Ecommerce Management Design for Indonesian Fruit Grower & Seller
Leveraging insights from my UX research internship at TikTok E-commerce, I identified key design opportunities. To address the inter-island trade challenges and high logistics costs in Indonesia, I designed an eCommerce management app that integrates crop management strategies and delivery solutions—helping remote island residents grow, sell, and distribute their products efficiently while improving more sustainable inter-island trade.
B2B, TikTok eCommerce redesign, Mobile App Design
May 2022 - Oct 2022
During my internship as a UX researcher in TikTok eCommerce, I identified substantive eCommerce opportunities in Indonesia
According to Worldbank report, Indonesia’s eCommerce market is the largest in South Asia and expected to reach USD 83 million by 2025. However, its vast geography and high empty return rates for transporters drive up logistics costs, limiting inter-island trade and slowing market growth.
Indonesian eCommerce market size is the largest in South Asia and expected to reach 83 million USD by 2025
With 17,504 islands, Indonesian transporters face a 40-50% empty return rate when delivering to remote areas
To tackle these challenges, I brainstormed several design solution that enhances logistics dispatching, promotes inter-island trade, improves local farming skills, and boosts regional product productivity. By addressing these questions, we can explore innovative ways to build a more sustainable and efficient e-commerce ecosystem that empowers local producers and strengthens inter-island trade.
How might we optimize logistics dispatching to reduce empty return trips? Could promoting inter-island trade create more balanced supply chains?
What if we empowered local residents with better skills and tools to boost fruit production and connect with broader markets?
How can we enhance transportation efficiency to maximize truck utilization and minimize waste?
How to Promote Indonesian E-commerce Development and Inter-island Logistic Efficiency?
To better understand these challenges, I conducted user interviews with local Fruit Grower & Seller, uncovering key issues such as limited crop management knowledge, inefficient buyer connections, delivery constraints, and restricted market access. These insights reinforced the need for solutions that enhance fruit farming education, optimize logistics, and improve market connectivity.
Brainstorming: Designing a Smart E-commerce Platform to Empower Remote Island Fruit Growers & Sellers
I brainstormed five concepts, including an eCommerce platform, logistics dispatching, Crop management education, last-mile delivery, and order optimization. I chose to develop a Fruits & Veggies eCommerce platform that empower fruit growers & sellers in remote islands, providing integrates crop management strategies and cultivation education, increasing product delivery volumes, and reducing inter-island logistics costs.
Concept 1: Fruits & Vegetables Ecommerce Platform
Concept 2: Inter-island logistics dispatching platform
Concept 3: Crop management education
Concept 4: Last mile delivery service
Concept 5: Optimization of fruit & vege ordering process
Post-Design System Map: Optimized Logistics & Market Expansion
The optimized system enables cost-effective logistics to transport Fruit growers & sellers products from remote islands to central cities, reaching a larger consumer base. This enhances product sales, optimizes inter-island trade, and improves the logistics system.
The service offers an online marketplace & eCommercial management, crop management strategies, and market trend insights, enabling remote island Fruit grower&sellers to sell their products nationwide. By integrating efficient logistics and cost-effective delivery solutions, the platform helps Fruit grower&sellers reach broader markets, optimize production, and improve overall profitability.
Service Blueprint: Streamlined E-Commerce & Logistics
I designed two app versions to support Fruit Growers & Sellers and Logistics Drivers in remote regions. The Fruit Grower & Seller App enables users to sell their products, access crop management courses, and stay informed about market trends to improve their business.
The Logistics Driver App allows drivers to accept delivery requests in real-time, offering options for carpooling or full-load transportation to optimize logistics efficiency and reduce costs. Together, these apps create a seamless ecosystem that enhances product distribution, trade connectivity, and delivery efficiency.
Wireframes
Design System
Icons
Brand Logo
Color Palette
Front Style
Usability Testing for Iteration Insights & Key Refinements
Usability testing and post-test interviews were conducted with five participants in collaboration with the Indonesian research agency Pixel. Key tasks included launching new products, accessing farming suggestions, managing deliveries, checking plant health, and learning courses.
Success rates varied, with 3/5 successfully filling in product details, 4/5 finding effective crop management suggestions, but only 1/5 recognizing plant health issues.
Based on these insights, refinements were suggested, including automating product listing, creating an order status dashboard, adding real-time plant care reminders, and offering more customized farming courses to enhance usability and engagement.
Final Design
Reflections
From Research to Product Design – Transitioning from UX research to product design meant translating insights into real solutions. This project pushed me to apply research-driven decision-making in interaction design, system architecture, and product flows, creating a user-centered platform for trade and logistics.
Balancing Simplicity & Functionality – Designing for Fruit Growers & Sellers highlighted the need for intuitive navigation and accessible workflows. Usability testing led to key refinements, such as automated product listings, improved order tracking, and real-time crop strategies, making the platform practical and easy to use.
Designing for Impact & Scalability – Beyond UI/UX, this project required cross-disciplinary thinking in business strategy, logistics, and eCommerce. By collaborating with stakeholders and iterating on feedback, I developed a sustainable solution that enhances logistics efficiency while empowering underserved communities to scale their businesses.
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