Product Detail Page Refactor

In order to help our users browsing service in south east area, especially in Indonesia, there are not enough internet infrastructure to support friendly web service, we have to make it better.

There were some reasons that drove this project:

1. Business: We wanted to reduce the drop-off rate of web pages, and increase discoverability from Google search.
2. Technology: The previous app design and architecture was difficult to fit low-bandwidth internet environment like Indonesia. It need to load a page around 11 seconds.
3. User’s pain points: There is too much information for many South-east-Asians use the older smartphone with small screen size. A lot of our users in Indonesia are hard to filter the more meaningful thing they care. 

Data Analytics

Via Google analytics, we pick some statistics up and figure out what might be helpful to measure success and pain point.

There are some data we might track or enhance:

• Page traffic
• Bounce rate
• Page load time
• New users sessions
• Average view time

Base on the above data, we found the product page which has too long load time, high bounce rate for lots of new users than other pages. In E-commerce, the product page is the one of the most important pages for conversion rate. So we decide to improve this page for higher priority, and also make a product roadmap to summarize that maps out the vision and direction.

The sprint is a five-day process for answering critical business questions through design, prototyping, and testing ideas with customers. Developed at GV, it’s a “greatest hits” of business strategy, innovation, behavior science, design thinking, and more—packaged into a battle-tested process that any team can use.

Working together in a sprint, you can shortcut the endless-debate cycle and compress months of time into a single week. Instead of waiting to launch a minimal product to understand if an idea is any good, you’ll get clear data from a realistic prototype. The sprint gives you a superpower: You can fast-forward into the future to see your finished product and customer reactions, before making any expensive commitments.

Each participant watched user interview videos from 1 of 6 different user segments and came prepared with their observations written on post-it notes.

Affinity mapswere then used to organize and categorize these many different data points, from which common themes and relationships surrounding the observations emerged — even uncovering previously hidden ones.

Solution Discovery

The second half of the day focused on devising a design that met different user groups’ needs. To do this, participants were regrouped so each group had a mix of user personas.

Teams were given cards with components of Shopee’s digital interface and tasked to first classify, then sort according to importance. The open card sort method allowed participants to explore each others’ conceptions of user mental models. From this, teams were able to organically determine their design guidelines for the next phase of the sprint.

And here is the output:

1. Product image
2. Basic product information (e.g product name, price)
3. Product details
4. Comments sections
5. Rating section
6. Shipping details
7. Promotion information (e.g voucher)
8. Seller info
9. Wholesale details
10. Recommendation

Participants first put pen to paper and individually sketched their ideal product, then sketched a single mock-up as a group. The insights that emerged from the diverse set of participants will no doubt be invaluable to future product development and innovations.