Digital Banking Platform Discovery
Project Type
Product Discovery & Strategy
Industry
Financial Services
Overview
Despite 50+ million savings accounts, one of Indonesia's biggest banks faces low app penetration and aims to grow fee-based income while differentiating in a crowded market. Past research showed too many features with an unclear value proposition across segments; therefore, the client seeks new, differentiated features amid intensifying competition.
My Role
Research & Strategy Lead
I led the end-to-end research and strategy (managing one researcher), from designing the methodology to synthesizing findings into strategic recommendations. I also co-facilitated the final co-design session with product, business, and tech teams to develop a multi-year product roadmap.
Overall Process
We ran 26 in-depth interviews across three cities and four income tiers, combined with internal usage data analysis and competitive benchmarking. Observed behaviours were synthesised into four validated opportunity areas. Feature concepts were stress-tested against desirability, feasibility, and viability, then sequenced into a prioritised build order.
Deliverables
Four main insights, four opportunity areas, value proposition canvas, feature prioritisation matrix, and 15+ revenue-generating feature concepts and mockups.
Impact
$2.3B
Addressable revenue opportunity uncovered
15+
Revenue-generating feature concepts delivered
4
Validated opportunity areas prioritised into product roadmap
Work completed during tenure at Somia Customer Experience