Optimizing App Flow
& Educating new
peer-to-peer
investors

Optimizing App Flow & Educating new peer-to-peer investors

Timeline

5 WEEKS

Responsibility

UI/UX DESIGNER

Tools

Figma, Maze, Whimsical, Illustrator

Type

iOS App

Project Overview

Amartha is a Peer-to-Peer Lending (P2PL) instrument offering Crowdfunding & Full investment system for Investors.
Their borrowers are mainly SMEs/UMKM, from local stores to local farmers. What's more, to help lenders select their potential borrowers, Amartha provides a credit scoring system based
on the borrower’s in running their businesses.

Amartha is a Peer-to-Peer Lending (P2PL) instrument offering Crowdfunding & Full investment system for Investors. Their borrowers are mainly SMEs/UMKM, from local stores to local farmers. What's more, to help lenders select their potential borrowers, Amartha provides a credit scoring system based on the borrower’s in running their businesses.

My final approach to this revamp was to optimize their whole experience with an added feature to educate new P2PL in choosing the right borrowers. This approach was based on research result and idea prioritization.

Impact Given

Project

🚀 83% Success Rate in usability testing

🎨 Built design system from the ground up

Personal

📝 Mastered unmoderated usability testing

👩🏻‍🎓Graduated from my Bootcamp with this project

Context & Research

I did user interviews and usability testing to gather contexts. As it turns out, investment is not some rocket science anymore for new Amartha users but they still experience problem using the app, especially their vague credit-scoring system.

"I'm active in Mutual Fund/Stock market, I only use Peer-to-Peer (P2P) Lending mainly for diversification"

— Insights from User Interviews

"How can this borrower's profile got an A credit score? What does it stand for? Why does she get an A but the one with bigger profits gets a B?"

— Insights from Usability Testing

From all the research methods, I was able to identify the following contexts

Users are experienced investors & uses P2P Lending for the low risk = high return

Users are experienced investors & uses P2P Lending for the low risk = high return

Users are experienced investors & uses P2P Lending for the low risk = high return

Determining profit is still difficult despite the credit scoring in Amartha

Determining profit is still difficult despite the credit scoring in Amartha

Determining profit is still difficult despite the credit scoring in Amartha

Marketplace Experience perceived as spending instead of investing

Marketplace Experience perceived as spending instead of investing

Marketplace Experience perceived as spending instead of investing

More information about credit scoring & proof of OJK-supervision need to be shown more

More information about credit scoring & proof of OJK-supervision need to be shown more

More information about credit scoring & proof of OJK-supervision need to be shown more

Which brings my core challenge in this revamp project:

How Might We help educate new P2P Lending investors
in optimally funding SMEs in Amartha App?

How Might We help educate new P2P Lending investors in optimally funding SMEs in Amartha App?

How Might We help educate new P2P Lending investors
in optimally funding SMEs in Amartha App?

Jump to Solution

Opportunities in The Experience

I created a user journey map to identify where frustrations could most likely occur. The map revealed that browsing, comparing, and checking out are the three key areas to prioritize during brainstorming. This helped me stay focused on answering the How Might We questions later on.

From there, I began my most creative process. From diverging ideas using How Might We, to converging ideas through Priority Matrix (Priority x Impact)

The Solution

Educative Onboarding

An educative onboarding is introduced upon registration. This feature provides essential information about Amartha’s borrower profiles, credit scoring system, and different types of lending.
By integrating this feature, I aimed to bridge the knowledge gap for first-time investors.

An educative onboarding is introduced upon registration. This feature provides essential information about Amartha’s borrower profiles, credit scoring system, and different types of lending. By integrating this feature, I aimed to bridge the knowledge gap for first-time investors.

Dashboard's New Look

The dashboard is redesigned to improve accessibility and visibility, making it easier for users to navigate the app. One of the key improvement was the borrower preview section, allowing investors to quickly glance at available lending opportunities and seamlessly access the full borrower list.

From Marketplace to Peluang

I revamped the copywriting from "Marketplace" to "Peluang" (which means Opportunity) due to many insights that "Marketplace" made investing feel like shopping. By renaming it to "Peluang," the app now conveys a investment-oriented representation while also reinforcing the idea that users are seizing opportunities rather than simply purchasing.