- Customer oriented
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
Solving financial problems through Shopee Credit Loan
How I help Shopee to create the most delightful and simple experience for their customers in loan application
Role
Product Designer
Platform
iOS, Android
Timeline
March 2022
Project Overview
This project came to me as a design challenge for a hiring process. At the time, I am not able to meet the expectations of the hiring team. But I believe I could explore again this final case study by doing more methods after the design and make it my own case study. The brief didn't give me much detail about what should I make. One thing for sure is they want me to complete the design topic found below.
Task & Deliverables
Shopee Credit Loan is a product launched by us to allow users to purchase items on Shopee via credit first, and then fulfil the payment amount later. Shopee will grant users between Rp600.000 to Rp1.000.000 credits depending on their consumption level and credit score. As aUI/UX designer, please help to design Shopee Credit Loan products for Indonesia based on your knowledge and the basic information that we provide to you. Your mission is to come up with the most delightful and simple experience for our customers.
The Problems
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
User Needs
- Up to date information about public transport
- Schedule of arrival and departure
- One-gate payment system
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Mobile application to access public transportation schedules
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
The goal of this project is to create a Shopee Credit Loan design that is easy to use and provides a seamless experience for Shopee users. At the starting point, I don’t have any idea about the problem that currently happen for Indonesia user’s who regularly use credit loan application. By knowing this, I decided to conduct user research to have better understanding about the current problems faced by user in Indonesia.
Research Planning
To create a design that is easy to use and provides a seamless experience, I have to know;
- What are the main reasons for users to apply for loans?
- What is the most important thing for users when applying for a loan?
These two questions became the objective of my research. After some brainstorming, I came into conclusion about the research questions and type of research that should be done.
In-depth Interview
Before I conduct In-depth Interview, I extract the research question first to make a list of interview questions. You can see the list of questions here.
After all set, I tried to recruit users who willingly attend my interview session with this requirements:
1. Indonesian
2. Have been using loan platform in the last three months
3. Has an active loan in any platform right now
I’ve managed to interview 3 person based on the criteria above. If you want to see the interview documentation, you see below.
After conducting an interview with users, I did a quick analysis of the behavior and driving force for them to choose applying for loan. I use these insight for the next process to optimizing my design to be able to deliver good experience for users.
What I learned from the interview?
People choose to apply for loans because they need money urgently or quickly to meet their needs.
The ease of applying process for a loan is the most important reason for users to use the platform.
The platform must cover many types of banks, so that users are not charged with administrative costs.
Loans above 1.000.000 usually used for needed things.
Information such as interest, how to apply the loan and company background greatly influence the user's decision to use the loan platform.
Users prefer to use formal and professional language in microcopy.
Loans below 1.000.000 usually used for wanted things or not too urgent.
Need real time data updates in the application so that users are not confused whether the installment payment has been successful or not.
An attractive and elegant interface design also affects the user's feelings when choosing a loan platform.
User Persona
To have the same understanding who is our user, I tried to create user persona based on the results from the user interview.
Competitor Analysis
Before I do competitor analysis, I’ve come across this article on Medium made by YaChin You who used a simplified formula from Lean Product Playbook’s Importance vs. Satisfaction matrix.
The first thing that I have to do is listed the desired outcomes that my user persona would like to have and rate how important those outcomes.
Once I done with the outcomes and importance rate, I tried to look to the competitor which has the same business of loan. I choose GoPaylater.
After this, I calculate the opportunity score by this formula:
Importance - Satisfaction = Opportunity
Green : Opportunity
Yellow : Can be improved
Grey : Baseline
The results show us that some desired outcomes has low and high opportunity score. I categorize these to three colors. The green means the opportunity tha we have to focused on. The yellow means that it still can be improved in this design. The grey is baseline outcomes, meaning that users expect all solutions to achieve these basic results.
Ideation
Brainstorming
I started by a quick brainstorming an idea of what features and solution that could we try to deliver. (Pardon my poor handwriting)
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Customer oriented
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Up to date information about public transport
- Schedule of arrival and departure
- One-gate payment system
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Mobile application to access public transportation schedules
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
User Flow
After I’ve listing all the solutions that I want to implement, the next thing to do is to create user flow and put the solutions I’ve gathered on the steps.
Task Flow : Registration
Task Flow : Repayment
Sketching
I started to sketch the basic wireframe to get understanding and idea about the main actions of every screen for the user that they need to take.
Wireflow
I create wireflow with low-fidelity wireframe to check that I already match the wireframe and the userflow. By doing this, I can see more information from the screen designs displays rather than abstract flowchart symbols.
Design Exploration
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Customer oriented
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Up to date information about public transport
- Schedule of arrival and departure
- One-gate payment system
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Mobile application to access public transportation schedules
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
Design System
Introduction Page
The Shopee Credit Loan feature is part of Shopee Super App. To be able to access this feature you can click the icon on the Shopee Homepage. It will direct you to Shopee Credit Loan Introduction Page. It contains informations about the credit loan, credit limit, installment fees and also interest calculator that you can use.
The Introduction page only available for new users to start their journey by clicking the “Activate Shopee Credit Loan” button. Old users will go directly to Shopee Credit Loan Homepage after clicking the icon on Shopee Homepage.
Interest Calculator
Interest calculator is one feature that I made for users to calculate their own loan. By doing this, they will be aware of the interest and monthly installment they have to pay each month during the loan tenure.
Registration
Registration flow for new users only require three steps to complete. User have to fill personal information, setting up the loan and id verification. With this three simple steps, we can guarantee the instant activation and approval for user so they don’t have to waste a lot of time in the process.
Tutorial
Tutorial is automatically occur for new users. It help user understand about the new interface and button in the Shopee Credit Loan Homepage. User can also access tutorial again by clicking information button on the top right of the homepage.
Shopee Credit Loan Homepage
The main screen of the homepage contain information about the available limit and main CTA for user if they want to apply new loan. I also provide twon main tabs; Active Credit and History. I believe these two information is the most important thing to know for users in this application.
Shopee Credit Loan Homepage
The repayment flow is quite simple. User just need to click pay button on the homepage and it will direct them to payment screen where user have to choose payment method first. After that, you only need to pay based on what you choose.
Live Prototype
Usability Testing
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Customer oriented
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Up to date information about public transport
- Schedule of arrival and departure
- One-gate payment system
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Mobile application to access public transportation schedules
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
After completed the design, I decided to do usability testing to real users. The goal is to uncover problems in the design and also discover what user’s experienced as opportunities for improving the design in the future.
Before I conduct remote testing, I prepare a hypothetical scenario that will direct the user to complete a certain task and some questions to find out the user’s impression after using the product, what difficulties the user is experiencing, what tasks are easiest for the user, etc.
Scenario & Task
1. When you first open the Shopee application and want toexplore the credit loan feature. How did you find it?
2. After you find this feature. How do you know the monthly installments if you borrow IDR 1,000,000?
3. It's your first time using this feature and interested to know more. Show us how to register an account so you can use Shopee Credit Loan.
4. As a new user, you are not familiar with the existing display, so do a tutorial on the homepage to find out the functions of the available components and buttons.
5. How do you find out the history of the loans you've done before?
6. Today is the deadline for paying one of your installments. Make a payment using a Mandiri Virtual Account as a payment method.
7. Shopee Credit Loan provides a bonus for those of you who make payments before the deadline. How do you find out what benefits you can get?
Before I conduct remote testing, I prepare a hypothetical scenario that will direct the user to complete a certain task and some questions to find out the user’s impression after using the product, what difficulties the user is experiencing, what tasks are easiest for the user, etc.
Task Result
From the test result, we can focus on task that has low success rate. By looking on the heatmaps, we could understand what confused user and what can we do to solve this problem.
Task 2
After you find this feature. How do you know the monthly installments if you borrow IDR 1,000,000?
What I found on the heatmap, the reason of both Indirect Success and Failure is because user directly click on the main CTA of the page.
What I believe is the “Calculate” button isn’t emphasized good enough so they couldn’t finish this task successfully.
Task 3
It's your first time using this feature and interested to know more. Show us how to register an account so you can use Shopee Credit Loan.
Participant 3 confused with the disabled textfield on the registration form, it makes him trapped on the interaction loop and couldn’t continue to the next registration process.
Task 5
How do you find out the history of the loans you've done before?
From participant 2 perspective, the history tabs is still unclear. The solution could be using more lighter color so user can clearly see the tab on the screen.
Task 7
Shopee Credit Loan provides a bonus for those of you who make payments before the deadline. How do you find out what benefits you can get?
I believe there are few reasons why this task failed. The first one is because the task that I provide is not quite clear. The second one is because I hide the benefit information after user click pay button. So there is no other information or sign about this “Pay Early” perks.
What we can do for this one is adding specific banner for “Pay Early” benefits.
Conclusion
Based on what I did, the result is 3 of 7 scenarios and tasks successfully done by all participants. Meanwhile, there is 4 task that become main concern and could be solved in the next iteration.
Final Statement
What are the next steps?
I believe there is a lot of things that could be improved in this design project. Some aspects in this project still based on my assumption and it needs to be researched more based on real data. But overall, I’m happy with the result and the process.
If I have more time to do this project, the next steps that I would do are:
1. Doing another user research to cover more problems and getting more insights.
2. Doing interview with more participants.
3. Improving the user flow and creating a better interaction design.
4. Solving problems that I found from usability testing.
5. Doing iteration.
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Customer oriented
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Up to date information about public transport
- Schedule of arrival and departure
- One-gate payment system
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Mobile application to access public transportation schedules
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
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