TEAM
Dhea Zalfarani
M. Dhzuhri Agistian
Dian Nurita Hasanah
DURATION
4 weeks
MY ROLE
Product Management and UX Researcher
Challenge
Indonesia has over 66 million MSMEs (Micro, Small, and Medium Enterprises), yet many still struggle to adopt effective digital marketing strategies — particularly influencer marketing.
Through research and interviews, several key problems were identified:
MSMEs lack time and knowledge to manually search for relevant influencers.
Difficulty evaluating influencer credibility and track records.
No structured system to measure collaboration impact.
Endorsement processes are fragmented across platforms (DM, WhatsApp, etc.).
Limited marketing budgets require smarter influencer selection.
From a product perspective, this challenge was compounded by three main constraints:
Trust & Transparency – ensuring influencer credibility and secure collaboration
Efficiency – reducing friction from discovery to payment
Measurable Impact – providing data-driven business growth insight
Results
FINDZ was designed as a secure, end-to-end influencer collaboration platform for MSMEs, integrating transparency, efficiency, and measurable growth tracking
Key Product Outcomes
🔐 Structured & Secure Workflow
User authentication & verification
Standardized endorsement submission process
Payment confirmation system
📊 Data-Driven Business Insights
Engagement rate tracking
Yearly endorsement request analytics
Post-campaign performance reporting (followers, views, engagement)
Revenue comparison before & after promotion
🔎 Efficient Influencer Discovery
Influencer tier categorization (Nano–Mega)
Niche & location filtering
Transparent track record display
💬 Integrated Communication
In-app chat
Collaboration history tracking
Review & rating system
FINDZ differentiates itself from competitors by offering:
Integrated digital growth analytics
Social media content trend insights
Structured reporting system post-campaign
Impact Snapshot
5K+
Estimated Monthly Active Users
7+
Core Features Designed
My Role & Responsibilities
As the Product Manager, I:
Conducted market research and in-depth user interviews with UMKM owners to uncover key pain points in adopting influencer marketing.
Defined target user segments (UMKM & Influencers) and scoped the MVP based on validated needs and business feasibility.
Translated qualitative insights into structured product requirements across influencer discovery, endorsement workflow, payment flow, and digital growth reporting systems.
Designed end-to-end user journeys covering authentication, influencer search & filtering, endorsement submission, payment confirmation, and post-campaign performance reporting.
Prioritized features using impact, feasibility analysis to ensure delivery of high-value functionalities in early iterations.
Produced core product documentation including PRD, user stories, feature breakdowns, and process flows.
Collaborated closely with designers during wireframing and high-fidelity prototyping to ensure alignment between business goals and user experience.
Led usability testing via Maze, analyzed System Usability Scale (SUS) results, identified usability gaps, and drove iterative product improvements.
Process
This project followed a Design Thinking approach, chosen to support early-stage product discovery for a platform that combines funding, trust, and learning.
1️⃣ Empathize
Conducted interviews with MSME owners (F&B, restaurant, interior design, etc.).
Explored pain points related to influencer marketing.
Performed literature review on digital transformation and social commerce.
Key Insights:
90% of interviewees agreed influencer marketing is impactful.
Many MSMEs struggle to choose the right influencer.
No structured reporting system exists to measure post-campaign results.
2️⃣ Define
Defined the core problem statements:
How might we help MSMEs find relevant influencers efficiently?
How might we provide transparent influencer performance data?
How might we measure business growth after collaboration?
Created:
User Personas
HMW Questions
Information Architecture
Feature Prioritization Framework
3️⃣ Ideate
Brainstormed and validated core features that differentiate FINDZ:
🔍 Influencer Track Record System (engagement rate, tier level, yearly endorsement graph)
📩 Structured Endorsement Request Flow
📊 Digital Business Growth Reporting
🔎 Smart Filtering (category, location, influencer tier)
💬 In-app Communication
Stakeholder consultation was conducted to validate feature relevance.
4️⃣ Prototype
Developed a Design System (Nunito Sans typography, Blue–Orange palette).
Created Wireframes → High-Fidelity Interactive Prototype in Figma.
Designed 3 core user flows:
Authentication
Influencer Discovery & Endorsement
Payment & Business Reporting
Applied UX principles:
Shneiderman’s 8 Golden Rules
Fitts’s Law
Serial Position Effect
Zeigarnik Effect
5️⃣ Test & Iterate
Evaluation methods included:
WCAG AAA Contrast Checker
Heuristic Evaluation (10 usability principles)
Hi-Fi usability testing via Maze (10 participants)
System Usability Scale (SUS)
Key Iterations:
Added influencer tier & location filters
Repositioned cancel button to prevent misclick errors
Added direct chat button on influencer detail page
Conclusion
FINDZ is designed as an end-to-end influencer collaboration platform that helps UMKM adopt digital marketing in a structured, transparent, and measurable way.
By integrating influencer discovery, track record evaluation, endorsement submission, payment flow, and post-campaign reporting into one ecosystem, FINDZ simplifies a process that was previously fragmented and inefficient.
Key Value
Efficient influencer search with tier, category, and engagement filtering
Transparent influencer track record system
Structured endorsement workflow
Integrated payment confirmation
Data-driven digital growth reporting
FINDZ enables UMKM to move from informal influencer outreach to a more strategic and measurable digital marketing approach.
🟣 Future Improvements
To scale further, FINDZ can be enhanced with:
AI-based influencer recommendations
Performance benchmarking dashboard
Escrow-based payment protection
Advanced analytics for premium users
With these developments, FINDZ has the potential to evolve into a comprehensive digital growth platform for UMKM.