Company Overview
Tokopedia is an Indonesian technology company with a mission to democratize commerce through technology. Since its founding in 2009, Tokopedia has been a force that pioneers digital transformation in Indonesia. Consistent in building a bridge to connect millions of people, we have now reached more than 99% of districts and empowered more than 14 million registered merchants across Indonesia.
Tokopedia vision is to build a Super Ecosystem where anyone can start and discover anything. To achieve that, we are working hand in hand with various strategic partners while also providing more than 500,000 payment points across Indonesia, and offering more than 40 digital products that simplify the lives of many.
Tokopedia have grown rapidly and currently have more than 3,800 Nakama spread across several regions; Jakarta, Semarang, and Yogyakarta. In 2021, Tokopedia united with Gojek to become GoTo by combining e-commerce, on-demand, and financial and payment services. With a mission to empower progress, we continuously create a comprehensive ecosystem for daily life.
In 2022, Social media giant TikTok is set to invest US$1.5 billion in Indonesia’s largest e-commerce platform, GoTo’s Tokopedia. Under the deal, TikTok will acquire 75.01% of Tokopedia for US$840 million and will integrate its Indonesian TikTok Shop business with the expanded Tokopedia entity
Products Scope
- Search Platform
- Search Growth Initiative for OKR and use cases to other team
- Search engine on KartuPrakerja page
- Search engine on MitraTokopedia page
- Search engine architecture (ElasticSearch) and distribution to all use cases on Tokopedia
- Search Global Component library
- Search data integration to Performance marketing, Advertising, and Digital business unit
Metrics Achievement
- Getting as much as client inside Tokopedia to leverage their business by providing search from end to end (Indexing, ES creation, Backend and Frontend). In total 4 clients acquired.
- Creating the Full Search and Filter function in Kartu Prakerja page for only 6 weeks using Search Platform. Get a good feedback from leaders and board member for this squad initiative.
- Make sure and tracking the main OKR Search 2021, always achieve in 6 months. From Jan – May 2021, the OKR always achieve with average growth each month by +1-2%
- Doing weekly search report every week for the stakeholders
- Facilitate Growth Marketing (GM), Category team, Advertising solution (AdSol), and Digital business to use Search data and engine to build collaboration features. The collaboration already create a higher CTR for GM feature and new revenue for AdSol team without breaking search experience
Product Organization Achievements
- Working with collaboration stakeholders that consist of +10 engineers and 4 business team across Tribes
- Building zero to one product that includes product vision and product strategy for Search Platform
- Supervise 1 business operation intern and work with 4 Search Squad PM to initiate improvement to increase the metrics
Overall Company Achievements
- Grade promotion based on H1-H2 2020 performance appraisal cycle from Product Manager level 1 (senior) to level 2 with excellent score performance.
- Working on Hyperlocal, Personalization, Automation, and Unification Search across Tokopedia
Tokopedia – Product Manager (July 2019 – December 2020)
Products Scope
- Search Bar Experiences
- Popular Search
- Search autocomplete Keywords
- Search autocomplete Shops
- Curated Search autocomplete
- Campaign Search autocomplete
- Recent Search
- Recent View on Search
- Curated Search widget on Search Result page
- Tab Shop on Search Result page
- Adult category Search Handling
- Internal Tools For search campaign and keywords mechanism (Web based)
- Search Redirection (ability to redirect keywords to specific pages)
Metrics Achievement
- Built Global Search Suggestions features which driving 4M+ unique keywords/day with 15M traffic/day
- Building a Search suggestions with 51% higher usage rather than manual enter by redesign the UX and algorithm
- Building and A/B testing experiments with new products to grow the search queries: personalization search bar, popular search, recent search, autocomplete suggestions, searching shop, cross-selling widgets for digital& financial services, campaign suggestions, and internal tools.
- Pioneer and establish the Business Ops function in Search Tribe that managing 3+ Billion Rupiah value campaign on search per month.
- Achieved monthly Tribe OKR regarding traffic distribution (5 key results) with the report score is Above Expectations (3-10% surplus) by combining the new feature and machine learning for keyword labeling.
- Increase Traffic from Search of all Business Unit including Digital, Official Store, and Fintech by almost 2 times (1,7) from Feb to May 2019 by building cross-selling feature on Search
Product Organization Achievements
- Building and owning product vision and product strategy for Search Bar Suggestion
- Ensuring the vision of Tokopedia Search which you can find anything from physical to other business unit products in our Search happen
- Facilitated 10+ squad members in Search Bar Team consisting of developers, UI/UX designers, business operations, data analyst, and test engineer from Indonesia and India
- Led cross-functional teams of 10 members to develop new innovation for Search Tokopedia: create product vision and flow, debug issues, do multiple A/B testing experiments, maintain the OKR, manage project schedules, and coordinate product goals.
Overall Company Achievements
- Becoming the Captain from search for WIB TV Show events since 2020 until 2021
- Exceptional score performance (Top 10% performer) in Q1-Q2 2019 led me to step up 2 levels into from Associate to a Product
Manager position
Tokopedia – Associate Product Manager ( January 2018 – June 2019)
Products Scope
- Overall Search Bar Experiences
- Popular Search
- Search autocomplete Keywords
- Search autocomplete Shops
- Curated Search autocomplete
- Curated Search widget on Search Result page
- Category Pages (Web and App Based)
- SEO Improvement (Web Based)
- Catalog Pages (Web and App Based)
- Hotlist Pages (Web and App Based)
- Dynamic Campaign Pages (Web and App Based)
- Internal Tools for all above pages (Web Based)
Metrics Achievement
- Increase Traffic from Search of all Business Unit including Digital, Official Store, and Fintech by almost 2 times (1,7) from Feb to May 2019 by building cross-selling feature on Search
- Responsible for Browsing module (Disco page, Hotlist, Category, Catalog and OS Microsite). One of my achievement was increasing Hotlist performance in organic traffic for more than 40% in past 5 months that impacted to all Tokopedia organic traffic
- Improve conversion/ funnel on a particular user journey regarding our metrics (CVR & CTR) and KPI for Category
- Develop machine learning product for SEO pages to automatically generate more than 10000 pages in a week to be crawled by Google
- Responsible for Browsing module (Disco page, Hotlist, Category, Catalog and OS Microsite). One of my achievement was increasing Hotlist performance in organic traffic for more than 40% in past 5 months that impacted to all Tokopedia organic traffic
- Improve conversion/ funnel on a particular user journey regarding our metrics (CVR & CTR) and KPI for Category
- Develop machine learning product for SEO pages to automatically generate more than 10000 pages in a week to be crawled by Google
Turn on screen reader support
Product Organization Achievements
- Managing a team of Developers, UX Designers, QA Testers and Content Editors for some moduls.
- Competitor function/feature analysis & reporting
- Product documentation writing
- Tracking implementation and timeline progress
- Participate in sizing meetings, planning meetings, daily Scrums, sprint reviews, and team retrospectives.
- Collaborate and helping the Product Managers for assist some product backlog.
Overall Company Achievements
- Joining in companies first flash sale and assist discovery team PM to make sure flash sale success
Diego Perdana - Product Manager Portofolio 