Entry Point for Alfa Group Top Up in OVO
Introducing more channels for minimarket top up to improve it's accessibility
My Role
Product Designer
Responsibility
Entry point design, usability testing
Timeline
6 Mar - 24 Mar 2023
Project Impact
Coming soon!
Entry Point for Alfa Group Top Up in OVO
Introducing more channels for minimarket top up to improve it's accessibility
My Role
Product Designer
Responsibility
Entry point design, usability testing
Timeline
6 Mar - 24 Mar 2023
Project Impact
Coming soon!
Background
Background
Background
OVO is a popular local e-wallet in Indonesia. To top up OVO, user can top up digitally or with cash. Minimarket top up is one method for topping up with cash. Currently, OVO only allows minimarket top up from Indomaret and Alfamart.
OVO is a popular local e-wallet in Indonesia. To top up OVO, user can top up digitally or with cash. Minimarket top up is one method for topping up with cash. Currently, OVO only allows minimarket top up from Indomaret and Alfamart.
OVO is a popular local e-wallet in Indonesia. To top up OVO, user can top up digitally or with cash. Minimarket top up is one method for topping up with cash. Currently, OVO only allows minimarket top up from Indomaret and Alfamart.
We wanted to increase the accessibility of minimarket top ups, because the proximity of the minimarket store could raise the possibility for user to top up. Although popular, Indomaret and Alfamart is not always around the corner.
We wanted to increase the accessibility of minimarket top ups, because the proximity of the minimarket store could raise the possibility for user to top up. Although popular, Indomaret and Alfamart is not always around the corner.
We wanted to increase the accessibility of minimarket top ups, because the proximity of the minimarket store could raise the possibility for user to top up. Although popular, Indomaret and Alfamart is not always around the corner.
Why prioritize minimarket top up accessibility?
Minimarket top up is the most popular cash top up method for OVO. It also contributes to 5.59% of overall top up.
Why prioritize minimarket top up accessibility?
Minimarket top up is the most popular cash top up method for OVO. It also contributes to 5.59% of overall top up.
Problem Statement
Problem Statement
Problem Statement
HMW improve the accessibility of minimarket top up for OVO?
HMW improve the accessibility of minimarket top up for OVO?
HMW improve the accessibility of minimarket top up for OVO?
Proposed Solution
Proposed Solution
Proposed Solution
Introducing Alfamidi, Lawson, Dan+Dan top up in OVO
Introducing Alfamidi, Lawson, Dan+Dan top up in OVO
Introducing Alfamidi, Lawson, Dan+Dan top up in OVO
Minimarket chains in Indonesia owned by Alfa Group, the same company as Alfamart
Minimarket chains in Indonesia owned by Alfa Group, the same company as Alfamart
Minimarket chains in Indonesia owned by Alfa Group, the same company as Alfamart
Target User
Target User
Target User
Who will be using this feature?
Who will be using this feature?
Who will be using this feature?
💸 Cash-Oriented Users
💸 Cash-Oriented Users
💸 Cash-Oriented Users
Activated OVO, but never top up/don't top up anymore
Their main source of income is in cash
Does not use mobile banking or digital card payment
Typically have low technological literacy
Activated OVO, but never top up/don't top up anymore
Their main source of income is in cash
Does not use mobile banking or digital card payment
Typically have low technological literacy
Activated OVO, but never top up/don't top up anymore
Their main source of income is in cash
Does not use mobile banking or digital card payment
Typically have low technological literacy
Ideation
Ideation
Ideation
Exploring entry point options
Exploring entry point options
Exploring entry point options
Since Alfamart, Alfamidi, Lawson, and Dan+Dan are under Alfa Group, all four has the same procedure for top up. In general, the top up journey would look something like this.
Since Alfamart, Alfamidi, Lawson, and Dan+Dan are under Alfa Group, all four has the same procedure for top up. In general, the top up journey would look something like this.
Since Alfamart, Alfamidi, Lawson, and Dan+Dan are under Alfa Group, all four has the same procedure for top up. In general, the top up journey would look something like this.
As we can see, user don't necessarily have to open OVO app to top up in Alfa Group minimarkets. However, first-time users might want to learn how to top up in Alfa Group minimarkets. Therefore, we need to display in-app instructions as we did in the existing Alfamart top up. We utilize the existing instruction page in Alfamart for consistency.
As we can see, user don't necessarily have to open OVO app to top up in Alfa Group minimarkets. However, first-time users might want to learn how to top up in Alfa Group minimarkets. Therefore, we need to display in-app instructions as we did in the existing Alfamart top up. We utilize the existing instruction page in Alfamart for consistency.
As we can see, user don't necessarily have to open OVO app to top up in Alfa Group minimarkets. However, first-time users might want to learn how to top up in Alfa Group minimarkets. Therefore, we need to display in-app instructions as we did in the existing Alfamart top up. We utilize the existing instruction page in Alfamart for consistency.
Now all that's left is how we place the Alfa Group minimarkets in Top Up page. There are 2 possible approach for this:
Now all that's left is how we place the Alfa Group minimarkets in Top Up page. There are 2 possible approach for this:
Now all that's left is how we place the Alfa Group minimarkets in Top Up page. There are 2 possible approach for this:
1st Option
1st Option
1st Option
Combine Alfamart, Alfamidi, Lawson, Dan+Dan into a single instruction page that's accessible from a single entry point
Combine Alfamart, Alfamidi, Lawson, Dan+Dan into a single instruction page that's accessible from a single entry point
Combine Alfamart, Alfamidi, Lawson, Dan+Dan into a single instruction page that's accessible from a single entry point
2nd Option
Make separate instruction pages for each minimarket, then group them into a single category called 'Minimarket'
2nd Option
Make separate instruction pages for each minimarket, then group them into a single category called 'Minimarket'
To understand which is better, we try to analyze the pros and cons of each approach.
To understand which is better, we try to analyze the pros and cons of each approach.
To understand which is better, we try to analyze the pros and cons of each approach.
After some discussion with the product managers, engineer, and other designers, we've decided to go with the 1st Option.
After some discussion with the product managers, engineer, and other designers, we've decided to go with the 1st Option.
After some discussion with the product managers, engineer, and other designers, we've decided to go with the 1st Option.
🧠
🧠
🧠
Reason for choosing 1st Option
Reason for choosing 1st Option
Reason for choosing 1st Option
To reduce development time and meet the release date
We could try categorization in the next phase, after some A/B testing or other experimentations
To reduce development time and meet the release date
We could try categorization in the next phase, after some A/B testing or other experimentations
To reduce development time and meet the release date
We could try categorization in the next phase, after some A/B testing or other experimentations
Design Validation
Design Validation
Design Validation
To validate the design, we conduct a moderated usability testing with 4 respondents who fit our target user's description. The scenario will ask the participants to top up in Lawson or Alfamidi using the OVO app.
To validate the design, we conduct a moderated usability testing with 4 respondents who fit our target user's description. The scenario will ask the participants to top up in Lawson or Alfamidi using the OVO app.
To validate the design, we conduct a moderated usability testing with 4 respondents who fit our target user's description. The scenario will ask the participants to top up in Lawson or Alfamidi using the OVO app.
The goal of this testing is to determine whether the entry point for Alfamidi, Lawson, and Dan+Dan top up is intuitive. The findings will decide if our early design require some improvements.
The goal of this testing is to determine whether the entry point for Alfamidi, Lawson, and Dan+Dan top up is intuitive. The findings will decide if our early design require some improvements.
The goal of this testing is to determine whether the entry point for Alfamidi, Lawson, and Dan+Dan top up is intuitive. The findings will decide if our early design require some improvements.
Result shows that our design failed
Result shows that our design failed
Result shows that our design failed
Most users don't realize the 'Lawson' or 'Alfamidi' copy in Top Up page. They only realized it's presence after arriving in the top up instruction page.
Most users don't realize the 'Lawson' or 'Alfamidi' copy in Top Up page. They only realized it's presence after arriving in the top up instruction page.
Most users don't realize the 'Lawson' or 'Alfamidi' copy in Top Up page. They only realized it's presence after arriving in the top up instruction page.
Users are exploring 1-by-1 all channels that are minimarkets like 'Lawson' or 'Alfamidi'. Since 'Alfamart' channel is placed on top, they clicked on it first. They managed to find the correct instruction page out of luck.
Users are exploring 1-by-1 all channels that are minimarkets like 'Lawson' or 'Alfamidi'. Since 'Alfamart' channel is placed on top, they clicked on it first. They managed to find the correct instruction page out of luck.
Users are exploring 1-by-1 all channels that are minimarkets like 'Lawson' or 'Alfamidi'. Since 'Alfamart' channel is placed on top, they clicked on it first. They managed to find the correct instruction page out of luck.
Mention Alfamidi, Lawson, Dan+Dan in the cell title instead of caption
Mention Alfamidi, Lawson, Dan+Dan in the cell title instead of caption
Our hypothesis:
Our hypothesis:
The 'Lawson' and 'Alfamidi' copy's size is too small and it's color is not prominent
The 'Lawson' and 'Alfamidi' copy's size is too small and it's color is not prominent
The top up page is texty, difficult to scan information
The top up page is texty, difficult to scan information
Therefore, we decided to remove the captions to make it less texty and mention Alfamidi, Lawson, Dan+Dan in the cell title instead for better highlight.
Therefore, we decided to remove the captions to make it less texty and mention Alfamidi, Lawson, Dan+Dan in the cell title instead for better highlight.
Mention Alfamidi, Lawson, Dan+Dan in the cell title instead of caption
Our hypothesis:
The 'Lawson' and 'Alfamidi' copy's size is too small and it's color is not prominent
The top up page is texty, difficult to scan information
Therefore, we decided to remove the captions to make it less texty and mention Alfamidi, Lawson, Dan+Dan in the cell title instead for better highlight.
Once the changes are in place, we iteratively test the design again to ensure usability. The final testing result shows that no additional design fixes are required.
Once the changes are in place, we iteratively test the design again to ensure usability. The final testing result shows that no additional design fixes are required.
Once the changes are in place, we iteratively test the design again to ensure usability. The final testing result shows that no additional design fixes are required.
Final Design
Final Design
Final Design
User will receive push notification and a coach mark when the feature's first released. They can find the instruction through:
User will receive push notification and a coach mark when the feature's first released. They can find the instruction through:
User will receive push notification and a coach mark when the feature's first released. They can find the instruction through:
Home -> Top Up -> Alfamart, Alfamidi, Lawson, Dan+Dan
Home -> Top Up -> Alfamart, Alfamidi, Lawson, Dan+Dan
Home -> Top Up -> Alfamart, Alfamidi, Lawson, Dan+Dan
User will ask the cashier for OVO top up and make payment. Once top up is successful, user will receive a notification and can find the success receipt in the history page.
User will ask the cashier for OVO top up and make payment. Once top up is successful, user will receive a notification and can find the success receipt in the history page.
User will ask the cashier for OVO top up and make payment. Once top up is successful, user will receive a notification and can find the success receipt in the history page.
There is no failed receipt since errors can be detected immediately during top up. Therefore, the cashier could just inform the user that their top up has failed. Usually, cashier will help to retry the top up.
There is no failed receipt since errors can be detected immediately during top up. Therefore, the cashier could just inform the user that their top up has failed. Usually, cashier will help to retry the top up.
There is no failed receipt since errors can be detected immediately during top up. Therefore, the cashier could just inform the user that their top up has failed. Usually, cashier will help to retry the top up.
The Takeaway
The Takeaway
The Takeaway
Things learned & things
to be improved
Things learned & things to be improved
Things learned & things to be improved
Release in stages instead of delaying release
Release in stages instead of delaying release
Release in stages instead of delaying release
Often, the development time may take more than initially predicted. Delay in release may cause the company to lose a significant revenue. Therefore, to keep up with release date, larger features are released in stages.
Often, the development time may take more than initially predicted. Delay in release may cause the company to lose a significant revenue. Therefore, to keep up with release date, larger features are released in stages.
Often, the development time may take more than initially predicted. Delay in release may cause the company to lose a significant revenue. Therefore, to keep up with release date, larger features are released in stages.
Users don't really read informations, they skim
Users don't really read informations, they skim
Users don't really read informations, they skim
Testing shows that user didn't really paid attention well to texts, especially if there's multiple text in a single space. Therefore, it's important to ensure our design highlights the necessary information for better scanning.
Testing shows that user didn't really paid attention well to texts, especially if there's multiple text in a single space. Therefore, it's important to ensure our design highlights the necessary information for better scanning.
Testing shows that user didn't really paid attention well to texts, especially if there's multiple text in a single space. Therefore, it's important to ensure our design highlights the necessary information for better scanning.
Heading out already? 👋
Thanks for sparing your time to read my study case. Let's get in touch for opportunities!
Heading out already? 👋
Thanks for sparing your time to read my study case. Let's get in touch for opportunities!
Heading out already? 👋
Thanks for sparing your time to read my study case. Let's get in touch for opportunities!