This will be one of three series of study case that I’m writing during my three and a half years stint at Kopi Kenangan from late 2019 to early 2023.
In November 2019 I was one of the first hire for the newly form tech department as head of product design. I hire, grow and lead the team of five designers and researchers.
As part of the high-output product team, we’ve scaled Kopi Kenangan apps customer base from 30K (as of late 2019) to 1,4M monthly active user (as of early 2023) and weekly revenue hovering around Rp6–7B.
THE
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RUNDOWN
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THE + RUNDOWN 〰️
2020
Redesign and shipped customer facing app
Hire and setup a product design team
Order ticketing app
2021
New Kenangan Loyalty program feature set
General customer app UX audit
Design and build store management app
2022
Design and build a new in-house point of sale app
Hire and setup a product design research team
2023
Dine-in experience and table booking in-app
Design and build Kenangan Coffee for international market expansion
The Case of Going International
Timeframe
🗓️ June–September 2022
Role
⚒️ User flow, design project manager, and interaction design
Summary
In Q1 2021 we were in the midst of trying to improve our customer app registration conversion rate from install to first purchase that has been settling around 20-30% range since second half of 2020.
The main flow of Kopi Kenangan app initially was register first then purchase, to make sure that customers can checkout afterwards, but this was a trade-off because it doesn’t allow for browsing
Challenges
Customer should be able to browse before registering for an account for their first order.
We only had phone number for registration back then for technical implementation simplicity’s sake.
Some specific customers’ behavior that we noticed:
People actually spend time browsing and configuring their coffee order. At the time we measured in average people spent around 4 minutes from opening Kopi Kenangan app to finishing checkout (excluding the time for payment done in third-party payment app)
Solution
What method/process were used to solve specific problem, user needs, business requirements and/or pain points? How did features address the objectives?
Build a guest mode flow that with the least amount of friction from opening app to customizing a drink order
Remove the previous onboarding page slides and just focusing on asking for location prompt so that we can quickly set the nearest store location from the first-run experience.
Have a special “welcome package” for first time install customers, especially the ones that downloaded from “organic sources” (QR code scan from in-store marketing material)
Making sure our SMS gateway provider can deliver OTP message under 30 seconds after registration complete.
Deferred the account profile completion during registration (we just need customer’s full name).
Research and Analysis
User pain points
Competitive audit
Problem statement
Use cases
Design
User flow diagram
Copywriting
Figma interactive prototypes
Feedback
Design critiques sessions
Stakeholder reviews
Iteration
Design fixing
Asset handoff for engineering