Case Study — New Feature: Netflix’s Payment on Tokopedia app.
Introduction
Hi, I am Indah Luthfikasari. Currently I attend a UI/UX Bootcamp held by Dibimbing.com. I hope one day I can pursue my career in the UI/UX field. Here is one of my assignments from the Bootcamp. Hope you had a good read.
Overview
Traveloka is an outstanding-domestic application in terms of e-Commerce. With Traveloka, we can do everything we need in out life, not only shopping but also making transactions that can support our daily needs, such as paying for electricity, credit, airline tickets, etc.
Nowadays, millennials spend their free-time in various ways, for an example by watching Netflix. With the Netflix app, they can watch the movies they love anytime and anywhere. Refers to Kompas website, there were 18.2 Million Netflix users per 2021
secara total Netflix memiliki 18,2 juta pelanggan baru di 2021
source : Kompas.com
The data shows how many Netflix users are in Indonesia. Thus, it is a new thing to provide new features by adding Netflix payments in the Tokopedia application.
- Role: UX Researcher
- Scope: Research and analyze
- Timeline: 2 weeks
- Tools: Figma, Miro, Spreadsheet, G-Slides
Research Process
Before starting the research, we do a research plan as a guide in conducting research.
Objective
Here are the points to be achieved:
- Understand user needs in the new feature of Netflix payment on Tokopedia,
- Understand user payment patterns when subscribing to Netflix (CC, Vouchers, Mbanking)
Methodology
In this research, the methodology that is used is quantitavive and qualitative method with survey and the in-depth interview.
Survey method was chosen to get to know how the early informations about user behaviour to use Netflix and also screening for further informations from users, and the in-depth interview was chosen to dig deeper user needs of the new feature.
Sample Specification
- Traveloka users who have used the application at least for 1 year
- Netflix users
- Male / Female
Research Questions
We listied various questions to be showed on the survey by Google-Form.
Question List Survey:
Screening:
1. Apakah kamu pengguna Tokopedia dan Netflix ?
Demographic
1. Siapa nama kamu?
2. Rentang umur kamu berapa?
3. Domisili kamu di mana?
4. Gender kamu?
5. Apakah kamu sudah bekerja?
Multiple Choice
1. Sudah berapa lama nih kamu jadi pengguna Tokopedia?
2. Kalo jadi pengguna Netflix sudah berapa lama?
Ordinal Scale
1. Berikut adalah beberapa pernyataan dan kondisi kamu ketika menggunakan Tokopedia. Silakan urutkan kegiatan di bawah ini berdasarkan prioritas kamu ya! Angka 1 = Prioritas utama dan angka 5 = prioritas terakhir
Interval Scale
1. Skala pengguna Tokopedia dan Netflix
2. Kalau di tokopedia ada fitur untuk pembayaran Netflix, kira-kira menurut kamu bagaimana?
Ratio Scale
1. Berapa sih budget kamu untuk langganan Netflix tiap bulannya?
Question List Interview:
1. Apa yang mendorong kamu lebih suka
1. Sudah berapa lama kamu menjadi pengguna Tokopedia?
2. Sudah berapa lama kamu menjadi pengguna Netflix?
3. Cara pembayaran apa yang biasa kamu gunakan untuk pembayaran langganan Netflix?
4. Mengapa kamu menggunakan cara pembayaran tersebut?
5. Kapan kamu melakukan pembayaran tagihan Netflix?
6. Apakah kamu lebih menyukai pembayaran secara tunai/non tunai?
7. Mengapa kamu lebih menyukai pembayaran tersebut?
8. e-Wallet apa yang biasanya kamu gunakan untuk melakukan transaksi?
9. Seberapa sering kamu melakukan transaksi dengan e Wallet?
10. Bagaimana menurut kamu, jika Tokopedia memiliki fitur pembayaran Netflix?
11. Apa harapan dan masukan kamu terkait fitur tersebut?
Conducting the Research
There are five participants in this research with the requirements that I have mentioned above. The Interview was conducted online due to PPKM restrictions. We got information from 5 Netflix and Tokopedia users.
Research Findings
To define the problem, we analyzed the results of the interviews using the Thematic Analysis method. This method is a method that can be used to analyze qualitative data, which focuses on identifying patterns resulting from the answers of various participants. From the results of the analysis, we found several obstacles experienced by users when make Netflix payment.
Affinity Diagram
After the interview, all information obtained from the user will be grouped using an affinity diagram. By using affinity diagrams, it can help us to classify the variety of information obtained, then from that information it will be analyzed so that a topic is formed based on the similarity of patterns from the user.
User Persona
After doing the thematic analysis, a user persona is created based on the results of the interview to help understand the user and solve the problems they are experiencing.
Customer Journey Map
The customer journey map is the user’s journey when interacting with the product. We can get a lot of information about the user, such as what feelings the user feels, the obstacles experienced by the user to the opportunities that can be suggested to solve the problems experienced by the user.
Findings
Based on the customer journey map that can be obtained, we can find out what are the pain points (constraints) experienced by the user. Those obstacles are:
1. Metode pembayaran melalui e-Wallet pada Netflix masih belum banyak variannya
2. Untuk penggunaan aplikasi Tokopedia terasa berat untuk perangkat tertentu
Opportunities
From the pain points above, there are several opportunities that can be used for the new feature of Netflix payment on Tokopedia application in the future according to what is needed by the user.
Opportunitier for user
- Menjadi solusi bagi pengguna Netflix dan Tokopedia untuk mengatasi dua kebutuhan menjadi satu solusi sederhana
- Mempermudah pengguna Netflix untuk melakukan pembayaran melalui Tokopedia
- Membantu pengguna Netflix untuk mendapatkan notifikasi tagihan.
Opportunities for Tokopedia app
- Menjadi pelopor pertama dalam menyediakan fitur pembayaran Netflix di platform e-Commerce
- Meningkatkan pengguna Tokopedia dalam memanfaatkan fitur-fitur yang terdapat di aplikasi
- Menyediakan peluang pendanaan investor terkait fitur pembayaran baru
- Memberikan peluang untuk dapat bekerjasama dengan banyak pihak, khususnya perusahaan e-Wallet
Prioritizations
After getting opportunities, then arrange prioritization to determine importance and urgency. This stage is carried out to determine which opportunities are the most important and urgent to be obtained by the user, this is related to feasibility.
Summary
Lesson learned
During this assignment of UX Research case study, I have learned much about the importance of user’s empathy and needs.
There are some things that I have been written need to be improved. Please don’t mind to share your thoughts about this USX case study. It will be very valuable for me in order to do better in the future.
Thank you :)
