At 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 several experiments, we identified the need for accessible, personalized guidance, particularly for entrepreneurs. We defined a winning product strategy focusing on a lean platform to attract the first set of customers through influencers and build the product iteratively incorporating customer feedback at every step to ensure the product addresses the target audience’s needs.
Kuncie’s launch was a great success, attracting over 50,000 users in its first month and achieving product-market fit within eight months. The platform’s blend of practical content, expert mentorship, a supportive community, and gamified learning, driven by behavioural science, resonated deeply with users. Ultimately, Kuncie became Indonesia’s top education app, a testament to its effectiveness in empowering individuals and unlocking their potential.
The vision for Kuncie is to unlock human potential, empowering people to prosper by doing what they love
Kunci means Key in indoniesia 😉
Learning
Personalised plan with bite size learning that adapts as the user learns
Mentorship
Personal mentorship and advice from succesful professionals
Network
Community that support the users as they build their success
Rewards
Behaviour science based rewards to ensure the right motivation
Building to learn in a rapid changing enviroment
Spearheaded a cross-stream collaboration spanning 4 countries and 3 companies, fostering a startup culture that prioritizes the consumer within an 8-month timeframe. Established a robust feedback process that directly influenced decision-making every sprint, ensuring alignment with our core mission and maintaining a laser focus on delivering value to our customers.
Gamification with views in monetisation
Our gamification system, designed with behavioral science principles at its core, fosters sustained user engagement and motivation. By implementing strategic elements such as limited options, scarcity, locked content, and intrinsic rewards, we create an environment that encourages users to actively participate and progress within the platform.
Furthermore, we developed the gamification system in close partnership with the business team, ensuring alignment with monetization goals. This collaborative approach enables us to rigorously test our monetization strategies and make data-driven adjustments based on real user behavior, ultimately optimizing revenue generation and adapting to market dynamics.
08
Months of work
+100
User Interviews
50,000
Users registered 1st month