One app for all vehicle needs
One app for all vehicle needs
Blog
Published on
Jan 12, 2024
·
6
min read
As Setel scale as a business, we need to position ourselves as a motorist superapp in order to increase our market size and reduce reliance on fuel use cases. This article will walkthrough our success of venturing into non-fuel use cases like Motor insurance and Road tax renewal, 24/7 Auto-assistance service, Parking (On-street & Off-street) and EV Charging.
As Setel scale as a business, we need to position ourselves as a motorist superapp in order to increase our market size and reduce reliance on fuel use cases. This article will walkthrough our success of venturing into non-fuel use cases like Motor insurance and Road tax renewal, 24/7 Auto-assistance service, Parking (On-street & Off-street) and EV Charging.
Intro
Setel is a motorist super-app that offers a range of services for drivers, from fueling to parking to insurance. In this blog post, I want to share some of the projects that I've been working on and how they have contributed to the success of Setel and the satisfaction of our users.
Design Process
As a design manager at Setel, my design process is deeply rooted in both people management and results orientation. Here's how I would structure and highlight my process:
1. Team Alignment and Vision Setting
I begin by aligning my team with the project vision, ensuring everyone understands the goals, target users, and desired outcomes.
I foster a collaborative environment where team members feel empowered to share ideas and perspectives.
By setting a clear vision, I ensure that every team member understands their role in achieving our objectives.
Activities include Design Kickoff meeting, regular 1:1, weekly design sync, backlog grooming and Sprint planning.
2. Skill Assessment and Task Allocation
I assess the skills and strengths of each team member to strategically allocate tasks and responsibilities.
I leverage each team member's expertise, whether it's in UX research, UI design, prototyping, or user testing, to maximize efficiency and quality.
By recognizing and utilizing the unique talents of each team member, I ensure that tasks are completed effectively and with excellence.
I've introduce Design JIRA 2.0, where we assign tasks in Story format.
3. Iterative Design Process
We follow an iterative design process, starting with research and moving through prototyping, testing, and iteration.
I encourage regular feedback loops within the team, fostering an environment where constructive criticism is welcomed and used to drive improvement.
Through rapid prototyping and testing, we validate our design decisions early and often, minimizing the risk of costly mistakes later in the process.
4. Stakeholder Collaboration
I facilitate collaboration with stakeholders across departments, including product managers, developers, marketers, and executives.
By involving stakeholders early and often, we ensure alignment with business goals and gather valuable input from diverse perspectives.
I effectively communicate the value of UX/UI design decisions to stakeholders, building trust and buy-in for our approach.
5. Performance Tracking and Optimization
I track team performance using metrics such as project timelines, OKRs, quality of deliverables, and stakeholder satisfaction.
I make sure performance metrics are easy to access and understood. I regularly share data from Mixpanel or holistics in team channel with link so that they can explore themselves.
I provide regular feedback and coaching to team members, helping them grow their skills and overcome challenges. I believe that feedbacks must be shared as early as possible and constructed in a constructive way. Share objective examples and share how does it effect the team.
I continuously optimize our design process based on data and feedback, identifying areas for improvement and implementing changes to drive efficiency and innovation through regular 1:1, pantry chats and retrospective sessions.
6. Celebrating Success and Learning from Failure
I try my best to celebrate team achievements and milestones, recognizing individual contributions and the collective effort that led to success. It's not always easy as multiple projects may be running at the same time and it's easy to miss sharing recognitions. What I find helpful is to keep track of release and create a note on team contributions.
I foster a culture of learning and experimentation, where failure is viewed as an opportunity for growth and innovation. I believe that we should always focus on the problem and not the person.
Through post-project retrospectives, we reflect on our successes and failures, extracting valuable lessons to apply to future projects. Think of Quarterly design team retro, bi-weekly Sprint retro and ad-hoc retrospectives when critical issues arised.
By emphasizing the human factor in the design process, focusing on result-oriented design throughout, I ensure that my team not only delivers high-quality UI/UX solutions but also as individuals, grows professionally and achieves tangible results that drive business success.
Outcome
Motor Insurance Renewal
One of the projects that I led was the motor insurance renewal feature in Setel app. This feature allows users to renew their car insurance with just a few taps on their phone, without having to visit any physical branches or agents. The feature also integrates with the app's loyalty program, giving users cashback and rewards for every renewal.
As the design lead, I was responsible for managing the designer to support user research, creating user flows, wireframes, prototypes, and UI designs, as well as collaborating with developers and stakeholders to ensure a smooth delivery. The feature was a huge success, generating millions of gross merchandise value (GMV) for the company, and increasing monthly transacting customers (MTC) to strengthen our position as a motorist super-app.
Roadtax Renewal • App Design Lead
The roadtax renewal feature complements the motor insurance renewal feature. This feature allows users to seamlessly renew their roadtax through Setel app, without having to queue at the post office office and allows history records for multiple vehicles. Before we went full digital, we also provides users with a Setel branded road tax holder, which they can display on their windshield with their physical road tax.
As the design lead, I led both mobile and web feature landing page design, ensuring consistency and clarity across different touchpoints. The feature was well-received by the users, who appreciated the convenience and simplicity of the process. Proven with average 90+ NPS score.
On-street Parking • App Design Lead
Another domain that I worked on was on-street parking, which is one of the pain points for many drivers in urban areas. The goal of this project was to deliver a simplified street parking experience that allows users to pay for parking using Setel app, without having to use coins or parking machines. The feature also enables users to extend their parking time remotely, receive notifications when their parking is about to expire, and view their parking history and receipts.
As the design lead, I worked closely with commercial and marketing teams to understand the business requirements and user needs, as well as to create effective communication materials and campaigns. The feature was a huge hit among the users, achieving an overall 80-91 net promoter score (NPS) rating and contributing significantly to MTC.
Off-street LPR Parking • App Design Lead
Off-street license plate recognition (LPR) parking is a feature that allows users to enter and exit parking lots without having to scan any tickets or QR codes. The feature uses LPR technology to detect the user's license plate number and automatically deducts the parking fee from their Setel wallet. The feature also provides users with real-time information on parking availability and rates, as well as directions to the nearest parking lot.
As the design lead, I delivered an 80-90 NPS monthly experience with one of the largest GMV contributor to Mobility business line when paired with Season pass feature. I also oversaw the release of LPR to various locations such as KLCC, Sunway City, Alamanda, KL Convex, Cyberjaya, and more.
24/7 Auto-assistance • App Design Lead
This is a feature that provides car breakdown assistance to users in case of emergencies. The feature allows users to request for roadside assistance through Setel app, such as towing, battery jumpstart, tire change, fuel delivery, or locksmith service. The feature also connects users with partner companies that provide these services, as well as tracks the status and location of the service provider.
As the design lead, I led two designers to build this feature in Setel app and a feature landing page. I also conducted on-site user research with Bateriku to understand their pain points and expectations.
EV Charging • App Design Lead
The feature allows users to locate nearby EV charging stations, view their availability and rates, start and stop charging sessions, and pay for them using Setel wallet or CardTerus. The feature also integrates with Setel's loyalty program, giving users cashback and rewards for every charging session.
As the design lead, I arranged UX research sessions and led two designers to create this feature. I also ensured that the feature adheres to the EV charging standards and regulations in Europe like OCPI.
Key highlights
All the features combined, I'm very proud of the team to be able to reach such unbelievable numbers. I won't be able to do this alone, all credits to the designers in Mobility, without their perseverance and commitment we would not reach these all-time high metrics we always dreamt of.
Intro
Setel is a motorist super-app that offers a range of services for drivers, from fueling to parking to insurance. In this blog post, I want to share some of the projects that I've been working on and how they have contributed to the success of Setel and the satisfaction of our users.
Design Process
As a design manager at Setel, my design process is deeply rooted in both people management and results orientation. Here's how I would structure and highlight my process:
1. Team Alignment and Vision Setting
I begin by aligning my team with the project vision, ensuring everyone understands the goals, target users, and desired outcomes.
I foster a collaborative environment where team members feel empowered to share ideas and perspectives.
By setting a clear vision, I ensure that every team member understands their role in achieving our objectives.
Activities include Design Kickoff meeting, regular 1:1, weekly design sync, backlog grooming and Sprint planning.
2. Skill Assessment and Task Allocation
I assess the skills and strengths of each team member to strategically allocate tasks and responsibilities.
I leverage each team member's expertise, whether it's in UX research, UI design, prototyping, or user testing, to maximize efficiency and quality.
By recognizing and utilizing the unique talents of each team member, I ensure that tasks are completed effectively and with excellence.
I've introduce Design JIRA 2.0, where we assign tasks in Story format.
3. Iterative Design Process
We follow an iterative design process, starting with research and moving through prototyping, testing, and iteration.
I encourage regular feedback loops within the team, fostering an environment where constructive criticism is welcomed and used to drive improvement.
Through rapid prototyping and testing, we validate our design decisions early and often, minimizing the risk of costly mistakes later in the process.
4. Stakeholder Collaboration
I facilitate collaboration with stakeholders across departments, including product managers, developers, marketers, and executives.
By involving stakeholders early and often, we ensure alignment with business goals and gather valuable input from diverse perspectives.
I effectively communicate the value of UX/UI design decisions to stakeholders, building trust and buy-in for our approach.
5. Performance Tracking and Optimization
I track team performance using metrics such as project timelines, OKRs, quality of deliverables, and stakeholder satisfaction.
I make sure performance metrics are easy to access and understood. I regularly share data from Mixpanel or holistics in team channel with link so that they can explore themselves.
I provide regular feedback and coaching to team members, helping them grow their skills and overcome challenges. I believe that feedbacks must be shared as early as possible and constructed in a constructive way. Share objective examples and share how does it effect the team.
I continuously optimize our design process based on data and feedback, identifying areas for improvement and implementing changes to drive efficiency and innovation through regular 1:1, pantry chats and retrospective sessions.
6. Celebrating Success and Learning from Failure
I try my best to celebrate team achievements and milestones, recognizing individual contributions and the collective effort that led to success. It's not always easy as multiple projects may be running at the same time and it's easy to miss sharing recognitions. What I find helpful is to keep track of release and create a note on team contributions.
I foster a culture of learning and experimentation, where failure is viewed as an opportunity for growth and innovation. I believe that we should always focus on the problem and not the person.
Through post-project retrospectives, we reflect on our successes and failures, extracting valuable lessons to apply to future projects. Think of Quarterly design team retro, bi-weekly Sprint retro and ad-hoc retrospectives when critical issues arised.
By emphasizing the human factor in the design process, focusing on result-oriented design throughout, I ensure that my team not only delivers high-quality UI/UX solutions but also as individuals, grows professionally and achieves tangible results that drive business success.
Outcome
Motor Insurance Renewal
One of the projects that I led was the motor insurance renewal feature in Setel app. This feature allows users to renew their car insurance with just a few taps on their phone, without having to visit any physical branches or agents. The feature also integrates with the app's loyalty program, giving users cashback and rewards for every renewal.
As the design lead, I was responsible for managing the designer to support user research, creating user flows, wireframes, prototypes, and UI designs, as well as collaborating with developers and stakeholders to ensure a smooth delivery. The feature was a huge success, generating millions of gross merchandise value (GMV) for the company, and increasing monthly transacting customers (MTC) to strengthen our position as a motorist super-app.
Roadtax Renewal • App Design Lead
The roadtax renewal feature complements the motor insurance renewal feature. This feature allows users to seamlessly renew their roadtax through Setel app, without having to queue at the post office office and allows history records for multiple vehicles. Before we went full digital, we also provides users with a Setel branded road tax holder, which they can display on their windshield with their physical road tax.
As the design lead, I led both mobile and web feature landing page design, ensuring consistency and clarity across different touchpoints. The feature was well-received by the users, who appreciated the convenience and simplicity of the process. Proven with average 90+ NPS score.
On-street Parking • App Design Lead
Another domain that I worked on was on-street parking, which is one of the pain points for many drivers in urban areas. The goal of this project was to deliver a simplified street parking experience that allows users to pay for parking using Setel app, without having to use coins or parking machines. The feature also enables users to extend their parking time remotely, receive notifications when their parking is about to expire, and view their parking history and receipts.
As the design lead, I worked closely with commercial and marketing teams to understand the business requirements and user needs, as well as to create effective communication materials and campaigns. The feature was a huge hit among the users, achieving an overall 80-91 net promoter score (NPS) rating and contributing significantly to MTC.
Off-street LPR Parking • App Design Lead
Off-street license plate recognition (LPR) parking is a feature that allows users to enter and exit parking lots without having to scan any tickets or QR codes. The feature uses LPR technology to detect the user's license plate number and automatically deducts the parking fee from their Setel wallet. The feature also provides users with real-time information on parking availability and rates, as well as directions to the nearest parking lot.
As the design lead, I delivered an 80-90 NPS monthly experience with one of the largest GMV contributor to Mobility business line when paired with Season pass feature. I also oversaw the release of LPR to various locations such as KLCC, Sunway City, Alamanda, KL Convex, Cyberjaya, and more.
24/7 Auto-assistance • App Design Lead
This is a feature that provides car breakdown assistance to users in case of emergencies. The feature allows users to request for roadside assistance through Setel app, such as towing, battery jumpstart, tire change, fuel delivery, or locksmith service. The feature also connects users with partner companies that provide these services, as well as tracks the status and location of the service provider.
As the design lead, I led two designers to build this feature in Setel app and a feature landing page. I also conducted on-site user research with Bateriku to understand their pain points and expectations.
EV Charging • App Design Lead
The feature allows users to locate nearby EV charging stations, view their availability and rates, start and stop charging sessions, and pay for them using Setel wallet or CardTerus. The feature also integrates with Setel's loyalty program, giving users cashback and rewards for every charging session.
As the design lead, I arranged UX research sessions and led two designers to create this feature. I also ensured that the feature adheres to the EV charging standards and regulations in Europe like OCPI.
Key highlights
All the features combined, I'm very proud of the team to be able to reach such unbelievable numbers. I won't be able to do this alone, all credits to the designers in Mobility, without their perseverance and commitment we would not reach these all-time high metrics we always dreamt of.
Intro
Setel is a motorist super-app that offers a range of services for drivers, from fueling to parking to insurance. In this blog post, I want to share some of the projects that I've been working on and how they have contributed to the success of Setel and the satisfaction of our users.
Design Process
As a design manager at Setel, my design process is deeply rooted in both people management and results orientation. Here's how I would structure and highlight my process:
1. Team Alignment and Vision Setting
I begin by aligning my team with the project vision, ensuring everyone understands the goals, target users, and desired outcomes.
I foster a collaborative environment where team members feel empowered to share ideas and perspectives.
By setting a clear vision, I ensure that every team member understands their role in achieving our objectives.
Activities include Design Kickoff meeting, regular 1:1, weekly design sync, backlog grooming and Sprint planning.
2. Skill Assessment and Task Allocation
I assess the skills and strengths of each team member to strategically allocate tasks and responsibilities.
I leverage each team member's expertise, whether it's in UX research, UI design, prototyping, or user testing, to maximize efficiency and quality.
By recognizing and utilizing the unique talents of each team member, I ensure that tasks are completed effectively and with excellence.
I've introduce Design JIRA 2.0, where we assign tasks in Story format.
3. Iterative Design Process
We follow an iterative design process, starting with research and moving through prototyping, testing, and iteration.
I encourage regular feedback loops within the team, fostering an environment where constructive criticism is welcomed and used to drive improvement.
Through rapid prototyping and testing, we validate our design decisions early and often, minimizing the risk of costly mistakes later in the process.
4. Stakeholder Collaboration
I facilitate collaboration with stakeholders across departments, including product managers, developers, marketers, and executives.
By involving stakeholders early and often, we ensure alignment with business goals and gather valuable input from diverse perspectives.
I effectively communicate the value of UX/UI design decisions to stakeholders, building trust and buy-in for our approach.
5. Performance Tracking and Optimization
I track team performance using metrics such as project timelines, OKRs, quality of deliverables, and stakeholder satisfaction.
I make sure performance metrics are easy to access and understood. I regularly share data from Mixpanel or holistics in team channel with link so that they can explore themselves.
I provide regular feedback and coaching to team members, helping them grow their skills and overcome challenges. I believe that feedbacks must be shared as early as possible and constructed in a constructive way. Share objective examples and share how does it effect the team.
I continuously optimize our design process based on data and feedback, identifying areas for improvement and implementing changes to drive efficiency and innovation through regular 1:1, pantry chats and retrospective sessions.
6. Celebrating Success and Learning from Failure
I try my best to celebrate team achievements and milestones, recognizing individual contributions and the collective effort that led to success. It's not always easy as multiple projects may be running at the same time and it's easy to miss sharing recognitions. What I find helpful is to keep track of release and create a note on team contributions.
I foster a culture of learning and experimentation, where failure is viewed as an opportunity for growth and innovation. I believe that we should always focus on the problem and not the person.
Through post-project retrospectives, we reflect on our successes and failures, extracting valuable lessons to apply to future projects. Think of Quarterly design team retro, bi-weekly Sprint retro and ad-hoc retrospectives when critical issues arised.
By emphasizing the human factor in the design process, focusing on result-oriented design throughout, I ensure that my team not only delivers high-quality UI/UX solutions but also as individuals, grows professionally and achieves tangible results that drive business success.
Outcome
Motor Insurance Renewal
One of the projects that I led was the motor insurance renewal feature in Setel app. This feature allows users to renew their car insurance with just a few taps on their phone, without having to visit any physical branches or agents. The feature also integrates with the app's loyalty program, giving users cashback and rewards for every renewal.
As the design lead, I was responsible for managing the designer to support user research, creating user flows, wireframes, prototypes, and UI designs, as well as collaborating with developers and stakeholders to ensure a smooth delivery. The feature was a huge success, generating millions of gross merchandise value (GMV) for the company, and increasing monthly transacting customers (MTC) to strengthen our position as a motorist super-app.
Roadtax Renewal • App Design Lead
The roadtax renewal feature complements the motor insurance renewal feature. This feature allows users to seamlessly renew their roadtax through Setel app, without having to queue at the post office office and allows history records for multiple vehicles. Before we went full digital, we also provides users with a Setel branded road tax holder, which they can display on their windshield with their physical road tax.
As the design lead, I led both mobile and web feature landing page design, ensuring consistency and clarity across different touchpoints. The feature was well-received by the users, who appreciated the convenience and simplicity of the process. Proven with average 90+ NPS score.
On-street Parking • App Design Lead
Another domain that I worked on was on-street parking, which is one of the pain points for many drivers in urban areas. The goal of this project was to deliver a simplified street parking experience that allows users to pay for parking using Setel app, without having to use coins or parking machines. The feature also enables users to extend their parking time remotely, receive notifications when their parking is about to expire, and view their parking history and receipts.
As the design lead, I worked closely with commercial and marketing teams to understand the business requirements and user needs, as well as to create effective communication materials and campaigns. The feature was a huge hit among the users, achieving an overall 80-91 net promoter score (NPS) rating and contributing significantly to MTC.
Off-street LPR Parking • App Design Lead
Off-street license plate recognition (LPR) parking is a feature that allows users to enter and exit parking lots without having to scan any tickets or QR codes. The feature uses LPR technology to detect the user's license plate number and automatically deducts the parking fee from their Setel wallet. The feature also provides users with real-time information on parking availability and rates, as well as directions to the nearest parking lot.
As the design lead, I delivered an 80-90 NPS monthly experience with one of the largest GMV contributor to Mobility business line when paired with Season pass feature. I also oversaw the release of LPR to various locations such as KLCC, Sunway City, Alamanda, KL Convex, Cyberjaya, and more.
24/7 Auto-assistance • App Design Lead
This is a feature that provides car breakdown assistance to users in case of emergencies. The feature allows users to request for roadside assistance through Setel app, such as towing, battery jumpstart, tire change, fuel delivery, or locksmith service. The feature also connects users with partner companies that provide these services, as well as tracks the status and location of the service provider.
As the design lead, I led two designers to build this feature in Setel app and a feature landing page. I also conducted on-site user research with Bateriku to understand their pain points and expectations.
EV Charging • App Design Lead
The feature allows users to locate nearby EV charging stations, view their availability and rates, start and stop charging sessions, and pay for them using Setel wallet or CardTerus. The feature also integrates with Setel's loyalty program, giving users cashback and rewards for every charging session.
As the design lead, I arranged UX research sessions and led two designers to create this feature. I also ensured that the feature adheres to the EV charging standards and regulations in Europe like OCPI.
Key highlights
All the features combined, I'm very proud of the team to be able to reach such unbelievable numbers. I won't be able to do this alone, all credits to the designers in Mobility, without their perseverance and commitment we would not reach these all-time high metrics we always dreamt of.
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