DANA Goals

Introducing DANA Goals, your ultimate savings companion. Despite the limitations of e-wallets, such as Rp10.000.000 maximum balance and 0% interest, we triumphed over those doubts. Today, DANA Goals stands as one of the most cherished features within DANA.

PROBLEM

Financial Inclusion = For Everyone

Bank account penetration struggles in Indonesia, particularly among the lower socioeconomic population who are often discouraged from opening one. During my research, one respondent's comment: "Bank is only for the wealthiest" highlighted the existing gap for beginner and micro-savers to reach their life goals.

IDEATION

Spark Joy, Create Habit

After a session of mini design sprint, I drafted the first wireframe of DANA Goals. The idea is very simple: to create a goal-based savings. That's it, until my insecurity crept in that this straightforward approach won’t be able to hook the users to save consistently. Promos and discounts attract lots of user, what we want is to bring stickiness and more habitual behavior.

Feeling stuck, I explored every possible avenue—adding, removing, reorganizing—anything to ignite inspiration. And then, a brilliant idea struck me like a lightning bolt: a small but delightful reward for our users—an evolving goal illustration. It was my "a-ha" moment, the missing piece that would infuse joy and motivation into their savings journey.

To amplify the fun factor, we took it a step further by integrating with DANA Feed. Now, users can share their exhilaration upon achieving a goal! Our aim is to create a social reward system, where receiving reactions and comments from friends becomes a source of validation. And guess what? It's also an opportunity for their friends to stumble upon the wonders of DANA Goals and join the excitement!

VALIDATE

Minor Usability Problem Uncovered

Our user testing involved 4 UT (Usability Testing) sessions with two distinct user segments: domain experts in digital banking and individuals with goal-based saving behavior. During one of the sessions, a respondent expressed frustration over the inability to find an option to edit their goal.

In response to the issue raised by the first participant, I swiftly created an alternative design to address the problem. I relocated the edit button to the bottom and made it more prominent. Surprisingly, participants 2, 3, and 4 encountered no issues with this new design, and their time on task significantly improved.

What's truly heartwarming for me is that all participants expressed their love for the sense of "appreciation" they experienced while progressing towards their goals. The feeling of fulfillment upon completion resonated deeply with them. ❤️

OUTCOME

We Achieved Our Goal

A month has passed since the full rollout of DANA Goals to our users, and we anxiously awaited the data to appear on our screens. What unfolded before our eyes was truly astounding — without any marketing efforts, DANA Goals gained exceptional traction.

The numbers and metrics tell a remarkable story. Most importantly, an incredible validation of our product's appeal and value to our users.