Lakuemas

Empowering young Indonesians to invest in digital gold through a mobile app.

Empowering young Indonesians to invest in digital gold through a mobile app.

Empowering young Indonesians to invest in digital gold through a mobile app.

Lakuemas

Empowering young Indonesians to invest in digital gold through a mobile app.

Overview

Lakuemas is a mobile app for investing in digital gold, designed to combine the traditional reliability of gold with modern convenience. It is a subsidiary of Central Mega Kencana - Southeast Asia's largest jewelry conglomerate.


In response to the volatility of stocks and cryptocurrencies, which have caused significant losses for younger Indonesians, CMK launched Lakuemas. This app serves to reintroduce the younger generation to gold's stability as an investment.


Lakuemas contracted me to redesign their website with the primary goals of educating their young target audience on the benefits of digital gold investing, and improving conversion rates for app downloads from organic web traffic.

Role

Product Designer

Consultant

Skills

User Research

Visual Design

Product Strategy

Storytelling

Overview
Overview
Overview

Lakuemas is a mobile app for investing in digital gold, designed to combine the traditional reliability of gold with modern convenience. It is a subsidiary of Central Mega Kencana - Southeast Asia's largest jewelry conglomerate.


In response to the volatility of stocks and cryptocurrencies, which have caused significant losses for younger Indonesians, CMK launched Lakuemas. This app serves to reintroduce the younger generation to gold's stability as an investment.


Lakuemas contracted me to redesign their website with the primary goals of educating their young target audience on the benefits of digital gold investing, and improving conversion rates for app downloads from organic web traffic.

Role
Role
Role

Product Designer

Consultant

Skills
Skills
Skills

User Research

Visual Design

Product Strategy

Storytelling

Prototype

Lakuemas Before
Lakuemas Before
Lakuemas Before
Lakuemas Before
Lakuemas Before

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mainly from partnerships with Tiktok influencers, they faced low conversion from organic web traffic due to their outdated and unclear website.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. 

What is the problem with this website?
What is the problem with this website?
What is the problem with this website?
What is the problem with this website?
What is the problem with this 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.

Discovery Phase

Discovery Phase

Discovery Phase

Discovery Phase

Discovery Phase

Understanding best ways to improve the website
Understanding best ways to improve the website
Understanding best ways to improve the website
Understanding best ways to improve the website
Understanding best ways to improve the website
1.
1.
1.
Market research
Market research
Market research
Market research
Market research

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.

Mb/s

Is the average internet speed, that is why designers and developers should prioritize optimizing websites.

sec.

More than half of mobile visitors will leave a website if it takes more than 3 seconds to load.

2.
2.
2.
Understanding the competitive arena
Understanding the competitive arena
Understanding the competitive arena
Understanding the competitive arena
Understanding the competitive arena

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.

Offers: Physical gold bars and precious metals trading.


Design: Outdated website; no mobile app; relies on reselling partners.

Offers: Buying, selling, and storing digital gold.


Design: User-friendly website lacking detailed operational information; no mobile app.

Offers: Physical gold bullions trading at competitive prices.


Design: Poor-quality and semi-functional website with low-resolution images; no mobile app.

Offers: Diverse digital gold services, such as savings, trading, and physical gold sales (coins and bars).


Design: Minimalistic, clear, and informative website; includes mobile app.

Offers: Digital gold trading, yet presented as though it's trading in physical gold.


Design: Straightforward webpage with detailed operational steps; includes mobile app.

Offers: Physical gold bars and precious metals trading.


Design: Outdated website; no mobile app; relies on reselling partners.

Offers: Buying, selling, and storing digital gold.


Design: User-friendly website lacking detailed operational information; no mobile app.

Offers: Physical gold bullions trading at competitive prices.


Design: Poor-quality and semi-functional website with low-resolution images; no mobile app.

Offers: Diverse digital gold services, such as savings, trading, and physical gold sales (coins and bars).


Design: Minimalistic, clear, and informative website; includes mobile app.

Offers: Digital gold trading, yet presented as though it's trading in physical gold.


Design: Straightforward webpage with detailed operational steps; includes mobile app.

Offers: Physical gold bars and precious metals trading.


Design: Outdated website; no mobile app; relies on reselling partners.

Offers: Buying, selling, and storing digital gold.


Design: User-friendly website lacking detailed operational information; no mobile app.

Offers: Physical gold bullions trading at competitive prices.


Design: Poor-quality and semi-functional website with low-resolution images; no mobile app.

Offers: Diverse digital gold services, such as savings, trading, and physical gold sales (coins and bars).


Design: Minimalistic, clear, and informative website; includes mobile app.

Offers: Digital gold trading, yet presented as though it's trading in physical gold.


Design: Straightforward webpage with detailed operational steps; includes mobile app.

3.
3.
3.
Who are our customers?
Who are our customers?
Who are our customers?
Who are our customers?
Who are our customers?

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:

What is important
for them?
What is important
for them?
What is important for them?
What is important
for them?
What is important for them?

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:

?

What is Lakuemas? Why should I trust it?

?

What is digital gold and how it works?

?

Why invest in gold, not stocks?

Our personas
Our personas
Our personas
Our personas
Our personas

Based on all these information we came up with 4 main personas:

* click right to see all 4

4.
4.
4.
What is missing on the website that stops conversions?
What is missing on the website that stops conversions?
What is missing on the website that stops conversions?
What is missing on the website that stops conversions?
What is missing on the website that stops conversions?

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:

Based on our research, these are the changes we should make:
Based on our research, these are the changes we should make:
Based on our research, these are the changes we should make:
Based on our research, these are the changes we should make:

Clarify Lakuemas's role as a digital gold investment app directly on the homepage.

Add a clear call-to-action button for easier navigation and app download.

Redesign the website for a more professional and trustworthy look.

Offer a brief, interactive overview of key features and products.

Enhance transparency with detailed information on operations and trust factors, making the site more user-friendly.

Based on our research, these are the changes we should make:

Clarify Lakuemas's role as a digital gold investment app directly on the homepage.

Add a clear call-to-action button for easier navigation and app download.

Redesign the website for a more professional and trustworthy look.

Offer a brief, interactive overview of key features and products.

Enhance transparency with detailed information on operations and trust factors, making the site more user-friendly.

Experience Phase

Experience Phase

Experience Phase

Ideas for implementing the necessary changes
Ideas for implementing the necessary changes
Ideas for implementing the necessary changes
1.
1.
1.
Improving the navigation
Improving the navigation
Improving the navigation
Improving the navigation
Improving the navigation

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:

Main issues:
Main issues:
Main issues:
Main issues:
Main issues:

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.

How we can fix
these issues?
How we can fix these issues?
How we can fix these issues?
How we can fix these issues?
How we can fix these issues?

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:

Experience Phase

Experience Phase

Experience Phase

Ideas for implementing the necessary changes
2.
2.
2.
Designing The Homepage
Designing The Homepage
Designing The Homepage
Designing The Homepage
Designing The Homepage

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.

Wireframe ideas
Wireframe ideas
Wireframe ideas
Wireframe ideas
Wireframe ideas

I tried to include all needs in various orders to find the most logical and smooth arrangement for customers.

3.
3.
3.
User testing
User testing
User testing
User testing
User testing

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.

×

The content is still too text-heavy and crowded.

×

Lack of sufficient interactive elements.

×

The detailed graphs about gold prices are unnecessary.

×

The section on printing fees is confusing.

×

Insufficient information about main features.

Design Phase

Design Phase

Design Phase

Creating the brand's visual language
Creating the brand's visual language
Creating the brand's visual language
1.
1.
Developing the brand identity
Developing the brand identity
Developing the brand identity
Developing the brand identity

After testing the layout, it was time to create the brand's visual language, including typography, iconography, color schemes, and imagery.

Concept ideas:
Concept ideas:
Concept ideas:
Concept ideas:
2.
2.
Designing the Navigation menu
Designing the Navigation menu
Designing the Navigation menu
Designing the Navigation menu

To further clarify the purpose of each section, I added a brief description underneath each one.

3.
3.
Finalizing the Homepage
Finalizing the Homepage
Finalizing the Homepage
Finalizing the Homepage

The Lakuemas homepage redesign provides an interactive experience that centers on user inquiries regarding its identity, functionality, and trust factors through modern design and clear messaging.


It explains why investing in digital gold is beneficial, supported by actionable insights and visual guides, including screenshots and video tutorials, for ease of use. Credibility is improved by showcasing social proof, certifications, and partnerships, effectively addressing user concerns and engaging new users.

Before
After
What is Lakuemas?

Clear message on product

identity and functionality.

Immediate proof of trust through esteemed brand partnerships.

Modern minimalistic interactive design.

Why invest in Lakuemas?

Clear and obvious potential for gold to profit and protect your savings.

Motivational call-to-action button.

How can I use Lakuemas?

Interactive and straightforward presentation of main investment features, with screenshots for easy understanding.

Can I trust Lakuemas?

Evidence of social proof, a crucial aspect highly valued in Indonesia.

Additional, clear information on Lakuemas' certifications and partnerships.

How to use Lakuemas?

For customers new to technology and investment, we offer additional video tutorials on how to use the app.

What is Lakuemas?

Clear message on product identity and functionality.

Immediate proof of trust through esteemed brand partnerships.

Modern minimalistic interactive design.

Why invest in Lakuemas?

Clear and obvious potential for gold to profit and protect your savings.

Motivational call-to-action button.

How can I use Lakuemas?

Interactive and straightforward presentation of main investment features, with screenshots for easy understanding.

Can I trust Lakuemas?

Evidence of social proof, a crucial aspect highly valued in Indonesia.

Additional, clear information on Lakuemas' certifications and partnerships.

How to use Lakuemas?

For customers new to technology and investment, we offer additional video tutorials on how to use the app.

What is Lakuemas?

Clear message on product identity and functionality.

Immediate proof of trust through esteemed brand partnerships.

Modern minimalistic interactive design.

Why invest in Lakuemas?

Clear and obvious potential for gold to profit and protect your savings.

Motivational call-to-action button.

How can I use Lakuemas?

Interactive and straightforward presentation of main investment features, with screenshots for easy understanding.

Can I trust Lakuemas?

Evidence of social proof, a crucial aspect highly valued in Indonesia.

Additional, clear information on Lakuemas' certifications and partnerships.

How to use Lakuemas?

For customers new to technology and investment, we offer additional video tutorials on how to use the app.

4.
4.
Creating Product pages
Creating Product pages
Creating Product pages
Creating Product pages

The product pages, which offer details on Lakuemas's main purposes and functions, needed restructuring. We compiled information from previous pages, ensuring it was more logical, comprehensive, and interactive, while also making it simpler and visually appealing.

Before

After

Design Phase

Design Phase

Creating the brand's visual language
Reflections
Reflections
Reflections
Reflections
Reflections

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.

Let's create something people would want!

Let's create something people would want!

Let's create something people would want!

Let's create something people would want!

Let's create something people would want!

Design Phase

Creating the brand's visual language
1.
Developing the brand identity

After testing the layout, it was time to create the brand's visual language, including typography, iconography, color schemes, and imagery.

Concept ideas: