Use Case: Elevating PosAja by Pos Indonesia Mobile Apps to the next level.
Product Roadmap
Timeline
Product Requirement Document
Background
PosAja is a digital product that released by PT Pos Indonesia. Basically, PT Pos Indonesia is State-owned Enterprises under Ministry of State-Owned Enterprises (Kementerian Badan Usaha Milik Negara). PT Pos Indonesia found back then during The Dutch colonialism in East-Indies (Or as we know Indonesia in today era) around 1700’s and start to reform to the current enterprise in 1965. PT Pos Indonesia was start as a postal service and gradually change to logistic service to help supply chain all across Indonesia with cheaper price then the competitor.
PosAja is a digital innovation product that launched by PT Pos Indonesia in 2021 during pandemic time and Pos Indonesia also launched Pos Pay a financial application. PosAja aiming millennials to use their application but sadly there are some of problems occurred within the apps system.
Problem Discovery
The problem occurred by the users mostly about the system, how slow the courier agent picking up the package in user pick up address, how difficult to track down the package because it is to slow and sometimes not responding, and the verification code or OTP code that not received by the user during registration stage.
Heuristic Finding
After I did heuristic research toward Pos Aja application, I felt very confused to login and to operate the application. The application not using the common word for Indonesian and choosing to use not-so-common word. and when trying to register I was experiencing same thing with the user that ranting in App store and Play store — Not receiving OTP code, after several times I received the OTP.
After completing the registration session, and redirect to Main menu, there are some questionable things, like the scooper .gif that I think should be remove because It will make the system faster. And when clicking to check the tariff, to be exact in the document section the input is same with the goods section — I mean, a lot of people just sending A4 documents just a few persons that sending A0 documents, so there is no need to measure the length, weight and height. And also, there are some external apps that if you click will be redirect to the Play store (in my case because I use android) link which there is no application registered in the play store, and some external e-Commerce link, for example Filateli, Materai. And for Pospay, it should be embedded within the application, because there already resource to do cashless.
When you are clicking the product, there is something that touching my head. like there are 2 different sections when you clicked with 2 different purposes. But when you clicked each section, you will find exact same input.
Finally moving to Profile Page, there are an icon that not representing the phrase, I think if you are talking about password, you will be talking about protection, so it is better to put Shield icon rather than gear icon. Also, the referral code that changeable by the user will be a great mind storm for the data team. PosAja also have a Web Application, but you need to login through the Mobile Application same as WhatsApp web or desktop. the problem is not efficient for the user, they have to type and reading the code from the mobile application, so i think it is better to use QR Code to login. and I save this for the last because this is mind blowing, THERE IS NO WAY TO LOGOUT — or simply the UX designer playing Hunt-The-Button with the user. so basically, when I want to logout to login again was uninstall the application first and after that I reinstall the application to experiencing the login section.
Solutions
User Persona
So, in this user journey there is a 21-year-old meds student that live in Jakarta, his name is Andrew. Andrew is hustling guy, besides going to the class he also has a side business, he is a Z generation that always looking to their iPhone, because he always has sending package to his relatives frequently, he needs to do it in faster way, because he doesn't have any time to measuring the package and weighting it. he also loves to learn new stuff.
User Journey
Andrew has several expectations about PosAja; sending package with seamless process, sending package very easy, shifting from conventional logistic service to PosAja.
In here scenario Andrew is going to sending a package using pickup service. Start with Andrew finding the courier, because Andrew chooses pickup service that means he need to measure the parcel manually. After that, he needs to wait the courier to pick up the package. Finally, the courier arrived and send the package. After, Andrew will receive the Airway Bill.
Stepping forward, Andrew found PosAja, which he needs to install the application first. Then, he will be exploring the application to find the best solution for his problem. After found the solution he needs, he will be ordering the courier to pick his package. Because it is online Andrew just need to use Lidar Technology that embedded in his iPhone, with Lidar Technology Andrew just need to scan the package with his phone and will automatically measure the length, height, and width. And Andrew needs to wait for the courier to pick up his package after the courier picked up the package Andrew will receives the Airway bill. After that, Andrew can monitor or track the exact location of his package through live locator.
User Centered Design Canvas
Competitor Analysis
Go-to-Market Plan
Pre-launch
- Social Media Contents, in this stage we will use social media to post contents regarding our problems and features.
- Carriers for printed ads, basically this will work like and billboard but this one is moveable, and because PosAja is a product of Pos Indonesia — State-Owned logistical and postal services, there will be a plenty of armada.
- Social Media Marketing, using social media ads in meta to boost our post to get broader engagement.
- Search Engine Optimizer, using SEO to minimize the Costumer Acquisition Cost.
Launch
- Social Media Contents, in this stage we will use social media to post contents regarding our problems and features.
- Carriers for printed ads, basically this will work like and billboard but this one is moveable, and because PosAja is a product of Pos Indonesia — State-Owned logistical and postal services, there will be a plenty of armada.
- Social Media Marketing, using social media ads in meta to boost our post to get broader engagement.
- Search Engine Optimizer, using SEO to minimize the Costumer Acquisition Cost.
- Hiring Social Media Influencer, PosAja will hiring Social Media Influencer to use our product our review our product.
- Sales Enablement, brief and train the sales team to sell and market more.
- Early Adopters Incentives, Pos Aja will give promo and/ discount during a certain time for the early adopters.
- Press Release, Public Relation will make a press release and share it to press and media.
Post-Launch
- Customer Feedback, After the release we will ask feedback; Survey and/ interview in exchange promo.
- Retention, we will give a notification in their phone to use the product again and using voucher.
- Customer testimonial, we will ask a number of the customers to make testimonial video and share it on our social media.
- Product analysist, in collaboration with data and analysist we will analyze the product to find what is the problem for next iteration.
User Flow
Live Locator
Reguler Service, One Night Service, International Service
On Demand Service
User Experience/Wireframing
On Boarding
Main Menu
On Demand Service
Instants, Ekspress, Reguler Service
Kargo Service
International Service
e-Materai
PosPay
History
Reward
Messages
Profile
User Interface
On Boarding
Main Menu
On Demand Service
Reguler, One Night Service, Instants Service
Kargo Service
International Service
e-Materai
PosPay
History
Reward
Message
Profile
Prototype
You can experience the prototype by clicking This
