Simplify the process of finding, comparing, and booking Umrah packages to create a smoother experience for seekers.

Company

Tokopedia

Role

Product Designer

Platform

Mobile App

Timeline

3 — 6 months

Background

Umrah is a spiritual journey to Mecca performed by Muslims as an act of worship and devotion. Indonesia, with its large Muslim population of 232 million, has great potential in the Umrah market. However, there are significant issues that affect the Umrah journey:

• Scattered information on Umrah, from package offerings to application processes and financing options.
• Instances of travel agent scams, resulting in over 200,000 prospective pilgrims unable to depart since 2017.
• Limited choices for gifts, points of interest, food, and transport, along with restricted baggage allowances due to paid baggage implementation for domestic airline travel.

Objective

Our primary objective is to develop an all-inclusive Umrah platform that provides in-depth information, personalized packages, and additional services, such as insurance coverage and souvenir options, to enhance the overall experience. In this initial phase of our project, our main focus is on enabling pilgrims to effortlessly purchase and manage their Umrah packages through our platform.

Discover & Define

We began by gathering lots of information to create a strong foundation. We talked to users and looked at other apps and companies in the same industry. This helped us find out why people would want to buy Umrah packages from us. We talked to people of different ages and backgrounds. They told us what they thought about Umrah and helped us solve problems.

Users thoughts

During the discover phase, we learned about our target users and what they want from our product. We talked to people of different ages and backgrounds to find out what they like and don't like about Umrah and daily Muslim life. We used this information to figure out what problems we needed to solve. We chose the most important problems and made sure our designs would fix them. We used all this information to create a complete picture of our users and guide our design process.

• Young Users (21-30 y.o)

  “Even though I have enough money to go, I would rather to go to more interesting places such as Japan or New Zealand. I don’t know man, I have little interest to do something serious like Umrah for now”

• Middle Aged Users (35-45 y.o)

  “I’m open minded user. And I’m now in a position where I don’t have to worry about my financial condition. One thing to keep in mind is, I don’t have much time to take care many things to go umrah. I just want to pay and I got end-to-end services.”

• Old Users (55 y.o and above)

  “I’m saving enough money for years. All I wanted is come to Mecca safely and do Umrah. This might be the biggest event in my life. How can I trust you to handle my money while you guys selling soap and toys?”