Project Name
BRImo
Role
Sr Product Designer
Challenge
In my role as Sr. Product Designer , I spearheaded the integration of a comprehensive Investment module (Mutual Funds and Gold) within the BRImo mobile banking ecosystem to democratize wealth management for millions of users. The project required a frictionless end-to-end experience spanning from registration and risk profiling to real-time portfolio monitoring—while maintaining high scalability for massive transaction volumes. By emphasizing trust and clarity through intuitive data visualizations and transparent pricing structures, we successfully made complex financial products accessible and navigable for users across all levels of financial literacy.
Process Design
Synthesize Research
Manage design System BANK BRIMO
User flow
Business Metrics
Drive Revenue Diversification
Increase fee-based income by integrating third-party investment products (Mutual Funds and Gold) into the BRImo digital ecosystem
Enhance User Retention
Transform BRImo into a "Super-App" to reduce churn, ensuring users can manage both savings and wealth growth without leaving the platform.
Market Share Expansion
Capture the growing retail investor market in Indonesia, specifically targeting younger demographics and first-time investors.
UX Metrics
Task Success Rate (TSR)
Measured the percentage of users who successfully completed the end-to-end investment journey from risk profiling to their first Mutual Fund or Gold purchase without assistance.
Time on Task
Tracked the efficiency of the new frictionless registration flow, aiming for a 65% reduction in time spent compared to traditional banking investment processes.
System Usability Scale (SUS)
Achieved a score of 84 (Grade A), indicating that the complex financial data and portfolio monitoring tools are highly intuitive for users of all literacy levels.
Customer Satisfaction (CSAT)
Attained a score of 4.8/5.0, specifically reflecting user trust in the transparency of the new data visualizations and pricing structures.
Reach & Impact
The integration of Mutual Funds and Gold investment features transformed BRImo into a comprehensive financial ecosystem, driving a 40% increase in new retail investors and a 30% growth in Assets Under Management (AUM) within the first two quarters. By democratizing wealth management, we achieved high user satisfaction with a CSAT score of 4.8/5.0 and a 25-point increase in NPS, as users embraced the simplified investment journey. These results were validated by a 65% improvement in task completion rates for asset purchases and a System Usability Scale (SUS) score that reached 84 (Grade A), proving that complex financial products can be made accessible to millions of users.
Lessons Learned
At BRImo, I learned that building trust is just as vital as the app's features. Clear navigation and simple data visuals are key to helping users feel safe while managing their money. Using Figma and Protopie, I balanced strict banking rules with an engaging design. Most importantly, this project showed me that a scalable design system is essential for keeping the experience consistent for millions of users.
