UX/UI Case Study — Gold Investment Feature with Gamification
Disclaimer
This UI/UX project is part of the UI/UX Professional Academy — Skilvul Digital Talent Scholarship held by the Ministry of Communication and Information Technology of the Republic of Indonesia, through collaboration with Skilvul learning platform (startup) and Amartha as Challenge Partners who gave this real design challenge. I am not hired as a professional contract by related partner.
🎯 Goals
- Users/Investors can make an Investments easily
- Add Gold Investment Feature to expand Business lines
- Create a gold investment service wrapped in gamification to make investing more appealing and enjoyable
⏲ Duration
Duration : 12 weeks
⚒️Role & Responsibilities
My role is working as a UX/UI Designer in this case study. Throughout the process, I defined the challenge problems from Conducting Secondary Research, Pain Points, How Might We, Affinity Diagram, Prioritization metrics, User Flow, Wireframe, Design system, UI Design, Prototyping, and Testing.
🖼️ Background
Amartha is a website and application-based platform Fintech Peer to Peer Lending (P2P) in Indonesia that allows us to make loans, lend, save and make investments. Amartha was established in 2010 as a micro-financing company in order to bridge micropreneurs with online potential lenders.
The amount of micropreneurs who had difficulties to raise funds for their business due to limited access, income fluctuation, and no credit history was the beginning of our story.
Amartha believes that the ease of obtaining access to capital for micro-enterprises can contribute to improving the quality of life for the lower pyramid community, building economic resilience, and realizing social justice for the people of Indonesia.
👀 Problem Statement
Amartha introduces the concept of P2P lending, which connects borrowers and lenders digitally. By presenting investment services in the form of gold investment, they hope to change and improve business lines. This service is available to meet a wide range of user requirements. Ms. Susi (46 years) as a stall owner, for example, has different expectations than David (27 years) as a Sr. Programmer when using Amartha.
Ms. Susi wishes to make loans in order to improve her stall business, and David requires services in order to improve his finances. Because of the expectations of each user and even potential users, they conclude that their application cannot be generalized.
The user’s plot for the problems mentioned is as follows:
Users who want to make money loans can do so using the Amartha app. A stall or coffee shop owner, for example, who wishes to expand their business. Users who want to lend or invest using the Amartha app. Later on, there will be a list of lenders that can be viewed.
The hope with this Gold Investment is that users like David will be answered and their finances will improve. However, some people may find it difficult to accept investment services. As a result, Amartha wishes this gold investment service can help Amartha’s existing funding, which is aimed at improving the welfare of female partners in rural areas.
👦🏼 User Profile Lender/Investor
- Gender: Male and Female
- Age: 18–55 years
- Profession: High-income people in village and city (employees and entrepreneurs)
- Income: >IDR 5,000,000
- Current Location : Living in Indonesia
✨Success Metrics
- ⚡Effectiveness: how the design can be in accordance with the targets to be achieved
- 💡Understandable: how the design can be understood by various types of Amartha users
- 💪 Consistency: how the design align with the design language used by Amartha before. Amartha’s value must also be maintained with the addition of new features
- 🎮 Gamification: of how the experience of investing in gold becomes more fun and addictive
💭Design Thinking Process
The Design Thinking Process become used to work on this case study, and it includes 5 stages: Empathize, Define, Ideate, Prototype, and Test.
Stage 1 — Empathize
In this phase we conduct secondary research and do competitor analysis.
Secondary Research
The first step, I conducting secondary research to gather more information and explaining the research with some description.
You can see the research in here
Stage 2 — Define
After that I define all user problems and try to solve them with this following steps :
Pain Points
In this part, I dig deeper for the pain points that user should faced when investing in gold.
How Might We (HMW)
Also, with the How Might We session, I try to look up new opportunity that make user better when comes into investing in gold.
Stage 3 — Ideate
Solution Ideas
In this part, I started to brainstorming ideas based on How-Might We and I make some solutions that useful for the users.
Affinity Diagram
After doing Solution Ideas, I categorize that kind of solutions into some cluster to make it easier for us decide the features that we want to build.
Prioritization Idea
The whole features that we decided to build can be very consuming, so I need to prioritize which features that most important for the users & need to built first.
Stage 4 — Prototype
After all the research & ideation phase, I tried to amplify it through wireframe design and connecting each page to a wireflow to see the overall flow.
User Flow
During this process, we created a flow that is expected when a user uses our product (application). We had created the following flows :
Wireframe
We sketched the UI low fidelity based on User Flow that we already created.
Design System
After learning about the overall mood and style of the Amartha application. To keep the design consistent, I created a Design Guideline and components that will make it easier to collaborate with the team.
P.S : I only include components and assets that are important and widely used during the design process.
Prototype
At this stage, we created UI Design (High Fidelity) based on our wireframes and make it realistic and more interactive for the potential user.
You can see the final prototypes here :
Stage 5 — Test
Finally, It’s time to test the app into real user to clarify the usability side of the product to be developed. I conducted in-depth interviews and usability testing. I used Single Ease Question (SEQ) as the metric to demonstrate how simple, usable, and understandable the prototype was.
I used Zoom to conduct remote usability testing on two potential users. Although it cannot fully address usability issues, I will try to do so for more users in the future.
Prior to that, I created a Stimulus User Research to serve as a guide and to make usability testing easier. You can see it in here
User Criteria :
- Male/Female 18–55 years old
- Domiciled throughout Indonesia
- Has a high adaptation to digital applications (accustomed to using applications on HP)
- Have an interest in investing (know basic investment knowledge)
I interviewed respondents based on information provided by the Target User. I created the question list and testing scenario using the Usability Metric Single Ease Question.
The SEQ Benchmarks is 5.5 and we already passed the benchmark because the SEQ Result our Prototype received a score of 6 out of 7.
Conclusion
- Users feel the gamification feature in gold investment is an attractive feature (indicated by a fairly high SEQ number, which is an average of 6.8 of 7)
- Some parts in the dashboard display and features need improvement Overall
- The user appreciates the gold investment feature as an alternative investment in the Amartha application
I hope you gain something from this case study. I really enjoyed the process of making this case study. Thank you so much for reading!
If you find this case study helpful, let me know through my Instagram & Tiktok : @daudkurnia (Feel free to reach out to me.. I’d love to connect with this link beacons.ai/daudkurnia
Linkedin : https://www.linkedin.com/in/daudkurnia/
📧: uiuxdaud@gmail.com
