Revamping the Quick Access Menu on a highly trafficked page

Design Research
Product Design
UI/UX Design

My responsibility at Bukalapak as a UX Researcher was to join the Shopping Experience team, focusing on Homepage, Personalisation, and Recommendation features.

The homepage is a real estate for a superapp - a comprehensive platform offering a wide range of services for various aspects of daily life. Just like the Bukapalak app, although its core service is e-commerce, connecting sellers and buyers, we also provide monthly bill payment, electricity bill and token, phone credit, investment, etc.

Each quarter, product teams release new features, requesting homepage placement to increase user engagement. However, displaying too many products upfront can confuse users and erode trust and loyalty over time. To solve the problem, we decided to redesign the Quick Access Menu on the homepage.

Context

We call the quick access menu on the homepage 'DOPE.' It consists of two parts: the homepage icon grid, where customers can select and rearrange their preferred services, and the comprehensive menu directory displaying all Bukalapak products and services.

Revamping the Quick Access Menu involved designing a new information architecture. We decided to group similar digital services into categories to make them more accessible to customers. This new categorisation approach required research to determine the optimal way to organise categories, including designing new icons and naming for the digital products and services.

The old design has issues with the icon design and its organisation.

Research process diagram

Reducing Redundancy

Another aim for redesigning the product menu is to reorganise the homepage; many redundant features on the homepage cause user confusion

New iconography increases visibility of the product

Rapid Iterative Testing Evaluation (RITE)

Using the RITE (Rapid Iterative Testing and Evaluation) method, I conducted multiple user tests with draft icons. This included blind testing where participants weren't shown icon labels, allowing me to assess pure visual comprehension.

While most icons tested well, several showed consistent usability issues. The "Top Up" icon was frequently misinterpreted as an upload function rather than telling it is an icon to purchase credit for data or mobile money. This misinterpretation proved critical—Top Up is one of our highest-performing products historically, but the new iconography in the redesigned interface had led to a measurable decline in user engagement and conversion rates.

The methodology's rapid feedback loops enabled us to quickly identify these design issues and iterate on solutions before further rollout, preventing additional user confusion and revenue impact.

Small Changes, Big Impact

Informed by the user testing, there were a few changes that we made to make the design more effective in increasing user usability.

Credit:

Bukalapak Shopping Experience Team

UX Researcher: Wigy R
Product Designer: Shylla P
Product Manager: Galih
Icon Designer:
Bukapalak Core Design Team