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.

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 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

See more our similar works

Collaborate with us!

Looking for ways to transforming your business?
Get in touch with us!

Wudu All in one Station and Urinal for muslim istinja washing

Kohler wanted to explore opportunity areas to cater Muslim specific needs in bathspace. We started the exploratory journey in 2017 with a series of user research, ethnographic research, observations, and interview with experts. We derived key opportunity areas for innovation and we then worked closely with the client to do iterative user testing with the developed concepts and working prototypes. The project won several international awards and has been developed and launched to the public in 2022.

The Impact

Kohler wanted to explore opportunity areas to cater Muslim specific needs in bathspace. We started the exploratory journey in 2017 with a series of user research, ethnographic research, observations, and interview with experts. We derived key opportunity areas for innovation and we then worked closely with the client to do iterative user testing with the developed concepts and working prototypes. The project won several international awards and has been developed and launched to the public in 2022.

Our Approach

As the Muslim market is growing, Kohler, one of the largest international sanitaryware companies, wanted to develop new innovative sanitary wares for Muslims. Throughout the 3 years project, we worked closely with Kohler to discover new opportunities for innovations, develop concepts and then test and iterate the design of the concept:

Our Journey and Process

Our Interaction Design Proces

Phase 1: Exploratory Research & Concept Testing

We started the exploratory journey in 2017 with a series of user research, ethnographic research, observations, and interview with experts (architect, Prominent figures in Islam). 

From this initial discovery, we synthesized several key opportunity areas, especially regarding Muslim cleaning rituals and beliefs, such as Wudu (washing all over the face, hand, and foot) and Istinja (cleaning of private parts with water after relieving oneself). 
Such needs, however, are not catered well in today’s sanitary products. We found out that there are many workarounds done by the users to be able to do their rituals. From these discoveries, we developed concept ideas to be tested with the potential users in order to discover the design principles and prioritize concepts to be further developed.

Phase 2: Real-Size Prototype Usability Testing

The prioritized concepts were then developed into a real-size prototype, such as 1:1 printouts and cardboards. These prototypes were shown and tested to a number of homeowners and business users to gain their usability feedback. By creating a real-size prototype, we could observe how users interacted with the products.

From the usability testing, we discovered the physical requirements & essential features of the product, which later is used as a guideline for the client to develop the product further. These inputs were important to help us and our client to take decisions before developing a high-cost working prototype.

Phase 3: Working Prototype UT & Finalization

When we tested the non-working prototypes, some feedback may come only from the user’s imagination, which might be different than when they directly interact with the working prototypes. Therefore, it’s important to do usability testing using working prototypes to prevent wrong decisions before finalizing the concept for mass production.

Kohler team developed 8 working prototypes based on the input of the previous phase. Then, we test it to the potential users, developers, architects, technicians & Muslim experts and ask them to prioritize it. We did not only evaluate the usability of the products but also discussed the price they are willing to pay and how they would adopt the products for their home/construction projects. With the Muslim experts, we discussed how to appropriately design, communicate and implement the products.
From the input of the previous round of research, Kohler’s team iterated a new-refined prototype, and then, we tested it again. Finally, the design got approval from the respondents as it already covered most of their needs. From these learnings, Somia provides the Final Product Recommendations and suggested that we can finalize the product.

Wudu, Istinja, and the workaround Muslim does to cater their ritual

From the concept drawing, to mid-fidelity prototype, then high fidelity working prototype

Close collaboration! During the project, Kohler team worked closely with Somians during all phases of the project

The Results

The product concept of this project, the Kohler Rivlet, has been launched to the market in 2022, while the Urinal Istina is still under development. The concept has attracted the interest of both Indonesian and international markets. The project has also received several international recognitions and awards.

Awards & Recognitions

We are very honored and humbled that the Istinja Urinal Concept won in:


Taiwoon Woon
logo-kohler

Fabulous! I love their curiosity, humbleness and willingness to go out of their comfort zone to make things happen. The positivity is great! Another thing I appreciate is how the team works well with me to get the results I need. Sulis also understood that I needed to sell up to top leaders and the type of information/ communication needed to make things work. During the testing, I see the level of passion, involvement, and flexibility to make things work. It’s really good and inspiring!

Taiwoon Woon
Kohler, Design manager and Global Commerial Lead

Consultant in-charge

dono-firman

Dono Firman

Project Lead

Uka-q-a-p

Ukasha Q.A.P

User Researcher

Catharina Krisanti

User Researcher

Himawati

User Researcher

nathaniel-orlandy

Gilang Nur’Aidi

User Researcher

See more our similar works

Collaborate with us!

Looking for ways to transforming your business?
Get in touch with us!

Design Implementation for CASA of Micro-segments

How might we get people to save their money in a Bank? Bank BRI (Bank Rakyat Indonesia) wants to increase CASA (Current Account Savings Account) for Indonesian micro-segments areas. The approach is to solve financial inclusion for those segments through developing value propositions as well as developing products and services to get customers to save in the bank.

The Impact

Transforming into digital is not always the solution. During 2 months of product testing, more customers started to have new accounts at BRI. We collected approximately $2,750 from 61 new accounts. More than just customers, we helped increase trust and awareness of Bank Agents in the area and the direct impact of the bank itself has collected about $2,750 with an average of $53 savings per transaction.

Our Approach

The project consists of two phases using a human centered design approach. The first phase of Value Proposition Research is to understand the behavioral types of micro segment users, why they don’t save their money at banks yet. From the behavioral insight and field findings, then we formulated Design Principles which would become our guide to the second phase of iterative design, prototyping, and implementation.

Collecting insights and co-ideation with stakeholders, agents, and customers

Our Interaction Design Proces

Stakeholders Interviews and Co-design Workshop

We conducted interviews with the stakeholders to brainstorm ideas and prioritize solutions based on their impacts and efforts to make the changes.

Synthesis and Concept Iteration

We interviewed and observed customers around different cities and rural areas in Indonesia to understand their motivation and pain points to do savings at Banks. We also tested some concepts to see their preference of solution and to gather feedback on the concepts.

Concept Prototyping

After we finished field research in one city, we did a synthesis to capture insights from the research so we can improve the direction of the research for the next city. The concepts tested during the IDI are also iterated based on the feedback and we conceive other concepts based on the concept testing.

Implementation

We have detailed out the service design to ensure successful implementation. Within four iterations with different physical prototypes to find the design of the product that would fit their needs. We designed and produced the product based on the feedback from the customers, Bank Agents, and Stakeholders.

Prototype Testing and Implementations

The Results

During the project, we worked closely with the BRI core team. They were directly involved in the field research, recruitments, IDI, synthesis, and almost every stage of the projects. By working collaboratively, It helped us further understand the client’s need and what’s important to them on the project, so we can dig deeper on their preference and goals to ensure a better research result that fits the client’s vision. It also directed the project’s course so we could manage the project’s time and resources more effectively.

Awards & Recognitions

We are very honored and humbled that this project won in:

IxDA Interaction Awards 2019 
for Best in Category: Optimizing and Best in Show


Taiwoon Woon
logo-kohler

Fabulous! I love their curiosity, humbleness and willingness to go out of their comfort zone to make things happen. The positivity is great! Another thing I appreciate is how the team works well with me to get the results I need. Sulis also understood that I needed to sell up to top leaders and the type of information/ communication needed to make things work. During the testing, I see the level of passion, involvement, and flexibility to make things work. It’s really good and inspiring!

Taiwoon Woon
Kohler, Design manager and Global Commerial Lead

Consultant in-charge

Uka-q-a-p

Ukasha Q.A.P

Interaction Designer

Catharina Krisanti

User Researcher

nathaniel-orlandy

Himawati

Product Designer

Gilang Nur’Aidi

User Researcher

See more our similar works

Collaborate with us!

Looking for ways to transforming your business?
Get in touch with us!