Indonesia has seen an amazing growth in the number of investors to the country but it still isn’t very attractive — this country of 260 million people only has 1.025.414 investors.
This spells out untapped potential to reach those who are not yet convinced to invest in Indonesia.
This is where tanamduit comes in, as an easy to use fintech product for people to learn more about mutual funds. Users can also painlessly purchase mutual funds and maintain their investments on the same platform.
Tanamduit is a digital platform that helps with financial planning, buying mutual funds and monitor the progress of their investments.
Tanamduit helps newbies — those who are not sure how to invest — and can recommend products that fit their risk profile.
Based on these problems, tanamduit realised their customers need a digital platform that can educate them and provide all the information needed to understand mutual funds.
Ideally, the platform will also enable them to easily buy mutual fund products that match their financial goals and of course, where they can monitor their investments.
Following that, the goal was to create a product that is user-friendly, not intimidating for beginners, and easy to use and understand by more experienced users — where they can buy and redeem mutual funds easily.
Tanamduit’s main targets are those aged between 20 to 40, smartphone owners, and eager to save money for their future.
To start off, I created a persona that I could come back to throughout my project to guide my design decisions and priorities. Based on my understanding of people who I knew would use tanamduit, I envisioned the ideal user to be thinking about his/her personal finances and want to achieve his/her financial goals.
I wrote the following job story with the Jobs To Be Done framework
to understand what will user do in the app.
In order to scope out the experience, I began to create the user flow to visualise the possible solutions for each scenario. Mapping out the experience helped me figure out where each feature should live within the architecture of the app and help me create the right product story. (The current app flow might be slightly different from what we designed initially, considering user needs and business requirements.)
Based on the useflow and user stories, I needed to pour all of my ideas in a rough black & white hand sketch wireframe. I had to gather around all the requirements in each page and arrange them in such a way to know what kind of information I should put in a page.
As you can see there’s a lot of sketches — I like to put down all my thoughts and ideas on paper first. I start by writing down all the information that needs to be included in one page, then I draw and re-arrange them to place.
Sometimes I have to create several drawings to know which one works best. After I’m satisfied with the sketches, I usually put sticky notes to tag the page on my notebook so I don’t forget where I put them. The next phase is creating wireframes.
I created wireframes based on the sketches that I drew. We decided that the app will have 5 main tabs on the app: Dashboard, Portfolio, Create New Investment, Activity, and My Account.
Creating wireframes helped me arrange the interface elements while I focused on the functionality rather than appearances. When presenting wireframes to clients, sometimes they are unable to understand what’s on the page because of it’s low fidelity and they often are too focused on the action of command buttons.
So I created a high fidelity wireframe with click-able prototyping and incorporated some color to show important statuses. It is easier to present to clients a wireframe with clear and detailed information.
Before getting started with the UI, I created a moodboard to learn about different UI patterns and to gather inspiration from other financial apps — both live apps and conceptual designs.
Finally the most fun part of this case study: User Interface! Let me walk you through this.
The first time Jessica opens the app, she will see illustrations that explain a little bit about why she should invest her money in mutual funds instead of putting it away in her general checking account. She can start investing from only Rp 50.000 so there’s no excuse on needing a large sum of money. Tanamduit is already registered with the Indonesian Financial Services Authority (OJK) so Jessica doesn’t have to worry, investing in tanamduit is safe!
When a user opens an account, one of the steps is to choose their Risk Profile. Choosing a risk profile helps users learn what kind of investor they are. They could be a Conservative investor who avoids taking risks and prefers getting a little profit, or a Moderate investor who doesn’t mind taking risks now and then, or even an Aggressive investor who likes it when the stakes are high. Following that assessment, tanamduit gives product recommendations that match their risk profiles.
In this page, I went through several iterations.
After comparing and reading the details of each product, our proto-user, Jessica, decides to buy a mutual fund product. Designing a payment system for mutual funds is different from designing one for e-commerce, the same way buying mutual funds is vastly different from buying sunglasses online. We need to inform users that there’s a Cut Off session. We have to tell them that there is a one or two day wait before they get their NAV (Net Asset Value).
Now Jessica can manage her investment from the Dashboard. She can view the total amount of money she invested, the total current value of her investments, the growth of her investments, and potential gains and losses. She can also check out her portfolio summary at a glance. And she can also buy more mutual funds product if she taps on the Portfolio Summary.
Now Jessica needs the money that she’s invested for her next holiday. She wants to redeem her investment, she can go the the Portfolio tab and tap on the SELL button. She has to input how much she wants to sell and then there will be a calculation on the Estimated Amount that she will receive.
Again, selling mutual funds is not the same like selling goods in e-commerce. When selling mutual funds you need to wait two or three days to get the amount, and maximum seven days for the Bank Custodian to transfer the money to your bank account. After a short wait, Jessica can draw out the money she invested in tanamduit for her trip. Yay!
Once the app was released we saw some great reviews for it on the Play Store. Having said that, we’re also aware there’s still room for improvement.
Users want more features and more mutual fund products. We’re excited to continue working on the feedback coming in from tanamduit users and continue helping them buy mutual funds with ease.
Overall I’m happy with the live results, even though I know we could have done few things better. I learnt a lot while designing this app, including deeper design skills and also more about the art of investing.
I learnt how to build a product right from the start until the development stage and still continue iterating on it. When creating tanamduit I had to re-visit the flow multiple times to get the user experience right.
Design can always be improved; it’s important to know when to ship and wait for user feedback in order to make further iterations.
There are a lot of people out there like me who know nothing about investment, or others who are curious but clueless. I hope creating tanamduit can help a lot of people achieve financial freedom. The app is the first step towards your financial goals!
The app and web platform are still developing and growing. Tanamduit plans to create more features to helps users, add more investment products, and improve the user experience. Shout out for the team that made this project come to life from tanamduit: Ferry Aprilianto — CTO, Sani Fathuddin — Product Development; and from Flolab: Ritika Bhagya — UX Director.
Thank you for reading my tanamduit case study! 👋
I will close this case study with a quote by Warren Buffet.
Someone’s sitting in the shade today because someone planted a tree a long time ago. -Warren Buffett
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