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.

Overview

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!


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Sarinah Mobile App Design

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.

Overview

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 Interaction Design Proces

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.

Onboarding
Homepage
Sarinah Gift Voucher
Discover Sarinah Thamrin
Design elements and the philosophy
Design Assets and Design System

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

Ukasha Q.A.P

Consultant

Catharina-krisanti

Catharina Krisanti

Interaction Designer

Himawati

Project Lead

gilang-nur-aidi

Gilang Nur’Aidi

Interaction Designer

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Pinang Ceria Mobile App Design

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.

Overview

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.

FGD Consumer Session
Most participants were unable to continue the task when they faced input controls in the application process
Workshop Session
Micro segment product visual direction

Our Interaction Design Proces

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


What Our Client Said

logo-bri

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

Uka-q-a-p

Ukasha Q.A.P

Interaction Designer

Ukasha Q.A.P

User Researcher

Himawati

Interaction Designer

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