UI/UX Case Study — Designing New Feature of Amartha

Hello readers! This time I’m going to show you the end-to-end process of designing the newest feature of Amartha: Gold Investment. This project is a part of the UI/UX training program I took in Digital Talent Scholarship by Kementrian Komunikasi dan Informatika in collaboration with Skilvul and Amartha as Challenge Partner. To be reminder, I am not bound by any contract with Amartha.

NB: This is my first case study ever and I am really excited to start my career as a UX Designer. Give me some advice if you found any mistake in this case study:)

Introduction

Background

Amartha is one of the pioneer Fintech P2P Lending in Indonesia. The main goal is to give social impact by connecting people with entrepreneurs in rural areas through loans. Amartha is now improving their business line by providing a new service which is Gold Investment. The objective is to design high-fidelity products and give meaningful experiences in investment. Amartha also requested to add gamification to this feature to give a new and fun experience for users.

Meet The Team!

This group consists of 2: me and M. Fahmi under the provision of the very insightful mentor, Mas Luthfan. In this team, my roles are:

1. Discuss with my partner to find the best solution for the design, create the user flow and the wireframe based on the solution.
2. Design the UI of the home screen, login, signup, and notification page.
3. Create the prototype of the design
4. Do usability testing for the prototype

Design Process

In terms of designing the product that is in line with our goal, some steps had to be done. The framework we used in this project is design thinking process. Due to the limited time we were given to work on this project, we skip the user research and do the defining step first. Tools we used in this project is Figma.

Design Thinking Process

1. Define

In this step, I discussed with my partner to find and collect pain points based on our own experience when using the Amartha mobile app and projecting ourselves as users. After collecting the pain points, we made the solution by using “How Might We” method and determined which solution is possible to be implemented through voting.

Defining all problems by collecting pain points

Made solution and voted for the best solution

Output from the defining step, we agreed to merely create gold investment feature without adding gamification. We eventually decided to not add the gamification element since the purpose of adding gamification is to increase the engagement rate and retention. In this case, gold investment is new in Amartha and we don’t have any data reference to be used as consideration for adding gamification element.

2. Ideating

From the how might we, we brainstormed to create solution ideas. We gathered every possible solution to be implemented and we tried to be as creative as possible. Then, we categorized every solution we made by using the affinity diagram. The categories are Gamification, Bonus, Introduction, Leaderboard, and there are 2 distinctive ideas that we put outside all the categories.

We decided first thing first by prioritizing based on how valuable the solutions are for users and how much effort we give for each solution. Solution ideas that give high value with less effort are the main priorities. Those our priorities are: to create the main page of gold investment equipped with the price trend within 1 month, 1 year, and 5 years; to create the notification page of the new feature; and to create the introduction page of this new feature.

Ideate

In this step, we created a complete user flow to do one task. We also created wireframes by using Crazy 8’s method. Wireframes we have created are used as references for the interface we designed in the prototyping step. Tools we used for the wireframing is Figma.

3. Prototyping

Next, we designed the interface based on the wireframes we have created. We used UI Styleguide from Amartha for the interface to design consistently. For iconography, we used material design icons.

UI Styleguide for the interface

We designed the interface to be in line with the user flow, so that the steps in the prototype are as clear as possible for users. From designing the interface to prototyping, we used Figma as the tool.

4. Usability Testing

To identify the shortcoming of our design, we do usability testing on the real user. Due to the strict deadline, we only tested the prototype to one user. The scenario for the testing are:

1. We do an in-depth interview about the experience of the user when using investment services other than Amartha.
2. The user tries our prototype and gives feedback. The user is expected to suggest which of our designs need improvement. In the end, the user scores how easy the task is on a scale of 1–7.

Result

1. The user was convenient with the prototype, also admitted that the design was interactive and the task was simple.
2. The user suggests giving more clarity for each step and adding more animation on the transition.
3. In the end, the user scored 6 out of 7 for easiness of the task.

Conclusion

It was quite fun yet challenging working on this project. There are some points we can conclude:

1. The product we have created need to be tested on more users since opinion from only one user is not representative.
2. Need more iteration and improvement for the design and user flow to minimalize the shortcoming.

Thanks For Reading!:)