2020

UX / Research / Product

Design Portfolio

Dara Prashida Tasha

UX Researcher + Product Designer
 Working Experience Achievements Education

Djarum Scholarship Program Bandung Institute of Technology (ITB)

Ministry of Education and Culture ( Sept 2020 -present ) Awardee (2016-2017) Bachelor’s degree, Industrial Design (2014-2018)
Interaction Designer + Innovation Researcher
Working as a Product Designer in a dedicated tech team formed by the Education Minister (Nadiem AsPac Japan Packaging Award
Makarim) under the Ministry of Education. Our team consists of tech industry veterans with firsthand Top 10 finalist (2016)
experience in building a large-scale quality tech product, and we work directly with the government to Tools I’m proficient with
improve the education system through tech. Indonesia Next by Telkomsel
1st winner - digital leadership (2016)

Traveloka ( Jun 2018 - Apr 2020 )

Diaspora Indonesia Ps Ai
1st winner - content creation (2018)
Interaction Designer + Innovation Researcher
Joining as an Innovation researcher, I was responsible for assisting several exploratory types of research Adobe Photoshop Adobe Illustrator Slack Jira

before switching roles into Interaction Designer. My latest role allowed me to experience leading research in
the multi-disciplinary team while upscaling my knowledge on rapid product development
Courses & Workshop

Labtek Indie ( Sep 2017 - Jun 2018 ) Young Entrepreneur Academy

Freelance Design Researcher Innovation Bootcamp in California - 2017
Dara P. Tasha
Balsamic Miro Figma

As a freelance Design Researcher, I had accomplished the design training series that leads me to gain trust
in facilitating and assisting workshops for both public and private sectors that strive for creative Insight for Innovation
IDEO training series by Labtek Indie - 2017
A designer who works within the intersection between problem-solving.
Primary skills
humans and tech. I love interacting with people, under-
standing their perspective, and I strive to solve their Ideas to Action
IDEO training series by Labtek Indie - 2017
problems efficiently. With projects ranging from research
Mirum Agency ( Jun 2017 - Aug 2017 ) Product Design Design Facilitation
to product design, a complex ecosystem is where I thrive
Experience Design Intern Project Management User Research Stakeholder Management
by using various methods to create harmony in chaos
During my internship, I was assigned to a core research team to determine product touchpoints for a Defining project anchor by Eddie Obeng - 2017 Rapid Prototyping Communication
company's telecommunication group, using the service design and design thinking method. I am also heavily
involved as the leading facilitator for design thinking and innovation workshop for Indosat Visual Design Project Management
Design Sprint Design Thinking
Content
A design learning journey

2. 5.

1. 3. 4. 6.
Service Design (2017) UX - Interaction Design (2020)
Exploring Market for IoT Redesigning letterboxd movie app
in Indonesia

Product Design (2015-2018) Design Research (2018) Design Research - Product (2019) Design Facilitation
Designing tangible product Designing the authentic Uncovering users’ motivations Facilitating Design Process
homestay experiences in rural area to create content
5. Product
Other Works Backgrounds
1. Design (non-digital)

Product Design
Designing (non-digital)
tangible products
Going to an industrial design degree, I started to develop my interest in
understanding how to create a product that can be benefited by people.
All this time, I have always been fascinated with product works that are
not only good in the design but also well-functioned. Here is where I
realized that design has a deeper purpose in the product development
process than just being an aesthetical tool. Design is a method and
mindset as it defines the way you think towards things. Being in the
industrial design field makes me believe that design can profoundly
influence people and their surroundings if applied in the right direction.

Methods & Tools

Manual crafting (wood - bamboo - leatherwork) User Testing

Product blueprint (digital & manual) Adobe Illustrator
Prototyping Keyshot
In-Depth Interview Rhinoceros 3D
Best Product Works

Bamboo craft : Kubon stacked Kinetic system : putear 3D work : keraenk chair packaging : blooming kuaci

Inspired by Indonesia’s traditional toy called congklak, Kubon is a kid-friendly Putear makes use of the kinetic movement transformation. You turn the lid Keraenk chair was inspired by Indonesia’s marine resources: scallops. Made The concept was taken from the image of blooming sunflower as kuaci is made
gardening tool that is easy to carry due to its stack and stick system. It is filled with a teabag to dip your tea, continually moving up and down. The idea is using Rhinoceros 3D tools and rendered in keyshot. from dried sunflower seeds. Blooming kuaci elevates the function of packaging
handcrafted from toxic-free bamboo and designed in unsharpened edges to to give users a different experience of tea making from being just a vessel to an interactive medium that gives a unique eating
ensure kids’ safety when gardening experience.
Personal Key Takeaways:

After spending four years learning more in-depth about industrial design, I realize that the product development process is not as simple as it may seem. Besides the long process that it “When you’re building a product or service,
has to undergo, I realized that a well-crafted product is not always a ‘successful’ product. There are many cases when products are ended up in a dumpster or just hanging on the corner of
a room, only because people are not using it - or find it useless. It has become meaningful learning that no matter how much effort you put in polishing your product, it has no value if you you must look at aligning the product’s vision
don’t understand who will use your product and how your product will help solve their problem. That was where I gained my basic research understanding and started to develop my
interest in learning more about user research. Because as an industrial/product designer, my goal is to be able to create products that will genuinely make an impact on people. with the user needs that you are trying to solve”
2. Service Design Background Research Overview

Exploring Market for During my three months of tenure as an intern in the research

Internet of Things in Indonesia

agency, my first project was to support end-to-end research
for one of the leading companies of telco products. Despite
being an intern, my role there was crucial as the team is still
new and small, which required me to be more hands-on to
support the research. My most significant contribution to this
project was to execute the on-field study and develop the

Roles: research tools that the team benefited from until now.
Experience Design Intern
This project revolves around the concept of the Internet of 1. Discover 2. Analyze
Client:
Things (IoT) that includes any internet-connected device from
Indonesia telco company Understand internal stakeholders requirement, Analyze all insights gathered from research
cellphones to wearable devices. As the cost of connecting
needs & expectations. Conduct consumer using affinity mapping to create consumer
Team: decreases, our client sees a significant growth opportunity in
research to see what is consumer current personas and consumer experience map
Stephanie Lukito (Design Manager) distributing and selling IoT products. However, because the
Cornelius Vito (Experience Designer) perception on IoT products.
range of IoT products varies significantly in purpose, there are
Tesia Gita (Experience Designer)
many different audience segments that our client needs to
Project Tenure: cater. Using current channels might be challenging as
2 months consumers currently have little consideration for their present
retailers because these stores are perceived as mobile phone
focused.

What is the main goal of this project?

Explore the current market of IoT and identify the opportunity

Methods & Tools
Service Design
Rapid Ethnography
Secondary/Desk Research
Primary/Qualitative Research
to develop a more relevant experience for IoT products
In-Depth Interview 3. Ideate 4. Test and Iterate
Affinity Mapping A braintstorming session together with our Conduct product testing to improve concept
Customer Journey & Daily Diary client to crack the defined design challenge solutions before kickstarting implementation
Brainstorm Cards tackling various problems identified within and development
initial & consumer research.
 DISCOVER :
1.
Understand and identify problems
Inside Expert Research
We began this project by starting from the inside experts—our internal stakeholders. This process was about transferring knowledge and making sure that the project was
framed in the same way by all parties involved. This ensured that we moved forward seeking out the right questions to build the project from the ground up.
Stakeholder interviews :
12 respondents
Key takeaways from key problem areas:
In-Store/online
brand clarity & shopping experience
• Lack of clarity on how it talks about IoT products
• Big gap of knowledge between store frontliners
• Unclear added value, no unique selling point
• Current experiences show IoT as a function, not an
interconnected ecosystem
Framing the Project
With everything learned from our client’s
perspective, the project was framed towards
the two objectives
Interview Method:
In-Depth Interview (IDI)
External Factors
public perception & knowledge
• See IoT as an expensive hobby or “show off media”
• Cannot imagine that IoT is more than just a hobby
• Price is the common hindrance
• People are intimidated by the future with tech
1 .Place our client at the forefront of the IoT field
by providing thought leadership on the
possibilities of “future lifestyles”.
Rapid Ethnography Customer Research
We conducted visual observations across our clients’ brand stores and its We believe that understanding the human story is the key to great solutions. We talked to
competitors. This process was to understand what the current shopping many users to understand their perspective on IoT products—trying to get a glimpse into their
experience feels like while providing us with reasonable understanding of user and actions, motivations and way of thinking that would help ground the base for our solutions.
their activities in a short period of time.
Interview : Research method & tools:
Observation: Research method & tools:
9 respondents (intending buyers In-depth Interview
15 stores AIUEO Framework
& recent purchasers) User journey & emotion sticker
Undercover observation/shadowing
Daily diary
On ground condition : space.
Internal Factors
vision, value, laws & regulation
• Different definition and vision for IoT
• Not knowing the right strategy to sell/talk about IoT
These images show an empty unattended demo space and kids’ corner misused
• Added value is unclear
by the frontliners. Just because there’s a space of engagement, doesn’t mean
• Disadvantage in terms of pricing against the grey market
consumer will know how to utilize it
On ground condition : experience.
Research Questions:
2 .Increase IoT product sales by creating What do they know about IoT?
meaningful experiences that educate and
How does it currently fit into their lives?
inspire customers to embrace future trends.
What do they currently own and plan to purchase later?
How do they learn about new technology?
While shopping undercover, the researchers was immediately crowded by 4-5 What is the current shopping experience like at our store and its competitors?
frontliners trying to close the sale with her but none of them are able to answer How do they imagine their future lifestyle in regards to IoT?
advance question about the product, resulted in discouragement
 Research tools for Customer Research
Top customer insights
summarized
“I rely a lot on frontliners to help me
understand the product better. When
they just recite whatever functions
they read off the box, it made me
question the use of the product”
Frontliner knowledge is a big issue across
the company’s owned stores.
Many are unsure on how to sell the products because they
themselves don’t fully understand how they fit into people’s
lives to benefit them. Without the ability to create a relevant
sales pitch of IoT products, they are simply expensive
gadgets with extra functions.
People prioritize trust and safety over deals, especially
for products they deem as important.
Knowing the product guarantee & legitimacy is their top
concern. This is evident in their shopping behaviors,
avoiding online deals and trade centers. If it’s going to cause
a problem in the future, they’d prefer to buy at an official
store with a higher price tag.
ANALYZE:
2.
Making sense of data
Customer Persona
Meet our 3 personas, representing insights that we’ve gather from the culmination of the research process. Personas simplify the design process into archetypes,
distilling diverse points of views into key behaviors, desires, and motivations.
Utilitarian Tech Enthusiast Trendist
“Give me a way to do “Technology is a “I have to keep up
what I like to do, necessity in life” with the times”
better”
“technology is something that can “I always keep track of the latest technology. “Buying new gadget is part of
Consumers love the convenience of buying online, help me in my everyday life. I’ve I’d rather focus on the technology than the enriching my lifestyle, especially
but it wasn’t the case for electronic products. found that my smartwatch helps brand. Maybe the brand isn’t big, but they with ever evolving technology, I
reduce my health concerns.” deliver the best specs.” need to be on top of my game.”
They just don’t trust the e-commerce and/or shipping
experience and would rather go to physical store and
interact with someone. With electronics, people are afraid of
damages they can’t see from the outside, so they rely
Strategic Framing:
heavily on the in-store guided unboxing experience.
Focus on Tech Enthusiast and Trendist
Indonesian customers have no familiarity with IoT Both Tech Enthusiasts and Trendists present significant
products as a concept. segment size opportunities
Utilizing data from Global Web Index, we’ve found that Tech Enthusiasts and Trendists together
Because of this, the company has to educate the market
represent 91% of the people who buy earables. Although these numbers are based on data
about IoT. Instead of selling products by reciting its
regarding wearables, the sample size of 450 respondents is large enough to hypothesize the
function and specs, context allows them to imagine the
case would be similar for drones and action cameras.
product’s value for their own lives.
 FINAL RESULTS: THE NEW STORE EXPERIENCE
IDEATE There are many touch points along the customer’s shopping experience where our client has the opportunity to demonstrate its new value proposition. Below
3.
co-create ideas with stakeholders is a storyboard that captures snippets of what is possible along each stage of the shopping experience

AWARENESS
An idea brainstorming session together with our stakeholder to crack the defined design challenge, tackling various problems identified within initial
& consumer research. The goal is to generate hundreds of possible ideas tacking various issues indetified in previous research session. Which idea The awareness stage is all
would be feasible to implement in solving the issue? about the customer’s
introduction to a product.
Participant: Ideation tools:
This stage happens
10-15 people mix from internal Inspiration card
everywhere: through their A Campaign with Key Opinion Leaders Contextual Ads Partnership with digital lifestyle channels
team and clients Idea template
Contextual advertising that relates to a person’s Spread contents at tech websites,
peers, environment, online, Utilizing influencers to drive category awareness
and strengthen catalyst word of mouth. interest. For example; they are reading a story vloggers/bloggers.
social media, etc.
about hiking—our ad shows hiking.
Design challenge
In this session, we focused on solving this main question that sum up the
core problem derived from our previous research and data analysis:
CONSIDERATION
“How might we design the shopping experience in
The consideration stage is all
an Everyday IoT store for the mass population in
about people’s exploration of
order to establish leadership in a new category?”
a product. Today’s smart
consumers spend time to Augmented reality product demos Optimized onlinecustomer support
Allowing people use their browser and phone Online Customer Service to assist shopping
learn about the products
camera to see what using the IoT product is experience that gives personal feedback and
they’re interested in. allows people to book a demo.
actually like from the comfort of their own chair.

Ideation tools
Ideas come from small kernels that open up our imagination.
We encourage participants to write their ideas in various
PURCHASE
format, be it drawings, text or prototype. To help them ideate,
we provide a series of stimulus card and concept templates The purchase stage is the point
that they can use to generate better ideas of conversion where customers
are actually buying the product.
Seamless purchase experience Delivery Options
Creating a seamless experience People can decide whether to have it
between frontline and customer from delivered to their house or to the store. A
consultation to purchase. store delivery allows them to unpack together
with the front liner.
IMPACT 3. Design Research

Designing the Authentic Homestay

How it affected both the business and my personal development

Business impact Experiences in Indonesia

The new store experience concept is being implemented by one of our client’s retail stores
Roles:
in Serpong, Jakarta and increase the sales rate by 20% Innovation researcher

Client:
Traveloka & Ministry of Tourism Indonesia

Team:
Mirum - partner agency
Personal Key Takeaways: Stephanie Lukito (Design Manager)
Dahlia Kuwatly (Project Lead)
Cornelius Vito (Experience Designer)
“Don’t be afraid to try things”
Traveloka team
It’s better to try than not doing anything at all. It’s okay to Rajiv Ibrahim (Design Researcher)
make mistake only if you’re learning from it
Project Tenure:
3 months

“Great designer never stop learning”

Always seek the opportunity to learn, even when you are
already a senior. When you stop learning then you’ll stop

“Be critical but open at the same time” Methods & Tools

Being critical is not the same as intimidating. To be a good Immersive Stays In-Depth Interview
critical thinker, you must become a good listener Rapid Ethnography Affinity Mapping
Priority Mapping Customer Journey
Sacrificial Concept Card Sorting
Backgrounds Research Overview Phase 1: Phase 2:
1. 2.
Understand the baseline of homestay Planning and strategizing for field visit
My first project in my early days in Traveloka was to conduct
foundational research alongside the 3rd party research agency to Phase 1 Phase 2 Phase 3 Gained a basic understanding of homestays in Indonesia as a whole as well as To get a better understanding of the current stay experience, we decided to do
identify new opportunities in the travel area. As a part of the surrounding regions, and found out how the development and adaptation of immersion trip as it provides insights that team can’t gain from desk research
Understand the baseline Strategy and Training Immersive
innovation team, my role as a design researcher was to plan, execute, the various efforts that had been made in making homestays. alone. Using our baseline information, we would (1) identify key areas to deep
for Field Visit Field Visit
and bridge the process between our primary research team and the dive in the immersion phase, (2) identify strategic places to immerse in
internal product team. Expert interview: homestays, and (3) create a research plan for the team’s immersion visit.
local government and traveloka internal stakeholders

This initiative is a collaborative effort between Traveloka and the Phase 4 Phase 5 Phase 6
tourism industry's key players, focusing on promoting and fostering
local homestays. We are trying to identify the gaps between users' Synthesis Pop-up User Research Synthesis +
demand and homestay supply, how to systematically bridge the gap, Studio Co-Design
and how to empower local homestay owners to improve their
homestay service and conduct sustainable, profitable business.

What is the main goal of this project?

Understands the Defines needs and

conditions for service desires from travelers
provider Based on our expert interview, we did a brainstorming session to collect
questions that we would like to ask the homestay owner. This process helped us
to frame our goals and develop clear research guidelines.

Having several stakeholders onboard, we conducted an individual session to

Creates a scalable strategy understand their purpose and concern within the project. We tried to distinguish
for enabling amazing
between the tension and shared-goals so that we could develop a proper
homestay experiences
alignment from both parties.
 Immersion tools
Phase 3:
3.
Immersive field visit We created simple tools to help us
collect data daily. At the end of each
day, we would do quick daily recap
Field visit to homestays in Banyuwangi, Indonesia, and the region, across a range of conditions and market maturity to immerse the team with the industry context and
based on the data that we’ve
perspective. We planned to do a comparative observation among different quality of homestays, thus we strategized our stay and divided it into 3 different category: (1)
gathered.
best case international, (2) best case domestic and (3) baseline standard (our current research target)

Informal interview: Research method & tools:

3 homestay owners Shadowing
Daily observation tools

Phase 4:
4.
Synthesis Pop Up Studio

This marks the end of the first research study, looking at the situation from the service provider’s point of view.
As a team, we would then share our learnings and synthesize the data to :
Tembi, Jogjakarta Old town, Hanoi Keminren, Banyuwangi
(1) create frameworks on how to categorize diverse homestay conditions.
Tembi homestay Duc’s Airbnb Desa kemiren homestay
(2) identify key challenges and motivations for service providers.
(3) define blind spots to dig into in the next phase of the project.
Priority mapping
high impact Synthesis + Co-design:
6.
Analyze travel modes and experience map
We created a priority mapping from our immersion results to identify the
high effort low effort
potential opportunity to determine our next research focus. This process needs
a heavy involvement from other related stakeholders as their business
perspectives are being highly considered. From Insight to opportunity
low impact

Phase 5: Insight 1
5.
User research - understanding the travellers Opportunity Area 1
Insight 2

In this phase, we switched gears to look at travelers wants and needs. We wanted to look at their entire journey as a traveler, with a focus on their stay experience including
their needs on accommodation, as well as experience. Through this, we aimed to uncover critical touch points, or moments of truth, that happen throughout their stay. Insight 3 Opportunity Area 2

Interview : Research method & tools: Insight 4

11 Local and foreign travelers Card sorting
(home stay-ers and home nay-ers) Sacrificial concept
Opportunity Area 3
Journey map Insight 5
Research Questions:

How? What? Why?

General travel habits Accommodation preference Privacy, hospitality, homey

Research Tools
Travel Experience Map
A more complex and less linear travel experience map illustrates the variations of behaviour

Set the mode of travel Determine travel companions Decide on destinations Plan itinerary Decide on accommodation

Mood/motivation felt by Who they travel with greatly The defining moment when The level of preparedness and Most important aspect of
travelers when traveling affects decision made they decide, and how to detail that goes into their itinerary choosing accom function
Ideation
We did co-creation with our internal stakeholders, the
accommodation product team. Besides ideation, we asked their
perspectives on the opportunity area and allowed them to make
changes according to their business needs if needed. We aim to
ensure that our suggestions were aligned with their business
purpose. We approve everyone to come up with different
deliverables of idea concepts where teams tried to do
role-playing to express their idea.
IMPACT
Testing
How it affected both the business and my personal development
Business Impact
We initiated a new collaboration with our internal accommodation team and used the insight to perform extended
research for non-hotel accommodation.
We discontinued our partnership with the government as the infrastructure is not adequate. This situation
made it difficult to test our ideas and measure the success of our project.
Personal Key Takeaways
“It’s okay to not knowing things at first”
Always ask questions when you don’t understand about
something. It’s better to acknowledge than to play pretend.
After working on the concept from our ideation, we re-invited our respondents for a testing
session. We stick the printed concept on the wall and guide them through each of the ideas.
This live concept testing enables users to go through the end to end concept while stating “Embrace the ambiguity”
their opinion and concerns about the idea. As one researcher guided the respondents, the
Try to be comfortable with uncertainty. Avoid leaping to
others helped take notes of the feedback and stick it to the related concept. This would ease
conclusions and be open to new ideas. Trust the process.
our next process when synthesizing the testing results and immediately made a revamp to
it.
“Communication is the key”
Always manage the right expectation to your stakeholders. Do
not let them feel clueless along the way as this might affect
their decision making
4. Design Research - Product Backgrounds Research overview

Creating Content in the Real World Transferring to the product team, my first responsibility was to
conduct independent foundational research within a cross-functional Context gathering
product team. I was assigned to a newly built product called EATS,
measure the current performance, 1
focusing on food discovery and user-generated content (UGC).
understand what initiates the
Roles: project and create an early assump- Research planning
2
This project was initiated as we see a potentially high demand for
Interaction Design tion to guide the research
content consumption. All the value shifts to the content creator as a Aligned with the product team to
Client: prominent factor for the consumers to get engaged with. However, manage the resources - given the
Traveloka EATS only a small percentage of users create content, whereas the vast time limit, and collaborate to sharpen
majority consists of spectators or passive viewers, yet all categories Recruitment the research questions
Team:
Edmund Goh (Design Lead) of users qualify as potential consumers. It requires us to develop a
Did the recruitment independently: 3
Prastama Putra P. (Product Manager) cohesive strategy by first understanding the users' needs around
taking advantage of our internal
M.Hilmi Fawwazy (Visual Designer) content creation.
Kartika Adyani (Community Manager) employee and personal network.
Respondents interview
Project Tenure: 4
1 month Conducted an in-depth interview
and concept testing with our
Synthesis participants to collect insights that
Made sense of data by revisiting 5 revolved around their motivation in
each of the findings and took what’s creating content
What is the main goal of this project?
interesting to came up with a report
that defined the opportunity
To validate the power of content creators to satisfy the
Concept building
consumption demands and how the community plays a role in
creating a sustainable environment for the creators.
6 Did ideation with the product
Methods & Tools team, based on the insight and
Research debrief opportunity that we found
In-Depth Interview Customer Journey Mapping
Sacrificial Concept Diagram Flow
Presented theresults to our 7 throughout the research
stakeholders to keep them
Affinity Mapping Prototyping (Wireframe) informed with our design decision
Design Sprint Adobe Illustrator & Miro and gained constructive feedback
Implementation : Experimental - Social Utility Network Implementation : Low hanging fruit - Homepage revamp

This is an experimental project where we formed a small team to create a new product within an existing one. We made multiple sprints in minimal time to deliver a high-quality As one of our key pillars, we went through our user’s creative journey in general and tried to find an opportunity area that can be supported by our current product. This was
concept to be pitched to internal high-level stakeholders, including the CEO. This initiative is derived from one of the key pillars that we got from our research insights. categorized as low hanging fruit because the first ecosystem has already existed in our product. Thus the execution will be much more comfortable and feasible.

Finding inspiration Recording & Journaling Crafting Content Sharing

Performance tracking
Underlying insight
what user needs that we try to solve here? reflect on old posts

check the published post

People want to form friendship with people visit on site field check engagements
write review
that share the same interest and passion as engage with other users
take pic
them
validate information submit content
take notes
search for places
edit pictures
Our unique proposition
why would people create on us? choose pic from gallery

Dedicated platform where the subject matter is at Find perfect time & mood
the focus and it’s not about vanity
Allow you to create useful content Where our products are currently serving
Gain following and recognition based on prestige
Journalling
User Insight 1 User Insight 2
Most of our content creator don’t Users want to quickly check the
do direct review after eating. They published post to review their
will find a spare time to review crafting

How might we.. create a seamless and effortless

content creation experience to allow users to
create the best content anytime and anywhere?
 Content creation flow : revamped version

Entry Point Content crafting Checkpoint

Pain points: (1) User needs to find the restaurant page first to create review (2) multiple entry points with different flow created confusion Pain points: (1) Flow is not seamless, users are unable to see all the empty query before finishing a task (2) complex rating system Pain points: (1) not being redirected to their review right after
discourage users to complete the task (3) minimum characters pop up warning is intimidating submission (2) not aware of edit feature

TVLK EATS landing page Restaurant page Add review page Restaurant Page

Add review Add review Add rating Add restaurant Add review Submit review Edit review

If users come from the restaurant page, we give the same

alternatives
treatment for different entry points where it will redirect users Before completing the task, users can see the whole creation Instead of a bold pop-up, we highlight the minimum character Users will be redirected to their review with access to edit, even
Create a new entry point at the homepage to give users direct automatically to the same flow. process to set their expectations and trigger users to complete length to remind and encourage users to write more without after submission. This is to ensure they deliver their best
access to create content and a reminder that will trigger all the tasks. We also simplify the rating system to encourage pressure. creation with the flexibility to update
users to create more users to write more.
 IMPACT
Final result: High-fidelity screens (launched in Traveloka ver 3.10)
how it affected both the business and my personal development

Business impact

The revamped version was being launched and the new entry point had increased 40% of review submission

Data visualizations from our conversion metrics:

conversion rate

60 %

20 %

period of time

review flow revamp

Our experimental project was being disbanded after we spent 3 months development
time, because we were not able to validate the business model

Personal Key Takeaways

landing page - entry point review page (filled query)
“It’s not about perfection. Our goal is to quickly validate “Defining business model is crucial. You can’t develop
our product to users” your product without knowing how to monetize it”

Do not spend too much time on polishing the product. The best way to Being rejected for this cause made us realize that a concept alone
review page (empty query) submitted review
validate is to launch and get the real feedback from the market would not make the call. Product development is not only about
concept and design
5. UX-Interaction Design Backgrounds Process overview

Re-designing letterboxd movie app I love watching movies and seeking for a good one to watch
has become a regular task for a movie geek like me. As I’m
going through a bunch of lists on the internet, it’s easy to get
overwhelmed with the information that inhibits the discovery
process. With that issue, I considered letterboxd as one of the
1. Understand 2. Define
most helpful movie apps. It enables me to connect with other
users so that I can get a more reliable recommendation from
Problem Problem
Roles: real people. However, I also realized that this app is still far
Product Designer Deep dive on the initial Clarifying the cause of a
from perfect. I often stumbled into a confusing feature, and
problem to gather a better problem to come up with
performing a simple task can be so frustrating. By redesigning
Client: understanding of the the real issues that act as a
Letterboxd this app, I hope to enhance its product value that makes
problem scope. primary focus of the project
people more comfortable in using it.
Project Type:
Personal project

What is the main goal of this project?

To create a more seamless experience of movie directory, so we

can increase the in-app traffic
3. Ideate 4. Prototype
Solution Ideas

Generate ideas and Create a high-fidelity

solutions that can answer prototype that delivers the
the predefined problems. ideas to gather feedback

Methods & Tools from users.

In-Depth Interview (remote) Balsamic

Concept Testing Miro
Prototyping (Wireframe) Figma
Prototyping (High-Fidelity)
1. Understand problem
Find initial problem
As a loyal user of letteboxd, I gather my initial pain points of this product that I
personally experience. This helps me to set a grounded assumption that I want
to validate throughout the project.
“The ad placement is too prominent. It straightly cut the product
flow and disrupt the information, making the experience becomes
unpleasant.”
“I’m not getting enough movie recommendations. I need to put
more effort to do my search.”
“No hint of logic is being shown on the list of review display,
making it hard for me to find correlation among random
reviews.”
“The profile page has no clear purpose that serves substantial
needs. As a user, I feel clueless in navigating and utilizing this
page.”
“I take the rating as an essential metric to assess the movie. Howev-
er, this information does not feel prominent and also difficult to
digest at glance.”
Conduct research
Using the human-centred approach, I try to answer those questions by building empathy on other users. I conduct a forty-five
Assess initial problem minutes interview with three active letterboxd users to understand their behaviour and perception about the app. Based
on the questions, I also decide on doing a quick concept testing to understand the current pain points.
From the initial problem, I try to assess my understanding of that scope. I identify
each of the issues, trying to find out whether this is something that I've known
already or something that instead leave me with another question in mind. These
underlying questions need to be clarified through research because I can't solve
problems that I don't understand yet.
What I know
People are frustrated by poorly placed ads. It ruins their
experience and disturbs the process of consuming the informa-
tion
What I don’t know
How do others currently utilize this platform? What do they like
and dislike the most? Do they experience the same frustration as
mine?
How do people find trusted inspirations for movies?
In-Depth Interview Make sense of data
Do people want to see random reviews without much context? I use miro to dump all of the research findings and find connection between
Due to the physical distancing, I conduct the interview remotely using zoom video call. I
How do they utilize other’s reviews in general? datas. Miro has made it easy to organize and navigate through a scatter of
take advantages of the split-screen feature in macbook to keep track of my interview
information. This is where I connect the puzzle to answer the initial questions.
guidelines while paying attention to my participant.
How would people prefer to use the profile page for a movie
platform? What is the most crucial information here?
Concept testing
How do people value a specific film? What are the most import-
To accommodate a seamless concept testing , I use a reflector to mirror my phone to my
ant metrics that they use?
laptop. So I can show and navigate the app easily from my phone.
2. Define problem

Rephrase the initial problem

With the insights that I find throughout the research, I re-define the initial problem to clarify the real pain points

Problem statement 3
As a user, I want to represent my personalization
Problem statement 1 Problem statement 2 on my profile page to gain public attention, but I
Problem statement 5
As a user, I want to get quick and reliable As a user, I want to read trusted reviews that can feel clueless because I do not understand the
As a user, I want to assess movies from things
recommendations from the community, but help me make a better decision, but I am unable to purpose of this profile page. The information is
that matter to me quickly, but I find them
I’m struggling because I don’t know whom to make use of the review here because it is irrelevant too scattered, and I am worried that I could not
hard to digest because the information is too
trust. This causes me difficulty in finding and the context is indeed hard to understand. I feel attract like-minded people through this profile.
much. I feel irritated because I need to spend
relevancy and ends up not getting inspired by helpless because I could not gain anything from more time trying to capture the gist.
the recommendations. these reviews and end up abandoning it.
“I honestly don’t know what to do in this
page. I’m not sure this page will help me
to get a proper recognition from other
users and vice versa”

“I don’t know who these people are and I don’t

Problem statement 4 “The rating itself is enough. I don’t
“I don’t understand the ‘new from
friends’ category. Is it a recently even watch these movies. Why do their reviews As a user, I want to be confident in navigating the understand why they make us to see
watched movie or a newly released appeared here? I only read review to clarify app, but I keep stumbling upon ambiguous prompts the chart, I just need the rating
one?” information from movies that I want to watch that confuse me. I feel frustrated because I often number.”
spend unnecessary effort, making a false guess to
accomplish a specific task.

“I don’t have much friends here and I “I prefer to read comments in youtube as “I prioritize rating, genre, and cast over
don’t know whom to follow. So my reviews are too heavy for me. It’s also easier review. I need to grasp the information
“I hate the fact that I have to scroll
recommendation is mostly just a to judge because you can see how others are quickly, so I can immediately decide.”
through the page to check my followers.
redundant list of a typical popular reacting to to that comment”
And who would have thought that finding
movie that I have already watched”
an editing option could be this difficult?”
3. Ideate Solution

Find solution to the problems

As I now have understood the problems profoundly, I can start to build a solution that tackles the issues.

Build a compelling profile page that accentuate Deliver a concise yet complete informations to
Enable users to easily connect with Provide a diverse and clear categorization to
your movie personality accelerate the decision making
like-minded people enhance the discovery process.

This idea aims to understand users’ movie preference through Create clear social metrics for each category that enable users to judge the Showcase personalized information that differentiates one user from Build a better information architecture that helps the user to assess the
an interactive prompt, with the purpose to match them with list quickly. Users will be more likely to trust recommendation that has been another. Build a proper feature prioritization that reflects the purpose of movie at a glance. Give more prominence to information that matters and
popular users that share the same movie tastes. This will result carefully curated by their social circle. The review section is also removed as the page, like putting the edit profile on top, so users know that this page put social currency to the reviews as a layer of validation, so users can be
in a more varied recommendation from people they can trust. it is no longer relevant for users, so they can focus more on the main tunnels. is meant to be personally customized. more confident in making a decision.
4. Prototype Ideas IMPACT
how it affected both the business and my personal development

Delivering ideas into screens

Developing a high-fidelity screen design to implement the ideas into tangible digital forms.
This is where the users can interact directly with the product to provide feedbacks
Project impact

Received numerous positive feedbacks from both letterboxd users and non-users for delivering a thorough design
process that proved to generate better solutions

Personal Key Takeaways

“User Interface is all about details and precision” “Your output quality depends much on the process”

Small details have a significant influence on shaping how users interact As long as you understand the process and apply it right, it will eventually

with our product. We must ensure to provide a seamless experience by guide you towards the answer. Trust the process and be critical enough

minimizing any little friction. to adjust.

6. Design Facilitation

Facilitating Design Process

Design Workshop
(Design Thinking)

We conducted a workshop on design

thinking and human-centered design
approach. We did training for the
company’s new joiners and our external
clients that want to reinforce the design
process within their organizations.
Besides facilitating, I also helped in
building the workshop content and
crafted the standardized design process
loop.

Key Takeaways
Methods & Tools
Facilitation skills
Design Facilitation Communication skills
Design Thinking Time management skills
Public speaking skills
Rapid Prototyping
Affinity Mapping
 “design facilitation is the key to unlocking

the cross-functional power of shared understanding and diversity”

Internal Facilitation

Facilitating the design process within the

internal product team. Initiated
discussion, aligned multiple
stakeholders, and stimulated ideas
across a multidisciplinary team.

Key Takeaways

Facilitation skills
Communication skills
Time management skills
Stakeholders management
Cross-functional knowledge
Let’s connect and collaborate!
daratasha@gmail.com
www.linkedin.com/in/tashadara
Jakarta, Indonesia