Increasing Seller Quality & Trustworthiness with New Shop Score
Role
Product Designer
Platform
WEB APP
WEB APP
Duration
2 Sprint (4 Weeks)
Discovery
Context
Context
Of 9.2 million merchants on Tokopedia, only 6.1% transact regularly each month, and 80% of transactions come from just 0.7% of sellers. A key driver of this gap is shop trustworthiness. When making a purchase, buyers consistently rank shop quality as the most important factor, currently signaled through Reputation Badges and Reviews.
Of 9.2 million merchants on Tokopedia, only 6.1% transact regularly each month, and 80% of transactions come from just 0.7% of sellers. A key driver of this gap is shop trustworthiness. When making a purchase, buyers consistently rank shop quality as the most important factor, currently signaled through Reputation Badges and Reviews.
Benefit
Benefit
Working with the product and data teams, we identified the core benefits of introducing a unified shop quality standard:
Working with the product and data teams, we identified the core benefits of introducing a unified shop quality standard:
Problem
Problem
Tokopedia needed a single, fair standard to assess merchant quality and build buyer trust. We proposed a new Shop Score to better distinguish high-quality merchants from the broader pool, with a higher score indicating a more reliable and trustworthy seller.
Tokopedia needed a single, fair standard to assess merchant quality and build buyer trust. We proposed a new Shop Score to better distinguish high-quality merchants from the broader pool, with a higher score indicating a more reliable and trustworthy seller.
Proposed Solution
Proposed Solution
Revamping seller performance assessment into a unified standard would build consistent trustworthiness across the platform and give buyers a clearer signal when choosing where to shop.
Revamping seller performance assessment into a unified standard would build consistent trustworthiness across the platform and give buyers a clearer signal when choosing where to shop.
Expected Impact
Expected Impact
Provide fair and single currency performance assessment for seller
Provide fair and single currency performance assessment for seller
Provide single currency for Tokopedia to find high quality sellers
Provide single currency for Tokopedia to find high quality sellers
Re-establish Power Merchant as the single credibility signal for buyers, while filtering out underperforming sellers to strengthen its exclusivity and perceived value.
Re-establish Power Merchant as the single credibility signal for buyers, while filtering out underperforming sellers to strengthen its exclusivity and perceived value.
Our Strategy
Our Strategy
Integrate shop Score & Reputation
Integrate shop Score & Reputation
Parameters to define new shop score schema
Parameters to define new shop score schema
Drive more sustainable growth for Power Merchant Seller
Drive more sustainable growth for Power Merchant Seller
Defining STRATEGY
Communication Strategy
Communication Strategy
Given the scale of this change for sellers, we structured communication across three distinct periods to ensure a smooth transition:
Given the scale of this change for sellers, we structured communication across three distinct periods to ensure a smooth transition:
DESIGN EXPLORATION
Communication Period
Communication Period
USER STORY
As a seller, I can receive early education about what is coming and prepare based on my actual shop performance, before the transition to the new performance schema begins.
Timer & Video Guidance
New Adjustment
Seller New Shop Score (Estimation)
Benefit
Testimonial
Timer & Video Guidance
Benefit
New Adjustment
Testimonial
Seller New Shop Score (Estimation)
Transition Period
Transition Period
USER STORY
As a seller, I can check my new shop score and access guidance on how to improve and maintain it.
Utilize seller tools to improve shop score
Utilize seller tools to improve shop score
Upselling Power Merchant
Upselling Power Merchant
Personalized Message
Personalized Message
End Game
End Game
USER STORY
As a seller, I can view my shop score after the 90-day transition period and understand how my score affects the buying experience for customers.
Final Design & TAKEAWAYS
Design Impact
Design Impact
Following the Q2 2021 launch, we observed significant improvement in seller quality metrics across Q4 2021, with hundreds of thousands of active sellers reaching a shop score above 70.
Following the Q2 2021 launch, we observed significant improvement in seller quality metrics across Q4 2021, with hundreds of thousands of active sellers reaching a shop score above 70.
672K
672K
Active Seller have shop score >70
Active Seller have shop score >70
Designed & Developed by Randy Varianda
CASE STUDY INDEX