Bonds

Secure Returns, Made Simple.

Overview

Background

In this project, I focused on creating a Government Bonds experience for Tuntun, an investment platform in Indonesia. Bonds are considered safe and stable, yet for many retail investors, they feel intimidating, complex, and inaccessible.

Challenge

bonds are traditionally seen as complex, fragmented, and intimidating. My goal was to make them transparent, beginner-friendly, and simulation-driven, all while fitting into Tuntun’s product ecosystem.

Role

Beyond UX

At Tuntun, our lean team required designers to take on multiple hats—research, product strategy, and execution.

Responsibilities

- 15 user interviews (existing Tuntun users)
- 50 survey responses
- 1:1 usability tests with 8 participants
- Desk research & benchmarking

Problem Discovery

User Survey & Interview

To better understand how retail investors in Indonesia perceive and interact with government bonds, we conducted a mixed-method study combining a survey of 20+ participants and 8 in-depth interviews.

66% said bonds feel safer than stocks but too confusing (coupon vs yield).
63% asked for inline explanations instead of separate articles.
58% frustrated by fragmented flows (redirects across apps/browsers).
48% want reminders for coupon dates and maturity.

Benchmark App

The benchmark shows that existing platforms in Indonesia prioritize transactional execution over user education and transparency. This opens the door for a differentiated approach: a clarity-first, simulation-driven, and supportive bond experience that reduces intimidation and builds long-term trust.

Journey Mapping

Before designing the Government Bonds feature, we needed to understand the end-to-end experience of retail investors. Bonds are not only financially complex but also involve multiple touchpoints banks, financial apps, manual spreadsheets, and even offline steps.

Key Findings

Based of all the resarch heres the 3 key findings of bond app

Problem Statement

HMW

Government bonds are often perceived as complex and intimidating. Users struggle with jargon, face fragmented purchase flows, and lack tools to clearly understand real returns. To address this, we reframed the challenges into key How Might We (HMW) questions:

“How might we design a government bond experience that is clear, trustworthy, and aligned with users’ existing mental models, while ensuring regulatory compliance and driving adoption in Tuntun’s ecosystem?”

Design Discovery

Jobs to be done

Rina (32, Civil Servant): Risk-averse, prefers deposits, confused by bond terms.

Dimas (28, Employee): Tech-savvy, curious, but can’t calculate real returns.

UX Strategy

Clarity-first: No jargon walls
Trust-centered: Official badges, transparent costs
Simulation-driven: Real outcomes first, not abstract %
Mental model fit: Mimic deposit purchase flow for familiarity

Glimps Of Exploration

heres the exploration

Design Concepts

Discover

We began with discovery. Since most retail users don’t wake up thinking, “I want to buy government bonds today”, visibility was key. That’s why bonds were surfaced in two entry points: a homepage banner for casual browsers and a dedicated tab for power users. The banner drew immediate attention, while the tab served those who prefer navigating by category. In testing, this mix proved effective CTR from the banner reached 14.2%, showing how awareness can drive adoption.