Transforming Pegadaian Syariah App into a Gen Z/Millennial Magnet
Introduction
About Pegadaian Syariah Digital
Pegadaian Syariah Digital is one of the pawnshop services based on an application that helps the public in conducting sharia pawn transactions through a smartphone. Sharia Pawnshop is a state-owned company that runs a sharia-based system and Islamic law that has several products.
Pegadaian Syariah has a digital service that is expected to be able to help customers. This service also makes customers transact to meet their needs and makes customers make the best choice with the existence of digital services.
Whats’s The Problem?
After installing the digital sharia pawnshop application and registering, I was directed to the main page (Homepage). I assume there are several things that could be improved to make the application more attractive to Gen Z or millennials. Here are some points I have summarized:
🚨 The promotional banner is too big and has too much information, thus disturbing the user's focus when first looking at the main page display.
🚨 The update section on the card balance is too strong, even though there is more important information than the update time, for example; effective balance or the selling and buying price of gold (Information Architecture).
🚨 The Sharia Pawnshop Product/Service has a complicated layout and there is a menu that I think is not directly related to the Sharia Pawnshop Product/Service.
Objectives
The main objective is to propose a design solution for the Homepage of the Pegadaian Syariah application that is more modern and easily understood by users (Gen Z or millennials).
- Identify the pain points when using the Pegadaian Syariah application for the first time.
- Seek solutions to the pain points experienced by users.
- Improve the information architecture.
Challenges
Pegadaian Syariah is one of the State-Owned Enterprises (SOEs) managed by the government. There's a stigma that apps managed by the government are difficult to use and impractical. It's a big challenge to change this mindset that has long been prevalent in society.
Solution
Redesign the homepage of the Pegadaian Syariah application.
Exploration to Understanding The Users
Qualitative Research
To understand the potential of users, I conducted research on 5 people who had never used the Pegadaian Syariah Digital application by conducting interviews online.
User Interview
I conducted interviews with 5 people to validate the problem, I wanted to know what problems were experienced when I first used the Pegadaian Syariah Application.
- Banners are very clear – Most respondents said that the first thing to look at is the information at the top, i.e. the banner.
- Section update - Section update is in stark contrast compared to other information.
- Sharia Pawnshop Products / Services – Some respondents the information displayed in the Services section is unclear, and takes time to understand.
Mapping the Problems
After finding some pain points from the user interview process, then I mapped it into an affinity map. The red color represents the user's comparison, the blue color represents the user's facing issues, and the yellow color represents user feedback while using the app.
Prioritization Mapping
Furthermore, prioritize pain points based on interests between users and pawnshops. I also assume that the main business goal is to increase the number of users of the Pegadaian Syariah application.
Define the problem in detail
Pain point 1: Banner and Promotion
- Banners look clearer than other information.
- More interested in reading banners compared to Sharia Pawnshop services.
- The text on the promotional banner is not easy to read because the size is too small.
- Like ads that are quite annoying.
Pain Point 2: Section update
- Update information is very contrasting.
- Interfere with other, more important information.
- Visibility of gold buying and selling prices is lacking.
- Focus more on update info
Pain Point 3: Service Section
- The distance between the service menus is too close, so the information presented looks more complicated and complex.
- There are some menus that are not directly related to services at Pegadaian Syariah.
- The information architecture is bad
Starting the design
Design process
Final Design
I created a final design based on the previous wireframe. High fidelity is useful for representing information that will be displayed on the Pegadaian Syariah Digital application.
Usability studies
I did two rounds of usability studies. Findings from the first study help guide design from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of mockups needed to be refined.
Round 1 findings
The user has already planned the transaction, so the promotional banner is not given much attention.
Round 2 findings
- Users want price updates to look clearer.
- Users want transactions and buying and selling to be done quickly.
- Users are not comfortable with too many menus.
Refining the design
Pain Point 1: Banners that look clearer than other information
Pain Point 2: Section update (Fixing Information Architecture)
Pain Point 3: Pegadaian Syariah Services
User Testing
After making high fidelity, I again validated the respondents I previously interviewed.
4 out of 5 respondents said that the proposed Pegadaian Syariah homepage design is clearer, modern and easier to understand. Pain points that were previously felt have been answered with the proposed design solution. Balanced banner size Status updates are not too contrasting, and Pegadaian Services are easier to read, and do not mix with information that is not directly related to Pegadaian Sharia Services/Products.
Going forward
Takeaways
⚙ Impact The clearer and more modern design of the Pegadaian Syariah application is more attractive to gen Z and millennials who have various financial needs, and can reduce negative stigma about applications managed by the government (BUMN)
🧠What I learned I realized that assumptions are not always true, it is necessary to test our hypotheses so that we do not fall into the bias of our own assumptions.