TradeID

RESEARCH & PRODUCT OPTIMISATION

TradeID

User research and product design foundations for an Indonesian fintech startup

CHALLENGES

Using user research to drive decisions

An understanding of target users which enabled business, product and design decisions to be made with customers front of mind.

23

in depth interviews

1

quantitative study

Entry

into Y combinator 2019 batch

What they said

Quote

We worked with E8 on customer development, user journey mapping & UI/UX. E8 was able to pull out customer insights that have changed the way we think about our customers & were instrumental in driving our design direction.

Quote

Rohit Mulani

Founder

How we did it

E8 involvement

Understood early adopters needs

RESEARCH

Understood early adopters needs

  • Conducted 23 in-depth interviews with Indonesian investors to build a deep understanding of early adopters

  • Ran a quantitative survey with 90+ participants to validate the qualitative findings at a larger scale

  • Collaborated with the team to convert research findings into the right product and business model for MVP

Conducted a UX & Design review

PRODUCT DEVELOPMENT • UX & DESIGN

Conducted a UX & Design review

  • Ran a UX & Design review to critique the app experience against the target persona and behavioural psychology principles

  • Prioritised optimisation areas after considering impact vs. effort

  • Provided design recommendations for the highest priority optimisations

Iterated the app visuals

UX & DESIGN

Iterated the app visuals

  • Collaborated with TradeID design team to refactor the apps visual style guide

  • Created new versions of key screens in line with the new style

  • Provided assets and recommendations on design process and workflows