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Achieving a 90.8% Task Success Rate through Design-Driven Transformation for the My Pande Putri Mobile App
Project at Glance
Pande Putri Supermarket launched the Pande Putri Go mobile app in 2021 to provide a digital shopping solution for over 5,000 users. As the primary retail channel, this app is crucial for maintaining customer loyalty and competitiveness in the grocery market.
This was my final capstone project in college, and I conducted the first usability audit since the app’s launch. As a UI/UX Designer, my primary responsibility was to apply Design Thinking methodologies to transform the old, cluttered architecture into an intuitive, fast, and conversion-oriented shopping experience, without compromising the brand’s signature green visual identity.
Period
October 2023 — January 2024 (4 Months)
Role
UI/UX Researcher & Designer
Collaboration
Mobile Apps Manager and Senior UI/UX Designer of Timedoor Indonesia
Platform
Mobile Android
Industry
Daily Necessities & e-Commerce
Website
Measurable Impact
90.8%
Task Success Rate
The Task Success Rate jumped from 50% to 90.8%, meaning users can now complete their shopping journeys with nearly zero friction
1,54 Minutes
Average task completion
Average task completion time was reduced to under 2 minutes, proving the new navigation is highly efficient for busy users
74.5 SUS score
Total Page Views
Score raise from 50 (Poor) to 74.5, officially moving the application into the "Acceptable" and "Good" category for users
01
Problem Discovery
Business Problem
A 50% task failure rate meant that half of the potential transactions were being lost, directly leading to wasted customer acquisition costs. If left unresolved, this poor performance threatened long-term customer retention and significant revenue leakage to more intuitive competitors
User Problem
Customers faced overwhelming cognitive load due to disorganized navigation and technical login hurdles. These friction points resulted in high abandonment rates and user frustration
02
Design Goals
Conversion Recovery
Elevate the Task Success Rate above the 78% industry standard to ensure the primary shopping funnel is accessible and profitable
Trust Enhancement
Raise the SUS score to the "Acceptable" range (min. 62.7) to rebuild user trust and encourage repeat usage
Decision-Making Efficiency
Simplify the 100+ product categories into 10 core groups to reduce the time users spend searching for essentials, following Hick’s Law
Operational Transparency
Integrate real-time order tracking to reduce post-purchase anxiety and minimize the workload on customer support
03
My Design Process
1. Understanding & Research
First, I conducted a survey of 59 respondents and interviewed stakeholders to identify technical barriers in the login and navigation processes.
I also performed a competitive analysis of six major retail apps (such as Sayurbox and Allofresh) to identify industry standards for features and user experience in the grocery sector
2. Problem Definition & Strategy
I designed a User Journey Map to track users’ daily shopping journeys and used an Affinity Map to visualize clusters of user pain points for easier interpretation.
Finally, the “How Might We” approach was collaboratively formulated with the design team to gain additional perspectives before moving on to the brainstorming session in the Ideate phase.
3. Information Architecture & Ideation
I restructured the app’s hierarchy from 100+ categories down to 10 core groups. I designed 6 leaner user flows and prioritized solutions using an Impact vs. Feasibility Matrix to ensure high-value features were implemented first.
Prototyping & Validation
I built an Atomic Design System to ensure visual consistency. The final redesign was validated through usability testing with 32 respondents, measuring key UX KPIs like TSR and System Usability Scale (SUS)
04
UI Mockups
Frictionless Login & Google Integration
I simplified the login page by removing the requirement to enter a long Member ID and replacing it with a more modern “Login via Google” option.
This decision addressed the concerns of 46% of users who frequently encountered technical issues during manual registration and struggled to remember numeric IDs. By streamlining the login process, the app can significantly increase new user activation rates.
Smart Search with Real-Time Stock Indicators
Search results now use a tab-view system that separates products from brands, complete with real-time stock availability information directly on the product card. This design addresses user frustration caused by products being out of stock at the end of the shopping process and helps 18% of users who struggle to find relevant products. This transparency in stock information is crucial for preventing user churn to competitors during transactions.
Cart and Checkout
I made to improve user focus and convenience by separating product management functions on the cart page from the confirmation process on the checkout page. The cart page is now more flexible with features for managing items, product notes, and access to the wishlist, while the checkout page has been improved through clear product visuals, guaranteed delivery schedules, easy access to promotions and e-wallets, and live chat support to minimize issues during transactions.
Integrated Order Tracking System (Live Map)
I redesigned the order tracking feature by embedding a real-time map showing the courier’s location and detailed delivery status directly within the app. This addresses users’ concerns about uncertain delivery times and eliminates the need to check third-party apps. This certainty of information directly reduces the operational costs associated with customer service handling delivery complaints.
Optimization of Store Selection
The store selection page has been updated with a prominent “Set as Shopping Store” action button, along with clearer location and contact information. This change is intended for users who often struggle to determine the nearest shopping location, as reported by those who found the previous outlet navigation unintuitive. A faster process for selecting a shopping location supports the efficiency of supermarket logistics distribution across various regions.
Integrated Profile & Loyalty Center
The profile page now visually integrates a tracker for active transaction status along with information on the number of points and vouchers the user holds. This decision was made because many users had difficulty finding promotional information or tracking their ongoing orders. By highlighting loyalty benefits, this design aims to increase customer retention and the long-term transaction value of users.
05
Results
Measurable Impact
90.8%
Task Success Rate
First visits grew from 476 to 2,215 over the same period the following year — the redesigned website reached a significantly wider audience
1,54
Minutes
Average task completion time was reduced to under 2 minutes, proving the new navigation is highly efficient for busy users
74.5
SUS score
Score raise from 50 (Poor) to 74.5, officially moving the application into the "Acceptable" and "Good" category for users
Lessons & Reflection
“Prioritizing Lean Information Architecture in Retail Tech”
This project taught me that for high-volume retail platforms, visual aesthetics are secondary to a streamlined information hierarchy. By prioritizing the reduction of user choices (from 100+ to 10 categories), I successfully converted user frustration into a 90.8% success rate, reinforcing that simplification is the most powerful driver of conversion in e-commerce
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