Delivery Options Improvements on Shopee Checkout Page : UI/UX Design Study Case

7 min readMay 4, 2024

Introduction

Hi, my name is Sastra, an illustrator, who wants to switch careers as a UI/UX designer through Dibimbing.id Bootcamp. Today, I want to share about my project, which is to improve the Shopee app.

What is Shopee ?

Shopee, with its vast user base of 157.97 million in Indonesia (Databoks, 2023), stands as a leading e-commerce platform in the country. It offers customers a seamless, secure, and swift online shopping experience. It also has a user-friendly interface that is designed to enhance the buying and selling process.

The Challenges

How to make shopee delivery options have better improvements and flow, and make user feel easy and comfortable while choosing the delivery options.
Make transparent information in delivery options, so that users can see the price and name of each delivery courier.

Problem Statement

What is the problem in Shopee App ?

Shopee Express delivery service

2. Why is the problem focused at Shopee Express?

The Shopee Express delivery service has a bad user experience. The problem prevents the user from choosing another service; therefore, they can't choose the delivery expedition that suits their preferences.

3. Who get an impact of the bad user experience?

The shopee user

The user experience is an important thing to be focused on using the e-commerce. The urgency to consider and build a great customer and seller experience in shopee is a must. in case of shopee express, the necessity to offer the good experience for user is becoming one of priority in business. it can be seen from the perspective of shopee user and seller when they interact in the app.

The current application seems remove user experience, the options of delivery service. it makes an impact for the shopee user and seller. from shopee user side, the option enables them to consider, compare, and decide which delivery is more suitable and efficient for them. meanwhile, from shopee seller side, they need the option to help set and choose the delivery expedition that meets their preferences.

4. Where does the problem of bad user experience happen exactly?

The bad experience, happens in delivery option page, which can be accessed in checkout page.

5. When does the user feel the Shopee Express problem ?

When the user has a bad experience with Shopee Express Delivery, they want to choose another expedition, but it seems they are unable to see a variety of expeditions.

6. How the user perceive the importance of Shopee Express?

Shopee Express right now is the main delivery option for shopee, but in fact sometimes we can see different expedition deliver our item such as JNE,JNT, Sicepat, etc.

Users & Audiences

The research involved 6 respondents with the following specifications:

Active Shopee user
Female/Male aged 20–40 years
Carry out online shopping transactions via the Shopee application 1–5 times in the last month
Carrying out online shopping transactions through competitor applications 1–5 times in the last month
Domiciled in Indonesia

Roles & Responsibilities

Role :

UX researcher
UI/UX designer.

Responsibilities :

Doing a research plan based on the problem
Find a participant who meet the criteria
conducting in-depth interview
Make Prototype based on user need and ideation process
Make an iteration and find opportunity to improve

Scope & Constraints

User Research, Analyzing, User Flow, Wire-framing, Prototype, and Usability Testing

Tools

Google Forms: Online survey for respondents recruitment

Zoom: Online meeting for conducting in-depth interview

Figma: Made user flow, information architecture, wireframe, mock up, prototype

Research Process

Understand Problem

Shopee delivery options help users get the purchased item on e-commerce real quick and on time, but it seems in Shopee right now we can’t see the variety of delivery options, that meet user preferences.

To find out if the problems that I stated exist. I collected the data according to the objective that I set.

Objective Research

Understand user behavior in choosing delivery services on Shopee, such as user difficulties and needs when choosing delivery service options on Shopee
Find out user perceptions of other delivery service options
Knowing the weaknesses and strengths of the Shopee application compared to competitor applications

Research Methodology

Research was carried out using qualitative methods through:

Screening Survey
In Depth Interview
Competitor Benchmarking

The Result of the In-Depth Interview

After getting respondents who fit the criteria, i conducted an in-depth interview with 6 users through a Zoom meeting :

Affinity diagram

User persona

User Persona 1 : Desca Fazarika

User Persona 2 : Vio Giovani

Competitor Benchmarking

Ideate Solution

After knowing the paint points of each category cluster, the needs of the user/participant, and the result of competitor benchmarking, we continue to ideation process to solve the problem by making an idea. These ideas will be grouped in each category, and after that, we vote on the ideas and place them into a prioritization matrix to find out which ideas are important to do.

User Flow

Information Architecture

Low Fidelity Wireframe

High Fidelity Wireframe

Mockup Design

Recommendation

Testing

Usability Testing Objectives & Metrics

Objectives :

Users can carry out the process of selecting shipping service options, regular or cargo.
Users can find out the visibility of member categories/levels
Users can find vouchers available to use based on member categories

Metrics :

Usability Testing Scenario :

Participants/Criteria :

Participant criteria are as follows:

Active Shopee user
Female/Male aged 20–40 years
Carry out online shopping transactions via the Shopee application 1–5 times in the last month
Domiciled in Indonesia

UT Role :

Participant finder : Finding the participant that suits for the criteria
Note taker : Write down every finding that is found in interview or testing session using, google spreadsheet, note
Facilitator :Guiding participant in each session, to make sure the test going well

UT Tools :