self initiated
Dekoruma — Improving the Marketplace Purchase Journey
A design-thinking case study on why buyers stall at checkout
- Role
- Product Designer — self-directed case study covering research, analysis, and interface proposals.
- Scope
- User research, journey analysis, and redesign proposals for the purchase flow. Target users were SES A and B.
- Timeline
- Personal project
- Category
- UX Case Study
Overview
Interior design services and furniture manufacturers are abundant in Indonesia, but no single platform yet covers the whole journey from browsing to fulfilment. Dekoruma set out to be that one-stop platform.
Challenge
Buyers spent longer in the checkout flow than the journey warranted, losing momentum between deciding and completing a purchase.
Objective
Improve the buying journey so users can complete a purchase without dwelling in checkout, and give them enough confidence to decide.
Approach
Design Thinking, starting at Empathise. I began by observing the problem through my own experience buying furniture online, then ran online interview sessions with users acting as buyers to understand where their hesitation actually came from rather than where I assumed it was.
Selected decisions
Grounding the work in first-hand experience before interviewing kept the questions concrete — it is easier to ask a buyer why they abandoned a cart when you have abandoned one yourself for the same reason.
Deliverables
Research findings, journey analysis, and proposed interface changes to the purchase flow.
Outcome
A self-directed case study. The proposals were not shipped by Dekoruma, so there are no production metrics attached to this work.
Reflection
Starting from my own purchase experience made the interviews sharper, but it also meant watching for my own bias — the point of talking to users was to find out where I was wrong, not to confirm what I already believed.