Product Journey: Revamping DANA Indonesia
DANA Indonesia (Academic 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.
The Challenge
Users 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.
The Process
Conducted user research including analysis of one-star reviews and user interviews to identify primary pain points
Created user persona and mapped key user problems for login, premium upgrade, and customer service
Benchmarked against competitors (OVO, LinkAja) to identify opportunities for simplification
Redesigned core flows such as onboarding, login, premium upgrade via home page, and customer support adjacency
Prototyped and iterated designs based on usability testing feedback to validate improvements
The Solution
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.
The Outcomes
Skills & Methods
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