Part 1 

Status Quo

Current Situation

ShopeeFood promotion event

ShopeeFood holds major promotional events on significant dates, such as New Year, local festivals, and more. The main content of these events involves co-funding with merchants to subsidize ShopeeFood buyers in the form of vouchers, attracting buyers to place orders on the platform.

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Increasingly significant problems

Before the features went online, promotional events planning and managing work in markets like Indonesia, Thailand, and Malaysia were conducted entirely offline, including document management, merchant communication, and more. This process consumed a significant amount of human resources/time and could not keep up with the rapidly growing business demands.

Preparations for the event may take several weeks, including planning timelines, controlling budgets, and recruiting merchants through ShopeeFood Biz Contacts. Merchants usually join 1 to 2 weeks before the event starts. Once it begins, buyers can see vouchers and discounts from participating merchants on the ShopeeFood app.

Opportunity Statement 

It’s necessary to shift offline management processes to an online platform

There is a need to develop a system that enables the Operations (Ops) team to create and manage events online, allowing merchants to join and manage the events independently.

Part 2

Scenario Analysis

Promotional Events

ShopeeFood regularly hosts promotional events and recruits merchants to offer discounts to their buyers. Merchants participating in these events can enable buyers to see and apply discounts in their stores. Usually, the discounts that buyers enjoy are funded by the ShopeeFood business and the participating merchants (co-funding policy).

Voucher and Co-funding Policy

Vouchers are a common discount for buyers, allowing them to apply discounts to their orders. The discount amounts are set by ShopeeFood. With the co-funding policy, for example, if buyers enjoy a $2 discount on their order and the co-funding policy is 50% by the merchants, then the merchants need to pay $1.

After discussing with our Ops team and interviewing merchants by walking through their daily operations, we were able to prioritize some features we need to offer for their daily management.

For the ops team: their primary need on the internal platform is creating and managing events, as well as managing merchant participation.

For the merchants: their primary need on the Partner App is self-joining events, managing their own participation, and tracking event progress.

Overall interaction flow of the event process on 2 platforms

The product design includes the interaction of two platforms, and the entire system requires a clear and organized flow to run the event productively.

The event running period is divided into two main phases within the system: the registration period and the event running period.

Registration: The ops team can create events and send invitations to merchants, controlling the event’s running process. Merchants can decide whether to join. The backend will store all the records.

Event Running: The ops team can manage the event progress, while merchants can manage their own participation. Event-related data will be archived after the events end.

Part 3

Merchants Deep Dive

ENT

ENT (Enterprises) typically refers to global giant food merchants that operate in Southeast Asia and join the ShopeeFood platform to provide food delivery services. Popular ENT merchants on ShopeeFood include McDonald’s, Starbucks, KFC, and others

SMB

SMB (Small and Medium-Sized Businesses) are local restaurants, cafes, and food vendors. They are the majority of shopeeFood mechants, they play a significant role in contributing shopeeFood’s orders.

SMB & SSMB are our design focus

Key merchant insights

By gathering data from multiple sources, including Data Analysists, Back-end Dev team’s Data, and our Local Business Team’s assistance, we were able to define key insights about our merchants. The data shown below is calculated based on the range of July to August 2022.

34.1%

Active Merchants in events

Merchants who have participated in Promotion Events, most of them participated regularly.

65.9%

Potential Merchants for events

Merchants who have not yet participated in Promotion Events, but have a basic understanding of store marketing.

The event participation process is divided into 5 stages, with the browsing and confirmation stages being the most critical. By mapping the key information and actions at each stage, we believe that attractiveness, clarity and simplicity are design opportunities

Key Statement 04

Design should prioritize efficiency and info clarity

Based on the interview materials, we explored the real situations of different merchants and found that they may have slightly different design focuses. Active merchants seek greater efficiency, as participating in events is routine for them. Potential Merchants rely heavily on whether the event's introduction is sufficient to build their trust to join.

Design Hypothesis

2 flows tailored for different types of merchants can address their distinct needs?

Design Approach 02

Distill Information for Event Landing Page

When we first sorted out all the information that merchants needed for participation, we found it to be complex. Through structured organization, we categorized this information into 3 groups: event details, package information, and voucher information.

Next, we prioritized the information and decided to extract the most critical elements from these 3 categories. We displayed them in a great hierarchy at the most primary touchpoints during the merchant registration period — the Event Landing Page.

Part 5

Design Present

Key Pages Interaction & Design for Event Participation

Overall Flow

This flow includes all the touchpoints for merchant participation during the event season. You can view the full flow in Figma (Link). Please note that this flow is for presentation purposes only; we have a complete development file that was delivered to the development team for reference.

Flow 1 Zoom in

Primary Flow - Mostly for Active Merchants

Clear Hierarchy

The prioritization of information and actions clarifies the focus of the page: The arrangement of priorities simplifies complex information and actions, making them easier to read and follow. The different sections of the Event Landing Page are organized based on their importance, and the placement of various CTAs reflects their significance, highlighting the information and actions that need to be emphasized.

Prioritization is also considered within each section: For event information and package information, we arranged them by modules and areas to enhance efficiency in how merchants process information, making it easier for them to capture key details.

The Data Confirmed Some of Our Assumptions

Although the CTR of 38% for the ‘Join’ button is not very high (possibly due to various factors, including merchants' continued lack of interest or budget constraints), the nearly 80% CTR on the confirmation page indicates that for merchants who decide to join, the process we designed and the information we provided effectively address all their questions and ultimately encourage them to commit.

Data Source: Dec 2022 to Feb 2023 for Thailand Merchant’s Participation

Flow 2 Zoom in

Sophisticated Flow - Mostly for Potential Merchants

Potential merchants who seek to learn more detailed information about each package can click on multiple entries from the Event Landing Page to access the details of each package and make comparisons for their selection. This flow emphasizes providing clarity and comprehensiveness of information for merchants who are cautious or thoughtful.

Comprehensive Explanation

Multiple touchpoints are utilized to communicate event rules throughout the entire process. Understanding these rules can be a challenge for many potential merchants. We employ various approaches, such as adding labels, Q&A sections, and more, to provide important information.

Explaining specific terms greatly helps reduce confusion: As some jargon regarding promotions or reconciliation can be difficult to understand. For explanations that may require additional clarification, we offer them in a softer manner. Merchants can always trigger explanations for terms they don’t understand; these informational markers are often used throughout the whole flow.

After the feature has been launched for a while, we tracked the joining data and identified some key figures that validate the design.

0.3%

Withdrawal Rate After Joining

This indirectly shows that the joining process is clear, because less than 1% of merchants decide to withdraw after joining.

ShopeeFood Admin Design

High-efficiency of Event Creation and Management is also Prioritized

I have taken the Operation team’s feedback into account and designed a simple and efficient flow for creating and managing events. The creation flow is divided into four steps, making the process easy to follow.

Last but not least…

I followed the design through to the end of the UI review to ensure that it looked perfect from the merchant's perspective. The feature received positive feedback from our merchants, and I also gained some appreciation from my teammates.