Background

TopAds is the ads solution of Tokopedia (one of the Indonesia’s biggest e-commerce) where sellers can pay to set ads. Currently, TopAds has a feature named AutoBid where sellers can automate the keywords and the bid amount. But, they still have controls over the products (that they want to advertise) and the daily budget.

The problem of this project is that there was a constant decline on the adoption rate for the features.

Adoption rate is declining

We read the previous available research reports we had on our database and took the insights to create a new prototype. But, the prototype we made was still unvalidated. Therefore, we decided that Usability Study will provide us further insights for this problem and for this prototype.

The Goals

• We need to know whether the improved journey will make the user understand and interested in activating AutoBid
• To find out any available pain points in the improved journey
• To understand what makes the user interested in using AutoBid or hesitant to use AutoBid

The Hypothesis

Before we conducted the UT session. we read the previous available research reports we had on our database and took the insights as hypothesis. And we summarized the insights as follow:

1. users perceive any auto feature as an expensive feature because they thought the algorithm make their bid amount as costly as possible
2. Users are hesitant to use the feature because they see no proof that it will work well on them

Methodology and procedures

Recruited participants