Interaction Designer (UX)
Traveloka
Qualitative Research, Respondent Screening, Analysis, Testing, Low-Fidelity Concept, Facilitation
Qualitative Research, Respondent
Screening, Analysis, Testing,
Low-Fidelity Concept, Facilitation
Qualitative Research, Respondent Screening, Analysis, Testing,
Low-Fidelity Concept, Facilitation
Encouraging Users to Create Quality Food Review in Traveloka Food App (EATS)
Encouraging Users to Create Quality Food Review in Traveloka Food App (EATS)
"In my early pivot from researcher to designer, I led user research and crafted a low-fidelity concept that drove a 40% increase in user review submissions."
"In my early pivot from researcher to designer, I led user research and crafted a low-fidelity concept that drove a 40% increase in user review submissions."
Context
Context
Project Background
Project Background
The core of a food discovery platform is the content itself (UGC - User Generated Content), and all the value shifts to the content creator as a prominent factor for the consumers to engage with.
The core of a food discovery platform is the content itself (UGC - User Generated Content), and all the value shifts to the content creator as a prominent factor for the consumers to engage with.
As a food discovery platform, Traveloka EATS relies on the power of our users to create reviews that will help others discover the best food. We believe that all categories of users qualify as potential creators due to the rise of the internet platform, yet only a small percentage of users create content. As such, it requires us to develop a cohesive strategy by first understanding users’ needs and pain points around content creation to identify the untapped opportunity.
As a food discovery platform, Traveloka EATS relies on the power of our users to create reviews that will help others discover the best food. We believe that all categories of users qualify as potential creators due to the rise of the internet platform, yet only a small percentage of users create content. As such, it requires us to develop a cohesive strategy by first understanding users’ needs and pain points around content creation to identify the untapped opportunity.
Project Goal
Project Goal
Improve our content ecosystem and create a delightful experience that will help drive the base of passionate users to sustainably generate content.
Improve our content ecosystem and create a delightful experience that will help drive the base of passionate users to sustainably generate content.
Design Approach
Design Approach
How Design Plays an Important Role
How Design Plays an Important Role
Design plays a significant role in both the discovery and development phases. In this project, I found a low-hanging fruit area where design was mainly used as a curation tool : to narrow down ideas based on what I already know. On the other side, I also tried to dive deep into the other unknown areas and came up with a side experimental project where I had the privilege to explore and make some trial errors to gain early feedback.
Design plays a significant role in both the discovery and development phases. In this project, I found a low-hanging fruit area where design was mainly used as a curation tool : to narrow down ideas based on what I already know. On the other side, I also tried to dive deep into the other unknown areas and came up with a side experimental project where I had the privilege to explore and make some trial errors to gain early feedback.
My Contribution
My Contribution
This was my first project at Traveloka after transitioning from a user researcher to an interaction designer. In this role, I was responsible for conducting research and turning it into solid product concepts and flows. I led the end-to-end research process, from creating the interview guidelines to synthesizing findings into a comprehensive report. I also crafted the initial low-fidelity concepts and collaborated with the team to explore and iterate on ideas. This project laid the foundation for my product design approach, combining research depth with design thinking to drive user-centered outcomes.
This was my first project at Traveloka after transitioning from a user researcher to an interaction designer. In this role, I was responsible for conducting research and turning it into solid product concepts and flows. I led the end-to-end research process, from creating the interview guidelines to synthesizing findings into a comprehensive report. I also crafted the initial low-fidelity concepts and collaborated with the team to explore and iterate on ideas. This project laid the foundation for my product design approach, combining research depth with design thinking to drive user-centered outcomes.
Problem and Opportunity
Problem and Opportunity
Identifying Issues
Identifying Issues
To really understand users’s pain points and find a relevant opportunity area, I ran a qualitative research to some content creators and conducted a profound analysis of our current flow and features to see how they conflicted with our recent research findings. Later, I analyzed and combined findings from those two processes to came up with user journey frameworks, insights and concept solution.
To really understand users’s pain points and find a relevant opportunity area, I ran a qualitative research to some content creators and conducted a profound analysis of our current flow and features to see how they conflicted with our recent research findings. Later, I analyzed and combined findings from those two processes to came up with user journey frameworks, insights and concept solution.
Defining Opportunities
Defining Opportunities
Together with the product and community teams, we translated our findings into actionable insights, combining them with business and product contexts to identify opportunities.
Together with the product and community teams, we translated our findings into actionable insights, combining them with business and product contexts to identify opportunities.
Ideation
Ideation
Competitor Benchmarking
Competitor Benchmarking
Benchmarking on other relevant platforms to check on best practice before ideation.
Benchmarking on other relevant platforms to check on best practice before ideation.
Conducting Workshops
Conducting Workshops
To ensure the feasibility of our solution and eliminate designers' bias, I invited the product managers and engineers to critique the existing proposal while building ideas on top of it. I walked them through the proposed product flow to better understand the context before providing feedback. Having a dedicated sharing session with engineers would also help them gain more clarity during the later development phase.
To ensure the feasibility of our solution and eliminate designers' bias, I invited the product managers and engineers to critique the existing proposal while building ideas on top of it. I walked them through the proposed product flow to better understand the context before providing feedback. Having a dedicated sharing session with engineers would also help them gain more clarity during the later development phase.
Result
Result
The Final Solution - Low Hanging Fruit
The Final Solution - Low Hanging Fruit
Improved our in-app food review submission based on research insights. I added a new entry point for users to easily create reviews without having to go through each restaurant page and enhanced the content creation experience by providing more touch points for guidelines and review.
Improved our in-app food review submission based on research insights. I added a new entry point for users to easily create reviews without having to go through each restaurant page and enhanced the content creation experience by providing more touch points for guidelines and review.
Another Quest : Experimental Projects
Another Quest : Experimental Projects
Aside from our final solution, one of the key pillars from the research insight was also used as a foundation to develop an experimental concept for our product: food social network, where users are enabled to create more advanced food content and connect with like-minded people. The details can't be disclosed due to an NDA, but you can directly reach out to me for more information about this project.
Aside from our final solution, one of the key pillars from the research insight was also used as a foundation to develop an experimental concept for our product: food social network, where users are enabled to create more advanced food content and connect with like-minded people. The details can't be disclosed due to an NDA, but you can directly reach out to me for more information about this project.
Impact
Impact
Solution Result
Solution Result
These new concept features for Traveloka EATS have been successfully launched in the 3.10 app version and have increased the review submissions by 40%.
These new concept features for Traveloka EATS have been successfully launched in the 3.10 app version and have increased the review submissions by 40%.
Challenge and Learnings
Challenge and Learnings
The Challenges
The Challenges
Facilitating the Thinking Process of Various Team Functions with a Lot of Data Inputs
Facilitating the Thinking Process of Various Team Functions with a Lot of Data Inputs
This was my first attempt to spearhead foundational research from scratch. I wanted to invite the cross-functional teams to join us during the analysis because they were highly involved in the research process. To make things more effective, I set up a dedicated war room to document all of our work and split into teams to ignite smaller discussions first. This would eventually make the latter discussion more effective as each team member had already gained an initial understanding of the ideas.
This was my first attempt to spearhead foundational research from scratch. I wanted to invite the cross-functional teams to join us during the analysis because they were highly involved in the research process. To make things more effective, I set up a dedicated war room to document all of our work and split into teams to ignite smaller discussions first. This would eventually make the latter discussion more effective as each team member had already gained an initial understanding of the ideas.
During Design Critique, People Tended to Lose Focus on What Needs to be Criticized
During Design Critique, People Tended to Lose Focus on What Needs to be Criticized
The purpose of having a cross-functional critique is to evaluate whether or not it meets technical feasibility, business objectives, and user needs. It's important to gatekeep the discussion and provide a clear expectation of what to achieve before the sharing session (especially because we’ll always come up with a half-baked design first to reduce the iteration effort).
The purpose of having a cross-functional critique is to evaluate whether or not it meets technical feasibility, business objectives, and user needs. It's important to gatekeep the discussion and provide a clear expectation of what to achieve before the sharing session (especially because we’ll always come up with a half-baked design first to reduce the iteration effort).
The Learnings
The Learnings
Don't strive for perfection; it's not validated until it's launched.
Don't strive for perfection; it's not validated until it's launched.
Don't become too obsessed with the process and the product itself. Instead, focus on delivering value quickly to the market and receiving real feedback from users. Everything you've learned from research isn't 100% correct until it's used by the users.
Don't become too obsessed with the process and the product itself. Instead, focus on delivering value quickly to the market and receiving real feedback from users. Everything you've learned from research isn't 100% correct until it's used by the users.
Defining the business model is crucial. You can't develop your product without knowing how to monetize it.
Defining the business model is crucial. You can't develop your product without knowing how to monetize it.
When you're working in a business-driven company, nothing gets developed for free, and a great concept alone won't make the cut. Good design should find the sweet spot between business objectives and user needs.
When you're working in a business-driven company, nothing gets developed for free, and a great concept alone won't make the cut. Good design should find the sweet spot between business objectives and user needs.
Team Credits
Credit to our design lead, Edmund Goh, for supervising and trusting me to lead the research process. To our product manager, Praz Perkasa, for his total dedication and direct involvement in each research process. Also, to our community manager, Kartika Dyan, for paving the way to connect with the food community. And last but not least, Hilmy Fawwazy for his assistance and significant contribution in transforming the product concept into a well-polished prototype. Great teamwork!
Credit to our design lead, Edmund Goh, for supervising and trusting me to lead the research process. To our product manager, Praz Perkasa, for his total dedication and direct involvement in each research process. Also, to our community manager, Kartika Dyan, for paving the way to connect with the food community. And last but not least, Hilmy Fawwazy for his assistance and significant contribution in transforming the product concept into a well-polished prototype. Great teamwork!