UX Research- Redesign: Lazada’s Voucher Feature

This is my second UX Research for Final Project in Dibimbing.id bootcamp. For full UI/UX Design Case Study you can check it here. Actually it’s almost same but I give more explanation about UX Research here.

Disclaimer: this project was started in 18 August 2022, which the existing Lazada version I mean here is based on the version around that date. And this project doesn’t represent Lazada’s company at all. Purely for my final project in Dibimbing. Well, let’s get started!

Project Overview

1. What is Lazada? An online retail marketplace under Alibaba Group. In quarter I/2022 Lazada successfully being the 3rd most visit e-commerce in Indonesia with 24,7 M visitors per month.
2. Why bring up Voucher?

• User might survey some of marketplace before buying.
• Voucher can attract them.
• 48% of customers buy faster when they get a voucher.
• 37% of them will buy more than they usually do. (Based on a research by Kelton)
• If the voucher is easy to be applied, it will lead users to shop more and come back to buy it more often.
• More Voucher applied, more interested they are.

3. What’s the problem? Users want to use voucher maximally. However, if they take much time and effort just to use voucher, it will lead to:

• Users frustration.
• Can’t use the vouchers provided maximally.
• Move to another application.

Research Type & Goal

1. Research Type

Explanatory: focus on explaining in detail about the problems that users are experiencing, as well as finding out the best solutions that can be given to solve the existing problems.

2. Research Goal

• Find out users behavior in using Voucher feature on Lazada.
• Find out users experience in using Voucher feature on Lazada.
• Find out users need in using Voucher feature on Lazada.

3. Objectives

• Find out users behavior in using Voucher feature on Lazada.
• Find out users experience in using Voucher feature on Lazada.
• Find out type of user that use Voucher feature on Lazada.
• Find out users pain point in using Voucher feature on Lazada.
• Find out users need in using Voucher feature on Lazada.

4. How is user behavior in using Voucher feature on Lazada?

• How is user experience in using Voucher feature on Lazada?
• What is the type of user that use Voucher feature on Lazada?
• How is user pain point in using Voucher feature on Lazada?
• What is user’s need in using Voucher feature on Lazada?

5. Business Goal

• Decrease churn user rate.
• Increase customer satisfaction and loyalty.

Research Methodology

I use qualitative methodology, which is conducted through interview, data triangulation, and competitive analysis.

1. Interview: Conducted to Lazada customers in order to find out in detail how the behavior of customers and their needs.
2. Data Triangulation: Conducted to find out pain point similarity from interview and play store review.
3. Competitive Analysis: through competitive analysis we could gain some opportunities / evaluation to the product.

• Direct Competitors: Shopee & Tokopedia
• Indirect Competitors: Gojek

User Criteria & Sampling

• Interview is conducted on 5 people
• Aged 25–45 years old.
• Active user who at least did transaction once in the last month
• Interview duration is 45 minutes
• Total duration 45 minutes x 5 participants : 225 minutes (4 hours)

Tools & Role

• Tools: Figma, Zoom, Maze, Spreadsheet
• Role: UX Researcher, UI/UX Designer

Project Timeline

This project conducted from August — October 2022 (2 months).

Project Timeline

Findings — Competitive Analysis

I conduct competitive analysis between Gojek, Shopee, Lazada, and Tokopedia. I choose Shopee and Tokopedia as direct competitor because when I made this report (18 August 2022) Shopee and Tokopedia were in Top 3 most downloaded e-commerce in Play Store, beside Gojek was no. 1 Top Free, Travel & Local category in Play Store.

Competitive Analysis

Voucher Comparation

Let’s breakdown each of application Voucher feature.

1. Lazada

Lazada’s voucher placed in many places and give redundant Voucher feature both in Beranda and Akun tab. When we entered Voucher menu, for example Free Shipping Voucher, we will find voucher card and some of promos product fulfill the page. And then to be able to use the Voucher we have to click “Ambil” and if there were some of Vouchers available when we click “Ambil” again it will go to the other Vouchers. We can use the Voucher in Voucher menu after successfully find “Pakai” button in Voucher card. Such an annoying thing to do, don’t you?

The Shop Voucher (Voucher Belanja) page also shows confusing Voucher option with too bright/outstanding background color, so it kinda compete with Voucher color and make it too full. Both of Shop Voucher and Free Shipping Voucher can runs out anytime without sign or notification.

Fortunately, we don’t need to adjust Voucher manually when check out. Because it automatically attached.

2. Shopee

Shopee’s Voucher feature has concept that in Homepage “Voucher” menu is used to claim the Vouchers. And “Voucher” menu in Profile is used to apply Voucher in our product. So, to use Voucher we have to claim it first. And when we check out Voucher that we have doesn’t attach automatically. We have to choose and adjust manually. But Shopee has clear Voucher information in its Voucher card and concept. Although there were small typography and button.

3. Tokopedia

Tokopedia named Voucher as “Kupon”. When we want to use it through the “Akun Saya” menu it will be more complicated. Because the “Akun Saya” menu is inside the burger button on the right corner of the page then we have to tap our profile picture and tap Rewards menu.

But to use “Kupon” we don’t need to claim it first. Voucher available can be used anytime when we want to check out as long as it comply the terms and condition.

The strength of Tokopedia’s Voucher Card are clearer information and option menu directory. The color, tap area, typography, and Voucher card also accessible and comfortable to use.

4. Gojek

Gojek provide different tab for Promos. Which contain promos and vouchers. The Voucher’s menu in Homepage inform remaining voucher that close to expired time. Voucher menu in Promos tab also show the same page as Homepage’s and Account’s. It’s kind of centralize Voucher page. Voucher card shows clear information such as stock, expired date, Voucher’s brief information, and interesting illustration.

When check out we don’t need to adjust manually or claim it first, because it’s automatically applied in our order.

Based on the table comparation and analysis, Lazada can take some of opportunities for improvement:

• Show expired date
• Show clear information/instruction that only 1 Voucher that can be applied
• Give timer to show the expired time to use voucher
• Show clearer voucher brief information
• Show voucher stock
• Show remaining voucher
• Simplify Voucher layout
• Centralize Voucher page to simplify its flow

Findings — Data Triangulation

Data Triangulation

Based on Play Store review and user interview we can conclude that:

• Free Shipping voucher automatically set to the lower price.
• Limited voucher claim and use.
• Can’t use voucher even though users have reached T & C.

Key Information Areas

These key information areas will be used as theme of the interview questions.

1. User general thoughts of Lazada by knowing their historical journey
2. Motivation to use Lazada over other application
3. The urgency of using voucher to user’s shops
4. Pain point when using Voucher in Lazada
5. User experience in using Lazada’s voucher
6. Usability of Lazada’s Voucher interface application

Findings — Affinity Diagram

Affinity Diagram

Based on Affinity Diagram above we know that:

1. Historical Journey

• User used shopee, instagram, and offline transaction in the past. But they found obstacle that they had to input/claim the voucher when they were checking out.
• User got recommendation to use Lazada from commercial break, friends’ recommendation & auto installed apps in her new phone.
• User considered to use Lazada because more affordable price and discounts, sudden bonus, hunt flash sale product, free shipping cost
  special items, and just lazy to try another apps.
• Shopee and Lazada had been the most used apps among the existing apps.

2. User Behavior

• Based on user’s urgency:
  a. User who loves discount — discount hunter.
  b. Use voucher only for necessary items.
• Based on user’s behavior:
  a. User who use voucher through voucher menu in Homepage and Akun tab.
  b. User who use voucher through search bar by typing the item in Homepage and claim the voucher in description page.

3. Opportunities based on the interview, such as :

• Put free shipping voucher menu and shopping voucher menu in the same menu.
• Make clearer T&M and expired date.
• Add more free shipping voucher.
• Voucher can be claimed when user checking out.

4. User find some pain points in side of noticeability, readability, findability, satisfaction, and user experience.

Recommendation — User Persona & Customer Journey Map

I divide two kind of User Persona & Customer Journey Map according to the research. The first type is A Discount Hunter who look for discount though they don’t really need the product. And the second one is Customer Who Buy Necessary Items Only.

User Persona — Type 1

User Persona — Type 2

Customer Journey Map — Type 1

Customer Journey Map — Type 2

Pain Point & Suggestion

Here are some of Pain Point & Suggestion I found according to the research.

1. User confused due to redundant Voucher feature both in Beranda and Akun page.

2. Difficult to look for the voucher

Gratis Ongkir Voucher

• Pain Point: Difficult to look for the voucher they want, because they have to click “Ambil” button multiple times to look for the Vouchers.
• Suggestion: Locate vouchers based on its category and give more simple design.

3. User take much time to find voucher

• Pain Point: Take much time to find voucher because they have to scroll the voucher horizontally and unclear terms & conditions.
• Suggestion: Show vouchers vertically and give clearer terms & conditions.

4. Voucher Runs Out at anytime

Voucher Runs Out

• Pain Point: Voucher can be run out and expired anytime
• Suggestion: Show voucher’s stock and notification

5. Limited Voucher Claim

• Pain Point: Sometime user failed to collect the voucher because of limited voucher claim in a day.
• Suggestion: Give clearer information/sign about remaining voucher that can be claimed.

6. Take more time to read the product

Product specification in the bottom of page

• Pain Point: Take more time to read the product because product specification located in the bottom page after Similar Product Recommendation.
• Suggestion: Put product specification bellow the product’s name.

7. Unclear product information price

• Pain Point: Product discount information isn’t clear and Confused because sometimes product price is different with the price in product’s description.
• Suggestion: Give clearer sign about discount information and show same product price in Product page and Check out page.

8. Can’t choose Multiple voucher when check out

• Pain Point: Can’t choose multiple shop voucher.
• Suggestion: Put copy as a sign that only 1 voucher can be selected when check out.

Recommendation — Impact Effort Matrix

Impact — Effort matrix

According to the impact-effort matrix above I will make the improvement for Voucher Feature, especially for Free Shipping and Shop Voucher by applying those ideas which have high impact yet need low effort.

Reasoning: I decide to be more focused in improving Free shipping and Shop Voucher because most of users often use those voucher rather than the other vouchers.

Appendix

• Interview Transcript

Finally you come to the last section of this UX Research Report. Feel free to share some feedbacks through comment box or email. I will appreciate it so much.

Thank you for reading ;)