SmartPay All-in-One Finance Super App
As part of my internship with Smartfren, I collaborated with my team to design SmartPay, an all-in-one financial platform integrated into mySF (Smartfren’s existing app). The product enables seamless cross-platform payment transactions into a single ecosystem
We pitched SmartPay to Smartfren’s executive board, resulting with high appreciation and invitation to discuss for the next step of implementations.
My Role
UI/UX Designer
Duration
2 Weeks, 2022
Team
4 UI/UX Design Interns, 1 Mentor
The Brief
As our final project at Smartfren, we were tasked with pitching a product concept that aligned with Smartfren’s business lineup. We proposed a Finance Super App, inspired by the efficiencies of digital wallets that arose in Indonesia. Our goal was to create an ecosystem where Smartfren users could transfer money, pay bills, invest, and more—all within a single app.
Challenge
Design Process
We start this process by studying the project goals, gather research, defining Information Architecture (IA), create design mock up, and test it to our user via Figma prototype.
The Rising of Digital Wallet
Indonesia has seen a significant increase adoption of digital payments with many company launching their own digital wallet to secure their market. Some of them are evolving into a super app and used by almost all groups of people.
Based on that information, we want to validate on why and how people are using digital wallet. We interviewed 6 peoples, ranged from 18 to late 40's who has used digital wallet apps to know their perspective. The findings are used to scope out SmartPay user target and objectives.
SmartPay User Target
All Economic Level
Aged early 20's to late 40's
People who likes to shopping
People who don't want to be bothered with pyshical cash
SmartPay User Objectives
User can make a payment without bringing physical cash
User want to be benefitted with promos from digital wallet
Fast and seamless transaction
Research and Findings
We conducted a competitive analysis of digital wallets in Indonesia to understand their features, design patterns, and user flows that worked in Indonesian market. We summarized our findings into a comparison table.
By analyzing the competitors, we came up with bunch of ideas that could enrich SmartPay advantage amongst other. We tested and validate those ideas to our mentor and other people to get their perspective, and got a positive responses.
Information Architecture and Wireframes
With solid information in mind, I start by creating the Information Architecture (IA) as foundation for the app structure. After everyone agreed with the IA, we started by designing the wireframe to get the big picture of each feature section.
High Fidelity Screen and Prototype
We continue to create Hi-Fi screens for each features, with the goals to make it as a prototype.
Onboarding Screen
Tease new user with SmartPay feature after they logged in
Merchant Payment
Make transaction in merchant store, safe and seamlessly
Split Bill
Easily split your bill—just snap a photo, let the app extract the details, and assign who pays and who receives in seconds
NFC Payment
More secure transaction option with NFC
Arisan
Indonesian way of saving collectively, withdraw each month in type of lotre for 1 person
Group Saving
Save together with your friends in one wallet
SMS Based Payment
Make transaction without any internet connection
Investment
Invest in SmartPay ecosystem, select stock manually or by rounding up your total transaction
Money Management
Track your income and expenses in SmartPay
Stakeholder Presentation and The Next Step
We pitched SmartPay to Smartfren executive board in our final week at Smartfren. The higher executive in the meeting room were impressed with SmartPay concept and interested to include it into Sinarmas, Smartfren's parent company, ecosystem.
The next few days after we pitched SmartPay, we were invited to a meeting with Smartfren's business team to talk about SmartPay next step. Unfortunately, it was our final day at Smartfren and they decide to hold the conversation into their extend.
Takeaways
This project was an exciting opportunity for me to collaborate with my team—from brainstorming ideas to successfully pitching them. I learned to listen, observe, and research user behavior, particularly in digital finance products, and transformed these insights into a well-crafted app concept. I also honed my design skills by iterating multiple times to refine the interface, ensuring it aligned seamlessly with the user experience.
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