Redesign Telkomsel POIN on MyTelkomsel App
One of the most credible and trusted operator communication providers in Indonesia, Telkomsel is known as the first 5G operator which had supported the 2018 ASEAN Games at Stadion Gelora Bung Karno, Jakarta. As well as being nominated as having the most innovative approach to Mobile Security and as a telecommunication provider that covers 95% network infrastructure, Telkomsel provides 50 CCTV Live-Streaming on Jalur Mudik Lebaran.
To develop Telkomsel’s business, it provides digital easiness. MyTelkomsel is a self-service application that provides new user experience and easiness for Telkomsel’s customers. You can add the credit or pay the bills, browse and activate packages, check and redeem POIN with ease.
Let’s Do Some Research
In order to know the customers, all we need is to listen. What I mean is listening with interest. How do I do that?
In July 2019, I focused my research on the qualitative method about Telkomsel POIN program: Check the awareness, usage frequency, and redeem history. Most of the customers are aware of the program, yet most of them don’t have experience of redeeming Telkomsel POIN because of a lack of clarity and information about the product. Another finding that I found was most of the customers only spare around 10–20 minutes to study the app, they mostly explore the information of package data, active grace period, and also check the card’s credit.
As consideration of valuing their time, I try to increase the awareness of Telkomsel POIN for their own benefit. By doing that, it helps to increase the usage of Telkomsel POIN without taking a lot of time.
Huff... Now for the Tough Part, Analysis
A million thanks to Customer Journey Map method that helps me to analyze the findings. First of all, I created a simple persona, named Lia who is 35 years old, works as an entrepreneur, and lives in the urban city Jakarta, Indonesia. Her goal is to buy the package and check the information on the usage with limited time.
I have divided using MyTelkomsel POIN on the app into 4 levels: awareness, research, decision, and post-experience. Based on my findings, I put my improvement ideas for each level.
The reason awareness became the most important part is many of the customers weren’t aware of the existence of Telkomsel POIN promotions. For instance, exchanging with Grab promotions, Airy discounts, and many more. It’s quite hard to find which promotion that is suitable for their needs since they wouldn’t spend much time to explore all promotion on the app. There are main promotions on the top rolling banner at homepage to attract the attention of customers while they are looking for information about their charge amount, usage, or package information, which includes new information about the charge amount of LinkAja and the collected amount of Telkomsel POIN. Besides the top rolling banner, I also keep the existing recommendation promotions rolling banner at the bottom homepage as before, its promotion appears differently based on each customer profile. The most interesting part is the Wheel of POIN floating button to increase the experience of using and redeeming the Telkomsel POIN.
On the second level, research, there are few considerations while the customers look for suitable promotions, such as exploring promotional information, comparing each promotion, and evaluating its execution. Here are the promotion and detail information campaigns by its categories with additional best offering promotion banners at the bottom part.
After doing some research, they can finally make decisions. They want to make sure the steps to make a transaction with their collected Telkomsel POIN are right, so we can call this step as redeeming point experiences. At this level, they will explore their selected promotions, checking their points such as collected points information, and the way to redeem the points.
Last but not least, post-experience is the final level to determine if they are satisfied with the experience or will abandon these points program. As we know, the points program is similar to a loyalty program, the purpose is to get higher retention usage of the customer. If they are satisfied, there will be a higher probability to redeem points in the future and be willing to share their positive experiences with those around them. Most likely, they will be willing to explore their point promotions further, checking the redeem history, and get more information about their membership level.
As it is said:
Go through, what you go through.
I am glad to find out that the current design of the MyTelkomsel app is now much better than it was back when I redesigned the app at the end of July 2019. Impatiently, I’ve been waiting on the progression of the app, and I hope this writing helps you, the reader, to understand the process that I went through to understand the experience of using the app through the customers' perspectives.
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