While Lakuemas has grown to over 500k app downloads mainly from partnerships with Tiktok influencers, they faced low conversion from organic web traffic due to their outdated and unclear website. This has led to lots of lost opportunities to educate and convert visitors who land on their website.
A sketchy, text-heavy, inconsistent, and illogical design creates untrustworthy and confusing website, preventing customers from understanding the product. This frustrating experience leaves them with an unpleasant memory, ensuring they will never come back.
Indonesian consumers value brand identity and reputation. To stand out in the competitive gold investment market, Lakuemas must focus on building trust.
However, a lack of clear branding identity, sketchy and illogical design, excessive and vague text, and an outdated, non-responsive layout have led to 98% of Indonesians who access the internet via mobile leaving the website within 5-10 seconds, resulting in the loss of potential young investors.
Indonesians research brands on their phones, with 80% changing their purchase decisions after consulting their devices.
Is the average internet speed, that is why designers and developers should prioritize optimizing websites.
More than half of mobile visitors will leave a website if it takes more than 3 seconds to load.
Before diving into the design process, I analyzed both direct and indirect competitors to understand the landscape of gold investment platforms.
To summarize: Established companies like Antam and Lotus Archi prefer old-fashioned web designs without mobile apps, perhaps because they rely on government backing and assume users are used to this. On the other hand, newcomers like Sakumas and IndoGold prefer minimalistic, user-friendly websites but fall short on providing detailed information and mobile support.
To continue our research, we conducted 25 interviews. This allowed us to deeply understand Lakuemas' current and former customers on a personal level.
We asked them these questions:
Most customers are seeking trust confirmation and want to know if digital gold has real-world value and security. They want to understand why investing in gold is beneficial but are often confused by complex explanations and terminology. Many are first-time investors looking for simple guidance on how to invest in gold.
They want to know:
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What is Lakuemas? Why should I trust it?
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What is digital gold and how it works?
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Why invest in gold, not stocks?
Based on all these information we came up with 4 main personas:
* click right to see all 4
The website experience is confusing and off-putting, leaving users unsure about the product. Overwhelmed by cluttered promotions, text-heavy presentations, and unclear explanations, they remain uncertain of the app's purpose.
Visitors don't trust the website, and despite repeated efforts to find clarity, are left overwhelmed and confused, ultimately leaving the website without understanding its offerings.
Previous user journey:
Previous user interviews showed that confused visitors couldn't understand what Lakuemas is from the homepage and due to illogical and unintuitive navigation menu failed to find any clarity despite exploring other pages.
Previous navigation menu:
My attempts to figure out the system:
Feature/Product names are unfamiliar to new customers and cause confusion.
Repetitive information throughout different sections.
The navigation structure is overcrowded, makes it difficult to find desired information.
Features are grouped illogically, with some sections not fitting within their categorized group.
The updated navigation system has become easier and more intuitive. The "Product" and "Sell Gold" sections are now grouped together, with subgroupings for digital and physical gold to enhance clarity. Confusing feature names have been replaced with clear descriptions.
New navigation menu:
After understanding our customers priorities and preferences, I created a layout plan for the Homepage. This plan ensures that it contains essential elements in a logical order to meet our users' needs:
1.
A clear description of the product and its functionalities.
2.
The current gold price.
3.
Benefits of investing in Lakuemas digital gold.
4.
Step-by-step instructions on how to invest.
5.
A social proof of positive experiences with the service.
6.
Evidence of Lakuemas's credibility, professionalism, and legitimacy.
I tried to include all needs in various orders to find the most logical and smooth arrangement for customers.
We tested these wireframes on 25 users, and received both positive and negative feedback, which we implemented in the final design:
Clear understanding of what the product is.
Provides clear steps on how to use the app.
Successfully conveys trust and seriousness.
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The content is still too text-heavy and crowded.
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Lack of sufficient interactive elements.
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The detailed graphs about gold prices are unnecessary.
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The section on printing fees is confusing.
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Insufficient information about main features.
Starting my first project in Indonesia, I quickly realized that not knowing the local culture could lead to incorrect conclusions. This taught me to approach the market without any assumptions, especially because outcomes in new territories can be unpredictable.
Curiosity is key, and continuously seeking out information is essential. I dedicated weeks to learning everything I could about Southeast Asian cultural and design preferences, the shift from computer to mobile usage, and other local nuances. This effort to understand our target audience was crucial. Without this deep dive, we wouldn't have been able to achieve our redesign goals—a step often overlooked by competing companies.
