Home/Dashboard
Home page serves as the home base of the experience. A single, organized space for everyday actions.
From checking/switching account balances
to paying bills or transferring money
TRANSACTING: SIMPLIFY EVERYDAY BANKING
Main Account, Spending Pockets, RDN, Foreign Currencies, Business Account
Quick Switching
Multiple Accounts
A customizable home dashboard widget area that puts your most critical balances, spending trackers, and upcoming bills right at your fingertips.
Customised
Widget
Stay informed, instantly.
Leveraging contextual triggers for hyper-personalized task reminders, offers, financial tips, and frequently used transaction
⚡ Pre-login Access
Retail-app Super App
Smarter, Faster, Better Banking
INDUSTRY
Banking
DURATION
2021 - present
BUSINESS TYPE
Retail
ROLE
Head of Product Design & Research
SCOPE
Leadership across 5 Product Designers, 2 Researchers, and rotational UX Interns bank-wide digital retail & b2b product experiences for a fully digital, branchless ecosystem
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Ensuring smarter decisions in the present and future
Take the next step from awareness to action. Users can set spending goals, create budgets, and receive alerts to help control expenses.
Budgeting
Tracker
Managing your money starts with understanding it. The Monitoring feature helps users gain full visibility over their financial activities through two key tools. Statement and Budgeting.
MONITORING: UNDERSTAND AND REFLECT
View a detailed list of all transactions across accounts and pockets. Designed for clarity and transparency, it helps users stay informed about where their money goes.
Statement
Portfolio
Goal-based savings, investments, and wealth management projections. Through four key pillars: Savings, Investments, Insurance and Lending
PLANNING: BUILD A FUTURE THAT WORKS FOR YOU
Designed around the principle of
"out of sight, out of mind"
Automatically rounds up the nominal amount based on user choice, routing the spare change into a gamified milestone-based savings pocket.
special pockets #1
🧞 bluGenie
Pocket that allows users to manage money together for shared expenses or goals. Bridging relationship dynamics within banking with transparent tracking, and collaborative budgeting
special pockets #2
⭐️ bluGether
users
3.5 mio
users across Indonesia since 2021
56% gen-z age 14-29
principles
TRACKER
your past
HOME
your present
PORTFOLIO
your future
Reserach-Driven Strategy
Hybrid Methodology
Continuous research pairing internal desk research and competitive benchmarking with external collaboration. Methods include FGDs, diary studies, usability testing, A/B testing and nationwide surveys.
Persona Redefinition (Market Maturation)
Driven by data, we continously shaping our persona framework with to counter a saturated digital banking market.
The latest research (about redefining persona) discovery directly inspired the conceptual framework shared at my international talk at UXMasterclass in Lisbon ("Designing Financial Products for Real Human Relationships" link)