UX strategy and service design that fix the whole journey, not just a screen.
Research & Strategy · UX strategy · Jakarta
Journey maps, service blueprints and a prioritised roadmap, so the product, the people and the place work together.
Teams we’ve researched for
What We Deliver
Customer Journey Mapping
Every step people take, online and offline, with where it hurts and why.
Service Blueprints
What happens behind each step: people, systems and rules.
UX Strategy & Roadmap
What to fix first, ranked by impact and effort.
Experience Principles
A few clear rules your team can use to decide.
Stakeholder Workshops
Getting product, business and operations to agree on one direction.
Concept & Pilot
The new service designed, prototyped and tested before it rolls out.
Results from Our Research
89%of the strategy implementedMirae Asset Sekuritas
4.7app rating after launchMirae Asset Sekuritas
8personas tested across IndonesiaPLN Mobile
3studies to a tested redesignE-commerce · NDA
UX Strategy and Service Design, Explained
What Is Service Design?
Service design looks at the whole experience, not just the app: the screens, the people who help, the place, and the rules behind them. UX strategy decides what to change first and why.
When the Problem Isn’t on the Screen
While testing an EV charging service in a mobile app, we found that one of the most disruptive problems wasn’t on the screen at all: cars stayed plugged in after charging finished, so the next driver waited and the station served fewer cars. The answer had to combine product (status and reminders), policy (rules for occupied spots) and operations (fair turnover), such as an idle fee with a clear grace period and countdown.
Strategy That Gets Used
For Mirae Asset Sekuritas, research with 30 traders, investors and beginners led to a UI improvement strategy discussed with senior management; 89% of it was implemented and the app reached a 4.7 rating.
What You Get
A journey map, a service blueprint, a ranked roadmap, and when you want it, the redesigned product or service, tested before rollout.
Why Research with rekursiv.
Researchers Who Also Design and Build
The team that runs the study can design and build the answer, so findings don’t get lost in a hand-over.
Beyond Jakarta
Remote sessions across Indonesia and field days in other cities.
Local Language, Local Context
Sessions in Bahasa Indonesia with people recruited to match your real users.
Evidence You Can Act on
Ranked findings and clear next steps, not a report that sits in a drawer.
Industries: Banking & financeSecurities & tradingPublic services & SOEsTelcoFMCGE-commerceConsumer health
How a Study Runs
- 01Plan the questions that matter to the business, and who to ask.Research plan
- 02Recruit people who match your real users.Screened participants
- 03Observe sessions, interviews or field days, all recorded.Recordings & notes
- 04Analyse patterns across people, with the numbers behind them.Findings
- 05Recommend a ranked list of what to do, and the design to prove it.Recommendations
Research Projects
Charging ends, the car staysWhen Charging Ends, but the Car Stays
EV charging research
Tested by 30 traders firstPre-Launch UX Research for a Trading App
Mirae Asset Sekuritas4.7 app rating
Revamping a super appRevamping the PLN Mobile Super App
PLN8 personas, usability-tested across Indonesia
Segmentation to redesignFrom Segmentation to a Tested Redesign
Adult lifestyle e-commerce · Under NDA157 people tested & interviewed
Six studies, one worldSix Studies Behind an Immersive Brand World
Adult FMCG brand · Under NDA6 studies
One website, nine countriesOne Website for Nine Countries
Kalbe Consumer Health9 countries launchedFrequently Asked Questions
What is UX strategy?
A clear plan for what to change in a product or service, in what order and why, based on research and business goals.
What is service design?
Designing the whole experience, screens, people, places and rules, so it works end to end, online and offline.
What is a service blueprint?
A map of what happens behind each step of the customer journey: who does what, which systems are used and which rules apply.
Do you only work on digital products?
No. Many problems sit between the app and the real world, so we design both.
Can you work with our management team?
Yes. We run workshops and present findings to senior management, as we did for Mirae Asset Sekuritas.
Do you also design and build the solution?
Yes. Our designers and developers can take the strategy all the way to a tested product.
How much does a UX strategy project cost?
It depends on the size of the journey, the research needed and the deliverables. We scope it after a short call.
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