Turning wallets into savings

Users treated e-money as transitory storage. Like cash from an ATM, they only topped up enough for the next two or three transactions — never more. That behaviour capped how much value ever sat in the ecosystem.

The only way to break the cycle was to give money a reason to stay — a savings account. We'd rolled out native Jago registration in the Gojek app to 100% of users, and ~1.6M people had opened Jago accounts. But growth was stalling behind two big 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.

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.