nakedpress

Exploring a new product offering for regular customers

Shopify Plus – Website

Product concept, Visual, Interaction design, Research

Background

Nakedpress is a cold-pressed juice company based in Jakarta, Indonesia. Backed by medical research, they constantly innovate their fasting detox programs. In 2019, Dewi Kusuma, the CEO, approached me to redesign their website. As a part of the redesign project, it turned out that we also came up with a new feature that offers a new value for their customers.

Problem: There were ongoing patterns from the loyal customers who bought their products regularly. Some asked Nakedpress's customer service officers whether they could place orders upfront for the coming weeks so they don't have to go into the website to place their repeat orders.

Validation & Learning: We made a proof-of-concept by adding product bundles with multiple delivery dates to the product listing. It wasn’t an ideal solution. Customers should specify products and delivery dates on delivery notes. The problem with free text notes was that they were messy and inconsistent, or customers forgot to input their notes. It added hustles to the customer service officers. However, it was enough for us to learn more the desirability of the idea and gave us insights into the customer’s mental model.

Our existing customers who order regularly, their struggles are placing repeat orders every week. Their current workaround is placing bulk orders through customer service officers. Solving this problem will save customers’ time from working on mundane ordering tasks every week and also benefit our company because we get more orders and paid in advance.

Process

Discovery: Stakeholders & Customer interview

Before jumping into concept creation, I talked with existing customers to learn more through their lenses and sat down with the team to increase our confidence in this big bet.

There were 3 key outcomes that we boiled down from our discovery process:

  1. Ordering bundles should give an economic value – The fact is delivery cost could be a barrier for some people.

  2. Ordering bundles should be fast and seamless. Otherwise, customers would find ordering from customer service officers more effortless, which increases our workload.

  3. Ordering bundles should have consistent format to minimize errors.

Information Architecture

The ideal way for this feature is to have it as a new customer journey, in which customers can see there are different ways to order your favorite juice – by add to cart like usual or bundle and schedule your order.

The biggest unknown situation was we didn’t know how far we could go with Shopify. We were so aware, but we carried on the ideas with a new customer journey while figuring out how the system would work.

We put the entry point on the main navigation along with home, shop, blog, and help. We want to provide a different exposure between regular shopping and buying bundle.

Task Flow

Basically, the steps to order bundling are:

  1. Users select the product bundle

  2. Users can add shipment(s). Each bundle has a different shipment quota. Users cannot add more shipments if the shipping quota or the number of products has been met.

  3. Users can specify delivery dates, products, and quantities on an individual shipment.

  4. After shipments are filled in, users can proceed to the next step: view the cart, then checkout.

Concept exploration

I explored three different alternatives. After some concept testing and iteration, we picked option B; it’s more flexible and can cover several cases that may arise.

The system (Shopify)

Studio Alva is a digital product studio behind the development work. I worked with them to ensure whether the back-end system could follow the front-end's requirements.

The development team suggested storing the value of the product bundle, such as shipment, delivery date, products, and quantity, in a property called "Line Item Property.”

High fidelity screens

"Thomas is responsive, thorough and really understands what he is doing."

Dewi Kusuma

CEO of Nakedpress

Others

What were the challenges during the project?

It was my first-time experience working with a Shopify store website. I was nervous that the solution would be constrained a lot by Shopify's custom capabilities. Throughout the project, there were many ambiguities until we onboarded Studio Alva. Their team helped us a lot to bring clarity when tinkering with the solution.