BFI Finance, one of Indonesia's pioneering multi-finance companies, holds the distinction of being the first in its sector to be listed on both the Jakarta and Surabaya Stock Exchanges. In collaboration with McKinsey & Company, our objective was to spearhead BFI Finance's digital transformation, focusing on modernizing their internal processes. This comprehensive project aimed to design a digital ecosystem that spans the entire organization, from the head office to field agents, involving a collaborative effort with McKinsey's researchers, product owners, and BFI's development teams.

Before our intervention, BFI's operations were predominantly manual. The structure included ARE Agents and Lead Agents under Branch Management, with Lead Agents coordinating ARE agents for lead generation within their communities. These agents played a crucial role in facilitating financial assistance through secured or unsecured loans, using vehicles as collateral.

Drop-off Rates: BFI faced nearly 90% drop-off rates, attributed to low usability standards across their digital platforms.

Productivity and Management: The company struggled with organizing teams and maintaining productivity, heavily relying on Lead Agents to manage and motivate ARE agents. This often proved overwhelming for Branch Managers, who were already burdened with multiple responsibilities.

As the Lead Consultant on the project, my initial task involved educating both McKinsey & Company and BFI Finance teams on the significance of conducting one-to-one interviews and user testing. Our objective was to gather insights from a comprehensive range of user groups, including past customers, individuals who abandoned the application process, ARE agents, and Lead agents. Here are our key findings:

Complexity in Application Process: Users frequently encountered difficulties with the complex and time-consuming application steps, leading to frustration and abandonment.

Lack of Clarity and Guidance: Many users expressed confusion over certain application sections due to insufficient instructions and feedback, particularly when errors occurred.

Technical Issues: Functional glitches and slow loading times were common pain points that disrupted the application experience.

Unmet User Expectations: The final "loan accepted" screen fell short of user expectations, lacking the celebratory feedback desired to mark the completion of their journey.

Inadequate Personalization: The application failed to tailor experiences for different user groups, making it challenging for users to find relevant information quickly.

Trust and Credibility Concerns: There was a noticeable lack of trust towards the insurance provider, exacerbated by the use of jargon and the impersonal nature of the digital experience.

The application process was meticulously designed to guide users of all generations through each step, striking a balance between speed and clarity. Emphasis was placed on visual guidance, like specific visuals for bank vehicle selections and province visuals, to assure users of their progress. The process was carefully calibrated to be quick yet intuitive, avoiding confusion for less tech-savvy users. Familiar design trends were employed to ensure ease of use for all.

In designing the application tool, we prioritized user clarity and simplicity at every step. Recognizing the importance of user feedback:

Continuous Feedback Integration: Implemented a system to provide immediate, contextual feedback during every user interaction, ensuring users remained informed and confident throughout the application process.

Rigorous Wireframe Testing: Conducted extensive testing at the wireframe stage to strike an optimal balance between speed and ease of use. Our aim was to streamline the application process, making it as intuitive as possible while avoiding user overwhelm.

The meticulous approach to designing and refining the application tool yielded outstanding results:

High Completion Rate: Achieved a remarkable 95% completion rate in final usability tests, demonstrating the tool's effectiveness and its alignment with user expectations.

User Satisfaction Enhancements: Based on user feedback, further refinements were made, including the addition of a congratulatory message upon successful application completion, significantly boosting user satisfaction.

Cross-Generational Usability: The tool's success across diverse age groups underscored its accessibility and broad appeal, confirming that users from various generations could easily navigate the process.

The ARE management tool was developed to streamline communication between ARE agents and lead agents. By reducing the need for frequent calls and in-person meetings, the tool aimed to significantly lower carbon emissions and optimise resource management within BFI.

Objective: To improve communication between ARE and lead agents, reducing the need for frequent meetings and lowering carbon emissions.

Solution: Implemented features like document requests, compliance reminders, and targeted reviews with customized data visuals for all users.

Outcomes: Achieved an 89% task completion rate and 90% user satisfaction across a broad demographic range.

The Lead Agent tool was intricately designed for agents with a strong digital acumen or those upskilled through training. This platform served as a hub for onboarding ARE agents, monitoring their performance, and managing task completion data. With a focus on enhancing productivity, the tool automated task creation, streamlining resource management, and planning procedures.

The development of the Lead Agent tool focused on enhancing communication and task management through a user-friendly interface:

Comprehensive Features: The tool was equipped with functionalities to streamline daily operations, including document and training material requests, target reviews, and compliance reminders, addressing the specific needs of lead agents.

Simplified Data Visualization: Recognizing the challenge of catering to a diverse user base, we implemented customized data visuals that merge numeric and graphical information. This approach ensured clarity and comprehensibility for users of all ages and levels of digital literacy.

Direct Communication Links: To boost operational efficiency, the app featured direct communication channels to lead agents, facilitating seamless interactions and coordination.

The introduction of the Lead Agent tool significantly improved operational workflows:

High Task Completion Rate: User testing revealed an 89% task completion rate, underscoring the tool's high usability and effectiveness in facilitating lead agent responsibilities.

Broad User Satisfaction: A remarkable 90% of test participants, spanning ages 20 to 60, expressed satisfaction with the tool's ease of use. This feedback highlights the tool's successful design in appealing to and functioning for a wide range of demographics.

The digital solution was designed to transform the lender-partner-customer interactions by enabling a seamless, accessible, and efficient online loan application process. The aim was to cater to a diverse clientele, making the financial support system more approachable and user-friendly. The tool was conceived to reduce the complexity of the process, accommodating users with varying financial and technological backgrounds.

Objective: To transform lender-partner-customer interactions for a seamless loan application process.

Design Focus: Made the financial support system user-friendly and accessible to a diverse clientele.

Results: Significantly improved the loan application process's efficiency and user-friendliness.

In this freelance project, the transformation of BFI Finance, in collaboration with McKinsey, was a notable success. The digital ecosystem revolutionized BFI's operations, streamlining processes and significantly enhancing efficiency. The development of tailored tools for Lead and ARE agents exemplified a deep understanding of the client's needs, leading to improved resource management and operational productivity. This project stands as a testament to the ability to deliver intricate, effective solutions in complex business environments.