Challenges: How to Deliver a Premium Banking Experience within the Existing Digital Ecosystem?
PT Bank Tabungan Negara Tbk, abbreviated as BTN, is a state-owned bank responsible for providing financial services to the public, aiming to drive economic growth for Indonesians and small and medium-sized enterprises (SMEs) in Indonesia. BTN is also well-known for its expertise in housing and property financing. To expand its services and market share, BTN continues to drive digital transformation and product innovation by launching BTN Prospera in early 2025. The target is emerging affluent customers who seek more comprehensive and premium banking and investment services.
In line with the digital transformation, users prefer Internet Banking since it is more convenient and accessible through smartphones, laptops, and PCs. As one of the largest banks in Indonesia, BTN has already developed a new website that functions as Internet Banking, offering detailed features. Nevertheless, the website still needs room for improvement to provide the best banking solution, especially for the customers included in the emerging affluent segment. The challenge was accelerating the adoption and accessibility of information related to BTN Prospera. To address this, BTN needed a strong digital bridge that could accommodate BTN Prospera’s distinct brand identity while maintaining visual and functional integration within the corporate website.
Hence, this project aimed to revamp the website and integrate the new BTN Prospera segment into the main corporate website, btn.co.id, through user-centered design, supported by responsive front-end development. This integration was essential to ensure that customers have an enjoyable digital journey while accessing information and services provided by BTN Prospera.
Solutions: Integrating Premium Identity into Corporate Website with a User-Centered and Mobile-Responsive Platform
BTN collaborated with Suitmedia to execute the design and front-end development for BTN Prospera. We proposed innovative digital solutions that enhance both functionality and user experience. It included the creation of intuitive and user-friendly interfaces tailored to the Prospera segment. We also ensured that design implementation strictly adhered to the brand guidelines, resulting in visual consistency. Additionally, we developed fast, clean, and mobile-friendly code for responsive front-end development, ensuring an optimal user experience across various devices.
By using the 4D framework (Define, Design, Develop, and Deploy) from research to development, the implementation was well-structured and traceable. The Define phase was the first stage in which we gathered functional requirements, conducted in-depth user research, and aligned our findings with Prospera’s brand guidelines. After completing this phase, we continued to create wireframes and high-fidelity prototypes, focusing on delivering user-centered and premium design. This was included in the Design phase, followed by the usability testing. The development phase involved front-end development using modern technologies, such as HTML5, CSS3/SASS, and JavaScript, to ensure a fully functional and responsive website, especially for a mobile interface. This phase ended with the integration with BTN CMS. Ultimately, the Deployment phase culminated in the official launch of BTN Prospera in the third quarter of 2025.
This project had several unique aspects, as evident in its multi-brand harmony, user-centered design, and front-end development. We created distinct experiences for Prospera while integrating its visual identity seamlessly into the existing corporate website, ensuring a refined and trustworthy user experience. Unlike typical integration projects, the design was created based on in-depth research into the customer persona of Prospera, resulting in an optimized information architecture and navigation flow, as well as a reduced cognitive load. The front-end development was meticulously executed, providing faster loading and improved responsiveness on mobile devices, which clearly represents the premium banking experience offered by BTN Prospera.
Results: A Distinct Website that Reflected Exclusivity to Unlock Business Potential
The new BTN website provides a seamless experience and accessibility, despite offering complex products and services, resulting in user satisfaction and convenience. The new segment, BTN Prospera, effectively reduces the entry barriers for potential emerging affluent customers, defining a premium banking experience. Additionally, the project successfully translated brand guidelines into a visually appealing design that conveyed exclusivity and professionalism, strengthening the differentiation between BTN Prospera and other segments.
