Aspire
Empowering 5000+ businesses in Indonesia with over $120 million NTV in 12 months
Role
Product Designer
timeline
March 2022 - May 2023
The challenge
Aspire was preparing for a critical Series C round, and proving it could grow beyond Singapore was key to the raise. Indonesia was the obvious next market, home to one of Southeast Asia's largest SME populations, but its financial infrastructure was a different beast entirely. Unlike Singapore, where one Aspire account meant one business account, Indonesian regulations meant each business could have up to 6 virtual accounts tied to different banking partners. The core UX challenge was clear: how do you surface that complexity without overwhelming users who expect simplicity?
The process
I started with landscape research and direct conversations with Indonesian business owners to understand how they actually managed money across multiple bank relationships. Those insights shaped every major design decision, from a virtual account navigation model that kept six bank relationships manageable in one view, to adapted transfer flows for local payment rails, transfers to e-wallets, FX transparency, and a Aspire-first Batch Payments feature that let businesses process hundreds of payments via file upload with clear validation and error handling. Engineers were involved from day one rather than receiving a finished handoff, which kept the build tight and the feedback loops short across a team spread over five countries.
The outcome
The IDR Business Account onboarded over 5,000+ Indonesian businesses and generated more than $120M in net transaction volume. Retention climbed from 57% to 87% in the first six months, a strong signal of product-market fit in a new geography. The batch payments feature, originally built for Indonesia, was rolled out across all Aspire markets, and the transfer state system I helped design became the company-wide standard.
What follows is a curated selection of final UI shots. For the detailed case study, get in touch. Also, check out Aspire.
Other contributions at Aspire
Beyond the IDR Business Account, I tackled two high-impact problems across the platform. Aspire's bookkeeping integrations had a 4% adoption rate, so I ran UX research and user interviews to pinpoint discoverability and configuration friction as the core blockers, then redesigned the full integration journey from entry point to setup, pushing adoption to 20%. I also addressed a persistent operational bottleneck: finance teams manually chasing employees for expense receipts. I designed an automated receipt management system that triggered contextual prompts tied to individual expenses, resulting in a 10x increase in monthly receipts processed.
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