Diego Perdana – Product Manager Portofolio

From our previous post about problem & solution assumption, we decide to take customer development through online surveys to validate it.

This is the list of questions in BAHASA that we build to conduct online surveys: https://forms.gle/b97sbsLywURjrEvy9

Results

Demographics

We have around 40 valid participants that filled more than 10 questions and most of the questions are open-ended. According to our surveys, most of them are Employee and freelancer (50%) and the rest is college students (30%) and students (20%). Our majority participant is online shopper with 98% of them already doing online shopping. We also check about their awareness about climate changes and 75% showing they care about how we can tackle and do the action for it.

Problem Validation

Around 45% of Respondents think that for now, they don’t have any problem finding eco-friendly products. It might be because eco-friendly products are easy to find on E-commerce, Instagram, or other places. However, we found that some people have difficulty to find these products with these reasons (sort by frequency):

1. Expensive prices
2. Few sellers
3. Low quality
4. Shipping takes a few days because the products mostly imported from other countries  
5. Cannot find in on single places e-commerce.

We also ask about any factors that make people want to buy eco-friendly products. These are the reasons (sort by frequency):

1. Helping environmental sustainability 
2. Reduce non-recyclable waste
3. Good quality and eco-friendly products
4. Energy saving
5. Affordable price

Other than that, surprisingly the push factor of respondents buying the products was Helping environmental sustainability and save the earth. So based on this we need to make sure that the platform can educate and show the urgency of buying these products because it can save the earth. However, there are 2 big factors that made respondents don’t want to buy these eco-friendly products which are expensive and not a necessity. Some people think that we can still use our existing stuff like plastic forks and spoons rather than bring stainless steel cutlery.

Solution Validation

We also validate the problem about the needs of this eCommerce site. Surprisingly 71% of respondents believe this e-commerce should exist in Indonesia. However, 42% of people think we don’t need to build a single e-commerce store, we just need to use existing e-commerce to buy the products. Only 35% of people need to build this as one entity and 33% of people think maybe we need one. These findings gave us the scope to build our MVP to be more user-centric.  

Respondents think that this e-commerce is quite important to exist in Indonesia based on above scale scoring (more than 60% of people choose 5-7 which is important enough). Another point is 45% of users will personally use this platform if it exists and the rest 55% might use this platform.

Another question that we ask is about what features they really want to exist on this platform. These are some major features that we conclude need to exists (sort by frequency):

1. The impact of each eco-friendly product for our environment and future.
2. Education content about the product and the climate change itself
   1. Article
   2. Videos
3. Tips and tricks about go green action that we can do or to use the products properly
4. Buy and Donation for environment sustainability 
5. Reward and gamification like “Tanam Pohon Online”
6. Eco-Friendly packaging for shipping.

We also ask about what obstacles made you don’t use this platform and again most of the respondents think that an expensive price of the products is the major obstacle. The second reason is no android/iOS application and limited payment options. The second factor about limited payment options, bring us more confidence that we don’t need to build this whole e-commerce because it will give us a big effort to build the integration of the payment system or if we want to build it, we need to make sure the experience is seamless and cater majority payment method. 

Conclusion

1. Based on our demographics respondent, our target market users that will use this platform will be: 
   1. Employee, college student, and school students 
   2. Age between 17 – 30
   3. Online shoppers
   4. Realize the importance of awareness about climate change and environment sustainability 
2. The main problem of our users is not in the platform e-commerce but mostly in the product pricing and few sellers. However, a few sellers might happen because they sell on different platforms e-commerce and social media. So, these sellers still need one pool community or platform to show their products. Also, if all products are in the same group price range, it will make the price look normal because we only show the same group of eco-friendly products.
3. A push factor of respondents buying the products is Helping environmental sustainability, saving the earth, and reducing non-recyclable waste. So based on this we need to make sure that the platform can educate and show the urgency of buying these products because it can save the earth as our differentiation
4. Push factors that made users don’t want to use this platform are
   1. The expensive price of products
   2. Limited payment options
   3. No android/iOS apps
      From the above challenge the solutions are:

       

      1. Point number 2 and Impact credibility if you have this product to stimulate people to feel satisfied to buy this even though it is expensive. Another optional option is doing promotion and flash sale
      2. For point b and c, we will cover this buy not creating the whole e-commerce feature but we will redirect the to the e-commerce to that sold the products and finish the transaction on there. So we only serve the page to show each product that can be bought in 1 or 2 eCommerce stores. From our research too, it shows that people are already getting used to shopping in existing eCommerce so they might not need another one.
         
5. Most wanted features that we can build in MVP:
   1. Platform to search the eco-friendly product but buy it on an existing e-commerce
   2. The impact of each eco-friendly product for our environment and future (Impact credibility) – (it can be on each PDP page)
   3. Education content with main content (Article or Videos) about:
      1. The products (unboxing or how it works
      2. Climate change news and urgency
      3. Tips and Trick (how to, top 5, and etc)
   4. Buy and Donate for environmental sustainability
   5. Free consultation about the products

Next lets make the Flow and UX design for our Platform!