The Value of uX

research in product
development
Febrina Valentina Sutanto - Lead UXR Tunaiku
 01.
Introduction
 About me
Prior to my position as a Lead UX Research for Tunaiku,
I started her career as a Consumer Insights Analyst for OLX
Indonesia. With more than 4 years working experiences in
research field, I successfully helps the company tap into users
mind, therefore they can launch customer-centric product.
As a Lead UX Research, I manage another 11 excellent
researchers under my wings. Together, we shared the same
missions to evangelize the value of research within and outside the
company.
 The Company

Starting operations in 2014, Tunaiku is a digital

product from PT. Bank Amar Indonesia Tbk, which is
owned by a multinational company called TOLARAM.
Tunaiku is the pioneer of FinTech that provides
online loans without collateral in Indonesia. Monitored by
OJK, supported by advanced technology and data analytics,
Tunaiku is able to serve the customer 24/7 with easy
requirements.

“We provide financial services not only to those who ‘want’

but also to those who ‘need’”
Our product 01
Lending
Provides easy application
process
https://tunaiku.com/

02
Funding
Helps you manage your
finances
https://senyumku.com/
Let’s start!
 Can you guess?

What is my favorite food?

What kind of movie do I like?

What animal scares me most?

What is my life aspirations?

“Oh now I know that I know nothing!”

How could I find the answer? ASK!

02. About
UX
Research
 What is UX Research?

“The process to understand what people

think and feel and how they behave so we
can help them achieve their goals by
providing solution with our product ”
 01 02
Generative evaluative
Two major
Conducted before Conducted once the
research developing the product. product is live to test
purposes Helps identify user with the users. This can
goals, needs, behaviors, be complete design,
attitudes and mental wireframe or concept
models. Used to sketches. Used to
generate idea for determine the success
designs solutions of the design.
 Generative and evaluative research

Understanding Usability

Ideas Effectiveness

Generative prototype Evaluative

Insights Improvements

Opportunities Usefulness
 01
Qualitative
Two broad Primarily exploratory
research. Used to gain an
approaches understanding of
underlying reasons,
opinions, and motivations.
It provides insights into the
problem or helps to develop
ideas or hypotheses for
potential quantitative
research
02
Quantitative
Used to quantify the
problem that can be
transformed into usable
statistics. It is used to
quantify attitudes, opinions,
behaviors, and other
defined variables – and
generalize results from a
larger sample population.
 What to use?

Qualitative Quantitative

Surveys
Interviews
Generative

Evaluative Interviews A/B Testing

Usability Testing Metric

03. UX Research
in product
development
 Common mistakes in product development

● Starting product development without

proper research
● Poorly defining the problem
● Focus on how to build the product rather
than how it gets used
● Try to please everyone
“We tend to project our own rationalisations and
beliefs on to the actions and beliefs of others”

—don norman
 YOU ARE NOT THE USER!

We have the responsibility to step up from our own

perspective, to really exercise empathy and completely
immerse ourselves in the point of view and the
physiological state of the person we hoping to design a
solution for
You must understand
the problem before
you solve it
Who are we design ing for?

What do they love?

What do they want?

What do they hate?

What is the scenario?

How can we help?

“How do we find the answer?”

RESEARCH!
 Why do we need ux research?

Consumer insights Define priority

Understand what problem to Analyze how important these
solved problems to users

Validate dESIRABILITY AND

Hypothesis
Ensure all hypothesis by asking
Usability
What product we can build to
the user solve those problem. How the
users interact with it
Ideally speaking...
 ChALLENGES FACED BY THE
RESEARCHER

01 02
sPEED mONEY

Research will slow us down. Research will cost a lot of money and we
don’t have budget.

Research doesn’t have to be big or expensive!

It can be as simple as “people watching and listening”
 Mostly happen in product development...

1 week 1 week 1 week

- Recruits - Fieldwork - Analyze

- Scheduling
Research Team

End of Sprint 2 Weeks Sprint

Engineering Team - Wrapping up - Continue build new feature (untested)

from current - Assumption vs Fact
sprint
tO CREATE BETTER
PRODUCT YOU
NEED TO SPEND
MORE TIME IN
DOING RESEARCH!

01
Data analytics
Start with existing data and
insights to see the overview
of its general use.
How To Start...
02
Customer support
Customer support provides a
good opportunity to learn about
potential areas of improvement.
02
Reviews &
Ratings
See what people says about
the apps. Try to look for
pattern and repetitive
comments
04
Usability Testing
This will help us to understand
how people are using the product
and what the current experience
looks like.
 The best product succeed in the cycle of launch and learn.

Frequent learning ensures we are guided by the most recent insights.

 Research and engineering should walk hand in
hand

Week 1 Week 2 Week 3

Research Team Engineering Team

- Build new feature based on research findings

- No more assumption based development

Research Team

- Evaluate the success of previous features and

product use
“But we never see the ROI of research...”

—stakeholder who needs to be gently educated

 REMEMBER!!
Research only
produces roi if
decision makers act on
the findings!
 04. How UX
Research helps
Tunaiku
 Helps Tunaiku Discover the right early adopter to tap
in for new product

FMA’s potential early adopters has been identified to be the

“Need to have control” type. Since they are the people who
already have the basic need to have financial management
apps. These people are already aware of the importance and
benefit of tracking expenses, hence no further education or
socialisation is needed.
 Helps the team to prevent development waste

Problem: Low adoption rate for online contract signing

 Helps the team to prevent development waste

The result….
Imagine if we improve
something only based
on our assumption...
Ensure the usability of the product
Ensure the usability of the product
Imagine if we did not
do the usability
testing.
How painful the user
experience would be?
 Improving user experience

Problem
Our ratings went down around April 2019.
So we read our bad rating; rating 1,2,3. We
found the highest problem are:
● Outside service area
● Immediate rejection

Actions
Ask user to give 5 rating when they’re
outside service area. And add a buffer for
rejection so it doesn’t seems automated
“So, what is the ROI of doing research?”
 ● Discover user needs
● Discover potential customer
● Prevent development waste
ROI of doing ● Saves development cost and time
research ● Saves on redesign
● Increase traffic
● Attracts more customer
● Helps retain customer
● Increase user’s satisfaction
THANK
S
Does anyone have any questions?

Let’s connect!
febrina.sutanto@amarbank.co.id
+62 812 9315 4889
https://tunaiku.com/
@febrinavs
CREDITS: This presentation template was created by
Febrina
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including Sutanto
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