Revamping BIONS App and Website
Introduction
BNI Sekuritas is a subsidiary of Bank Negara Indonesia (BNI), offering securities trading, investment banking, and asset management services. Established in 1995, it serves retail and institutional investors through innovative financial solutions, including the BIONS trading app.
Background Story
When I tried old BIONS, the app was outdated and confusing. Even checking your balance was difficult. I started as the sole UI designer, maintaining the legacy system and collecting user feedback. Later, I worked with another designer to revamp the app, simplifying flows and creating a cleaner, more intuitive experience for new investors.
Team
I initially worked as the sole designer. Currently working with product design lead, collaborating with the product manager, business analyst, and other divisions as needed.
Findings
Outdated user interface
The previous BIONS UI used outdated components that felt behind competitors. This made it harder to attract younger users and stay relevant in a modern trading landscape.Complex navigation
Users found it difficult to move smoothly through the app. Key features were buried or grouped unclearly, leading to confusion and longer time to complete tasks.Inefficient task flows
Essential actions, such as trading or accessing account details, required too many steps. This slowed down decision-making and created unnecessary friction.Limited visibility of insights
Important financial data and tools were not immediately accessible, making it hard for users to track assets or take timely action.
Defining the Problem
Goals
Business goals: to enhance the revenue and users while aligning with the stakeholders requests.
User goals: enhance the user experience and journey, both transactional and non transactional features.
Process
Understand the Problem ➝ User & Market Research ➝ Define Goals ➝ Ideation & Wireframing ➝ Design & Prototyping ➝ Design Critique ➝ Handoff
Research and Ideation
Contributed to qualitative market research efforts as part of a broader design thinking initiative led by a third-party consultant.
Responsibilities included:
Conducted competitor analysis of local and international trading apps to identify UX patterns and industry benchmarks
Gathered insights from customer reviews and support tickets to understand common user frustrations and needs
Synthesized findings into actionable design recommendations focused on simplifying the onboarding flow and enhancing feature discoverability for new investors
Results
As part of the design team behind the BIONS app revamp, I contributed to improving the overall user experience across mobile and web platforms:
Positive Feedback
The redesign received positive feedback, highlighting improved usability, cleaner interface, and better user experience. Here's some of what they said about the app.
“Easier to do transactions with New BIONS”
Suci Puspita Galih
“Useful app”
Tati Sumiati
"A big improvement over the old app, much better for investing. UI is easier to understand. Great job!"
Andre Delta
“Not much different, more simple, and easy to use”
Yadi Maulana
App Rating Growth
The app rating increased from 3.7 to 4.1 within just a few months after launch, reflecting improved usability and overall satisfaction.
Login Page Comparison
Home Page Comparison
Order Page Comparison
Key Takeaways
Clarity over clutter
Simplified layouts and reduced friction so users can focus on what matters.Faster access, smarter flow
Key actions and features were made easier to reach, improving overall usability.Guided by users
Real feedback shaped every improvement, from navigation to performance.Modern experience
A refreshed look and feel built trust and confidence for both new and seasoned investors.