UX Research Portfolio - Alvin Satyawan

UX Research Portfolio M. Hasbi Alvin Satyawan 📱: +62 818 0660 7017 ✉: mh.alvinsatyawan@gmail.com

A Summary I am an UX Researcher, currently work at a leading fintech investment company in Indonesia. Over the past 2 years, I have closely worked on projects with UI/UX Designers and Product Managers covering all three tribes of product, which are surface tribe (activation), core tribe (investment transaction), and business tribe (B2B & partner). I have conducted 40+ research projects for the past 2 years with an average of 2-3 projects per month serving diverse methodologies including in-depth interview, usability test, survey, key driver analysis, and benchmarking.

What Methods Do I Use?

Research Tools

Projects

Understanding “sharia” user persona and evaluating Bibit Syariah mode design

Project Overview 🔍 Background

At that time, Bibit Syariah mode is giving inconsistent design and flow for users. We hypothesize that the users segment who activate Bibit Syariah mode have a sharia-consistency preference on the design. We want to evaluate our Bibit Syariah mode design that covers multi sharia assets such as mutual funds, stocks, and government bonds. 📌 Research Objectives

Identify and define user perception and behavior on sharia investment, also the suitable design and flow for Bibit Syariah users by understanding Bibit Syariah users needs, perception, and pain points on our current Bibit Syariah user experience. 📈 Methodology

Qualitative: In-depth Interview and Persona creation Quantitative: Survey

Fieldwork In-depth Interview I did the interviews with the Bibit users who activated Syariah mode. I deep dive on their perception and behavior on sharia investment in general. Also, identify their needs, perception, and pain points on our current Bibit Syariah user experience.

User Persona Creation

After did the interviews, I analyzed the qualitative insights and identified the persona of these Bibit Syariah users.

Scale up to the bigger population: Survey After gathered the qualitative insights, I validated more to the bigger samples through quantitative survey.

User Persona: Full Bibit Syariah Users Name: Rahmat Occupation: Private sector employee

Goals 🎯 ● ● ●

Investing in full sharia ways Learn more about sharia investment Compare performance of sharia and conventional products

Behavior 󰣭 ● ● ● ●

Toggled on Bibit Syariah since day 1 Have all-sharia products Comparing performance of sharia and conventional products Still top up using conventional bank account

“I, in principle, just follow the Sunnah. Even though I don't delve deeply into Islamic economics. As a Muslim, if there is something Sharia-compliant, that's what I choose. It's not just investments; even savings are now all Sharia-compliant. If there's a Sharia-compliant option, just go for it and choose that product. Conventional methods are just for precaution or emergencies..”

Needs 💼 ● ● ●

More sharia products variety Education and information regarding sharia investment Sharia identifier system (filter, icon, logo, etc.)

Attitude 󰢥 ● ● ● ●

Confident and comfort with syariah product choice Hesitant to conventional products Scared of not being obey to religious belief I want to learn more about sharia investment

Bio Rahmat is a Bibit Syariah user who fully concern about his sharia investment and enthusiastically to learn more about sharia investment

Pain Points 😫 ● ● ●

Can’t identify the difference between Bibit Syariah and regular Distracted by conventional products appearance Don’t have enough time to analyze sharia products

Touch Point 💡 ● ● ● ● ● ●

“Sharia” filter/label/icon Color theme difference on Bibit Syariah Low minimum purchase product Educational content regarding sharia investment Sharia payment method Religious purpose portfolio

User Persona: Moderate Bibit Syariah Users Name: Adi Occupation: Private sector employee

Goals 🎯 ● ● ●

Trying to Invest in sharia ways Learn more about sharia investment Find information regarding the difference of sharia and conventional products

“In the future, I will only go for Sharia-compliant options. But if I miss non-Sharia options, I might use them occasionally. I just want to learn how Sharia-compliant products work, just to have a better understanding”

Needs 💼 ● ●

More sharia products variety Education and information regarding sharia investment

Bio Adi is a user who are casually looking for sharia product and still open to conventional product

Pain Points 😫 ● ● ●

Can’t identify the difference between Bibit Syariah and regular Perceive the less sharia product variety Feel hard to find full sharia platform

Attitude 󰢥 Behavior 󰣭 ● ● ● ●

Didn’t toggled on Syariah right away Casually on/off Bibit Syariah mode Bought conventional products before knowing Bibit Syariah Using conventional bank account

● ● ● ●

I want to learn more about sharia investment Believe in sharia name in product name Sharia investment is important, but not too important I want to secure my money

Touch Point 💡 ● ● ● ●

“Sharia” filter/label/icon Color theme difference on Bibit Syariah mode Educational content regarding sharia investment Sharia payment method

Both Personas have similarities in learning attitude, product variety needs, and see the difference between sharia and conventional investment

Full Bibit Syariah Users

Goals 🎯 ● ●

Learn more about sharia investment Find information regarding the difference of sharia and conventional products

Behavior 󰣭 ●

Using conventional bank account

Moderate Bibit Syariah Users

Needs 💼 ● ●

More sharia products variety Education and information regarding sharia investment

Attitude 󰢥 ●

I want to learn more about sharia investment

Pain Points 😫 ●

Can’t identify the difference between Bibit Syariah and regular

Touch Point 💡 ● ● ● ●

“Sharia” filter/label/icon Color theme difference on Bibit Syariah mode Educational content regarding sharia investment Sharia payment method

3 of 4 Muslim respondents perceive sharia investment manage fund in sharia ways Question: “Apa yang kamu ketahui mengenai investasi syariah?” N = 960

Almost a half of 960 respondents perceive sharia investment has a good deed purpose. There is 6% of respondents who didn’t understand the sharia investment yet

74% 710 of 960 respondents perceive sharia investment manage fund in sharia ways *Multiple answer

Almost all Muslim respondents have considered sharia investment, but a half of them only treated it as an option besides conventional investment Question: “Menurut opini kamu, seberapa perlu untuk berinvestasi sesuai syariah?”

There are still almost a half of 960 respondents who perceive sharia investment is a mandatory

51% 485 of 960 respondents perceive sharia investment is not mandatory, can choose sharia or conventional investment *Single answer

Most of Bibit Syariah respondents prefer to be shown only sharia products Question: “Bagaimana preferensi tampilan Bibit Syariah pada produk investasi di Bibit?”

Mutual Fund product page

Mutual Fund Switch product list

N = 375

SBN product page

In the other lens, those who only seek for sharia product tend to be more comfortable with “only sharia” option. While moderate users tend to get a not-sharia-limited option N = 375

FULL SHARIA (Only have Sharia products)

MODERATE (Have both Sharia and Conventional products)

Mutual Fund product page

Mutual Fund Switch product list

SBN product page

🔑 Key Insights

📃 Recommendations

1.

Enabling full sharia filter will help Full Sharia users to experiencing sharia investment in Bibit. Otherwise, it might be a hassle thing for Moderate Users to toggled on/off to take a look at the both conventional and sharia products. We recommend to: 1. Keep Bibit Syariah mode is full sharia experience. Besides, for Moderate Users, we can consider to give sharia labeling/icon to differentiate sharia and conventional products 2. For more contextual information, we can also consider to provide something like “tooltip” to educate and accommodate Moderate Users’ interest in sharia investment 3. Make the sharia feature more standout so users are aware. It can be through push notifications or home screen banner that introduce and direct the page to Syariah Mode toggle

2.

Investment Style - Both Full Sharia and Moderate Personas have similarities in learning attitude, product variety needs, and see the difference between sharia and conventional investment. - 75% Muslim respondents perceive sharia investment manage fund in sharia ways. - Almost all Muslim respondents have considered sharia investment, but a half of them only treated it as an option besides conventional investment Design Preference - Most of Bibit Syariah respondents prefer to be shown only sharia products. While moderate users tend to get a not-sharia-limited option. - Even further, the same pattern occurs in the mind of users who think that invest in sharia is a must which they more prefer to look into sharia product only in the apps. - Otherwise, Moderate Users still need to be shown both sharia and conventional products.

Testing the Bibit Premium new onboarding flow usability.

Project Overview 🔍 Background

We want to improve Bibit Premium users’ engagement on their onboarding experience. Product team initiate to develop new onboarding flow for Premium users. These are the scope of product that we want to develop: - Set the discussion preferences (with Wealth Specialist [WS]) - Bibit Premium Invitation We want to test the usability of the design through UT 📌 Research Objectives

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Test the user’s understanding on setting the WS discussion preferences Test the user’s understanding and preference on the Bibit Premium Invitation design

📈 Methodology

Qualitative: Usability testing

Fieldwork In App Survey Survey blasted through CRM to recruit participants who are relevant segment for the usability test of this design

Usability Testing

Conducted the usability test to the relevant participants

The Tested Prototype: Invitation Format Design

🔑 Key Insights: Invitation Format Design Design 1 (story USP format) Most of participants are well aware of the USP key messages, besides questioning about the USP TnC and the compactness of information Usability Test Observation Users perceived the design is: Plus points - Different and exclusive color theme - Enough time to explore - Every USP could be well-informed one by one Pain points - Potential lag/bug experience because of the animation - Too wordy - Undetailed benefits’ TnC

Design 2 (one-page USP format) Most of participants noticed the difference about color, format, and still questioning about the benefit details Usability Test Observation Users perceived the design is: Plus points - Less lag/bug potential - Compact and concise Pain points - Less Premium with plain color - Not enough time for “onboarding” - Undetailed benefits’ TnC

The Tested Prototype: Discussion Preference Design

🔑 Key Insights: Discussion Preference

Design

Design 1 (Discussion Preference via story USP format) Mostly, participants are not aware of the purpose of this discussion preference setting, they are more focused on WS chat, resulting click “Nanti Aja”-

Design 2 (One-page Discussion Preference in landing page format) Mostly, participants are more aware of the purpose, some interactions on toggle occurred, despite still questioning about the implications of the toggle

User understanding on the implication of the toggle

User perceived that the implication is quite not understandable, while the expectation if users toggled on is more proactive WS

🧠 Food for Thoughts Recommendations ● ●

●

●

This feature can help users who confused on how to utilized WS Based on UT observations, mostly participants are not sure about the implications of the toggle To give more clear visualisation, we can consider to show the “implication” with: ○ WS details ○ Type of perks that WS will give ○ Frequency of the chats “Mulai Chat WS” cukup kontradiktif dengan behavior toggled on discussion preference, karena user expect “WS akan memberikan..” atau dihubungi terlebih dahulu To tackle this contradictory, we can consider to add trigger questions for the upcoming in-app WS chat page Since participants are questioning about the details of WS profile and the benefits, we can consider to give users time to explore Bibit Premium first until we give this modal

Validating drop off factors on Bibit Plus registration journey.

Project Overview 🔍 Background

We just released Bibit Plus whitelist to all users. Now users can see the Bibit Plus invitation banner on the homepage. If users accept the invitation, users will start registering to Jago then Stockbit. From our Bibit Plus data tracker, we found 4.000+ users who didn’t continue their registration. This happened when users entered the Jago webview in Bibit, and didn’t continue by not filling the Jago OTP. We want to identify the users behavior on registering Bibit Plus and push factors on not continuing registration ？Research Objectives

“Understand and validate the users Bibit Plus registration behavior and push factors on not continuing” How is user perception and expectations on Bibit Plus? How are the pull factors to register Bibit Plus? Why does the user drop off on Jago registration? How is user perception on Jago? 📈 Methodology

Qualitative: In-depth Interview Quantitative: Survey - Key Driver Analysis

🔑 Key Insights: Qualitative

🧠 Food for Thoughts

1.

Keep the Integrated System Stability Since we found some technical issue regarding OTP, Jago web view, we have to make sure the integration comes seamless without barrier from both sides

2. 3.

4.

Most of participants were expecting new products in Bibit Plus, while Obligasi FR is the most anticipated product to try The unwillingness to register Jago is because of its uncompetitive feature and services Most of users were having bottlenecks regarding OTP, account, and device, however they have completed the registration afterwards 1 participant have not continue the registration because he did not want to sign up for Bank Jago and he already has Stockbit with BCA RDN

Accommodate New Assets Availability First with Stockbit RDN Only Since most of participants were influenced by FR Bonds to upgrade Bibit Plus, we can consider to prioritize Stockbit KYC at the first place, before Jago registration We can consider to make the partial Bibit Plus registration which Stockbit first, then Jago registration, for users who don’t have Stockbit and Jago account Users can try first the new assets to fulfill their curiosity and eagerness on FR Bonds, SBN, stocks. Then we give them some time to consider other Bibit Plus benefit, which is instant redemption that require Jago Bank

🔑 Key Insights: Quantitative Most of respondents are hesitant to open and manage new bank accounts

A half of respondents don’t want to manage new bank account, besides 1 of 3 respondents already own other digital bank

Tidak bisa menggunakan nomor LN Bad review di app store Bank Jago Tidak menerima OTP

Mau pakai bank yang sudah ada Bad review di app store Bank Jago Sudah terlalu banyak akun bank

Open feedbacks said mostly about the new bank account requirement, RDN BCA, and Bank Jago error “Apabila dimungkinkan, tidak perlu membuat rekening baru melalui Bank Jago, cukup RDN saja”

45% 47 of 104 responses

Users who gave open feedbacks, said Bibit Plus shouldn’t require creating new bank account and should be able to use existing bank account

“Akan lebih baik jika bisa upgrade bibit plus dengan bank lain juga untuk lebih memudahkan serta meringkas pengelolaan akun bank yang sudah ada” “Jangan hanya terikat dgn 1 bank saja. Buat beberapa alternatif bank, termasuk bank konvensional yg sdh teruji”

“Kalau bank jago gak jadi syarat udah pasti update”

“Mungkin untuk yg ingin beli saham dan produk baru lainnya dari bibit tidak perlu harus membuka rekening baru Bank Jago karena mungkin banyak yg ingin membeli produk baru di bibit tapi tidak jadi karena kebijakan baru tersebut. Thank you 😊😊”

Key Driver Analysis: Which factors are important and correlate to users’ willingness to continue Bibit Plus upgrade? Highlights

Correlation (Importance)

“New bank account requirement” has moderate strength correlation to users’ interest to continue upgrade to Bibit Plus, but has lowest weight score. We can interpret that creating new bank Jago account has driven users to less willing to continue Bibit Plus upgrade Meanwhile, the Jago performance such as security, system stability, and admin-free are the strengths to be keep up to drive users

Counting Key Driver Analysis

Weight Score (Performance)

Use quantity mentioned (in percent) as x axis and pearson correlation (r, with <.3 indicates low correlation and .3 - .6 indicates medium correlation) to determine the weakness and strength of independent variables.

⚠ The analysis were conducted using Excel/Sheets and generated by statistical formula

Mentoring Bootcamps: “Research in Product Management”

For the past year, I have participated as a Mentor in 4 batches Product Management Bootcamp held by Dibimbing. In this opportunity, I have given a chance to share my knowledge and educate student regarding the important and the key role of research in product management.

“To find ideas, find problems. To find problems, talk to people.” Julie Zhou