Telkomsel
Personalizing the homepage for millions without login
Telkomsel, Indonesia’s largest mobile network operator, they didn’t just want a website redesign they wanted to reimagine how users experience Telkomsel online.
Problem
With over 170 million users, their public website was getting massive traffic. But here’s the thing, it treated everyone the same.
My Role
Product Designer
Skills
Strategic UX Thinking
Product Logic and Personalization Architecture
Cross Functional Communication
End to End Ownership and Execution
Timeline
Q3 2024
Collaboration
Business Stakeholders
Front-End Developer (2)
Back-End Developer (2)
Delivery Manager
Problem
Low engagement, high bounce rates, and underwhelming conversions.
The Real Challenge
Key Metrics
+50% Conversion Goal
The business set a bold target "increase website purchase-related actions (SIM card, top-up, package purchases, etc.) by at least 50%".
No Login, No Problem
That means designing around IP detection, cookies, and user behavior heuristics while keeping the page fast and GDPR/PDP compliant.
Unified Yet Flexible UX
We had to design a homepage that adapts content dynamically but still maintains one core structure.
Discovery and
User Findings
How can we show users what they need without them telling us who they are?
Wireframe and Hypothesis
We created three homepage variants, each driven by user context but still maintaining brand consistency, hierarchy, and mobile first design
I sketched the content logic tree so devs could plug the experience rules into the CMS with clarity.
One of the hardest parts was ensuring this level of personalization didn’t:
Slow down performance
Break the codebase
Cross data privacy lines
The Outcome
There was a moment during the Telkomsel project when a stakeholder said that to me
After working on several fast-paced, high-stakes projects at Aleph Labs, I’ve come to realize something I didn’t fully see before. It wasn’t just about meeting deadlines, or delivering sleek UI.
It was about showing up with the kind of thinking that blends design, business sense, and intuition.
All at once.
This project wasn’t just a portfolio piece.
Not because I wanted the credit.
But because finally all the invisible things I’ve carried into every project, every detail I obsess over, every ‘what if’ I ask out loud, they were seen.
And trusted.
Designed to Achieve
Each user segment is guided toward high-intent actions whether it's buying a SIM, checking data, or exploring packages within the first 10 seconds of landing.
