Desk Research and Initial Mapping

Unlike most of our projects, this study focused on mapping the landscape of onboarding programs for Micro and Small Enterprises (MSEs) going digital, rather than solving a single problem. We started with desk research, but found that online information was scarce and mostly surface-level, making it hard to identify deeper challenges.

Snowball Recruitment and Network Outreach

Because program makers were not always visible, we could not use standard recruitment channels. We used snowballing through our networks, direct outreach to program implementers, and connections via DFS Lab and the Gates Foundation network. It turns out many programs are not widely advertised online, as their focus is on delivering education rather than public promotion.

Adaptive and explorative Interviews

We prepared a discussion guide but soon found a rigid structure was not effective. Each organization had its own way of running programs, and the people we spoke with held different roles, from high-level planners and visionary leaders to program managers and facilitators, so one guide did not work for everyone. With shifting topics, we took an adaptive approach to the interviews. After each interview, we debriefed to reflect on what we learned and the research direction, and adjusted the next session’s focus. This kept the research highly exploratory and responsive to new insights.

Synthesis and Reporting

Findings were synthesized into frameworks and a research report outlining program types, MSE readiness stages, best practices, and systemic gaps. These will inform ecosystem players and support the creation of a toolkit for more user-centric program design.

Dissemination & Toolkit workshop

The research was shared through dissemination sessions and a toolkit workshop with over 80 participants from ministries, regulators, financial institutions, digital platforms, NGOs, and business associations. Alongside the findings, we introduced a user-centric planning toolkit, not as a final plan, but as a discussion aid to reflect on program fit with MSE needs. The dissemination aimed to open dialogue among stakeholders and encourage possible next steps for advancing MSE digitalization.

Visual Direction Exploration

We start exploring two distinct and extreme visual directions, mainly focusing on how editorial design looks to get premium and modern feelings. Visualize Sarinah as a feminine and elegant figure based on its background story or embrace its new and hype culture.  

Stimuli Creation

We connected those explorations to a group of both suitable and opposite keywords in the form of emotional cards. We also prepared the complete wire-flow design of the app features based on scenarios.

User Testing

The aim is to align different preferences and aspirations between 3 generations towards current vs new Sarinah. Within our stimuli, we have managed to get early feedback, validate our assumptions, and clearly understand the gaps between its vision and users desire.

Design Assets

From both customers’ and stakeholders’ insights, we adjusted the two distinct visual directions to represent Sarinah’s branding keywords. We came up with new iconography and “Ambatik” illustrations for modern ethnic representation of Indonesia that also resonates with its culture and story of Sarinah.

Design Handover

Not to forget, while we design the app, we ensure every component follows the atomic design principle. The intention is to have reusable components, to be easily implemented and expanded into other digital channels and their next business phases.