Jessica
Wonomihardjo

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Blibli Destination Journey
Driving Growth by
Creating a Tailored Journey
Blibli
2024

PRODUCT DESIGN


PROJECT BRIEF
Blibli is an Indonesian e-commerce platforms, offering a diversified range of products from retail goods to digital payment products. 

This case study focuses redefining the shopping experience for Blibli’s high-performing category clusters: Groceries, Gadgets & Electronics, and Fashion & Beauty, to drive engagement, conversion, and retention through tailored user journeys.KEY ROLE
As the Design Lead, I collaborated closely with PMs, Devs, Marketing, and Commercial teams to shape strategy, align insights, and drive collective improvements across the user experience—while also leading the design of key user flows.


Background Problems
& Opportunities



The ChallengeBlibli faced a steady decline in customer acquisition and conversion between 2022–2023. Despite strong brand awareness and positive perception, data revealed a growing gap between brand awareness and actual purchase behavior.

↓  30% in transacting users (Q4 2022 → Q4 2023)
↓  10% in conversion rate (Q3 2022 → Q3 2023)
↓  average monthly new customers acquisition & low retention rate



Strategic Direction
To address the decline, we identified an opportunity to refocus on high-performing categories, that consistently contributed to margins and customer traction, which we define as “Destination Categories.” 
From 17 categories, we identified 3 key clusters with overlapping traits, purchase patterns, and growth potential:

  • 🍎 Groceries: Bliblimart, Health & Beauty
  • 💻 Gadgets & Electronics: Handphone & Gadget, Computer & Gaming, Camera, Electronic
  • 👕 Fashion & Beauty: Women’s Fashion, Men’s Fashion, Muslim Fashion, Sports & Outdoor Activities, Watch, Mom & Kids






Building on this insight, our goal is to position Blibli as the go-to destination for these destination categories by driving improvements across 3 key pillars with shared KPIs:

  1. MARKETING
    Increase visibility and relevance through targeted campaigns
    -> attracting new users to the platform

  2. COMMERCIAL
    Improve product assortment, pricing, and promotions
    -> driving stronger purchase consideration and competitiveness
  3. PRODUCT  (our scope & focus)
    Deliver a seamless, end-to-end shopping journey
    -> improving product discovery and supporting confident purchasing decisions


which contributed to shared business KPIs:
  1. Increase active users — expand the customer base and deepen engagement.
  2. Boost conversion rates — turn more visitors into paying customers.
  3. Grow customer lifetime value — encourage more frequent and higher-value transactions.



Discovery & Research


Problem Focus
How might we create a more seamless and relevant shopping experience to improve engagement and conversion across the Destination Categories?

Research ObjectiveOur goal was to understand user intent, behavior, and barriers across each category journey to inform product experience improvements.

Methodology:
  • Qualitative user interviews
  • Focus group discussion with internal stakeholders
  • Category performance rate and funnel analytics
  • Competitor benchmarking


Research Findings



Categories Key Insights

🍎  Groceries

💻  Gadget & Electronic

👕  Fashion & Beauty

Purchase PatternDaily necessities,
Repeat purchasesPlanned,
High consideration purchasesImpulse purchase
Trend driven shopping
Frequency / basket sizeHigh frequency
Low - medium basketLow frequency
High basketMedium frequency
Medium - High basket
User motivationHabit driven,
convenience focusedResearch driven
Focus on specs, videos, reviewsPleasure & FOMO
Social validation
Search & discovery behaviorStore-centric search
familiar productsBrand/Catalog-centric search
Product comparisonBrand/Catalog-centric search
Curated collection & inspirations
Unique selling propositionFree shipping
Free gift / bundle0% intallmentFree & easy returns



Design Solution


❶ Develop customized catalog journeys
for each destination category

 Tailor the browsing and discovery flow for each Destination Category that aligns with user intent and behavior during product exploration

Such as search entry points (store- vs brand-centric), purchase modes (planned vs impulse), and information needs (specs, videos, reviews, etc.). Entry Point via Homepage


Customized Landing Page

❷ Design behavior-driven experiences


Adapt the interface and content based on category-specific patterns.



 Flow via Search:
Provide tailored filter suggestion to narrow down product search.



Product Card Content Hierarchy



Delivery


A/B Test ExperimentsTo validate our design direction, we conducted A/B experiments on the homepage widget and complemented them with rapid usability tests to learn which version best motivated users to explore.



Technical Challenge
& Limitation

Understanding Technical Architecture and Legacy System

Given time and bandwidth constraints, we focused on enhancing the existing system and pages rather than building everything from scratch—identifying which pages required less technical effort, while ensuring the overall journey remained seamless.





Developing 3 customized landing pages through the Content Management System (CMS)

Leveraging existing components while defining new requirements or creating new components as needed.




Impacts & Success Metrics
    Following the MVP launch of the improvement:
    • Reached an average CTR of 56.3%, almost double than the old category pages.
    • With the introduction of Add-to-Bag on the product card, traffic is increasingly split toward direct Add-to-Bag actions, bypassing PDP.
      - Average Basket Size: Increased from 1.48 to 2.36 items per session
      - Maximum Basket Size: Increased from 3 to 5 items per session
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