Wigy Ramadhan



Client: Bukalapak (in-house)
Year:2019

Brand Research: Make Economy Accessible for All

Design  Research
Ethnography Study
Brand Experience
Design Strategy

 Bukalapak is an e-commerce startup company with multiple business lines providing a digital platform to facilitate online commerce for small and medium enterprises. Since it was founded in 2010, the business has grown and expanded to many new businesses, such as providing digital products for paying bills and purchasing digital services. In 2018, right after I joined, the company became a Unicorn, valued at $1 billion.

In 2019, the management decided to do a rebranding. I was one of the researchers responsible for conducting the research project to find the most relevant brand-new narrative.

Read the research article published by the team here

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The Research



The research was primarily ethnographic, involving immersive visits to customers' shops and homes. We employed multiple mixed methods to gain a deep understanding of customers and create brands that are genuinely relevant to them. 

This collaborative effort between Marketing and Product teams at Bukalapak required cross-functional coordination. I planned, conducted, and led the field research team, which included C-level executives and brand & marketing management





We immersed ourselves in high-density residential areas, sat together at their shops and houses, to understand our customers’ daily lives and develop deeper contextual insights.

 




Brand Building

My ethnographic research formed the foundation for Nation Insight's brand story development workshop. As co-facilitator, I guided cross-functional stakeholders from brand and marketing, product management, UX, and business leadership through the process of transforming research insights into a unified brand value proposition.

Research report that we have prepared for the Brand Story development workshop with Nation Insight.






Output


Both logo and design were then executed by Thinking Room, collaborating with Bukalapak's in-house designers.









Credit:


Researcher: Putu Ayu G, Daniya R, Wigy R
Brand Story: Nation Insight
Brand Design: Thinking room & Bukalapak in-house designers