My Role
As Head of User Research and Product Design, I played a multifaceted role that include overseeing all product and end-user related research, strategy and design.
I was also responsible for building and managing a team of designers and researchers, ensuring that each team member was equipped with the resources and support needed to succeed. During my tenure, I tried to foster a collaborative and inclusive team culture, encouraging open communication and creative thinking.
My role also involved collaborating with stakeholders to define the product roadmap and prioritize features based on user feedback and business goals. I worked closely with the development team to ensure that the product was delivered on time, while also meeting the highest standards of quality and usability.
Background
Indonesia has one of the highest Maternal Mortality Ratio in all of southeast asia. Despite impressive economic and technological advances in recent years, 305 deaths still occur for every 100.000 live births, compared with 110 average for the rest of the region.
Most of these deaths are caused lack of access to qualified health professionals and medically-valid information. One of the government’s effort to combat these issues is the publication of the buku Kesehatan Ibu & Anak (KIA), a standardized book provided for new mothers to educate and guide them through their pregnancy and early maternity journey.
Diary Bunda was originally created as digital version of this book, trying to deliver all of the same key values through a much more convenient outlet.
The first iterations or initial version of the Diary Bunda application was created as a proof-of-concept to test the validity of the idea and gather early user insights. As one of the company first initial hires in Indonesia, I was brought in to help Diary Bunda expand on their early promise, improve their user experience and ensure the best delivery of our core value proposition.
Initial version of Diary Bunda
Design Process
During my tenure, our design process always began with extensive research into the needs and preferences of new mothers. This research informed the design decisions, which focused on creating a user-friendly interface that was accessible to users with varying levels of digital literacy.
We conducted interviews, surveys, and usability tests to gain insights into the needs and preferences of new mothers. This research informed the design decisions for the platform, ensuring that it met the specific needs of its target audience.
We also focused a lot of those research efforts towards our current active users to try to understand their expectations and get some ideas about things that our users feel the app need to improve on.
App Information Architecture
Survey Results (Sample)
Wireframe (Sample)
Design Files (Sample)
New Diary Bunda
Our research initiatives were instrumental in informing the design decisions for the platform. We understood that Diary Bunda need to address a fundamental need for new mothers: the need for support, understanding, and connection during one of the most challenging and transformative periods of their lives. We recognize that the journey through motherhood can be lonely and overwhelming. New mothers are inundated with advice, opinions, and information from various sources, which can often be conflicting and confusing.
With that in mind, we redesigned the new Diary Bunda platform around these core values:
Ease of Use
The new UI is designed to be simple and easy to navigate and understand, ensuring that mothers can quickly find the information they need without feeling overwhelmed. We simplify our feature offerings into only 3 core services:
Efficiency
We offer only the relevant information based on the user’s pregnancy age and/or any symptoms they are experiencing. No less no more.
Clarity & Validity of information
We provide evidence-based information and expert advice, presented in a clear and digestible format, along with the medical source and the identity of real doctors who approved the article.
These 3 core pillars of our app serves to re-emphasize our original value proposition.
With those values in mind, we simplified our feature offerings into only 3 core services:
Pregnancy Tracker
Providing guidance and medically valid information through all stages of the pregnancy journey
Ask Doctors
Making access to healthcare professionals easier and more affordable
Ask Mothers
Creating a safe space for mothers across Indonesia to have free discussions and find support in community.
The impact
During my 3 years as Head of UX & Product Design, Diarybunda enjoyed steady growth in overall engagement and user retention. I also initiated the UI analytics tracking plan to measure the continuous performance of our design work. Some highlights:
Average retention rate increased from 14% (Week 1 RR) to 38% (Week 4 RR)
Average weekly no. of articles views per user increased from 4 articles to 8,5 articles.
Increased the average community engagement score per user by 250%
Final Note
This case study was created to briefly describe the work that I did with Diary Bunda. I ended my tenure at Diarybunda on August 2023. All results and impact data are based on the state of the app on the time of my departure. I am immensely proud of what the team and I have accomplished together and have no doubt that Diary Bunda will continue to thrive and achieve great things in the future. If you’d like to check out the app
