Outwards and Inwards Experiential Transformation:
Ardy Alam
VP Product Management
KASKUS
Ketut Sulistyawati
Founder, Principal Consultant
Somia Customer Experience
a KASKUS case study
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
About KASKUS
● Founded in 1999
● The largest social commerce
platform in Indonesia:
○ Online (Mobile Native App,
Mobile Site, Desktop)
○ Offline (Community Events, Gatherings, CSR)
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
About KASKUS
● Organic growth
● Has its own cultures and lingos
● Hard-core fans
● Unique brand personality
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Despite being one of the pioneers in digital startup in Indonesia, KASKUS keeps improving its UX
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
User background varies
• Older hardcore fans are comfortable ‘the way it is’
• Younger users feels the user experience is no
longer relevant. Expectation on UX is high, wants
the latest and greatest
external considerations
Technology & security standards evolve
• Mobile adoption grows significantly but readiness
to adapt was slow
• Variety of devices, OS versions
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Organizational vision varies • Rapid growth of team, new perspectives
• Gen X vs Gen Y vs Millenials
Internal considerations
Seeking alternative ways to monetize • Team challenged to grow traffic = grow user base
• Product experience sacrificed for monetization
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Addressing The Issues
1 internal discovery 2 customer
centricity 3 MOnetization ideas 4 MObile
first
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
We started with internal discovery
These are done by neutral independent consultants
1 internal discovery
● Interviews with the Founders and C-levels, key employees (old timers are influencers) to understand their point of views and vision.
● ‘Organizational Ethnography’
● Look into historical data
● Hypothesized direction to be further investigated with users
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
We involved users along the journey ● Interviews with existing users, potential users, non-users
● Informal discussions through community gatherings
● Usability testing sessions
● Online surveys
2 USER CEntricity
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Users hated the banner ads.
How might we monetize without sacrificing the user experience?
3 monetization ideas
Leveraging existing user behavior to develop creative monetization solutions, example:
● Native content advertising
● Kaskus Plus - premium users
● Sundul, gan!
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
‘Sundul’ a way that users do to push their contents to appear higher in the listing page
”SUNDUL” explained
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
SUNDUL, GAN!
1 Gamification for Sundul Give free sundul for users after they have successfully completed transactions on FJB, or other activities
2 Simple to Sundul Simple action to ‘sundul’ instead of manually enter text on the post. This makes the post more elegant too.
3 Monetization Users can buy sundul package if they have run out
1
2
3
CONCEPT
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
We need to create consistent and continuous experience across platforms
4 MOBILE FIRST
● 63% access from mobile browser
● 30% access from desktop browser
● 5% access from Android app
● 2% access from iOS app
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Started from mobile web, translated to the other platforms
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
But most importantly, all of these will not be successful without...
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Cross functional involvement
Collaboration across product team with UX,
sales, marketing, CS, operation, facilitated by
consultants
Key Ingredients for Success
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Phased Approach Large scope = big chaos. So we took a
phased approach with clear milestones
instead of trying to solve all at once.
Key Ingredients for Success
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Agreed vision, strategy, and
product positioning
Agreed direction on how the four
products connect to one another
Agreed features, structure, and
content direction
Discovery Research
Master Blueprint
Mobile Web
Website, iOS, Android
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Building Team confidence: • Team members present to Management in milestone review
• War room with walls filled with the materials
• Practice sessions the day before
• All key stakeholders (Founder and C Levels) attended
• Everyone takes turn walking through the design in the wall
• Questions and concerns are addressed on the spot
• Signoff to proceed
Key Ingredients for Success
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
● Revamped the main pages
● Launched native apps for
commerce
● Up-to-date experiences,
yet preserving the unique
personality
On the Product
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
● Less display banners, more content
marketing
● Standardized ad positions, easier to sell
● Data driven decisions
Business Impact
Overall : increase in revenues
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
● User research embedded in the development process
● Multiple iterations, prototyping
● Monitor, observe, and analyze user behavior after going live
○ Google Analytics Premium
○ Forum KSP (“Critics, Suggestions and Questions”)
impact on the Internal Process
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Create a stage for the team to shine
and run the show
Consultant is invisible;
behind the scene
view from Consultant
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
1. In order to stay relevant, the product needs to evolve and adjust its experience, but without losing its soul.
2. Transformation does not simply means changing the UI
3. Spirit of collaboration, including the BOD and management
4. Trust but verify
5. Continuous improvements everyday: monitor, observe, adjust as needed
Lessons Learnt
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Thank you
Ardy Alam
Kaskus ID: aa976
linkedin.com/in/ardyalam
Ketut Sulistyawati
Twitter: @tyawati
linkedin.com/in/sulistyawati
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX