Indonesia
More than 80 000 clients
Ammana
Sharia fintech company
Thanks to Ammana's service, thousands of people in Indonesia can get the finance they need
The results of my work
Company profits grew 41% by simplifying CJM, introducing new features and increasing
successful loan closings
80,000
satisfied users
Streamlined Design-Development process
35% more customers
obtained and closed a loan
Trust in the app has grown by 68%
My key responsibilities in lead UX Designer role
Gathering and analysing requirements
Developing the concept
Managing the design team
Creating prototypes
Conduct UX studies
Work closely with the development team
Market and competitors research
I have analysed all the most interesting competitors in the market. The analysis was conducted by studying the audience of competitors, analysing the services provided and user feedback on the products.
In addition, the visual style, information structure and functionality of competitors' applications were analysed.
Interviews with users
I conducted many interviews with users to understand their needs, market characteristics, habits and desires.
Only at the initial stage more than 30 interviews were conducted.
We conducted interviews with users online.
User persona 1
Dewi
25 years old
Housewife
Jakarta
Psychographic Characteristics:
Values: Family, stability, security
Personality traits: Responsible, caring, thrifty.
Needs: Financial help, family support, better quality of life.
Pains: Lack of money, need to ask husband for money, financial dependence
Behavioural characteristics:
Uses the internet to search for information, socialise, shopping
Has no experience of using online microloans
Is afraid of fraud and high interest rates
Seeks a simple and straightforward service
Quote:
"I need a quick and affordable way to get a small amount of money so I don't have to ask my husband for money. I want to make sure the service is reliable and the interest rates won't be too high."
User persona 2
Anwar
30 years old
Aspiring entrepreneur
Bandung
Psychographic Characteristics:
Values: Entrepreneurship, independence, success
Personality traits: Ambitious, goal-oriented, risk-taker.
Needs: Funding for business development, growth, competitiveness
Pains: Lack of money, bureaucracy, lack of support
Behavioural Characteristics:
Behavioural characteristics:
Actively uses the internet to find information, promote business, learn
Experienced in using online services
Is willing to take reasonable risks
Looks for favourable offers and affordable terms and conditions
Quote "I need a quick and easy way to get a small loan to grow my business. I don't want to waste time on bureaucracy and want to make sure I can repay the loan without any problems."
Quote:
"I need a quick and easy way to get a small loan to grow my business. I don't want to waste time on bureaucracy and I want to make sure I can repay the loan without problems."
User persona 3
Rina
19 years old
Student
Surabaya:
Psychographic Characteristics:
Values: Education, self-development, independence
Personality traits: Responsible, self-motivated, frugal.
Needs: Financial assistance for school fees, extra expenses.
Pains: Lack of money, need to ask parents for money, limited opportunities.
Behavioural characteristics:
Actively uses internet for studying, socialising, entertainment
No experience of using online microloans
Cautious and attentive to details
Looking for a reliable service with low interest rates
Quote:
"I need a small amount of money to reach my scholarship. I don't want to ask my parents for money. I need a reliable service with clear terms and conditions."
User persona 4
Budi
40 years old
Farmer
Yogyakarta
Psychographic Characteristics:
Values: Family, labour, self-sufficiency
Personality traits: Practical, hardworking, independent.
Needs: Financial assistance for farm development, seasonal expenses, purchase of materials.
Pains: Lack of money, dependence on weather conditions, lack of access to traditional banking services.
Behavioural characteristics:
Limited use of the internet, mainly to search for information about agriculture
No experience in using online services
Trusts recommendations of friends and relatives
Seeks a simple and clear service with affordable terms and conditions
Quote:
Quote "I sometimes need money to buy seeds, fertiliser or other necessary things for my farm. I don't want to go to the city to take a loan from a bank. I need a simple and affordable service that I can use online."
Creating the information structure of the application
Working closely with the development team, the information structure of the application was created.
To facilitate further work, a detailed diagram and map of the entire application was created.
Website
In order to attract users to our app we needed a website as one of the first points of interaction with the customer.
Ammana's main selling point
QR code for the user to download the application
The first block should make it clear to the potential client what Ammana is and how it will benefit them.
Ammana is an application, so first of all we are interested in getting the user to download the application,
Important information for the customer
Here we have specified the main requirements and product information.
We display this information based on support calls and user comments.
Statistics to boost confidence
We need to show that we're a big and reliable company
Real customer feedback
We have created a series of videos of clients talking about how Ammana has helped them.
Targeted action
The most important thing for us is to get the user to download the app
Block with legal information and links to documents
As required by law, we have posted all legal company information on the site, including licenses, certificates and links to affiliate services.
Application
200+
Screens
100+
Illustrations
10+
Prototypes
5
Versions
The goal is to create an application with which people can get a loan as quickly as possible and with minimal effort.
Which means an app should be:
Simple and convenient
To do this, we did a lot of research involving 200 people.
I reduced the number of steps required to apply for a loan from 32 to 15.
The time required for this has been reduced by 40%
Multilingual
In order to speed up our work with multi-lingualism, I've done a lot of work to implement the lokalise service into our workflows, and Figma in particular.
To make the plugin work effectively, we had to revise the organization of files and the structure of the project in Figma.
Fast
We analyzed the devices our customers use.
Based on the collected data, we decided to make the application design based on Material UI system as it is the most familiar to users.
