Challenges
PREVIOUS DESIGN
GoMart Version 1
Process
Taking a step back to reassess our users' needs
A series of in-depth user research, observational research, and quantitative analysis were conducted to understand users' mental models.
Identifying the target persona
After identifying several user personas from the research. The target persona was then selected based on the needs & business potential.
Reframing the problem statements
New problem statements were defined based on the findings from prior discovery activities and utilized to guide the end-to-end design process.
How might we enhance the overall speed and efficiency of the entire shopping process?
How might we simplify the decision-making process and minimize users' effort?
Redefining the product strategy
The entire GoMart model were shifted from merchant-first to product-first, users no longer need to select a merchant to browse an item. Instead, merchant selection will be done automatically based on users' product selection and distance to nearest store.
Final Solution
INTERACTIVE PROTOTYPE
GoMart Version 2
FINAL DESIGN
Order Flow
FINAL DESIGN
Post-Order Flow
Impact
GoMart has significantly improved the majority of its product metrics. Fast forward to 2022, the new product direction successfully established GoMart's product-market fit and transformed it from an almost discontinued product to becoming the leading quick-commerce platform in the region. This is evident in the below third-party survey results, where GoMart emerges as the most preferred quick commerce platform among users in Indonesia.
INDEPENDENT SURVEY
What went well
Actively involving other stakeholders in the design process, fostering collaboration.
Achieving clear alignment on the problem we aimed to solve and the definition of success.
Conducting regular validation early in the process and maintaining an iterative mindset
