Product Journey: Revamping DANA Indonesia
Binar Academy (Final Bootcamp Project)
Led a product design and research initiative to revamp key user flows of the DANA digital wallet as part of a Binar Academy final project, focusing on improving onboarding, login, premium upgrade, and customer support experience.
Read full articleUsers of the DANA app reported major pain points in login friction, difficulty upgrading to premium, and poor support access. Benchmarking against competitors revealed inefficient flows and overly complex processes that reduced user satisfaction and conversion rates.
- 01
Conducted user research including analysis of one-star reviews and user interviews to identify primary pain points
- 02
Created user persona and mapped key user problems for login, premium upgrade, and customer service
- 03
Benchmarked against competitors (OVO, LinkAja) to identify opportunities for simplification
- 04
Redesigned core flows such as onboarding, login, premium upgrade via home page, and customer support adjacency
- 05
Prototyped and iterated designs based on usability testing feedback to validate improvements
Delivered a set of revamped UI/UX flows that reduced unnecessary steps, introduced fingerprint login and home-page upgrade entry, improved feedback clarity (e.g., blurry photo guidance), and integrated direct access to customer service, improving the overall user experience.
Simplified onboarding and premium upgrade process
Added fingerprint login and in-app customer support pathways
Redesigned UI based on competitor benchmarks and user pain points
Interested in working together?
I'd love to discuss bringing this same approach to your product challenges.