Vegetable ‘Hawkers’ Are Going Digital with KangSayoor App — UX Case Study.
Make Indonesian Mom Love Them More and More.
Overview
In Indonesia, the mobile vegetable seller is a common and important part of local life and mom’s life. Every mom in the early morning needs them, especially mothers who live far from the market.
Vegetable Hawkers are entrepreneurs who generally have limited capital which is used to buy fresh vegetables from farmers or markets and then sell them back by going around using a hawker cart or a modified motorbike by adding a vegetable basket to the back of the motorbike.
So, The most important focus of the business is that it helps hawkers get better pricing when it comes to sourcing their produce. As things stand currently, the procurement process is dogged by issues. Hopefully, this case study can make it easier for them.
Start from the end: Understanding (Why)
I believe that this product will be needed by everyone especially the hawkers for this reason:
- Support the local economy. Probably we’d already heard that many small businesses suffer under the dominance of huge supermarket chains and their price-dumping policies. It’s close to impossible for local businesses to compete with these policies. By buying local, you directly support these small businesses and make their survival possible.
- Importance of Grocery. The availability of groceries is one of the important things that must be fulfilled. So that people can live healthy and active. Every family or every mom buys groceries at least once a week, some even buy every day. The possibility of using this digital product will be large.
- Vegetable hawker in Indonesia is a culture. this already existed during the world war. Of course, we cannot change this culture at once. but we can progress gradually towards digital without losing the culture.
- Transactions are still conventional. basically, sellers estimating the required items buyer and the buyer will cook according to the available items. As things stand currently, the procurement process is dogged by small issues but crucial.
I believe there will be many opportunities that can be developed towards digital.
Deep Learning Research and How to Get Immersed
Understand the groceries system and the problems that exist in it
Moving on, In order to understand how the current system works, I conducted user research by in-depth interview and also examined similar apps such as SayurBox, Tukang Sayur.co and Tokopedia, Gojek (Since all these apps are currently very familiar, It’s quite challenging to see the exact features they have and features never before.)
however, I may have missed some of the applications during the hawk-focused analysis. This is a strength in my application so that it is outstanding in the market.
The aim of this research is :
- find out their reading habits;
- identify their pain points and needs;
- Determine a set of actionable solutions to improve their experience.
In this case, I took the point of view of the buyer. I did interviews by telephone with 5 moms around me ranging from 20 to 45 years old.
Triggers to Grocery Shopping
As I discovered in the research phase, these are some of the reasons
- Have a free Time. They said that they would buy vegetables when they had free time to go to the market.
- Convenience with hawkers. They prefer to buy groceries when there is a vegetable hawker passing by in front of their house.
- The Schedule. There is a daily, weekly, or monthly grocery shopping schedule for domestic needs.
These are the main reasons consumers give for online shopping.
You can see that convenience and price comparison are the main drivers. This chart also illustrates the importance of free shipping offers.
- Ability To Shop 24/7
- Ability To Compare Prices.
- Online Sale/Better Place.
- To Save A Time.
- Greater Variety/Selection.
- Convenience of not going to Shop.
The Reason Consumers Prefer to Shop in Stores
It is also helpful for me to consider drivers for offline buying helping vegetable hawkers
- Want to see or touch items first.
- Concerning items look different.
- Delivery takes too long.
- Enjoying experience.
- Want to talk with sales and other buyers.
The Inevitable Processes: Define
Once before is done, Let’s quickly get doing how I would help deliver optimized solutions.
Pain Points:
- Can’t find out what food items are available at hawkers.
- Do not know the location of the vegetable hawkers
- Sometimes the buyer forgets that the hawkers are gone.
- Difficulty ordering items from hawkers.
- Confused in determining which dishes are in accordance with the ingredients available at the hawkers.
Needs
- Information about the items hawker is selling today. This is important because buyers can decide what to buy and cook. A better carousel to clearly inform all items.
- Find out where the hawkers location. Provides an estimated distance from the user’s position, make the user more prepared.
- Cash on store or pay using cashless. Enjoy shopping at the location is my priority. Of course, they can be paid at the location. This will also provide an opportunity to add items to their shopping cart while on location.
Yeah, the cashless option is also available. - Can order the desired item. Buyers and all mothers will be happy if the items needed are provided by the hawkers. Then, the communication when put together in one application will be very interesting.
We can categorize our users into two sides audience.
Seller
Vegetable hawker. those who buy items from the market or from farmers are then taken to a village or area.
Buyer
Moms and People who need vegetables for daily domestic needs.
I’m going to focus on one high-level audience, from whose point of view I will show the solution.
Taking further into account their needs in terms of vegetable needs, we can categorize them into-
Regular: Users whose subscription model will work better.
Occasionally: Users need information services for items to be sold
Goal and Main Focus
The solution I will work on is a marketplace and tracker application for vegetable vendors, targeting buyers who specifically focus on mothers who need groceries and those who cannot go to the big market.
So, I decided on the following two goals-
- Giving a customer all the information about anything about the item, location, order, and hawkers.
- Hawker will be able to know what the buyers need
Before jumping to design, I decided to focus on four main points by goal-based. This will ensure the limitation and use cases to achieve a viable and consistent design.
- The Hawker’s item information with carousel and seller page.
- Location Details and Map.
- Shopping Cart.
- Message.
The company’s mission is to do business in ways that are good for people and the planet; I will make this application with Gamification Type. in a way, the user will get points for using TOTE BAG. it also provides support for saving the earth in order to reduce the use of plastic.
The points can use for payment discounts.
Defining Tasks
- See the closest hawkers
- Look at the information about the items in the hawker
- View detail item information
- Add to cart
- Proceed to the stage of ordering and payment
- Waiting for the hawker to come.
- Transactions Success.
Design
Nowwww! One of my favorite steps. I started working on the interface designs using Figma. Below are the Wireflow and High fidelity Designs:
You can browse the full experience using the prototype. If you have any feedback, please let me know 😊.
let’s see how I try to achieve my goal and main focus through this solution.
1. The Hawker’s item information.
But, can user get to know this information continuously?
This application provides subscription access and notification features so that users can follow the latest items.
2. Location Details and Map.
Location-based apps have a huge potential as it helps in finding the location of device easily.
This technology opened the gateway to innovative ideas that we couldn’t think of. The implementation of geolocation in apps enabled businesses to come up with the best marketing strategies for hawkers. The best thing about geolocation-based mobile apps is that the route with less traffic and travel time is considered to take users to their destination.
3. Shopping Cart and Message.
Prominent shopping cart summary: An important but often neglected aspect is keeping the customer reminded of his basket contents. The shopping cart should be made prominent with the product summary and cost of the order. This ensures that the customer keeps a tab of how much he is shopping for (Quantity and Cost) and also informed in case he wants to check out right away.
4. Message
customers feel good when their queries are answered then and there while they are in the middle of shopping in the store, simply because they love immediate help given without having to go through multiple options. This can be a solution for ordering items if the items are not available in the container.
That’ll Make Future You Thankful You Developing This.
So, now buying groceries through online is a need for the people. In this pandemic situation, the demand for online groceries is at its peak stage. So, people want to know one thing at their home in this tough situation. So, in the future we can extend our service to something like users can order from home with enjoying the experience.
How to Measure Product Implementation Results?
- The time the user searches for an item how long it takes to put an item in the shopping cart.
- Net Promoter Score. After successfully purchasing a package, user ratings can help us measure their satisfaction.
- An abandoned grocery basket. how many users leave the shopping cart without being purchase is a serious matter. It is possible that the experience lack something.
- If users always use their own tote bags without buying plastic bags, it can be say that the save earth campaign was successful.
Thank you for reading! I hope you enjoyed this case study. If you have any feedback or just want to chat with me, drop me a message at
azharerizal@gmail.com or connect with LinkedIn.
