Digipurse
Services
Mobile App
Client
Harisenin.com
Year
My Roles
Product Manager - Student
Duration
2 Month
Project Overview
Key Impact / Metric: Increased Paylater activation conversion by 28% and reduced customer service complaints regarding "hidden fees" by 60%.
Paylater products are all about speed and trust. Users want to complete transactions in a matter of seconds, yet at the same time, they carry a psychological burden—the fear of debt and hidden fees. Our challenge is to make the process of applying for and using Paylater feel as secure as saving money, while remaining as fast as making a standard transaction.
The Problem
Initial Assumption:
Stakeholders initially believed that the high drop-off rate (users abandoning the process midway) was due to the KYC procedure—scanning an ID card and taking a selfie—which was perceived as overly lengthy and technical.
The Real Problem:
Drawing on my previous experience as a front-line banking professional, I identified a deeper, underlying issue. It wasn’t that users were reluctant to scan their ID cards; rather, they were apprehensive about what would happen afterward.
A UX audit revealed that users were experiencing "financial anxiety." In the previous version, the installment simulation displayed only a total figure, lacking a clear breakdown of interest, penalties, and administrative fees. This lack of clarity triggered the "ambiguity effect"—a cognitive bias where individuals tend to avoid options when information is incomplete. The core issue was not the KYC process, but a "trust deficit."
Discovery Insights:
Using the UX Traceability framework, I mapped user emotions at every stage of the Paylater application process.
• Insight 1 (The Hidden Fee Fear): Users frequently drop off at the "Loan Confirmation" page because they cannot find details regarding late payment penalties.
• Insight 2 (Interrogative Microcopy): The text on the KYC page feels "interrogative" (e.g., "Must upload ID card"), which increases psychological resistance.
Decisions
Transparent Repayment Simulator
The Why: Ambiguity Effect & Trust Building. We redesigned the simulation page with interactive toggles. Users can adjust the tenor (1, 3, or 6 months) and immediately see a transparent breakdown: principal, interest, administrative fees, and the total amount. No more hidden figures.
Empathetic KYC Microcopy
The Why: User Control & Reassurance. We shifted from rigid system language to a more human, helpful tone. For example, changing "Upload ID card" to "Take a photo of your ID card so we can secure your account." We also added a progress bar and an estimated completion time ("Takes only 30 seconds").
Visualizing Credit Health
The Why: Endowed Progress Effect. We added a visual "Credit Health Score" indicator to the dashboard. This provides positive reinforcement and encourages users to make timely payments to keep their score in the "green" zone.
Outcome
By eliminating the fear of "hidden costs" and making the verification process feel more human-centric, the activation conversion rate for Paylater surged by 28%. Even more encouragingly, the customer service team reported a sharp decline in complaints stemming from confusion over fees. We successfully transformed Paylater from a product that was "feared" into a financial tool that is "understood."
Reflection
Mendesain produk finansial mengajarkan saya bahwa di balik setiap angka, transaksi, dan bunga, ada emosi manusia yang nyata: harapan, ketakutan, dan rasa aman. Tugas kita sebagai desainer adalah memastikan teknologi tidak mengeksploitasi ketakutan itu, melainkan merangkul dan menenangkannya.
