Created: March 12, 2025

By @Bagas Wibowo

Introduction

Pegadaian Digital is an application that provides convenience for users to conduct pawn transactions, gold savings investments, and access other financial services online.

Problem Statement

However, some challenges are still found for users. In addition, many users only use the app once and do not return, indicating a low retention rate. Currently, the in-app experience is generic with no personalization to increase user engagement.

Task

Identify shortcomings in the Pegadaian Digital application and provide innovative solutions to simplify the usage process, reduce errors, increase user engagement, and create a more personalized and satisfying experience to increase retention rate.

You are asked to create a presentation deck within 7 days to analyze the user experience of one or more pain points that you find along with the UX solution that you propose by creating a UI design and you analyze feedback from users with appropriate methods that you can use (UT or A/B Testing) along with metrics to measure the success of your proposed solution concept.

Preview Prototype

https://embed.figma.com/proto/qKYj2gpo5f7zftXaTfgzQA/Pegadaian?page-id=117%3A7636&node-id=117-7643&viewport=1387%2C60%2C0.76&t=p0bJjRCCfB6XKV11-1&scaling=scale-down&content-scaling=responsive&starting-point-node-id=117%3A7643&embed-host=notion&footer=false&theme=system

Solution Design

Home Page

Notification

• The notification menu is placed above because it is rarely used by users and from most financial applications that already exist notifications are placed above, making it easier for user habits from previous applications.

Gold Savings and Yield

• Highlight Gold savings to make it easier for users to see how many grams of gold they have and how much the rupiah value is.
• Shows the yield from the price difference, so that users can more easily see the benefits and are expected to trigger gold purchases.

Gold Selling / Buying Price

• Maintain information on the selling and buying price of gold, but add changes by presenting a buy gold button next to it so that users have easy access to buy gold directly if the selling price is high and the buying price is low.

G-Cash and Point

• G-cash and points are separated and have easier access.
• G-Cash can hold up to + Rp.999,999,999, so that if the user's balance is a lot it can be displayed all on the homepage.
• Point can hold up to + 999,999,999.
• Point icons and buttons are made more prominent so that users often access and collect coins.

Promo and Discount

• The previous large banner was considered useless because the content writing was too small and difficult to read and the tendency of users not to pay attention to the banner.
• The banner is replaced with the words promos, discounts, etc., which are easy to read and attract the user's attention to be able to buy what is promoted or discounted.
• Promos are also placed close to the gold purchase button so that users can immediately buy, if there is a discount or promo.

Checkpoint

• Increase user retention by adding a checkpoint feature every day to get points.

Grouping Menu

• The menu is made into grubs and in each grub all the menus in it are displayed, this grub is also used to make it easier for users to switch from one grub to another.
• There is a Favorite grub, where users who often access quickly a menu / feature will be in the favorite grub.
• Favorite grub can also be set to a maximum of 4 for users to personalize quick access to the menu / feature.

Pay menu

• One of the features that users will often use is payment for daily needs, therefore the payment menu is highlighted in the middle to facilitate user access.
• In the payment menu there are various kinds of payments.
• Quick access to payments added to E-wallet favorites can be accessed directly with the quick access menu.
• Displays the balance and number connected to the E-wallet account to make it easier to check the amount of remaining balance so that users do not need to go back and forth checking between E-wallet applications.
• Routine payments such as BPJS and PDAM every due date have a notification in quick access. This makes it easier for users to see whether they have paid the bill or not calculated from the last time they paid and the due date.
• In the future, if there is a payment using Qris, the side menu can be used and can directly scan Qris for payment.

Points Page

Points Information

• User can change profile picture for personalization
• There is point information equivalent to rupiah value, to increase user attention if the point value is equivalent to how much rupiah.
• Line progress so that users are interested in getting more points and finally reaching the reward.
• The menu is divided into two between point collection and point redemption.

Challenges

• There are challenges for users to do in order to get points and deadline information to do the challenge so that users immediately take the challenge.

Pegadaian Quiz

• Quiz games to add points are expected to increase user retention so that they often use the application.
• Each correct answer will add to the points that have been collected.

Usability Testing Results

Testing the prototype of the digital Pegadaian application that has been redesigned is distributed online through wa status, Instagram and individuals to assess whether the application has met the results of usability testing.

Furthermore, the performance metrics analysis process is carried out which involves metrics: Task success rate, Time on Task, and Error.

Before testing on users, a scenario and instructions were created so that users could imagine how the prototype could be used. An explanation of the details of the scenario, instructions and testing results in the task is as follows:

Task 1. Checkpoint