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Outwards and Inwards
Experiential Transformation:
Ardy Alam
VP Product Management
KASKUS
Ketut Sulistyawati
Founder, Princ...
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
About
KASKUS
●  Founded in 1999
●  The largest social commerce
platform in Indonesia:
○  Online (Mobile Native App,
Mobile...
About
KASKUS
●  Organic growth
●  Has its own cultures and lingos
●  Hard-core fans
●  Unique brand personality
2016 UXSG ...
Despite being one of the pioneers
in digital startup in Indonesia,
KASKUS keeps improving its UX
2016 UXSG | A joint light...
User background varies
•  Older hardcore fans are comfortable ‘the way it is’
•  Younger users feels the user experience i...
Organizational vision varies
•  Rapid growth of team, new perspectives
•  Gen X vs Gen Y vs Millenials
Internal
considerat...
How we addressed
these issues...
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
Addressing
The Issues
1
internal
discovery 2
customer
centricity 3
MOnetization
ideas 4
MObile
first
2016 UXSG | A joint l...
We started with
internal discovery
	
These are done by neutral
independent consultants
1
internal
discovery
●  Interviews ...
We involved users along the journey
●  Interviews with existing users, potential users, non-users
●  Informal discussions ...
Users hated the banner ads.
How might we monetize without
sacrificing the user experience?
3
monetization
ideas
Leveraging...
2016	UXSG	|	A	joint	lightning	talk	by	KASKUS	and	SOMIA	CX
‘Sundul’
a way that users do to push
their contents to appear higher
in the listing page
”SUNDUL”
explained
2016 UXSG | A ...
SUNDUL, GAN!
1 Gamification for Sundul
Give free sundul for users after they
have successfully completed
transactions on FJ...
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
We need to create consistent
and continuous experience
across platforms
4
MOBILE
FIRST
●  63% access from mobile browser
●...
Started from mobile web,
translated to the other platforms
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
But most importantly,
all of these will not be successful
without...
2016 UXSG | A joint lightning talk by KASKUS and SOMI...
Cross functional
involvement
Collaboration across product team with UX,
sales, marketing, CS, operation, facilitated by
co...
Phased Approach
Large scope = big chaos. So we took a
phased approach with clear milestones
instead of trying to solve all...
Agreed vision,
strategy, and
product positioning
Agreed direction on
how the four
products connect to
one another
Agreed f...
Building Team confidence:
•  Team members present to Management in milestone review
•  War room with walls filled with the ...
...and what is the outcome?
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
●  Revamped the main pages
●  Launched native apps for
commerce
●  Up-to-date experiences,
yet preserving the unique
perso...
before after
before after
insert images
before after
insert images
●  Less display banners, more content
marketing
●  Standardized ad positions, easier to sell
●  Data driven decisions
Busi...
●  User research embedded in the
development process
●  Multiple iterations, prototyping
●  Monitor, observe, and analyze ...
Create a stage for
the team to shine
and run the show
Consultant is invisible;
behind the scene
view from
Consultant
2016 ...
one last thing...
2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
1.  In order to stay relevant, the product needs to
evolve and adjust its experience, but without losing
its soul.
2.  Tra...
NOT
Thank you
Ardy Alam
Ardy.Alam@kaskusnetworks.com
Kaskus ID: aa976
linkedin.com/in/ardyalam
Ketut Sulistyawati
sulis@somiac...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistya...
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Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistyawati

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Kaskus was founded in 1999, and ever since, has been the largest online community in Indonesia. Many of the old-time users have reluctance to change, and any changes done can shake the ground of the hard-core fans. On the other hand, with the shift in the user behavior and the new wave of competitions, change is inevitable. KASKUS needs to adapt to stay relevant and to continuously deliver great experiences for its users.

In this presentation, the presenters will share two sides of the stories: first is the transformation of the Kaskus products, and second is the transformation of the organisation to support this new direction.

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Lightning Talk #7: Outwards and Inwards Experiential Transformation: A KASKUS Case Study by Ardyanto Alam & Ketut Sulistyawati

  1. 1. Outwards and Inwards Experiential Transformation: Ardy Alam VP Product Management KASKUS Ketut Sulistyawati Founder, Principal Consultant Somia Customer Experience a KASKUS case study 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  2. 2. 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  3. 3. About KASKUS ●  Founded in 1999 ●  The largest social commerce platform in Indonesia: ○  Online (Mobile Native App, Mobile Site, Desktop) ○  Offline (Community Events, Gatherings, CSR) 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  4. 4. About KASKUS ●  Organic growth ●  Has its own cultures and lingos ●  Hard-core fans ●  Unique brand personality 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  5. 5. Despite being one of the pioneers in digital startup in Indonesia, KASKUS keeps improving its UX 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  6. 6. User background varies •  Older hardcore fans are comfortable ‘the way it is’ •  Younger users feels the user experience is no longer relevant. Expectation on UX is high, wants the latest and greatest external considerations Technology & security standards evolve •  Mobile adoption grows significantly but readiness to adapt was slow •  Variety of devices, OS versions 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  7. 7. Organizational vision varies •  Rapid growth of team, new perspectives •  Gen X vs Gen Y vs Millenials Internal considerations Seeking alternative ways to monetize •  Team challenged to grow traffic = grow user base •  Product experience sacrificed for monetization 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  8. 8. How we addressed these issues... 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  9. 9. 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  10. 10. Addressing The Issues 1 internal discovery 2 customer centricity 3 MOnetization ideas 4 MObile first 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  11. 11. We started with internal discovery These are done by neutral independent consultants 1 internal discovery ●  Interviews with the Founders and C-levels, key employees (old timers are influencers) to understand their point of views and vision. ●  ‘Organizational Ethnography’ ●  Look into historical data ●  Hypothesized direction to be further investigated with users 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  12. 12. We involved users along the journey ●  Interviews with existing users, potential users, non-users ●  Informal discussions through community gatherings ●  Usability testing sessions ●  Online surveys 2 USER CEntricity 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  13. 13. Users hated the banner ads. How might we monetize without sacrificing the user experience? 3 monetization ideas Leveraging existing user behavior to develop creative monetization solutions, example: ●  Native content advertising ●  Kaskus Plus - premium users ●  Sundul, gan! 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  14. 14. 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  15. 15. ‘Sundul’ a way that users do to push their contents to appear higher in the listing page ”SUNDUL” explained 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  16. 16. SUNDUL, GAN! 1 Gamification for Sundul Give free sundul for users after they have successfully completed transactions on FJB, or other activities 2 Simple to Sundul Simple action to ‘sundul’ instead of manually enter text on the post. This makes the post more elegant too. 3 Monetization Users can buy sundul package if they have run out 1 2 3 CONCEPT 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  17. 17. 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  18. 18. We need to create consistent and continuous experience across platforms 4 MOBILE FIRST ●  63% access from mobile browser ●  30% access from desktop browser ●  5% access from Android app ●  2% access from iOS app 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  19. 19. Started from mobile web, translated to the other platforms 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  20. 20. But most importantly, all of these will not be successful without... 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  21. 21. Cross functional involvement Collaboration across product team with UX, sales, marketing, CS, operation, facilitated by consultants Key Ingredients for Success 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  22. 22. Phased Approach Large scope = big chaos. So we took a phased approach with clear milestones instead of trying to solve all at once. Key Ingredients for Success 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  23. 23. Agreed vision, strategy, and product positioning Agreed direction on how the four products connect to one another Agreed features, structure, and content direction Discovery Research Master Blueprint Mobile Web Website, iOS, Android 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  24. 24. Building Team confidence: •  Team members present to Management in milestone review •  War room with walls filled with the materials •  Practice sessions the day before •  All key stakeholders (Founder and C Levels) attended •  Everyone takes turn walking through the design in the wall •  Questions and concerns are addressed on the spot •  Signoff to proceed Key Ingredients for Success 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  25. 25. ...and what is the outcome? 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  26. 26. ●  Revamped the main pages ●  Launched native apps for commerce ●  Up-to-date experiences, yet preserving the unique personality On the Product 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  27. 27. before after
  28. 28. before after insert images
  29. 29. before after insert images
  30. 30. ●  Less display banners, more content marketing ●  Standardized ad positions, easier to sell ●  Data driven decisions Business Impact Overall : increase in revenues 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  31. 31. ●  User research embedded in the development process ●  Multiple iterations, prototyping ●  Monitor, observe, and analyze user behavior after going live ○  Google Analytics Premium ○  Forum KSP (“Critics, Suggestions and Questions”) impact on the Internal Process 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  32. 32. Create a stage for the team to shine and run the show Consultant is invisible; behind the scene view from Consultant 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  33. 33. one last thing... 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  34. 34. 1.  In order to stay relevant, the product needs to evolve and adjust its experience, but without losing its soul. 2.  Transformation does not simply means changing the UI 3.  Spirit of collaboration, including the BOD and management 4.  Trust but verify 5.  Continuous improvements everyday: monitor, observe, adjust as needed Lessons Learnt 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX
  35. 35. NOT
  36. 36. Thank you Ardy Alam Ardy.Alam@kaskusnetworks.com Kaskus ID: aa976 linkedin.com/in/ardyalam Ketut Sulistyawati sulis@somiacx.com Twitter: @tyawati linkedin.com/in/sulistyawati 2016 UXSG | A joint lightning talk by KASKUS and SOMIA CX

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