Auto Marketplace Web
TIMELINE
• Aug 2022 - Nov 2022
CONTRIBUTION
• Team Leader
• Research
• Wireflow & Prototype
• Usability Testing
Background
Improve the user flow to reduce churn rate: As the team leader, created the research plan, aligned the team, prioritized the problems and solutions, and designed the solution
It has been identified that approximately 60% of users are unsuccessfully in converting into transactions. I led a team consisting of 2 researchers and 2 designers during the product management boot camp to solve the problem.
Objective
Increase the transaction metric and revenue metric.
Solution
Designed a notification feature to increase the transaction success rates and created the go-to-market strategy.
✧ Problem Understanding
Top Three Problems
Moladin is a platform to buy and sell, especially used cars. Their users need to get a high-quality car at a competitive price but also ensure a secure transaction with the dealer or seller. Based on the analysis of Moladin's event tracking data on the website, it has been identified that approximately 60% of users are unsuccessful in converting into transactions.
In the first phase of this project, We gathered some qualitative data by interviewing 23 potential customers with the criteria that the person should have experience selling or buying a car from an online marketplace or want to buy and sell a car as soon as possible like the user persona I created.
We found a lot of problems related to the user experience of the website. For this project, I focused on the User Registration and Transaction journey according to the project objective.
Based on the findings, I defined the top 3 problems which are:
Annoyed
Multiple dealers or sellers immediately contact and spam users after they click a 'Hubungi' button or a button indicating their interest in a car.
Can't find their desired car
Some users have preferences about what their desired car but they can't find it in the Moladin.
Scared of scam
Dealers or sellers offered the users to chat to their private numbers instead of using Moladin Website. That makes the users have trust issue with the transaction.
Problem Statement
People tried to find the car they wanted on the Moladin Website but couldn't find it.
✧ Proposed Solution
Ideation & Prioritization
To address the identified problem of users having difficulty finding the car they want on Moladin, we came up with three potential solutions.
Based on the criteria of reach, impact, confidence, and effort in the prioritization process, the Notification Feature came as the recommended solution to tackle this problem effectively.
User Flow
When users search for their preferred car on Moladin but it's unavailable, the system currently displays a message stating its unavailability. With the Notification Feature, we'll enhance this by adding a form to gather specific car preferences from users.
The primary objective of the proposed user flow is to facilitate a seamless process for users unable to find their desired cars by allowing them to input specific car details into the system. If the desired car becomes available, the system will send notifications to users through various channels, such as the website, email, or phone messages.
Evaluation Metrics
These are the metrics to track for evaluating the product's success after its launch. The evaluation is divided into 3 categories: Daily, Weekly, and Monthly.
✧ Lesson Learned
Manage time effectively and stay align the team
To be a project leader requires the skills of providing clear instructions and managing time effectively, especially because the need to work remotely limits communication to digital media only. Collaborative work is really fun and opens up more ideas to come but making sure that everyone is aligned is important so everyone can work toward the same goal.
