Clarissa Edeline Yu, Felix Halim, Michelle Vania Tandjung, Raymond Victorio Handoko
Brief
Identify existing pain points within the Shopee product ecosystem and propose innovative, user-centred solutions that align with Shopee’s business goals and user behaviours.
*Shopee Product & Design Challenge 2021 is a regional competition inviting students to solve real-world design and product challenges within the Shopee ecosystem.
Project Description
ShopeePay became Indonesia’s most actively used e-wallet in 2021, but sustaining user loyalty in a saturated market is now an existing challenge. With users often switching between multiple e-wallets, ShopeePay needed to improve both usability and long-term relevance.
ShopeePay, Redesigned focused on increasing feature visibility and removing friction across the user journey. Key improvements included clearer onboarding, a reorganised homepage, geolocation-based voucher prompts for offline use, and simplified top-up and withdrawal flows through auto-debit and account verification—positioning ShopeePay as an everyday payment tool beyond just promotions.
*ShopeePay, Redesigned was selected as Top 8 Finalists in the Shopee Product & Design Challenge 2021
ShopeePay became Indonesia’s most actively used e-wallet in 2021. However, in a highly saturated market, how might ShopeePay retain its users in the long run?
In 2021, ShopeePay attained the top spot as Indonesia's most actively used e-wallet. However, this achievement brings several emerging threats.
First, over 50% of Indonesian e-wallet users have three or more e-wallet apps on their phones. This means users could readily switch to competitors if ShopeePay does not innovate to match and differentiate against other e-wallet apps.
Secondly, ShopeePay’s current user engagement is heavily driven by promotions and discounts. While effective for short-term growth, this approach may not be sustainable as a long-term retention strategy.
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Limited feature awareness and inconvenient user flows prevented ShopeePay from becoming a go-to daily payment tool.
Most users primarily use ShopeePay for online shopping within the Shopee app, with limited awareness of its full range of features, such as offline payments at physical merchants. This underutilisation holds back the platform’s potential to become a more integrated part of users' daily routines.
At the same time, essential actions like topping up funds remain a hassle. Users often need to switch between ShopeePay and their banking apps, disrupting the experience and creating friction.
To drive long-term retention, ShopeePay could improve both familiarity with its full functionality and streamline everyday interactions to make the e-wallet easier and more seamless to use.
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By removing friction and increasing visibility, the redesign turns ShopeePay into a go-to payment choice across situations.
The new design focuses on increasing feature visibility and streamlining key flows. First-time users are guided through clear onboarding screens and quick-start tutorials to understand what ShopeePay can do.
The homepage layout is reorganised to highlight essential tools and features that were previously hidden or underused. Offline usage is encouraged through location-based voucher prompts, helping users discover nearby merchants where ShopeePay is accepted. Topping up and withdrawing funds is made more convenient with auto-debit, auto top-up options, and the ability to withdraw to a bank account after verification.
These improvements aim to build familiarity, encourage long-term repeated use, and position ShopeePay as a trusted everyday payment tool.
