The client wants to increase their market share in the C2C courier service, aligned with the rising trend of e-commerce and SMEs. They see Customer Experience (CX) as a key component in this. We were engaged to help them to understand the customers’ needs and expectations towards the service, identify gaps and problems both from the customer-facing and internally within the organization, identify opportunity areas for improvements and innovations, and prototype the prioritized idea in the field.c ac odio tempor orci dapibus ultrices in iaculis

To identify gaps and opportunity areas along the end-to-end customer journey, for both frontstage and backstage interactions within a short timeline, we involved different internal stakeholders/actors in collaborative workshops. This initial service blueprint was then further enriched with immersions, observations, and interviews with customers and internal employees. From the insights and systems mapping, we identified several leverage points for quick wins and a roadmap for future CX initiatives. We involved key actors in prototyping the quick win service ideas in the field, which allowed us to be grounded in the operational constraints. Throughout the project, key members of the newly formed CX team were actively involved, to empower them to continue the process even after the completion of our team’s engagement.

Museum Nasional is a prominent Indonesian museum, housing a diverse collection of artifacts that showcase Indonesia’s history and heritage. As a renowned institution, stakeholders have initiated a significant transformation to enhance museum management and visitor experiences. This transformation has prompted us to relook at long-standing issues and challenges. Due to ongoing strategic developments, the project’s focus has shifted from evaluation to an in-depth exploration of visitor experiences, seeking to uncover their inspirations and potential opportunities more than just their satisfaction aspect.

We begin with in-depth exploratory research, where we delve into the experiences and motivations of institutional employees, visitors, and even non-visitors. We extract valuable insights from these stories to develop frameworks that guide the creation of exhibition storylines, visitor flow, and visitors’ expectations.

In the second phase, we refine and iterate on the framework for the exhibition storyline. We also produce physical prototypes that are tested with visitors. Using these findings, we evaluate and enhance the guidelines, making them more detailed and practical.

These two phases allow us to create a comprehensive and visitor-centric approach to museum exhibitions, ensuring that our guidelines are highly effective in enhancing the overall visitor experience.

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 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.