What We Did

Product Induction & Workshop

The first thing after we received the brief was to ask the client to send us all documents that would help us understand their vision of the product: prior research, product draft, business objectives, success metrics, even draft calculation formula created by the product team; and to set up product induction session with the product core teams. In the session we downloaded all the information from the team and also clarified questions we received from studying the documents sent to us. We did this and all other activities twice, since each segment will have one dedicated product.


To understand the product holistically we conducted a workshop with the relevant stakeholders to map the product journey not only from customers’ point of view, but also the client’s backend process. We gathered points of view of each journey from different divisions: business, IT; and since these are lending products that need to be submitted to OJK; compliance & legal team are part of the conversations as well. These multiple points of view were very useful to make sure we addressed all the requirements, therefore in future discussions with the client, we always make sure all parties were involved in the communication.

Brainstorming session with stakeholder

In the workshop, we also tried to map the hypothetical value proposition of the products. These gain creators, pain relievers, and product & services would not only be used for initial concepts but also for creating branding drafts for the products, since it would be a totally new product and had no ties to any other clients’ product prior.

Value Proposition Canvas

Value proposition framework to get product feature draft. Image source: b2binternational.com.


Initial Concepts

In order to show the hypothetical value proposition to the potential customers and to get clear feedback, it needs to be presented in a more tangible and easy to understand form. That was why we created initial concepts that transform the value proposition into product features before we went to the field. These product features were explained in a series of rough journeys so the participant could imagine when using the service without the need to be concerned about how to use the products.

User Research & Synthesis

Before we spent too much time developing the product, we did user research in three different cities, each representing the client’s target market in the west, center, and east region of Indonesia. In the user research we dug around their existing journey using loan services and credit cards, whether there were pain points or unmet needs then gathered their feedback for the initial concepts we created. Data we gathered from all the sessions then we synthesized to shape product features and communication strategy (branding and visual direction included). We again did this activity with all related divisions of the client’s team to make sure the output is implementable business, technology, and legal wise.

FGD as one of research approach we did for getting customers’s insight

Key Findings

Here are some of the key findings we got from the user research and the implication to the products:

  • Micro segment sees unsecured loans as more like a life vest in emergency situations, since it usually has a higher interest rate, shorter tenor, not really suitable for business needs. This emergency needs also affects their expectation toward the loan, they need to be certain whether they could get it or not in a short period of time. In the application, we show them countdown timer that represents the maximum amount of process time before they can see the result (15 minutes).
  • Since they usually have limited amounts of income, micro segment tend to calculate whether they could afford the loan before applying for it. They do this not by seeing the interest rate, but by comparing the installment they need to pay monthly with their income. To accommodate this insight together with the client we provide backward calculation where customers can apply loan based on their maximum monthly repayment capacity instead of the amount.
  • Consumer segment perceived credit cards product in general is not really accessible, there is no clear process from the moment they apply till they could see the result. Therefore we made the  credit limit account product you could instantly see the result within 1 hours compared to 2-3 weeks in normal credit card process.
  • For ones who have credit cards they sometimes have difficulty to track their credit limit usage since they can only see the details at the end of the credit cycle. The product provides real time tracking on the credit limit they have used so they have better control of it.
  • Consumer segment is already accustomed to use instalment payment for tangible objects but not for experience related expenses such as holiday trip tickets and accommodations.

Low Fidelity Prototype & Usability Testing

Product features that came out from the synthesis activity then furtherly developed into low fidelity prototype in form of clickable wireframes. Wireframe form allows us to focus first on structure, interaction pattern, and usability of the product and quickly test it with participants and iterate it before then applying appropriate visual direction to the product.

One of the most interesting findings came from micro segment usability testing. During the loan application process, most participants stopped entirely and were unable to continue the task when they faced switcher or radio button input controls in the loan application process. Initially we chose those form types because it is more efficients (less steps), for example we used switcher input controls for yes or no questions.

When we asked them they told us that they never encountered those input controls in the application they usually used and they were afraid to even try to use it because it might affect their financial condition. We realized that for most people in this segment smartphones were their first computer, and they were only accustomed to applications they use daily: WhatsApp & Facebook. Learning from these findings, we changed our interaction to make sure only to use ones they already knew in those applications.

UI Design

After we address issues in the wireframe according to the usability testing findings we then applied two different visual directions for each product. For the micro segment product we applied a vibrant color tone that is usually found in their surroundings with high affordance interaction elements to accommodate their low digital savviness.

For the consumer segment product we went with a modern & clean look to suit their lifestyle with flat design while still maintaining the affordance of the elements. During the UI design phase, we also developed UI Kit for every element used in the products so later our client can use it for future feature development.