Revamp and Analysis of the Pegadaian Digital App

Revamp and Analysis of the Pegadaian Digital App

Based on our initial findings, we discovered that a significant number of users only interact with the Pegadaian Digital application once, and do not return for subsequent usage. This pattern strongly suggests friction or dissatisfaction occurring during the early stages of the user journey. Understanding and resolving this issue is essential for improving user retention and overall experience.

To explore the root of the problem, I employed a Sentiment Analysis approach using Support Vector Machine (SVM) in combination with TF-IDF (Term Frequency-Inverse Document Frequency) to classify and measure user sentiments gathered from app reviews. This analysis helped identify patterns of dissatisfaction and pinpoint specific pain points users encounter.

Following the sentiment analysis, I conducted a Root Cause Analysis (RCA) to dig deeper into the underlying problems that may have contributed to the negative user experience. This structured method enabled us to categorize problems into key areas such as application performance, user experience flow, and clarity of features.

To provide actionable solutions, I also performed a Competitor Analysis. This involved benchmarking Pegadaian Digital against leading competitors in the same financial technology space. By comparing their strengths and weaknesses—especially in onboarding flow, feature discoverability, and customer support—I was able to identify valuable insights and opportunities that Pegadaian could leverage for improvement.

The insights gathered from these methods informed the next step: the design revamp. A clear and structured design process was laid out to address the issues, improve usability, and rebuild user trust through intuitive and accessible features.

Figma: Documentation Analysis of the Pegadaian Digital App