The simple and affordable way to shop - Buy now, pay later
Design for Shopee
SHOPEEBUY

OVERVIEW
ShopeeBuy is a consumer credit product launched by Shopee, allowing a consumption quota ranging from Rp 600 to Rp1,000 depending on Indonesian users' consumption level and credit score. Shopee serves as a virtual credit card so that users enjoy “Buy Now, Pay Later” experience.
ROLE
Time. 2021
Tools. Sketch, Adobe Photoshop
Process. User Research, Ideation, Conceptual Testing, Iteration
Category. UI/UX Design, Design Research, Prototyping, Branding

BACKGROUND
In recent years, more and more e-commerce products begin to embrace finance. In China, Alipay's Huabei and JD.com's Baitiao provide consumers with more choices of payment methods. In the United States, third party credit loan companies like Affirm and Afterpay have brought outstanding installment services to many e-commerce platforms. Compared with the traditional credit card, online credit loan service relies on big data and large users, which has the advantages of low threshold, convenience, and strong risk control ability.
CHALLENGE
How might we design an online credit loan product with the localization strategies in Indonesia?
Indonesia is APAC’s most valuable untapped e-money market: 66% of its population are “unbanked” (don’t own a bank account) and only 11% of its
e-money app users are regular users. Cash still makes up 14% of the Indonesian e-commerce payments space. Shopee, as the No.1 e-commerce platform in Indonesia, has great potential to promote credit loan services in Indonesia. Meanwhile, it also faces many challenges in this emerging market.
Data Source: 2019 J.P. Morgan global payment trend

E-commerce payment method split by value in Indonesia

Proportion of bank accounts owned by Indonesians
SURVEY
DEMOGRAPHICS
Exposing pain points using research and data.
I haven't used online credit loan services. So at the beginning of the project, I didn't have a clear goal. I downloaded and tried to use several popular apps. In order to better understand the advantages and disadvantages of the existing online credit loan products, I interviewed 10 people. These questions include: have you ever used an online credit loan product? If so, which one? Why use it? Tell me about your experience in using it. Are you still using it? Do you feel uncomfortable in the user experience? What do you expect from the online credit loan service?
I want to explore who our users are, people's understanding and expectations of online credit loan service, and people's user experience through my user experience and interview results.
TARGET AUDIENCE
Based on the primary and secondary research results, came up the target audience: the middle class and low-income young people aged 25-35.
PERSONA
Two personas based on the two types of the target audience.

John Lie
29 / Jakarta / Software Engineer
John graduated from University of Indonesia, majoring in computer science. After graduation, he worked in Traveloka, Indonesia's largest technology company. He is a technology geek, very keen to try a variety of new products.
Friction: He was worried that filling in too much personal information in the online loan registration process will hurt his privacy.

Titi Kamal
32 / Bandung / Garment factory workers
Titi as the oldest one in the family has 5 brothers and sisters. After dropping out of high school, she came to work in a garment factory in Bandung. She wants to save money for the latest OPPO smartphone.
Friction: She knew little about the loan and was confused about the relationship between interest and payback amount.
KEY INSIGHTS
Based on primary and secondary research, got the following insights.
Enjoyed by the online credit loan
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People who don't have a credit card can shop online with installment loans;
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Transaction reports can be viewed online and in real time;
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Frequent use of credit loan services and repayment on time can improve credit score and enjoy more discount.
Pain point of the online credit loan
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It is mainly used for online shopping, not for offsite stores;
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Users struggled with understanding the relationship between interest rates and payback amounts;
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Amount of information required for profiling users on sign up was a bit overwhelming;
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It's hard for people without bank accounts to use online installment services.
IDEATION
At this stage, I did a bit of brainstorming and came up with a few ideas aimed at resolving the issues that were uncovered during my interaction with the users at the interview stage. The top four ideas were:

Generate one-time card for offline store payment
OFFLINE PAYMENT

CLEAR FLOW
Provide a clear explanation of financial terms and friendly using flow

STRAIGHTFORWARD
Make the process as straightforward as possible; remove unnecessary steps
Multiple repayment methods: card and cash; Unbanked people can also use this service

MULTIPLE PAY METHODS
USER JOURNEY
FRAMEWORK
Next, I was wondering "What information is really needed here?" "How to complete an online installment shopping?" In order to show the online and offline ecosystem of ShopeeBuy, I created a user journey with a typical use case and listed all the key information in each step to help me gain a better understanding:

INFORMATION ARCHITECTURE
I created the user flow for each features in the mobile app.
