Project Lead

Researcher

Researcher

Designer

Designer

MEET OUR TEAM!

TABLE OF CONTENTS

OVO is a digital wallet that can be utilized for digital payment services. Founded by Lippo Group in 2017 with an e-money license from Bank of Indonesia, Currently OVO is being used by merchants across Indonesia and is the number 1 choice for digital payment services among the users in Indonesia.

Enable financial inclusion across Indonesia, by providing the most comprehensive suite of financial services.

Simple, instant, secure, and all-round payments app to make financial transactions to be more enjoyable.

Providing 360 financial services

North Star Metric

Problem

Product Strategy

Providing 360 financial services

Enable financial inclusion across Indonesia

Creating a cashless society

# Monthly Transactions

# of New Users

# of Existing Users

# of Transaction

# of Monthly Active Users

Vision

Reach

Frequency

PREVIOUS FINDINGS

In this research we use qualitative method, In depth interview. We choose in depth interview so we can better understand how the user exactly feels.

• Boring UI
• Need more cashback
• PIN Hassle
• Deduction fee admin after top up
• Difficulty to upgrade premium
• Inaccurate information about promo and cashback
• A limited merchants availability

PREVIOUS FINDINGS

Based on our research, we’ve found several problems as listed on the previous slide. With the process of eliminating problems that are less relevant, we’ve found our main issues based on most users complains about.

These are the main issues we found based on our interview:

• More promo & cashback
• Cashback not accurate (or unavailable during checkout)
• Needs to stood out UI wise (boring)

USER PERSONA

Bio : Puan is a 23 years old female living in the main city, Jakarta. – dislikes the idea of cash since it’s considered dirty and unhygienic (especially after pandemic) so she prefers cashless transaction for her day to day needs. Working in Jakarta means she often has to use her e-wallets for various transaction (public transport, minimarket, daily lunch, etc). — loves promotion and will get her hands on any kind of promos she can find, and she’ll make sure she gets the best deal for herself. Puan also has a really severe FOMO, she has to be on trend.

Goals: Cashless Society, Best Possible Deals, Social Exposure

Needs : More Promotion, 360 Apps for Online Payment

Pain points : Not Every Transaction Can Utilize e-wallet, Lacks of Discount

Interest and hobbies : Shopaholic, Cafe Hopping, Travelling

Personality : Extrovert, Creative, Going Out

Age : 23 y.o

Gender : Female

Education : Bachelor Degree

Occupation : Freelancer

Location : Jakarta

PUAN

Bio : Adam is a tech savvy living in not-so-tech savvy Jakarta. He believes that in the current age we’re living everything has to be someway-somehow related with tech. Adam likes to have the ease of access from his smart devices and embrace this new technology. A critical thinker who will see few years ahead on how tech can change people’s day to day life. Adam is very organized and is a hopeless minimalist, his beliefs is that tech and apps should be relatively easy to access with clear information provided.

Goals: Cashless Society, More Tech Involvement in day-to-day Activity, Ease of Access Through Smart Devices

Needs : Fast Internet Access Everywhere, Seamless Payment Methods

​

Pain Points : Slow Internet, Cluttered Apps for Daily Activities

Interest and Hobbies : Technology Related Stuff, Smart Device

Personality : Introvert, Analytical Thinking, Staying In

Age : 25 y.o

Gender : Male

Education : Bachelor

Occupation : UI/UX Engineer

Location : Jakarta

ADAM

CUSTOMERS JOURNEY MAP

PROBLEM STATEMENTS

Users need more cashback and promo and prefer e-wallet that offers more benefits

Users finds the UI design of OVO App is boring

Users find inaccurate informations about cashback and promo.

PROBLEM PRIORITIZATIONS

Users feel cashback and promo becoming rare and need more cashback and promo

How might we provide the best deal for customers?

OVO Loyalty Program

SOLUTION CONCEPTUALIZATION

Ovo loyalty program is a loyalty program build within the app to encourage more users to use our products and services. The more they use our services and make transactions using ovo, the more their level to increase and can enjoy more benefits such as promos and cashback.

SOLUTION CONCEPTUALIZATION

Hypothesis

If we build OVO Loyalty Program, we will get our users to get reward and more benefits according to their tier, which will increase Retention Rate by 10%, because we increase the likelihood of users to get more benefits after using OVO continuously.

By rewarding users for using OVO services more frequently, this product aims to boost user retention rates. We anticipate seeing more users come back to OVO to use our services as a result of this product.

By allowing users to exchange their stars for prizes and participation in prizes, we want to increase user retention with this product.

See full PRD here

See full PRD here

SOLUTIONS PRIORITIZATION

Product teams can be benefit in three different ways from using a scoring model like RICE.

First, it can help product managers make more informed decisions, reduce personal biases in decision-making, and assist them in defending their priorities to other stakeholders

See details

Our key results are an increase in retention rate and monthly active users, both of which are directly related to how much our product impacts consumers. Therefore, we base our Reach criteria on a percentage.

RICE CRITERIA & VALUE

The impacts are divided by two which are user impact and business impact. User impact is weighed higher to accommodate our objective to increase retention rate and monthly active users.

RICE CRITERIA & VALUE

Confidence scores serve as a bias brake to tamp down enthusiasm for intriguing but ill-defined concepts. Based on our research findings, we calculated the table's level of confidence.

RICE CRITERIA & VALUE

The amount of work that one team member can complete in a month, the complexity of the engineering team's work, and the degree to which they rely on outside resources are used to estimate effort.

RICE SCORING

BACKGROUND PROBLEM

• Most people (94%) prefer e-wallet for the ease of their transactions (source) and leads the emergence of various e-wallet apps and tighten the competitions among them.
• Despite OVO leading the e-wallet industry in Indonesia, the retention rate for OVO is still quite relative, meaning that not many users choose to come back to OVO, juggle between e-wallet apps, or just leave the app for another option altogether.
• Based on our in depth interview, most users prefer an e-wallet app that offers lots of promotions and cashbacks that they can benefit from. Based on the source, 75% of consumers say they prefer brands that offer more rewards (SmallBizGenius, 2021).
• User feels that OVO promotions are declining and limited.

See full PRD here

HIGH LEVEL CONCEPT

From our discussion, this is what OVO can do to maintain or increase their retention rate. The suggestion is for OVO to have a LOYALTY PROGRAM named OVO STAR.

See full PRD here

Why Loyalty Program?

• Based on the source, the Loyalty program is proven to retain customers and increase users satisfaction.
• It is said that Loyalty schemes can help increase revenues: 50% of consumers changed their behaviors to reach a higher tier (Invesp, 2020).
• OVO currently has their own loyalty program, but it’s very limited in sense of the usage cover.
• We would like to utilize this program to give rewards and benefit such as cashback and promos.

GOALS & SUCCESS METRICS

See full PRD here

The goal of OVO STAR Loyalty Program is to increase users retention rate by rewarding users the more they use OVO services. With this product we’re expected to see more users returning to OVO to use our services.

To measure the success of this products there are several metrics we can gather data from:

1. 10-20% increase in retention rate
2. 10% increase on MAU
3. 10% increase on number of transactions
4. 5% of users achieve highest level

REQUIREMENTS

See full PRD here

REQUIREMENTS

See full PRD here

PRODUCT ROADMAP

See details OVO1

PRODUCT ROADMAP

See details OVO1

BACKLOGS

See details OVO1

BACKLOGS

See details OVO1

USER FLOWS

See full PRD here

Earn stars with each successful transactions and check loyalty rank

HI-FI WIREFRAMES

See detailed wireframes here

We put the status of their level at the homepage which can be clicked and redirect them to loyalty page (OVO STAR Page).

HI-FI WIREFRAMES

After successfully make transaction, we notify them how many stars they got.

Ovo Star button to redirect them to the OVO star page to see their level and rewards

See detailed wireframes here

HI-FI WIREFRAMES

See detailed wireframes here

Detail rewards they gain for their level

Available vouchers that they can use

Chest that contain surprise vouchers after completing/reach certain stars accumulation.

Level journey and their level status

Button to get more detail informations about OVO STAR and FAQ.

• Users can check their OVO Star level.
• Users are informed that we have a loyalty program

• 18 Responses
• 23 - 27 years old
• Use OVO minimum once a week

• Click on “Pulsa”
• Choose 10.000 mobile credit
• Click on “Konfirmasi”
• Click on “Bayar”
• Click on Security code page
• Click on OVO Star button

You try to purchase through OVO because you want to call home but you do not have any mobile credit. You then realize that your transaction earned you stars, and after you've gotten the stars, you're curious to see how many stars you have.

USABILITY TESTING PLAN

26.67%

Success Rate

60%

Indirect Success

13.33%

Bounce

USABILITY TESTING RESULTS

The indirect success is higher because most of testers curious about the ovo star button at the home page, and directly go to ovo star page without making transaction (expected path).

USABILITY TESTING RESULTS

“it's interesting and fun”

“no, it was easy to spot the stars”

“It's good, finally we as a user or customer get a reward for using OVO. The design is cool too.”

4.5

Users satisfaction score of the feature

"Nice design logo, and I can immediately checked on how many stars I have gained"

With 35 usability score, most participant being curious about the OVO star button, from the heatmap we could see most of them click on the OVO Star button

USABILITY TESTING RESULTS

With 100 & 98 usability score, screen 2 and screen 3 have the biggest score

USABILITY TESTING RESULTS

With 63 usability score, most participant trying to find out if there any voucher available and try to find out can they change the provider or not

USABILITY TESTING RESULTS

Did we validate/invalidate the hypothesis?

Despite the low percentage of direct successes in our UT Results, the majority of participants were immediately aware of the new feature and understood how it operated.

USABILITY TESTING RESULTS

PRODUCT MESSAGE - LOYALTY PROGRAM

OVO Star is our new loyalty program to retain our customers and to encourage existing customers to use OVO continuously. Users can get stars after making a successful transaction. The stars will be accumulated to reach a higher level of star. The higher the level, the more benefits they can gain.

Product Message

Reach higher star, gain more benefits!

MARKET SEGMENTATION & RANK

• Ovo Premier Users
• Tech Savvy
• High Mobility
• Metropolitan Area

• Ovo Premier Users
• Non Tech Savvy
• Low Mobility
• Suburban Area

• Non Ovo Premier Users and New Users
• Tech Savvy
• High Mobility
• Metropolitan Area

Our priority users. We grant them benefits to expect them to keep engaging with our products and can reach the highest level of loyalty program.

Our second priority users. We want to encourage them to engage with our products and can reach the highest level of loyalty program to increase their retention.

Our third priority users. We would like to introduce them to our loyalty program and the benefits they can get if they reach a certain level.

Active users

Existing users

New users

CHANNEL STRATEGY

GO TO MARKET STRATEGY

PRODUCT EVALUATION

PRODUCT EVALUATION & FEEDBACK LOOP