JLF

🧓🏻 2018 - My first job as product designer and successfully hit the target ended with sand ending story. Let's explore about this experience

I lost my original design files, so these are from the initial version, which may seem a bit rigid. Despite this, it became the most success story.

PRODUCT LINE

About Animal Marketplace

Beyond discussions about pets, the animal world also involves buying and selling transactions, with Indonesia being one of the countries with the largest animal markets. One of the platforms used by sellers was Facebook, where they commonly conducted animal sales. Choosing social media as their marketplace helped them reach a wider audience. However…

In 2019, a major turning point hit the animal trade community when animal sales-related content was banned on social media.

Many sellers lost their selling platforms, leading to a significant impact on the scope of their sales, which in turn caused a substantial decline in their income.

The most interesting part is that the animal marketplace is a vast blue ocean that had remained largely untapped until recently. Upon diving deeper, it became clear that this sector plays a significant role in Indonesia’s economic cycle.

JLF

JLF became the solution for thousands of players in the animal marketplace. JLF provides a platform for conducting transactions such as buying and selling, as well as facilitating auctions.

Auctions are one of the most exciting activities in the animal marketplace. This activity serves as a valuable tool for sellers, helping them make quick sales while keeping prices affordable.

RESEARCH

With a small team, we approached research a bit differently from traditional textbook methods. We conducted numerous interviews to validate the features we were building, and we also performed legal research to ensure nothing was overlooked.

WE DECIDE OUR FEATURE

Auctions are one of the most exciting activities in the animal marketplace. This activity serves as a valuable tool for sellers, helping them make quick sales while keeping prices affordable.

Crazy Things #1

LIVING OBJECT

Selling living creatures naturally carries more risks, especially since the value of these living beings is often immeasurable.

Current Condition

Based on the research, many sellers and buyers highly prioritize physical characteristics, as these can greatly affect the selling price. For instance, the Brazilian turtle is one of the most traded animals in the market. Features such as the number of shell patterns, skin color, and brightness play a crucial role in determining its value. The more vibrant and detailed these features are, the more desirable the turtle becomes to buyers.

Problem

The current market faces several issues, primarily the lack of a proper security process. Once a purchase is made, there are no safety protocols in place if a problem arises with the product. Moreover, platforms like Facebook are not ideal for structured buying and selling, as they do not provide an organized marketplace, allowing people to post descriptions freely without any standardization.

Solution

Looking at the current market situation, JLF aims to provide a better transition process for sellers who are moving from platforms where they could previously post anything freely. In response to this, I designed a simple form that was iteratively refined through multiple rounds of user verification. From a protocol perspective, I also conducted thorough research in collaboration with animal monitoring agencies and experts in Indonesia to develop safeguards against fraud and ensure the protection of animals, especially in cases of illegal sales.

The screenshot above is a small part of the roadmap we will use to address the issues mentioned earlier.

Problem 2

DIRTY PLAY

The large population indirectly intensifies competition, making the market highly competitive.

FRAUD IS EVERYWHERE

Our research process focused heavily on gathering quality data, conducting numerous interviews across various layers to ensure that the features we develop are well-aligned. While this issue doesn’t affect all categories of animals, in our case, we uncovered significant challenges in the animal marketplace, particularly for sellers. Fraud is rampant, with many instances of sales not matching the images provided. Additionally, a recurring issue is the sale of sick animals, where some sellers inject temporary treatments to make the animals appear healthy, only for them to deteriorate shortly after purchase.

Ditengah keambiguan seperti ini, saya mencoba melakukan apa yang saya bisa dengan membuat detail perbandingan secara mendalam baik secara desain, timeline, serta budget yang akan dihadapi oleh mereka.

Saya bukan orang yang cukup sabar, semakin lama tidak diputuskan maka semakin tertunda juga desain yang ada dan akhirnya saya meminta mereka untuk segera memutuskan dan membuat dealine bagi mereka.

OUTCOME

Below are some of the designs I have created. I am unable to showcase the complete set due to an NDA with the client.