The project aims to identify key challenges and opportunities in the onboarding process and produce actionable and localized insights that directly benefit digital financial inclusion activities. Unbanked and underbanked included here are farmers, informal workers, micro-entrepreneurs, and economically inactive (Students & Wife). The project also focuses on more rural areas where the conventional banking infrastructure is typically lower. The research is done in parallel in 4 different countries which has big number of unbanked underbanked population: Indonesia, India, Bangladesh and Uganda.

The Impact

We shared the research results in different dissemination forms with different relevant stakeholders, such as 1-on-1 sharing sessions with partnered key players, conference talks, and sharing series such as:

1-on-1 sharing session with more than 7 different service providers and relevant stakeholders
Speaker in UXA Masterclass Conference 2023 in Spain (120+ attendees)
Speaker in Somia Conference 2023: System Thinking in Design (120+ attendees)
Visionary Talk and Exhibition Booth in Indonesia Fintech Summit 2023 (3000+ visitors)

Our Approach

The research is conducted in 3 provinces: North Sumatra, East Java and South Sulawesi, as representative of the west, central and east region of Indonesia to best represent the geographical context. This locations are selected as they have barriers in limited banking infrastructure, low economy and financial literacy but have good internet penetration and digital availability as the basic requirements of the adoption.

The thick research uses an ethnographic approach to discover and document the onboarding journey of different segments in different services (agri-tech, mobile & digital banking, digital wallet, digital lending, QRIS, and government aid – PKH & Prakerja).

ECOSYSTEM & STAKEHOLDER LEVEL

As support systems and infrastructure are crucial in digital financial services adoption, we started by understanding the context and mapping the ecosystem. This includes observing the infrastructure in the system, their roles, the communication used, etc. From our initial landscape mapping, we identified several key stakeholders and gathered data through transect walk, shadowing, and in-depth interviews with key government and service providers stakeholders.

PRODUCT AND PERSONAL LEVEL

Understanding the products / services used and deep dive into the target group context, literacy and behaviors towards DFS as well as the detailed onboarding process. In this phase, we also dug deeper into findings from the ecosystem mapping and stakeholder & provider discovery. The data was collected from various methods such as intercepts, Focus Group Discussions, shadowing, fly on the wall to In-depth interviews.

Interviewing respondents in their farming land

Using stimuli to get honest reaction during the session

Talking to the local government to get the different point of view

Our Journey and Process

Phase 1 Project Visioning & Landscaping

This phase started with detailing the project plan, teams visioning on outputs, outcomes, and methodology. Then, followed with developing partnership strategy and outreach with financial service providers, sampling strategy and framework, design of research tools, IRB approvals submission, and market recce.

Phase 2 Discovery

The phase is divided into 3 rounds of discoveries (field research). In each round, we did the analysis, synthesis, internal learnings workshop, country-wise socialization, feedback and iteration of the research approach.

Phase 3 Compiling Outputs and Dissemination

In the end phase of the project, we did analysis and sense making across all the three rounds of the discovery by country followed with compiling the global cross-country learnings. In parallel, we did country wise dissemination and is closed by global dissemination with relevant stakeholders.

Illustration showing the challenges the unbanked and underbanked encounter when doing onboarding process

Delivering insight in the form of financial newspaper and distributing it at Indonesia Fintech Summit and Expo 2023

Sharing the insight in the Inspiration Stage at Indonesia Fintech Summit and Expo 2023

The Results

The insights that we gathered from the research are extracted in different formats, from journey mapping, illustration, and short videos. The key challenges are identified and mapped in each stage of the journey from pre-during-post onboarding, including awareness, perception, consideration, decision-making, and application to usage.

The understanding of problem spaces in each stage is also equipped with the opportunities collected from good practices observed in the field and design principles as inspiration and to bridge the implementation.

Consultant in-charge

Chin Burkotler

Project Oversee

Uka Q.A.P

Partnership Lead

Anindya Fitriyanti

Project Lead

Rayi Harjani

User Researcher

Daniel Fandra

Research Ops

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Our design approach for Kemdikbudristek website transformations

The transformations of the education system conducted by the Indonesian Ministry of Education (Kemdikbudristek) prioritize fast and accessible information dissemination. In response, the ministry wants us to help them adjust their main website portal so that it can be easily accessed by any stakeholder under their service.

The Impact

With the new directions, we treated the website as the main lobby. Providing its users with essential information and then guiding them to other detailed sources provided by the main department under Kemdikbudristek. The result is an information architecture with a concise and modular information structure that is still adaptable to accommodate future changes.

Our Approach

First, we need to gain buy-in from all involved stakeholders, including the main departments of the ministry. We began the project by understanding the main agendas of each department, the way they disseminate information, and the current information provided on the main website. Since the main goal is to make the website accessible to its users, we also conducted several FGDs (focus group discussions) to validate our findings and explore the needs and behavior of users seeking education-related information.

It is not easy to fulfill the needs of every stakeholder, especially with tight deadlines. Therefore, we decided to design around 20% of the information that is important for the remaining 80% of users while still providing room for future growth and development.

Our Journey and Process

Internal Context Gathering

We conducted this activity through an internal workshop with the 9 main departments of Kemdikbudristek. In addition, we gathered context by inventorying the information presented on the website to determine the type of content and the responsible department.

External Context Gathering

We spoke with our users through two FGD (focus group discussion) sessions. The first session used an exploratory approach to gather user preferences while seeking information and determine what information is essential to them. The second session used a generative approach to gather more ideas for our interaction patterns and information architecture concept.

Information Architecture Design

During the FGD sessions, we identified the design directions we will follow throughout the project. We will design our information architecture with the mindset of a lobby since each main department has established its information channel. We will provide essential information on our website and easily guide users to the correct places.

Wireframing Process

As our users can access the Kemdikbudristek website from various sources, consistency and familiarity were important considerations when designing website interactions. To achieve this, we deliberately limited the number of interaction patterns and created a specific grid system so that users could easily understand where certain functions would be located. Additionally, we avoided using pop-up based interactions as they can harm the analytics performance.

Design Handover

We understand that no matter how well we design the website, it still needs to be supported by good-quality content. From the choice of images to the content tagging, these will affect our users’ experience while looking for information. To address this, we provided our clients with documentation in the form of a project brief, which serves as a guide for them while managing their content.

Information Architecture and Wireframe as our deliverables

The Results

We redesigned the website’s information architecture and managed to simplify its current content. The new design is concise and modular, fits with user behavior, and is flexible to any future changes. Here are some interesting findings about our users that influenced the decisions we made.

Our users perceive the website as a valid source of information, but they do not use it as their main source. Instead of seeking information through websites, they rely on social media or internal channels such as WhatsApp groups. When there is a need for fact-checking, the website becomes their top choice.
Users’ preferences in grouping existing information depend on their intensity and intent while accessing it. For example, users who need to access a specific service prefer a more personalized structure so they can easily position themselves.

Consultant in-charge

Chin Burkotler

Project Oversee

Uka Q.A.P

Interaction Designer

Anindya Fitriyanti

Research Ops

Rayi Harjani

Project Lead

Daniel Fandra

User Researcher

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Client SomiaCX

Project Duration 10th year Anniversary

Project Location Indonesia

Since 2012, we’ve been working on a variety of interesting projects, many are related to the micro-segment, finances and how they use technology in Indonesia. It is a promising segment with massive growth potential in terms of financial and tech adoption. Additionally, we discovered that current approaches to attract the interest of the micro-segment are not fully optimized yet.

The Impact

To celebrate our 10th Anniversary, we would like to share our learnings and experiences regarding this segment. We have written them into this book, hoping that the information we provide can inspire readers to develop more effective strategies to introduce finance and tech adoption to the micro segment. If you want to know more about this publications or to collaborate with us, feel free to contact us. Enjoy!

Read The Books Here!

Concise Version:

8 Recommendations to Improve Financial Adoption
for Indonesia’s Micro-Segment

Detailed Version:

8 Recommendations to Improve Financial Adoption
for Indonesia’s Micro-Segment

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Client Sarinah

Project Duration 3 months

Project Location Indonesia

Sarinah is the first historical retail store in Indonesia and used to be an icon for older generations. To stay relevant in the present, Sarinah did a total transformation from its building to branding to attract more customers, especially the younger generation. One of the strategies is to develop mobile apps as part of digital brand activation and transform customer experience into a loyalty program.

The Impact

As part of the brand activation channel, Sarinah app needs to have strong branding and visual design representation. Combining a modernized ‘Ambatik’ icon, we managed to present the Sarinah app in a unique way that caters to its new brand direction without leaving the noble values of Indonesia. The new Sarinah App has led to the first phase of integrated Loyalty Program, promoting Indonesian SMEs as part of their mission.

Our Approach

The goal is to find balance and harmony in different visual preferences according to multiple generations. Most of our explorations have involved an editorial design approach without forgetting the UIUX rules. We’re responding to these challenges by conducting several Usability Testing with 3 different target groups (Gen X, Millennials, and Gen Z) to understand all their aspirations, then conversing with our key stakeholders to understand the business directions and company visions.

We also come upon the new branding, architectural, and interior elements to understand the new Sarinah transformation. Connecting and re-learning the importance of Sarinah from the experts has helped us to create a digital experience that feels cohesive with prideful Indonesian elements.

First visual direction of premium and preserve looks

Second visual direction of bold, pride, and rebellious

Information Architecture, Wireframing, and Usability Testing with respondents

Our Journey and Process

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.

The Results

We built modular and strong uniformity of Sarinah App visual elements to other mediums such as digital and physical gift voucher design. Our final visual directions came with an adventurous and rebellious feeling that resonates with the youngsters while maintaining the preserve, premium, and elegant looks to stay connected with the older generations.

Consultant in-charge

Uka Q.A.P

Project Oversee

Anindya Fitriyanti

Interaction Designer

Rayi Harjani

Project Lead

Daniel Fandra

Interaction Designer

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Client Bank / Financial Service

Project Duration 8 weeks

Project Location Indonesia

Helping one of the biggest state banks create the first-ever bank-owned digital lending product for two distinctive markets: micro and consumer segment. The micro segment would be focused on unsecured loan products while the consumer one would be credit limit.

The Impact

Both products have been launched with great traction. Micro segment lending application launched in February 2019 and has gained a lot of attention and business impact. From February until December 2019, it has 80% growth month on month, even 241% in July 2019. It also got IT Works Awards for Top Implementation 2019 on Bank Sector, Top Digital 2018 on Lending Apps. Consumer credit limit application launched in December 2019 and has attracted more than 3000 users and got 7000 transactions until March 2020.

Our Approach

To create a banking product in Indonesia we not only need to cater to the customers needs and business objectives but also need to make sure that we comply with the regulation set by Bank Indonesia (BI) & Otoritas Jasa Keuangan (OJK). Therefore from the start we worked closely with all the related parties within the client: business, IT, and the compliance departments. Together we did user research to understand the customers loan related behaviors and also came up with product strategy before creating the detailed interaction design of the products.

Most participants were unable to continue the task when they faced input controls in the application process

Our Journey and Process

Product Induction & Workshop

We downloaded all the information from the team (prior research, product draft, business objectives, success metrics, even draft calculation formula created by the product 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.

Workshop

In the workshop, we mapped 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 in the past.

User Research & Synthesis

We dug around potential customers’ existing loan journeys with In-Depth-Interview & Focus Group Discussion, 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 strategy, features and communication plan (branding and visual direction included).

UI/UX Design: Low Fidelity & Usability Testing

Product features that came out from the synthesis activity then furtherly developed into low fidelity prototype in the 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 potential customers and iterate it before then applying appropriate visual direction to the product.

UI/UX Design: UI Design

We developed UI Design to match visual preferences of each segment. For the micro 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 product we went with a modern & clean look with flat design while still maintaining the affordance of the elements.

The Results

Lending applications are developed not only based on business objectives but incorporating customers behaviors. The results are applications that have specific features that answers customers needs while also still comply with the regulation, such as:

We realized that for most people in the micro segment, smartphones were their first computer, and they were only accustomed to applications they use daily: WhatsApp & Facebook. Input control such as radio buttons and switch control are unknown to them. Learning from these findings, we changed our interaction to make sure only to use ones they already knew in those applications.

Since they usually have limited amounts of income, the micro segment tends 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 for a loan based on their maximum monthly repayment capacity instead of the amount.

People in the consumer segment who have credit cards have difficulty tracking 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.

Awards & Recognitions

We are very honored and humbled that our solution has been nominated in IT Works Awards

TOP DIGITAL Awards 2019

for Top Implementation 2019 on Bank Sector

What Our Client Said

I had a great experience working with Somia. The team was highly dedicated to the project. They gave inspiring solutions from many point-of-views, and the output they produced were amazing. Thanks to Somia Team, keep rocking!!

Roy Salat

Bank Rakyat Indonesia, Digital Micro Proposition Manager

Consultant in-charge

Chin Burkotler

Interaction Designer

Uka Q.A.P

User Researcher

Rayi Harjani

Interaction Designer

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