I led the design and product strategy of Kuncie, an AI-powered educational platform. A sharp product strategy and lean startup approach with iterative development that incorporated continuous user feedback were the key for rapid user acquisition and product-market fit.
In a project with Telkomsel, Indonesia’s leading telco, I led the development of Kuncie, an educational platform born from extensive user research revealing widespread dissatisfaction with existing learning solutions. Through over 100 interviews and lots of experiments, we identified the need for accessible, local and personalised guidance, particularly for entrepreneurs.
We defined a winning product strategy focusing on a lean platform to attract the first set of customers through content generated by influencers. We build the product iteratively incorporating customer feedback at every step to ensure the product addressed the target audience’s needs.
Kuncie’s launch was a great success, attracting over 50,000 users in its first month, but that was only the beginning. After launch, we iterated fast and constantly, collaborating with marketing efforts to keep identifying what resonated best in the market, and experimenting with the business model until we got a soustainable product.
Within eight months we achieve product-market fit, building a product that not only resonated well with the audience, but also drived monetisation. Ultimately, Kuncie became Indonesia’s top education provider, a testament to a product build throught cross functional collaboration and deeply rooted in continous learning experimentation
Kuncie was designed to provide guided, personalised pathways that form based on the preferences and interest of the user, and evolve over time.
We defined a process to create micro content with local influencers, allowing us to have great content significantly reducing the creation time.
We designed the tool to create adaptive pathways, guide and reward the user on their learning, adapting to their preferences to drive engagement.
We learned that connection and network was key for success, so we designed peers and mentor relationships as part of the experience.
Learning
The main differntiation was the AI powered, personalised plans of bite size learnings that adapt as the user progress.
Mentorship
One of the keys of the sucessfull go to market was the personal mentorship and advice from successful Indonesians.
Community
Based on user feedback, we designed an integrated community that supports the users in their journey.
Gamification
To boost engagement we tested and incorporated behaviour science based rewards that boosted the engagement.
With an ambitious vision to make Telkomsel the #1 education provider in Indonesia and a tight deadline, we needed to define a very focused product strategy. This involved a lean initial platform and leveraging local influencers to create high-quality micro-content. This content would then fuel our AI and help us attract our first users.
A very lean community was set up with out of the box tech, to experiment and being able to listen to our users. For the mentorship experimentation we leverage low code tools that helped us collect data to shape next phases.
In an 8-month sprint that span across 4 countries and 3 companies, it was really critical to built a culture centred on the customer and a strong cross-functional collaboration. We implemented a strong feedback loop with a customer stream that learned and directly shaped our decisions each sprint, keeping us focused on our mission and delivering value to users.
Our gamification system, built on behavioral science, keeps users engaged and motivated. We used smart tactics like limited choices, scarcity, locked content, and intrinsic rewards to encourage active participation and progress.
We designed the system to drive micropayments, the preferred way of transaction based in our experiments. Working close to the business team allowed us to test how we make money and adjust based on what users actually do rather than simple research.
