UX designer
SME
UI designer
E-Commerce
Mobile app
Cocorolife is your gateway to premium electronics, offering an unparalleled shopping experience directly from official sources. Designed to connect you with the best, our app brings you top-tier products with the assurance of quality and authenticity.
By seamlessly integrating trusted third-party vendors, Cocorolife sets itself apart, offering you more choices and competitive prices. As a powerful alternative to other major e-commerce platforms, we’re not just about shopping—we’re about building a community around trust, excellence, and convenience. Discover a new way to shop, where every purchase feels like a smart investment.
Seamless SMEs integration
Competitive pricing
Community building
User-centric experience
Brand trust
UIX designer
Product owner
Cocorolife, an e-commerce platform for premium electronics, faces tough competition. Its mission is to attract users from established platforms, integrate diverse SMEs, streamline logistics, and implement advanced fintech features. By empowering SMEs and building brand trust, Cocorolife aims to create a thriving platform that benefits SHARP, its customers, and SMEs across Indonesia.
Market penetration
Attracting users from dominant e-commerce platforms like Tokopedia and Shopee
SME integration
Successfully incorporating a wide range of third-party SMEs, both government and private, to offer diverse product options
User engagement
Enhancing user engagement through intuitive design, personalized experiences, and effective communication strategies
Logistics efficiency
Ensuring reliable and efficient delivery processes to meet user expectations in a competitive market
Fintech complexity
Implementing advanced financial technologies to facilitate secure and convenient transactions
SME empowerment
Providing meaningful support to small and medium-sized enterprises (SMEs) to help them thrive on the platform
Brand trust
Building and maintaining strong brand trust to differentiate Cocorolife as a reliable and premium e-commerce destination
At this stage, I am working on connecting the product objectives with the issues identified during a general analysis of what is needed to compete with major players in ASEAN. I am also conducting user interviews with stakeholders, end-users, and SMEs considering that the app aims to engage small business operators to join Cocorolife
In summary, below are the task that I need to be done as a UIX designer:
Seamless SMEs Integration
Related to UIX task
How can the delivery process be made user-friendly?
Brand trust
SME integration
User engagement
Competitive pricing
Not related to UIX task
How can we compete on price without sacrificing the desired margin
Brand trust
Market penetration
SME empowerment
SME empowerment
Community building
Related to UIX task
How can we compete on price without sacrificing the desired margin
Brand trust
Market penetration
SME empowerment
Fintech complexity
Community building
Related to UIX task
How can small business operators easily join Cocorolife and create a positive retail environment under Cocorolife?
Brand trust
User engagement
SME empowerment
Fintech complexity
User centric experience
Related to UIX task
How can end users make electronic purchases within Cocorolife easily, enjoyably, and intuitively
Brand trust
User engagement
Logistic efficiency
Fintech complexity
Brand trust
Related to UIX task
How can end users and small business operators happily engage in buying and selling activities on Cocorolife?
Brand trust
User engagement
Logistic efficiency
Fintech complexity
SME empowerment
Once I identify what needs to be researched, I will start by addressing the issue of brand trust. This involves conducting a competitor analysis on major competitors to understand how they have successfully acquired and retained users for decades. I will then apply these insights to Cocorolife. Additionally, I will perform primary research through user interviews with stakeholders, users, and SMES seller, particularly in the electronics sector, to determine their needs. This will be complemented by features identified in the competitor analysis
This comparison & research reveals that both platforms have strengths in different areas, with Shopee excelling in product diversity and customer engagement, while Tokopedia shines in simplicity, local support, and usability.
The affinity map will be used to cluster the information collected, user personas will help incorporate this information into fictional characters for design decision references, and user journeys will provide a better understanding of the user's shopping experience on mobile e-commerce platforms
Affinity map
User persona
User journey
From the new user flow and feature prioritization, a wireframe design can be developed as the initial basis for the actual application design
Home screen
What key objective has been achieved?:
Seamless SME integration
Competitive pricing
User-centric experience
Brand trust
Notification
What key objective has been achieved?:
User-centric experience
Brand trust
Product search
What key objective has been achieved?:
Seamless SME integration
Competitive pricing
User-centric experience
Brand trust
Community building
Product filter
What key objective has been achieved?:
Seamless SME integration
Competitive pricing
User-centric experience
Brand trust
Community building
Checkout
What key objective has been achieved?:
Seamless SME integration
Competitive pricing
User-centric experience
Brand trust
Community building
Discount
What key objective has been achieved?:
Competitive pricing
User-centric experience
Brand trust
Community building
Order tracker
What key objective has been achieved?:
Seamless SME integration
User-centric experience
Brand trust
I created a full prototype based on my Figma design mockups and documented detailed objectives for the usability test. The main goals were to evaluate the usability of the e-commerce app’s key features, identify issues and obstacles faced by users, and gather feedback for improvements and optimizations. I prepared supporting tools for usability testing, including Google Meet, Google Forms, and Google Docs. I selected five participants from each group: SHARP users, buyers, and vendors, ensuring diverse backgrounds and active smartphone users who have shopped online.
For success metrics, I measured task completion success rates, user satisfaction levels, task completion, and the number of errors or deviations. Data collection methods included screen recordings, post-test surveys, and interviews. The test was conducted on a beta version of the app prototype, using Android smartphones with a stable internet connection.
Usability testing result:
System usability score:
Cocorolife has successfully positioned itself as a strong alternative in the competitive e-commerce market by focusing on high-quality electronics, differentiating from competitors like Shopee and Tokopedia. The platform features a user-centric, minimalist design that enhances usability and reduces cognitive load. By integrating trusted third-party vendors, Cocorolife expands its product catalog and builds brand trust through verified stores. Flexible payment options, support for SMEs, and efficient logistics further improve user satisfaction and foster community growth. Personalized recommendations, filters, and a streamlined checkout process enhance engagement and retention, ensuring a seamless shopping experience.