discovery call

Kebun Kirana

Beautiful gifts. A website that made you work to send one.

location
Jakarta, Indonesia
service
Website
result
2.4× online conversion

Kirana started in 2020 sending fruit parcels to families who couldn’t visit each other. Six years later it delivers fruit platters, grazing boxes, flowers and Lebaran parcels across Jakarta, Bogor, Depok, Tangerang and Bekasi, and also from a Surabaya branch. The gifts were premium. The website wasn’t:

  • Delivery limits: were in the product names, so customers found out only at checkout that a gift couldn’t reach their address.
  • The same-day cutoff: was a line of text in the header. Customers in a hurry ordered at 4:50pm, missed it, and called to complain.
  • The basics: no proper date and time slot, and the card message field was buried under “notes”.
  • Mobile: took almost six seconds to load, and 84% of traffic came from phones.
  • Corporate orders: such as 300 Lebaran parcels to 300 addresses, came in on WhatsApp as spreadsheets and took two staff three days to key in.
  • Festive peaks: the site crashed twice during the last Lebaran rush.
“I just need to know it’ll get there today.”

Nobody sending a gift browses for fun. They have a person, a place and a deadline. So the new website starts with where and when, and only shows what can actually arrive.

4:12pm, a Thursday

A woman in Kemang learned her aunt had been admitted to hospital in Bekasi. She opened the site, entered the hospital’s area, and saw “Order in 48 minutes for delivery today” above six get-well platters that could reach it. She picked one, wrote a card, hid the price and paid with GoPay, all in under two minutes. It arrived at 7:30pm.

What we built

Location-first shoppingEnter the recipient’s area once, and the shop shows only what can reach them.
Live cutoff countdown“Order in 1h 42m for delivery today.” After the cutoff, the earliest slot is chosen automatically.
Gift checkoutDate, time slot, card message and “hide the price” up front. Payment by QRIS, GoPay, OVO, bank transfer or card. Three steps, down from seven.
Shop by occasionGet well, condolences, grand opening, birthday, Lebaran and Imlek, each with the right products and the right tone.
Corporate portalUpload one spreadsheet of recipients and addresses, preview, pay by invoice, and track every delivery.
Festive pre-ordersLebaran and Imlek collections open early with capacity limits for each day.
Speed & searchRebuilt for mobile, with compressed photos and pages for searches like “parcel buah Jakarta” and “kirim buah hari ini”.
TrackingEvery order tagged by channel, so the team can see which pages and products actually sell.

The team’s time: a scoping workshop, two design reviews and a week of testing before launch. We designed, wrote, built and moved every existing product and customer across.

The team it replaced

UX and web designerAtlas: location-first journey, gift checkout
DeveloperAtlas: build, payments, corporate portal, delivery logic
CopywriterAtlas: product and occasion copy in Bahasa Indonesia and English
SEO specialistAtlas: search structure and local pages
Data and trackingAtlas: analytics and channel tagging
1.1% → 2.6%
visitors who order
71% → 38%
checkouts abandoned
5.8s → 1.6s
mobile load time

Six months after launch

  • Visitors who order went from 1.1% to 2.6%.
  • Abandoned checkouts fell from 71% to 38%.
  • Mobile load time dropped from 5.8 to 1.6 seconds.
  • Corporate orders rose 3.2×. A 400-parcel Lebaran order now takes 20 minutes to place, not three days.
  • No downtime during Lebaran, with 11,000 orders in the final two weeks.
  • Missed-cutoff complaints went almost to zero.
“Our gifts were always beautiful. Now the website is as easy as the gift is meant to feel.”
Discovery call WhatsApp