the app, especially focusing on crucial pages
Result
Overall the Cocorolife prototype has an optimal task completion rate with an average of 100% across all scenarios. The task completion times are quite fast, with an average below 10 seconds for most scenarios. The number of errors is minimal, with an average of 0 except for a minor error of 0.25 in the add-to-cart flow. The user satisfaction level is also good across all scenarios. Thus it can be concluded that the Cocorolife prototype has quite an intuitive UI/UX that meets user expectations.
System Usability Scale
The results are quite good, and the score is above 70. Therefore, I will not be doing any further redesign. We will now see the results on the Google Play Store
As of the creation of this portfolio on August 14, 2024, there have been over 10,000 downloads for Cocorolife on the Google Play Store
Key insight
Market Penetration Strategy
Successfully positioned Cocorolife as a strong alternative in a saturated e-commerce market by focusing on niche products, particularly high-quality electronics. This approach differentiates Cocorolife from major competitors like Shopee and Tokopedia, which cater to a broader range of goods
User-Centric Design
Developed a user interface that balances visual appeal with functionality, ensuring that users can easily navigate through products and services. The clean, minimalist design enhances usability, reduces cognitive load, and provides a seamless shopping experience
Enhanced Vendor Integration
Integrated a diverse range of trusted third-party vendors to provide users with more product options and competitive pricing. This approach not only expands the product catalog but also strengthens the app’s position as a reliable and comprehensive e-commerce platform
Focus on Trust and Quality
Emphasized quality and authenticity through the inclusion of only verified vendors and official stores. This focus builds brand trust and ensures that users associate Cocorolife with premium products and reliable service
Advanced Payment Options
Implemented a variety of secure and convenient payment methods, including local e-wallets and installment plans, to cater to the preferences of Indonesian users. This flexibility in payment options enhances user satisfaction and encourages repeat purchases
Support for SMEs
actively supported small and medium-sized enterprises (SMEs) by offering them a platform to reach a wider audience. This not only empowers local businesses but also aligns with Cocorolife’s goal of fostering a community built on trust and excellence
Efficient Logistics and Usability
Streamlined the logistics process to ensure timely deliveries and a smooth end-to-end user experience. The focus on efficiency in logistics supports the app’s promise of reliability and customer satisfaction
Engagement and Retention
Designed features that engage users through personalized recommendations, easy-to-use filters, and a streamlined checkout process. These elements work together to enhance user retention by making shopping both enjoyable and efficient