Digital Pawnshop and Financial Service
Pegadaian is a 100+ year old Goverment State Owned Enterpriese (BUMN), a leader in pawnbroking in Indonesia, where items such as jewellery, motor vehicles or electronics are pawned.
The team at Pegadaian approached us to help support their internal design team in their efforts towards Digital Transformation. We have been in partnership with Pegadaian since 2019 to work on ther mobile app -- Pegadaian Digital, where we’ve been working towards their vision to become the The Most Valuable Finance Company in Indonesia.
We believe that any design improvement starts with understanding the user. We began with getting into the user’s shoes by creating a user persona and a customer journey map. This process also helped us dig deeper into Pegadaian’s core value offering.
We ran a design audit for new and existing user flows in order to see how we can improve the usability with minimal backend effort. We also conducted a heuristic evaluation to identify major usability flaws and fix these flaws across Pegadaian’s digital platform
While we began to define the new look and feel for Pegadaian Digital, we established a comprehensive design styleguide, a component library and a set of illustrations in order to maintain a consistent UI and visual design style across the product.
In order to keep up with the other competitors, we conducted competitive studies to provide insights and guidance for the Pegadaian team to ideate and develop new features.
Existing and potential users of Pegadaian are looking for ways to receive cash with collaterals in the quickest way possible. The biggest frustrations with the process include lengthy application processes in order to receive the cash and finding a reliable and trustworthy platform to do it online.
With digital transformation residing at the center of Pegadaian’s all new efforts for digital products, the app had to visually transform itself too. We updated the outdated design of Pegadaian’s app to adopt a completely modern and fresh look while still maintaining Pegadaian’s very strong brand identity. Multiple design iterations led us to the new user interface for the mobile app. We also simultaneously built a Design System in order to maintain consistency across all products and help this new interface scale easily within Pegadaian’s design and development team.
To maintain a consistent visual design style across all platforms and for easier collaboration across internal teams at Pegadaian, we established a design system that can scale as the number of products or platforms keep growing within the Pegadaian ecosystem.
We worked on custom illustrations that help support information across the product and make it easy for the user to understand with context.
A comparison study between multiple features across many different competitiors helped us understand how Pegadaian can stand out amongst its competitors with its core strengths.
We ran a simple audit across many different competitor products and analyzed each one’s userflow to find potential pain points and identify elements that bring delight, learning about how the experience could be enhanced on Pegadaian.
After a thorough analysis and detailed comparison, we concluded with a series of best practices that make Pegadaian’s features easy to use and emphasize on the value that Pegadaian brings forward to its users.