Unifying a Fragmented Financing Ecosystem into One Platform
Project Type
End-to-end Product Design
Industry
Fintech / Financial Services
Overview
A leading Indonesian financing company had its field ecosystem split across three different sales apps, one survey app, and one additional customer-facing app, turning a single customer journey into a tool-switching marathon. The objective was to integrate those legacy products into one platform that works for three user groups, partners, sales, and surveyors, while staying within technology and business constraints and still being easy to use.
My Role
Experience Design Lead
I led the end-to-end research and design process, managing two team members (a designer and a researcher). I mainly conducted stakeholder interviews, directed field research and usability testing, and oversaw the final design process.
I also led synthesis, introducing the Customer Value Chain framework, defining six opportunity areas and nine prioritised product improvements.
Overall Process
We ran heuristic reviews against all five legacy apps and mapped them against actual user workflows. Thirty in-depth interviews and in-situ observations were conducted across partners, sales, and surveyors. Field findings were synthesised into three core design principles. We designed, tested, and handed off 73 mobile and 73 desktop screens as a complete design system after three rounds of usability testing with twenty respondents.
Deliverables
UI Design System (typography, spacing, color, components); final UI of a total of 73 mobile and 73 desktop features.
Impact
40%
Reduction in loan processing time
73
Mobile screens delivered
73
Desktop screens delivered
3
Usability testing rounds with 20 respondents
Work completed during tenure at Somia Customer Experience