Role: Facilitator, Mentor, Hands-on.
In Indonesia, 97% of the total 355.5 million mobile connections are on prepaid. Most of them are mobile-first users with limited data package or connectivity. Every MB matters to them, but at the same time they’re hungry for content and social interaction. There are 130 million active Facebook users and 62 million active Instagram users in Indonesia.
LOOP-a prepaid service launched in 2014 by Telkomsel, was created for the youth segment-age 12-19. They have different needs, goals, challenges and aspirations. LOOP is not just about mobile service. It has offline activities as well. Its mission is to help the youth to find his/her true self and contribute productively and positively to the society. Today, LOOP-with its 20 million users, is the 3rd largest contributor to the overall revenue of Telkomsel.
Loop Station, a place for Loopers-the user of LOOP, to gather, interact with others, and trying out new digital products/technologies. This was the first station in Bandung, Indonesia.
First redesign and understanding the users and business goals
LOOP already launched a site with the goal to engage the users beyond telco services, but the site was obviously not designed for the specific target users; it’s lacking the crucial aspect of the users mindset: mobile-first.
There were a lot of small details to improve; the readability, the visual design, the information flow on the homescreen, and so on. Before that, we took a step back and listed down the key characteristics of our target users.
The target users fall into Gen-Z category, which share certain characteristics:
Short attention span, only 8 seconds (compared to gen Y’s 12 seconds), so the message needs to be brief and to the point.
On average, juggle between 5 screen at a time, compared to gen Y’s 3 screens.
Influenced by edgy campaign, with mobile-first and short video.
On average, watch videos 2x compared to other gens.
Visual Depth (storytelling & visual display), they use Snapchat and Instagram, instead of Facebook/Twitter/LinkedIn.
Pragmatic - demanding, confident, find realistic solutions to problems, and result-driven.
Prefers uplifting & positive message, e.g changing the world.
We made sure the business goals and the metrics were clear, so we’re not just designing things to make it look pretty. An example of engagement metrics, was the number of articles read per user/day.
The 302% increase in engagement
We aimed for the improvements to be done in 2 months, releasing the site as soon as we can-although it’s not perfect, and improve it later based on data. The results had been fantastic. The Product Page-where we make money by selling prepaid and data packages, got a 302% increase in visit. Users also spent 90.5% more time on the site, which was good because we’re not just selling telecommunication services, we wanted to engage youth through content that’s relevant to them and facilitate social interaction among them.
Engage users more
After the successful redesign of the site, and while having a discussion with the Data Team, we found out that the users who actively use the site, their ARPU is 2x than the users who don’t. It triggered the team to think of other engagement channel, aside from driving more users to access the website. App is popular in Indonesia, and people like app more because it’s fast and can be optimised for data usage. The team started a Design Sprint to come up with an app, and now it’s in development stage.
The team has built a good momentum. The goal to help youth find their true selves stays true, and we’re excited to see how our product helps them to have positive impact on the society.