Challenge

Through this, we are looking at an opportunity on how might we encourage users to stay longer in the product. Ensuring users to commit participating in the experience. We were also given a very short timeline of 3-5 months only to complete the development end to end.

The MVP that we established as an area of focus are:

Phase 1:

• Easy registration and concise steps for credit applications


• Steps of Transactions through popular merchants


• Informative guide to complete instalment


Phase 2:

• Easy registration and concise steps for credit applications

Output & Impact

During the launch in November 2025, we managed to capture 56,836 users where roughly about 10,000 users have participated and engaged. Per June 2026, we’ve retained 1,1 million users through this product; having about 40,000 users are actively playing and engaged.

Understanding

As a new digital bank, Superbank need to build more engagement in the product lifecycle since its only main performing features are 7% interest Deposit and Celengan (Piggybank pocket feature). We see this as an opportunity to build a shorter term engagement in which it can fill in the engagement gap that Superbank is missing.

Based on current findings in the market, Superbank lacks uniqueness in what does the digital bank had to offer. One of the ideas that can be brought into the table is by creating a memorable game that would be easy to grasp and enjoyed by users. In order to build the best gamify experience, we collaborated with Kakaobank (one of our shareholders) to develop a different experience and only stand out with Superbank.

Retention is the main aim to ensure our non active users engage

We began looking at different benchmarks and references existed in the Indonesia market. By looking at competitors who have distributed different gamifications, we learned that creating reward based games require 3 components in any sector.

Fun, Attendance and Event. These core components are fundamentals to make a successful reward based game specifically for a Digibank. We were learning from Shopee’s claim rewards experience and Kakaobank’s Daily Deposit reward collection. Claim rewards are known to be a quick interactive fast pace game for users to identify rewards quickly and while Kakaobank’s daily deposit scheme in prize ladder where the business frequency requires users to log in and save day to day to achieve the highest level.

Our goal now is to ensure that we build an effective business and productive scheme that allows users to have a reason to come back and play the game. They should get rewarded with meaningful benefits.

Preparation

Within a 3-5 months; business, product and development are challenged to deliver in a short time period.

In order for us to achieve the project, we need to lock down the roles of each teams in order to deliver smooth and clear outcome. In my part as a designer, I need to ensure that the vision and end to end experience comes from my end first because the product has to be relatable with the current market.

Task Description & Distribution

Explorations

The gamification needed to contextual and relatable.

We were exploring between different game experiences from a basic scratch card to lottery style because reward based experience tells a simpler story to users about winning a prize through action. However, the constraint that we faced from DINSOS was that the prize and experience should avoid having a JUDOL (judi online in bahasa for online gambling) concept as its considered to be illegal in Indonesia and as a financial institution, we should not illustrate or simulate such experience that will carry the bank’s name. This also affects the prize probability because if user’s chance increased in winning large amount of prize, then total prize from Superbank would be high in turnover, which banks needed a stable revenue.

Gacha card style is the perfect blend of probability surprises

Since our goal is to create a financial game that motivates users to stay engaged, we decided to take inspiration from an existing game called Pokemon TCG App where their simplified booster pack selection experience is the neutral option for us to proceed because firstly it revolves around choosing cards that contains prizes (general game) and secondly it doesn’t touch the topic of online gambling.

Thus we named it Kartu Untung

Kartu Untung (meaning Lucky Pocket) was drawn from the common game that most users play which are cards as an easy and understandable cultural method that everyone is familiar with. The luck part is originally inspired by a clover flower which represents luck in multiple regions. However, since the clover flower is not common in Indonesia, we replace it with cats as the most symbolic animal in Indonesia which represents both luck in varies province culture and also familiarity.

Design Decisions

The Fund In Experience

Initially, we wanted to allow users to perform funding in before opening an account because it would be easier for them to give the right motivation to start playing, however we’d figure that since this game experience is a new concept in Indonesia and I assume that users will have difficult in understanding, we focus on the first 2 steps in 1. confirm to open new account and 2. explore the new feature by themselves.

The Play Experience

Intially, we were choosing the scratch card experience first because looking at our competitors, its the easiest approach for a quick play. However, after aligning and checking with DINSOS and further review, we pivoted using the inspiration from Pokemon TCG app in the selection experience as it’s more approachable to users and also since we are designing for a large financial institution; we cannot promote gamifications that resembles gambling.

The Product Construct

The first construct focuses on how do users participate? The model that we decided to go for is users depositing to Superbank’s seperate sub account called Kartu Untung where this renders the actual account in Superbank’s asset page. Theoretically, its a different product (not categorized as savings) but uses the deposit stream as a home base to have the product live and operate. This is needed because our timeline is not suffice to build a new section for the product and that by using the asset page as a base makes development easier and efficient.

The second construct is the prize model. We decided to start and test with only three prize structure: Bronze - Rp3 & Rp500, Silver - Rp50.000 and Gold - Rp500.000. Reason for this is because we want to introduce and educate user on the level and state of the prize.

As a bank institution, we are not allowed to give away high prizes as it promotes gambling. Although Gacha in a sense still belongs in the same realm; we use probability to control how users would win. In essence, the game requires users to randomly pick and choose the card they wanted, but the prize is already pre-determined and that only 5-20% will win the higher prize amount.

The Motion Experience

Credits to the team from Kakaobank as they support in crafting the motion experience. My role for this part essentially is to guide the kind of experience we wanted and where it will take place. The team from Kakaobank explored different motion behaviours and I need to make a decision on the behaviour.

We were deciding on 3 behaviours; initial launch, card selection and card suspense. Reason for this format is that we need to show to users that there are more options to choose rather than 1. Lastly, the suspense is a psychological factor where we give anticipation for users to wait and see how much they have earned.

Solution

Superbank’s first cash prize gamification

Kartu untung’s product model is finalised as a rewarding system that is combined with deposit. It is simple for users to participate; just by depositing Rp50.000 one time in a dedicated pocket; they can get the chance of winning cash prize just by logging in daily every week.

Everyone gets a chance in winning and everyone gets a cash prize but its manageable through probability system that we also built. This way, everytime Superbank setup a large amount on every program, winners are controlled through backend in order to create reward splitting for winners to those who win Rp3 unlimited and a 5% chance to win the biggest prize for Rp1.000.000.

Results & Key Learnings

During the launch in November 2025, we managed to capture 56,836 users where roughly about 10,000 users have participated and engaged. Per June 2026, we’ve retained 1,1 million users through this product; having about 40,000 users are actively playing and engaged. It also increases 8% in users opening Superbank account just to be able to participate and try to play the game to claim prize.

Overall, I enjoyed doing this project in collaborating with KakaoBank because it has been a goal of mine to work and develop on something big with an experienced institution and I get to connect and learn how to think building products differently. I also enjoyed the learning experience especially when crafting motion experience as it takes technical ability to understand and test multiple times. Lastly, it is a project that I can take pride of owning the whole experience and help in art directing the whole process to build a game that users can enjoy.

What’s the Next Step?

The iteration focuses more on expanding the cash prizes by not just relying on Rp3, Rp10,000 and Rp500.000. We found out on our findings that users get frustrated of earning Rp3 all the time due to the probability constrain. We expanded the prize range adding Rp5, Rp500, Rp30.000, Rp50.000 and Rp100.000 as a way to reduce irritation of users and giving users still a good feeling of winning.

We also changed the illustration to be more positive because psychologically users became unhappy when winning a low prize and also from looking at the illustration being presented as well.

Finally, we updated the journey in onboarding where after users finished the CVP stage, they will automatically present at the deposit screen instead of going to home. This is because turns out culturally in context, the users are quick learners and they prefer to complete the action first time rather than later.