Design Thinking Implemetation on My Telkomsel Apps.
Disclaimer: This is my personal group project.
Overview
This was a case study based on MyTelkomsel App, MyTelkomsel is a telecommunications company based in Indonesia. It`s known for providing mobile phone services, including cellular network access, data plans, and various digital services.
MyTelkomsel offers a range of prepaid and postpaid plans catering to different needs, from basic communication to high-speed internet access. They often provide promotions and packages to attract and retain customers in the highly competitive telecom market in Indonesia.
My main goal and my team was to understand more about the problems that MyTelkomsel users are having right now. To better understand users challenges, I did Desk Research first, then a user survey, and user Survey. After gathering all of the data, I created a Persona, making prototype and usability testing.
Project Information
Role: UX research
Type: Class Assignment of “Design Thinking Process”
Duration: 1 week
Skills: User Research, Prototyping, Figma
Within our team of four, my primary responsibility revolves more around identifying user experience challenges in the MyTelkomsel app and generating creative ideas for solutions. I begin by conducting thorough desk research and exploring the app extensively. Immersed in its interface and functionalities, I pinpoint usability issues and pain points users encounter. Engaging closely with my team, I also facilitate communication on teamwork dynamics to discuss problems while creating user persona and problem statements.
Our Goal & Objective
Through brainstorming sessions, our goal is to innovate solutions that significantly enhance the app’s usability and interface by focusing on specific daily problems or pain point forms the foundation for improving the overall UI/UX design. By this, we needed to understand users through these steps:
- Identify users’ pain points while using the app
- Exploring user behaviors and discovering their needs
- Providing recommendations related to certain problems
In the reviews that we saw on the Playstore and Appstore, there are still many users who are not satisfied with the MyTelKomsel service. Although Mytelkomsel has a wide and large number of users, there are still many users who have a bad experience while using the app.
After gathering the issues from users reviews as a UX researcher. I think it`s better to conduct research for deep understanding. To learn and understand their issues I decided to use primary methodology. This research includes for deep understanding MyTelkomsel user needs and pain-points.
The target audience for participants is an active user of myTelkomsel. as it is most likely the age of having myTelkomsel app.
The methodology in this research was carried out by survey (quantitative). This survey also has feedback and suggestions as the users can share their experience. The survey aimed to make a user persona and to know the user satisfaction level with the service. This survey’s purpose was also to recruit participants to conduct usability testing (qualitative ).
Order of the methods in which our team used:
- Desk research
- Online Survey with using googleform
- Usability testing
Desk Research
All four of us are also active users of MyTelkomsel, demonstrating a deep familiarity with the app and an understanding of common challenges and points of confusion. While we value the services offered by MyTelkomsel, our dissatisfaction often arises from usability issues within the app.
We compiled both our experiences and other customers’ experiences into the following findings:
To support the hypothesis I have made. I conducted a survey with questions that I had crafted according to the topic of the previous problem in the feedback. I sent this survey to MyTelkomsel user and ask my social media followers to forward this survey to people who they know using MyTelkomsel. In 4 days the result had been completed by 25 people. You can take a look in this link.
Result and Key Insights from the Survey
Findings of Primary Research
Through our detailed exploration of the app, we identified and classified specific usability issues and pain points. The insights gathered are organized into thematic groups using an affinity diagram, a straightforward method that aids in structuring a cohesive narrative.
The findings represent the primary information collected from the participants. Based on the data collected there are 9 areas to improve.
POV (Problem Statement)
Based on the findings and explorations of user satisfaction. This research aims to illuminate the areas that need to be improved. This research seeks to uncover insights that might contribute to the ongoing discourse on user satisfaction. My POV acknowledges the complexities inherent in the issues.
User Persona
From the results of the survey and feedback, my team created a user persona that will make user-centered products and services that effectively address the needs, goals, and behaviors of the target user of myTelkomsel.
As a result, our findings highlight needs of implementing a Change Customer Service photo with CS icon, Account Verification via WhatsApp/Google Account/Text messaging or the “Remember me” feature, payment with QR, Log-Out, adding search bar for entertainment. These insights will inform our design thinking process as we aim to enhance the app’s usability and overall user experience.
Ideas Our Team has
User interface enhancements 🎨
• Consistent design is crucial for a better user experience.
• Minimizing banners can declutter the interface.
• Highlighting product offers can improve visibility.
App functionality improvements 📱
• Simplifying app login and account verification is essential.
• Adding a “Remember Me” feature can enhance user convenience.
• Including a log-out button in the user profile page is necessary.
Content optimization 💡
• Prioritizing main product offers over entertainment content is recommended.
• Adding movie, live stream, and music content to the entertainment section can enhance user engagement.
• Removing features or content that cannot be used or are not ready for use is important.
Navigation and layout adjustments 🔄
• Improving the main hierarchy page can enhance user navigation.
• Adding a search bar to the Entertainment section can improve content accessibility.
• Changing the Entertainment menu to “Upcoming Products” can provide clearer information.
Search feature addition 🔍
• Including a search bar in the Entertainment section can improve user experience.
• Giving more detailed information about packages in the navigation bar can help users find relevant content.
- Adding a feature for payment with QR codes can enhance payment options.
Prototype
After determining 5 features that will be improved. We also selected 5 participants from the survey to conduct User Testing (UT). There are 5 scenarios that we asked participants to do.
a clickable prototype is developed using Figma to maximize the overall process! This prototype includes essential features such as implementing a Change Customer Service photo with CS icon, Account Verification via WhatsApp/Google Account/Text messaging or the “Remember me” feature, payment with QR, Log-Out, adding search bar for entertainment. Users will interact with these elements to experience and evaluate the proposed enhancements firsthand.
Testing: Our Results
During the testing stage of the prototype, we conducted usability testing through criteria of active My Telkomsel users, aged 20–40, Usability testing is carried out directly to 5 users to try 5 prototype scenarios with the following commands:
Scenario 1 (Log In) Command: The user is asked to test Login manually / Google Account and click remember me.
Scenario 2 (Main Page) Command: Users are asked to compare the old UI and the new UI on the main page.User is asked to search for Customer Service (back). Users are asked to see promos, ads, and entertainment (is it simple enough?)
Scenario 3 (Payment QR) Command : User is asked to purchase a package on the main page and pay via QR
Scenario 4 (Entertainment) Command: User is asked to search for Entertainment song “Nadine Amizah” (Is it easy to find?)
Scenario 5 (Logout) Command: User is prompted to log out of apps (is it easy?)
Goals
Goals of this Testing
- Do users understand the flow in login and are aware of the ‘remember me’ feature.
- To find out how easy it is for users to find CS and promo menus.
- To find out whether the payment feature via QR adds to user convenience.
- To find out the response of users to the entertainment feature, that has a search bar.
- Is the log out button easily discoverable by the user.
Result and Insight
All users managed to do all five scenarios that have been created in the form of prototypes. The CS feature in scenario 2 has a lower score than the other four scenarios. Overall, all users managed to complete all five scenarios, and CS features needed improvement.
My conclusion
Working on the MyTelkomsel project has taught me some valuable lessons that have shaped how I approach UI/UX design:
1.Small Changes, Big Impact: I’ve learned that even the smallest design tweaks can significantly enhance user experience. It’s all about paying attention to the details that matter most to our users.
2.Putting Users First: Understanding our users’ needs has been crucial. It’s not just about what looks good; it’s about creating designs that solve real problems and make their lives easier.
3.Seeing Challenges as Opportunities: Even when our designs seem to be working well, taking a user-centered approach often uncovers areas where we can do better. It’s about continuously evolving and refining our solutions.
4.Creating Meaningful Interactions: By focusing on improving how users interact with our platform, we’re able to create experiences that are not only functional but also enjoyable and engaging.
5.Teamwork that Drives Success: Collaborating closely with my team has been key to our success. By pooling our ideas and perspectives, we’ve been able to achieve more than any of us could alone.
My experience with MyTelkomsel has shown me the importance of thoughtful design, empathy for users, constant improvement, and effective teamwork in creating designs that truly resonate with and benefit our users.
