Turning wallets into savings

We found that users think of e-money as transitory storage — they only top up for 2–3 transactions.

A good example of another transitory storage is cash. Users don't withdraw a billion IDR when they go to an ATM, but only withdraw enough for the next few transactions or till they can reach an ATM again. If they're in an area where ATMs are hard to find, they withdraw more cash. Similarly, people only top up enough e-money to cover the use cases they know they'll spend on, and not more.

The only way to break this cycle is to build a product that incentivises longer-term deposits.

We rolled out the native Jago registration flow on the Gojek app in Nov 2021 to 100% of our users — ~1.6 million users have opened Jago bank accounts from the Gojek app to date.

We had acquired 20% of GoPay users through marketing campaigns and product improvements, but growth was stalling behind two major blockers. Working from quantitative data, I prioritised by funnel drop-off and urgency:

• Low conversion on the native registration flow — only ~21% completed; it was simply too complicated.
• No differentiated value prop for GoPay ↔ Jago — a ~60% drop on the very first value-proposition screen.
• Fluidity of money — users couldn't see why moving money into savings helped them.

I combined the quantitative funnel picture with qualitative interviews — 8 participants across different age groups — to understand the jobs, needs, goals and challenges behind the drop-offs, and built personas to keep the team aligned.

• Users' most common job with GoPay is to pay (scan QR) — reachable from the home screen, so they rarely open the Explore page where savings lived.
• Many assumed they'd need to create a separate Jago account to use GoPay Tabungan.
• They saw no added benefit over the e-money they already used.

The strategy: simplify onboarding via Jago's unified KYC, reusing verification GoPay had already done so users didn't repeat themselves.

Zero-click KYC

• Drop Jago's web-based liveness — rely on GoPay's compliant KTP / selfie liveness.
• Autocapture of the KTP (ID) and selfie with passive liveness.
• Cut bank questions from 12 to 3 — only source of income, monthly income and occupation.

To de-risk compliance and learn fast, I shipped an MVP to a limited audience — an onboarding dashboard plus the KTP capture flow — to read the key responses before a wider roll-out, working closely with compliance and the Jago team throughout.

Usability testing reshaped both the entry point and the onboarding.

Finding effective entry points

Since users naturally pay from the home screen and rarely open Explore, I used a familiar red-dot cue on the Tabungan button — a universally understood "something new" signal — to pull users in.

Revisiting onboarding

The old screen buried the deciding factor. I led with a clear comparison that put e-money features beside savings, so users could instantly visualise the upgrade against what they already knew.

Building the dashboard to its full strength

UT also surfaced a liquidity concern: nothing on the Tabungan homepage communicated that users could transfer money back from savings to GoPay e-money. Without that signal, savings read as "locked," which quietly raised hesitation to use it in the first place. The fix was to surface a transfer-back path on the homepage as early and apparent as possible — right when the product launches in Gojek.

Vision for next phase

Looking ahead, I mapped an "Upgrade to GoPay Tabungan" flow that leads with a side-by-side benefit comparison — so upgrading reads as an obvious improvement on the e-money account users already trust, not a separate product to learn.

I built the KTP flow and the savings dashboard out to full strength — clarifying that money moves freely between GoPay e-money and savings, so users never perceive savings as "locked".

By simplifying KYC and reframing savings as an obvious upgrade — discoverable where users already are — we attacked both blockers in the acquisition & retention funnel.

• 12 → 3 onboarding questions — via zero-click unified KYC.
• ~1.6M Jago accounts opened — from inside the Gojek app.
• 21% starting conversion — the baseline the redesign set out to lift.