UI/UX Case Study : Amartha Gold Investment
Disclaimer: This project is part of Skilvul’s UI/UX training program for the Digitalent Kominfo Professional Academy program run by the Republic of Indonesia’s Ministry of Communication and Information. In this program, I chose Amartha as my Challenge Partner. Amartha does not employ or hire me on a professional basis. Here I will share all of the processes that my group uses to create projects.
Background
Amartha introduces the P2P Lending concept, which connects borrowers and lenders via digital. Amartha wishes to diversify and expand its business by offering investment services in the form of gold investment. This service exists to meet the various needs of its users.
It is hoped that by investing in gold, users who require financial services will be able to get them. However, some people may find it difficult to accept investment services. As a result, Amartha wishes to develop a gold investment service that incorporates gamification to make investing more appealing and enjoyable. Finally, this gold investment service can supplement existing Amartha funding, which aims to improve the well-being of rural women partners.
Objective
In terms of increasing the gold investment features on Amartha, the following are planned:
- Improve user finance
- Use the gold gamification feature to increase user interest in investing in gold in Amartha.
- Can meet user investment needs outside of Amartha’s P2P business line.
Role in Team
As a UX Designer, I worked with only one team member, Mas Ibnu Humajah. My role within this group is to
- Work with my team to organize and adjust the design of the Mas Ibnu team.
- Create a design that incorporates the main features that have been proposed for the gold feature.
- Create and clean up prototypes in order to carry out the User Testing process.
- Develop a Research Stimulus for User Testing
- Create Stimulus Research Spreadsheet Data
- Create documentation for the team’s needs.
Design Process
1 — Empathize
The Empathize stage allows us to represent specific user groups or market segments. At this point, challenge partners have provided user representation, including ;
Gender : Male and Female
Age : 18–55 years old
Profession : People with high incomes in both urban and rural areas (employees and entrepreneurs)
Geographic : From the countryside to the city
Income : >Rp 10.000.000
On the other hand, we conduct secondary research as well. Secondary research is research that has already been compiled, collected, organized, and published by someone else. We conduct competitor analysis, gather user feedback from similar applications, investigate desired products from Challenge Partners, and look for related case references on Medium and other trusted sites to use as secondary research material.
All of the data we collect is available here.
2 — Define
At the define stage, it begins by identifying the target user’s pain points in relation to the current use of investment products. We were able to identify several similar issues from this point forward. The issues discovered were then discussed with the team in order to generate relevant How Might We (HMW) statements.
Then, based on the pain points, we create personas.
Then, based on the pain points that we identified, we developed How Might We (HMW) as an opportunity.
3 — Ideate
Our team uses several methods to complete ideas in the Ideate stage. Affinity diagrams, solution ideas, wireframe design, and task flow are all activities used to finalize the concept of the feature that will be created.
Then, using an affinity diagram, we organized the idea solutions into appropriate and related groups.
We then developed a prioritization matrix. The Prioritization Matrix is a standard method for determining which problems to work on first based on effort and user value.
Then, using the Crazy 8’s method, we’ll sketch a rough design (Low-Fi) and vote on which screen to include in the wireframe. We drew the designs for the Do It Now and Do Next sections here.
4 — Prototyping
We will transform our thinking from the Define and Ideate stages into a complete high-fidelity design that is user-operable at this stage. The first step in this process is to design a user flow.
Following that, we developed a design system. A Design System is a reusable component for product design and development, both in terms of design and code programming. The Design System includes code rules for component libraries used by developers. The use of a design system can help UI designers and developers work more efficiently.
In this section, we will put our ideas, sketches, wireframes, and design systems into action to create a High-Fidelity UI Design. We also create prototypes so that users can experience basic interactions and get a sense of our designs overall.
5 — Testing
The testing stage is carried out with the help of an online deep interview with a user. We also used SUS (System Usability Scale) as UX metrics to determine how easy the Amartha Gold Investment feature prototype is for users to use.
We know the shortcomings of the product by testing it on users before releasing it to the market. The final stage of the design thinking process. However, because the results of this testing phase can be used to define other problems encountered by users, the five stages of the design thinking process will continue to repeat themselves in practice.
We conducted user research on a respondent who met the criteria for the application’s target user. We use interviews and usability testing as methods. We get a lot of feedback on the usability of the design solutions we created from this user research.
Result of System Usability Scale:
Conclusion
Recommendations
Users have some suggestions or input regarding the features that have been designed based on the results of user research. One is related to the point feature; on that page, there is information on points that must be highlighted in order for users to be aware. This input can help to improve flaws and strengthen design strengths.
Thank you for your time! If you have any suggestions, please leave them in the comments section, and don’t forget to clap!👏
