Improving Ideation for DANA using Design Thinking

6 min readNov 25, 2021

Introduction

Paying anything easier with a single touch of a finger. Through DANA, you can make practically any transaction, from bill payments, barcode scan transactions, to e-commerce. #GantiDompet and enjoy a faster, more practical, and secure payment method. (source: DANA)

In this post, we will attempt to improve DANA application with the Design Thinking method using the empathy approach.

(Disclaimer: this study represents a personal analysis and does not represent any views from DANA.)

Empathize

DANA’s User Persona

A. Data from Playstore

The image below illustrated 75 data with 1 star ratings captured on Google Playstore.

Figure 1. 1 star on Playstore for DANA (source: Author)

21 users (28%) indicated customer service issues.

No response from customer service, not helpful. Useless app.
Very frustrating app, failed to perform transfer since morning, help centre was very slow, didnt have any answer till now.. Not recommended …

19 users (25%) indicated login issues

I would like to report an issue. I couldn’t log in to my DANA account. It keeps on saying “system is busy”. This has been going on for a couple of months. Please fix this as soon as possible. Tried to contact through WA and Dana’s Contact Us feature but zero results

13 users (17%) indicated Premium Account Upgrade issues

More than 50x was successfully upgraded to Premium and more than 50x was immediately cancelled. Cannot upgrade permanently to Premium. (Claimed to )Always works, but always fail after a few hours. I don’t know what happens. The promotions are useless, there isn’t a single voucher that can be used, especially the promo

B. Interview Dana Users

Based on the above affinity map, it can be concluded that 2 out of 3 users complained about login and 2 out of 3 users complained about upgrade premium account.

C. Benchmark to DANA competitor

Here are the insights from DANA competitors on Premium Upgrade feature:

1. Premium Upgrade facilitated via Home Page

2. Username appears in Home Page

3. Upgrade process flow doesn’t require any supporting documents

4. Tutorial on taking E-KTP photo available

5. Feedback mechanism when the taken photo is blurry

6. Upgrade process flow in OVO & LinkAja only require 9 steps, while DANA involve 12–13 steps.

3. Ideate

Design Ideation

DANA’s Design System

A. Upgrade Premium

What are the differences?

1. Nickname appears in Home Screen

2. Number of processes is reduced

3. Premium Upgrade feature is added in Home Screen

4. Direct feedback is provided after photo is taken

Does it solve the problem?

“Is my photo looks blurry?”
“Why is it taking too long? I need to use the payment!”
“Is photo of my KTP is not enough?”
“AAAA! Why the photos is always failed and considered blurry?”

B. Onboarding Process

What are the differences?

Fingerprint verification is added.
Name for personalization is added.

Does it solve the problem?

“Can’t register new account, more than 5 OTP code sent to me, type it and always this system busy error message. What’s wrong?”
“It keeps looping between enter PIN, phone number, and OTP”

C. Login

What are the differences?

Fingerprint verification is added.

Do they solve the problem?

How can we help users to get into the application more easily and pleasantly?

D. Customer Service

What are the differences?

Direct connection with customer service staff through the application.
The need to move to another application is eliminated.

Do they solve the problem?

How can we help users who want to make a complaint or seeking any helps in Help Center?

E. DANA’s NFC

There is a feature development, namely the Touch & Pay feature, which was developed by our team in this revamp. This feature is a new breakthrough payment feature via EDC machines for payments to merchants. This feature can also be used as an Electronic Money Top Up feature such as E-Money (NFC).

4. Prototype

Link

5. Test

Based on Maze Report, E-Money NFC Top Up Task scored the lowest SCUS value compared to other tasks. 4/4 User Usability Testing could not complete the task. This is because the user went to the ‘Pay with NFC’ screen instead of ‘Top Up E-Money’ screen. 1 User Usability Testing decided not to proceed because it failed to complete the task to arrange a E-Money Top Up payment.