UX Research & Design Thinking

MyTelkomsel UX Case Study

Sep 2024 - Dec 2024

Personal Project

UX Researcher

Design Thinking

Figma

User Research

Prototyping

Customer-Centric Design

Usability Testing

Overview

Conducted a comprehensive UX case study for MyTelkomsel application to understand and solve user problems following the app's transformation into a Super App. This study employed a customer-centric design thinking approach to improve user experience in accessing core features such as quota checking, package purchases, and issue reporting.

Key Objectives

Understand user pain points after Super App transformation

Improve accessibility of core features like quota check and package purchase

Enhance user experience through customer-centric design thinking

Redesign homepage to prioritize essential user needs

Problem

Despite MyTelkomsel being the main gateway for Telkomsel's digital transactions, the latest version received numerous user complaints. The app's transformation into a Super App created usability issues that frustrated users.

Key Challenges

Non-intuitive interface: core features like quota check and package purchase were hard to access

Poor app performance: frequent lag, crashes, and slow loading times

Hidden help feature (Veronika): users confused about how to report issues

63% of Google Play users gave 1-star ratings, indicating high frustration levels

58.8% of users still visit GraPARI stores because the app doesn't meet expectations

Business Impact

These usability issues were driving users away from digital channels back to physical stores, undermining Telkomsel's digital transformation goals and increasing operational costs.

Process

This study was conducted using a comprehensive Design Thinking approach, focusing on understanding user needs and creating customer-centric solutions for the MyTelkomsel application.

Phase 1: Empathize & Define

3 weeks

Conducted surveys with 19 Gen Z and millennial users from Jabodetabek and outer Java

Identified core user needs: quota/credit check, package purchase, bill check, and issue reporting

Analyzed user behavior patterns and pain points

Mapped current user journey and identified friction points

Phase 2: Ideate

2 weeks

Created solution sketches to prioritize core features on homepage

Redesigned positioning of Veronika feature, point check, and package purchase for better visibility

Brainstormed information architecture improvements

Developed multiple design concepts based on user needs

Phase 3: Prototype

4 weeks

Redesigned MyTelkomsel homepage using Figma

Adapted design to match core user requirements

Created high-fidelity prototypes with improved navigation

Integrated point check and point exchange in unified location

Phase 4: Validate (Future Recommendation)

Planned

Recommended usability testing as next phase

Proposed A/B testing for redesigned features

Suggested user feedback collection methodology

Planned iterative design improvements based on testing results

Results

The UX case study delivered a comprehensive redesign of MyTelkomsel's homepage, prioritizing user needs and improving feature accessibility based on design thinking principles.

Key Metrics

User Rating Issues: 63% 1-star → Redesigned

Addressed

Core Feature Access: Hidden/Complex → Prioritized

Improved

GraPARI Dependency: 58.8% → Reduced Target

Strategy

Design Approach: Feature-focused → User-centric

Transformed

Outcomes

Redesigned MyTelkomsel homepage to make core features more visible and accessible

Reorganized feature hierarchy based on user impact and needs: quota check, package purchase, and reporting

Proposed integration of point check and point exchange in unified location

Identified that 58.8% of users still visit GraPARI due to unmet app expectations

Created customer-centric design framework for future MyTelkomsel improvements

Established foundation for usability testing and iterative design improvements