Product Journey: Revamping DANA Indonesia

6 min readDec 8, 2021

Hello!
I’m Dhema’alam Fajrianto, Product Manager Trainee wave 8 from Binar Academy. I’d like to tell you about my journey and my team's final project for revamping DANA Indonesia.

Disclaimer: This post just represents our research for Binar Academy final project, not represent official DANA research.
Also, please kindly check our references at the bottom of this post to see the full-size or clearer image and documentation about our research. Thank you! 😁

Brainstorming

In the beginning, we discuss the topic for our final project until our team chose to revamp DANA Indonesia. Why DANA?

DANA has a good rating with a huge number of reviews.
4.3 from 1.952.188 user reviews on Play Store and 4.8 from 286.380 user reviews on App Store.
Support payment for millennial apps like Steam, Spotify, e-commerce, etc.
DANA is Indonesia’s digital wallet (e-Wallet) that works like magic! DANA enables you to easily do all sorts of cashless and cardless transactions from buying mobile recharge credits/data packages, payments at various DANA merchants, to bill payments (electricity, water, BPJS, insurance, and installments).
QRIS support, for you who like to #GantiDompet.
Want to pay anything so easy with the touch of a finger. Through DANA, you can make practically any transaction, from bill payments, barcode scan transactions, to e-commerce. #GantiDompet and enjoy a faster, more practical, and secure payment method.

Empathize

Let’s meet our user persona, Mr. Arief!

A. Sample Reviews from Play Store

Sample Data from 1-star Reviews on Playstore

From 75 one-star reviews, the top 3 of DANA users’ problems are:

21 users (28%) have problems with customer service,
19 users (25%) have a problem with login,
13 users (17%) have problems with upgrading to Premium Account.

B. User Interview

Based on the affinity map it can be concluded that 2/3 users complained about login and 2/3 users complained about upgrading the account.

C. Benchmark to DANA competitor

After benchmarking the opponent app, we got insight to improve the DANA feature:

Upgrade Premium via Home Page
Username in Home Page
Flow process upgrade doesn’t need any supporting documents
Tutorial for taking E-KTP picture
Feedback if the photo is blurry
The upgrade flow process in OVO & LinkAja is only 9 steps, but Dana needs 12–13 steps.

Define

We will break down the user needs and what we need to do to solve their problems.

Ideate

Let’s compose the solution to help our users. Here is the Epic and User Story that will be used to design the solution.

Design Ideation

Premium Upgrade — Before

Premium Upgrade — After

What is the difference?

Nickname at Home,
Reducing the number of processes based on benchmarking results at similar fintech,
Added premium feature upgrade at home,
Direct feedback for the blurry photos.

Solve the problem?

“Is my photo looks blurry?”
“Why is it taking too long? I need to use the payment!”
“Is photo of my KTP is not enough?”
“AAAA! Why the photos is always failed and considered blurry?”

Onboarding Process — Before

Onboarding Process — After

What’s the difference?

Add fingerprint verification
Add a name for personalization DANA

Solve the problem?

“Can’t register new account, more than 5 OTP code sent to me, type it and always this system busy error message. What’s wrong?”
“It keeps looping between enter PIN, phone number, and OTP”

Login — Before

Login — After

What’s the difference?

Add login using fingerprint

Solve the problem?

How can we help users to get into the application more easily and pleasantly?

Customer Service — Before

Customer Service— After

What’s the difference?

Directly connect with customer service in one app.
Does not have to move to other apps.

Solve the problem?

How can we help users who want to make a complaint or seeking any helps in Help Center?

New Feature — DANA NFC

There is a feature development, namely the Touch & Pay feature which was developed by our team in this revamp. This feature is a breakthrough feature for payments via EDC for payments to merchants. This feature can also be used as an Electronic Money Top-Up feature such as E-Money (NFC).

Prototype

Wanna try our revamp? Click me and give it a try!

Test

Based on Report Maze, Task Top Up E-Money NFC has the lowest SCUS value compared to other tasks. 4/4 users could not complete the task. This is because the User goes to the Pay with NFC screen instead of the Top Up E-Money. 1 user decided to give up because it failed to complete the task that is to make a Top Up E-Money payment.

Iteration