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Digital Product Design Fintech Digital Payments

Differentiated payments proposition

A leading Indonesian automotive and financial services group wanted to enter the digital payments space. With a basic version of the product in the market and no clear value proposition or product launch strategy.

Approach

Remote 6-month support with client, cross-functional client, and McKinsey team to identify new value propositions through research, design, and development of the MVP. Agile product management, sprint methodologies, and roadmap CVP based on the digital wallet's existing features. Client capability development through coaching, a product research playbook, and masterclass workshops.

Role

Design lead who developed the research program, executed it, and defined customer insights. Led workshops and refined product offerings through concept testing and product feature validation.

Digital Product Design Customer Research Value Proposition Prototyping Design Systems Product Definition and Roadmap Capability Building Product Concept Testing Design Execution
Astra digital wallet — product overview
Astra Triple Diamond process diagram
Astra digital wallet — front cover concept 1
Astra digital wallet — front cover concept 1a
Astra digital wallet — front cover concept 2
Astra digital wallet — value proposition
Astra product design slides — slide 1
Astra product design slides — slide 2
Astra product design slides — slide 3
Astra product design slides — slide 4
Astra product design slides — slide 5
Astra product design slides — slide 6
Signature Moment — AstraPay Privilege
Signature Moment — Dynamic Financing
Signature Moment — Pay Later
Signature Moment — Promotions
Signature Moment — Smart Wallets
1M+ New registered users for client's digital wallet

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