Background
Gojek is the leading on-demand platform in Indonesia. As we want to increase assortments for our GoMart business line, we partnered with bigger merchants who may not have the bandwidth to keep the shopping bag ready for drivers to pick up. And, at the same time we cannot expect our drivers to do the shopping for our customers.
To fill this gap, we hired "Shoppers" who was stationed at these big stores to do the order picking, coordinate with the merchant and the customer during billing, also handing the order over to the driver for last mile delivery.
Objective
1. To simplify how Shoppers manage the orders.
2. To enable any actions that the Shopper takes (Whether interacting with customers, merchants or drivers) are instantly reflected and updated.
3. Enable shoppers to have a seamless and efficient experience managing their tasks and tracking orders.
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With the objectives above, we mapped how GoMart Shopper app will have interaction with 3 (three) other users — customer, merchant, and driver. The overall flow is shown in the picture below.
The interaction between each user are listed below:
Competitor Analysis
GoMart team is currently building a merchant-first grocery product. To support the plan, the team plan to hire "Shoppers" who will be stationed at big store supermarket to do the order picking and coordinate with merchants. Considering Shopper will be a new concept inside Gojek ecosystem, we benchmarked some other competitors to gain more understanding of how current Shopper works, for instance in these apps specifically; Happy Fresh, Instacart and Shipper. This helped us build more empathy with users and develop a better product or flow for them.
In-Depth Interview
Respondent Criteria
Shopper End-to-end Journey
Shopper Empathy Map
Research Insights
User Journey
This user journey was made to get a more detailed end-to-end flow of what Shopper should do, from beginning when they open the app, until they finish handing over the items to the driver.
Affinity Mapping
Affinity diagram helps to spitball ideas in more relevant manner and helps to group & sort the
ideas exhaustively. I grouped the ideas into 4 (four) sections based on the findings and insights that I obtained from research and empathise steps.
I also used the prioritisation matrix and discussed it with the team to talk about the feasibility & impact of each feature. Which really helped to know which feature got developed first, and for next iterations.
User Journey Flow
Final Iteration
Usability Testing
We conducted usability testing to some of merchants’ cashier and store manager.
First Usability Testing
We categorize our participant’s performance while processing the UT task into three categories; success seamlessly, able to perform task with misperceptions, and failed to perform task. Based on these categorizations, we measure the completion rate to see which screen or process that causes most difficulty.
Generally, there are some tasks that participants could not perform during the test which could be the major blockers in processing GoMart order.
Second Usability Testing
Participants
Service Blueprint (Merchant <> Shopper <> Customer <> Driver)
As there are touchpoints between the four users here (Merchants, Shoppers, Customers, and Drivers), a service blueprint was made to map out all the interactions between all the four users involved from when a customer starts placing an order, and until the order is successfully delivered to a customer's doorstep.
As the business grows to be a complex multi-user service, we need to take into consideration the interaction and the experience between the user types. By having a service blueprint, the team hopes to be able to evaluate, identify the gap, and improve the process holistically.
High Fidelity Prototype
These are the few screens that I took, from discovering new orders, swiping to start picking an order, order fulfillment, see order preview, chat customer on a specific item, proceed to order summary to make sure everything is correct, go back to order inbox while still waiting for the previous driver to come to the store, start taking care of another order, then when the driver of the previous order comes, the shopper will handover the items while generating the PIN for driver verification. After that, the shopper will continue with the active order.
Impact
GoMart Shopper & Merchant app was first released on December 2020.
Shopper App succeeded in enabling fulfillment for larger merchants, and was adopted by more than 100 supermarkets, as of May 2021. Whereas Merchant App was adopted by more than 800 outlets in Indonesia. We have onboarded 500 shoppers in Indonesia.
Along with it, by building the Shopper App, we also enabled productivity measurement for Shoppers through measuring the AOV, and number of CO per shopper.
Our Merchants using the app:
