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.

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!

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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Photo of the respondent shows her make-up routines.

Client Beauty Retailer

Project Duration 7 Weeks

Project Location Indonesia

Building a cohesive brand experience as omni-channel retail from a traditional way is a complex and critical journey nowadays. One of the big retail companies in beauty and cosmetics approached Somia, to design the future Customer Experience (CX) vision that seamlessly integrates the client’s overall ecosystem.

Overview

After having a chat with the whole stakeholders; from C level, manager, to front liners, we helped to flash-out the current state and the front liners were happy since their voice can be heard too. We created behavioral types of customers for the client to visualize the shifting performances and gaps.The customer archetypes become the blueprint for client’s internal ideation. This project has brought inspiration to the stakeholders on the importance of customer experience.

Our Approach

The main objective was to design the future customer experience (CX) vision that seamlessly integrates the client’s overall ecosystem. Our key initial challenges were to find out what motivates customers, their current relationship with the brand, and their shopping habits beyond their needs. We have also immersed ourselves in investigating the stakeholders, front liners, and high-level management in the form of service safari and workshops to align the vision together.

Getting to know customers’ beauty references

Artifacts of respondent’s beauty products

Our Journey and Process

Business Discovery

This step will help to build a solid knowledge basis about the key initiatives, scan the industry to see how competitors do, and also set up a communication strategy between client and us.

Internal Evaluation

For these occasions we did mystery shopping on three client’s channels, to help us to get an honest and real experience of each channel. We also dug deeper about what happens through several FGD sessions with front liners, then communicated the findings with service blueprint workshops.

Customer Research

We did research on our client’s customers as well as the competitors, like their experience using the products and also the problems that they faced.

Insight Synthesis

Using the data that has been collected before, we analyze it to derive insights about their customer needs, expectations, and pain points, alongside with clients core teams. Then we updated the service blueprint and came up with a draft for CX vision and key concepts.

CX Vision

Together with clients higher management we align the proposed CX vision and key concept to the organization’s high level strategy.

The Results

Based on the customer research, we have created archetypes that are represented customers’ shopping habits toward beauty products. In the roadmap towards omni-channel retail, we applied a customer-centric approach to map out the consistency of all retail channels, online and offline touch points. These omni-channel touch points were customized accordingly with each customer archetype based on their needs and pain points across the journey. As a result, we could map the phases of customer behavior from having basic into advanced beauty knowledge and lapsing into loyalty towards the beauty products. The principle of the future CX vision was collected from the overlapping points of customer needs, pain points, and opportunities. In the end, these detailed solutions correlate with each customer archetype in the form of implementation and a prioritized plan each year.

Consultant in-charge

Chin Chin Burkolter

Consultant

Anindya Fitriyanti

User Researcher

Michelle Susanto

Project Lead

Daniel Fandra

Research Ops

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Client E-Commerce

Project Duration 2 months

Project Location Jambi, Manado, Yogyakarta

We engaged with a new startup to enter the e-commerce market targeting rural areas in Indonesia. Since it was still at the beginning of the development, our biggest challenge was defining the target customers and product strategy to have the right angle for the rural market.

Overview

Within two rounds of research, we helped the client develop a clear strategy of value proposition, product offering, customer experience, and product roadmap to enter the market confidently.

Our Approach

We need to understand our users better to define the go-to-market strategy. The explorations that have been done aren’t targeting only the store owners but also other stakeholders, like suppliers, logistics, and also the BUMDes (village apparatus). Based on those explorations we have gained a deeper understanding of the whole ecosystem. Our works aren’t limited to the initial discovery only. We also did service evaluation by visiting areas in Central Java with different types of local merchants. This evaluation helps us to uncover a holistic service journey that can be improved and implemented into e-commerce product transformation.

container mx-auto w-full — Stakeholders Mapping

Our Journey and Process

Exploratory Research

We conducted IDI and intercepts with different stakeholders and business scales in 20 locations from Jambi, North Sulawesi, and Central Java. They range from small, medium, and big resellers. This field research goal is to understand the full ecosystem’s needs and pain points.

Service Evaluation

In this phase, we focus on the service evaluation and identifying improvement areas. We did immersive research in four regions in central Java by interviewing the stakeholders, going to the store, doing home visits, field observations, and intercepts.

Intercept and in-depth-interview with respondents

The Results

Targeting the rural market would be challenging, especially if the products heavily rely on digital. Here are some of the insights that we’ve captured from our research:

Physical touchpoints and offline relationships are essential to bridge the interaction. The existing user journey has been developed for a long time and is primarily offline. Hence, the product can’t apply fully digital experience and touchpoints instantly.

Trust is built over time. Trust is earned. Familiar faces are needed, and past bad experiences set their trust. In this service journey, reliable agents, stock availability, and straightforward legal entities greatly influence customer trust.

The product should build simple and practical over users’ existing habits. Their day has always been packed with warung/ shop routines, and they are served by sales which come directly to the shops. They don’t have time or motivation to learn new things that add more complexities to their current habits.

Consultant in-charge

Chin Chin Burkolter

Interaction Designer

Anindya Fitriyanti

User Researcher

Michelle Susanto

User Researcher

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Client Multinational Healthcare Company

Project Duration 5 months

Project Location Indonesia

Renal care comprises treating patients with chronic kidney disease. At a severe level, patients will have to do dialysis treatment 2-3 times a week with each treatment lasting around 5 hours. Renal care treatment is still a big challenge in Indonesia. Nephrologists (Doctors specialized in kidney diseases) availability are limited and they are distributed unequally across Indonesia, high cost of treatment (equipment and medication), high number of patients and the inefficiency in accessing the treatment itself adds the complexities of the renal care service space. These make the patient’s experience often being overlooked. A multinational healthcare company reached out to Somia to do service innovation in the renal care service space.

Overview

Within 5 months, we identified the needs and challenges both from the patient’s side and the healthcare providers and used those to ideate and do service prototyping. In the end, our client was able to have a service concept and its roadmap for them to develop further.

Our Approach

We used human-centered design as our core approach while also combining Service Design and Business Design methodology. Firstly, we uncovered the landscape of renal care service in Indonesia. This includes mapping and interviewing the stakeholders in the ecosystem: the patients, caretakers, doctors, nurses and hospital management.

In addition, we also looked at secondary data to enrich our findings. After that we synthesized our findings onto insights and used it to ideate on service concepts, including value proposition model and business model. We then tested those concepts to the stakeholders to get their feedback and iterate the service concepts. Finally, we did service prototyping of the concepts to refine and develop the final model of the service concepts.

On-going treatment Chronic Kidney Disease patient

Our Journey and Process

Discovery

We observed and interviewed 9 patients, 6 caretakers and 8 health care providers in 3 cities in Indonesia to uncover their journey, needs and expectations. At this early stage, we already brought a few stimuli to spark conversation and get their initial feedback regarding the idea or preferences.

Ideation & concept testing

From the insights and feedback we got from the discovery phase, we ideated on strategic business models and service concepts. Afterwards, we asked 10 patients, 5 healthcare providers and 3 entrepreneurs about our concepts to get their feedback.

Concept refinement & service prototyping

At this stage, we refined the concepts based on the feedback and ran service prototyping and experiments to further test the concepts in real-world situations. We also did several service safaris to Puskesmas (Indonesian community health clinic), clinics and labs to get a better context of how they run a health care service.

Finalized service concepts

Learnings from the service prototyping and service safari were used to further finalized the concepts, including the prioritized business model recommendation, entities to be approached for collaboration, service flow and high level internal resources and requirements.

The Results

Some key insights we have discovered:

Knowledge about renal care is still limited. Most patients who get dialysis treatment do not realize they have a kidney disease until it is already too late, thus they directly need to receive an intensive treatment.

Accessing the renal care is a daunting task. As an example, some patients who use BPJS (Indonesian universal healthcare) had to wait for months to secure a bed in a hospital to get their regular treatment.

Patients are not comfortable and could not rest well during treatment due to the blaring hospital lights, loud noises from dialysis machines and human traffic.

Due to cost savings, some hospitals reuse dialyzers (a tube used in dialysis treatment) more than the recommended number of times, which affect the quality of the treatment.

Before the study, the clients were unable to navigate themselves within the complex renal care ecosystem in Indonesia and did not have a tangible direction of what kind of service innovation that they could offer in Indonesia. After going through the whole process in this study – through learnings from our insights and service concept development – the client has a much better understanding about the needs of patients and healthcare providers. As a result, the finalized service concepts gave a firm base for the client to further develop the services in order to innovate the renal care space in Indonesia.