OVO Nabung: Turning an e-wallet ecosystem into a banking engine

End-to-end UX Onboarding Co-branding Payments
OVO Nabung product overview across OVO and Superbank

A cross-app savings experience designed to feel like a natural upgrade inside OVO rather than a separate banking product.

How might we design a banking upgrade inside OVO that feels like a natural next step—not a whole new product?
Role
Product Designer
Timeline
Q4 2024
Scope
Onboarding, money movement
Team
1 writer, 2 PMs, 3 GROVO designers

Outcome

  1. Reduced registration from 21 fields to 3 by reusing existing OVO KYC data, lowering drop-off on the personal-data page by 20%.
  2. Helped Superbank reach its first 1 million users in under one year; as of 2026, 60% of Superbank users originate from OVO Nabung.
  3. Created an onboarding foundation that could scale to future ecosystem partners.

Situation

OVO had millions of active users. Superbank had zero. Converting one into the other meant bridging the instant simplicity of an e-wallet with the regulatory weight of a licensed bank.

The visible registration form was only part of the problem. The experience also had to establish a compelling reason to upgrade and maintain continuity across two apps, systems, and design languages.

Approach & contribution

I owned the end-to-end journey within Superbank, collaborated with designers and stakeholders across Grab and OVO, translated regulatory and technical requirements into product flows, and shaped the experience to support future ecosystem partners.

Full story preview The registration problem was bigger than the form Users needed a reason to upgrade, a lighter path through compliance, and continuity after onboarding. The story continues through value proposition, progressive compliance, multi-path journeys, and payment integration. See full case study ↓

From wallet balance to bank account

The product decisions that made regulated onboarding feel like a lightweight feature unlock.

The registration problem was bigger than the form

Most OVO users already had a primary bank. We were not only competing with other banks; we were competing with “I don’t need this.” Even interested users then met a full regulatory flow with KTP capture, data correction, and 21 additional fields inside an app designed for instant payments.

Onboarding was only the beginning. Payments and transaction history also had to remain coherent across OVO and Superbank. A disjointed post-onboarding experience could undo the trust built during registration.

Superbank, Grab, and OVO operated with different structures, priorities, and timelines. Regulatory approvals, evolving branding, and fragmented product surfaces added complexity to an already tight delivery schedule.

Existing Flow Superbank App

  1. Start
  2. Input phone number
  3. OTP
  4. Setup PIN
  5. Biggest drop-off Take ID Card
  6. Check Data
  7. Additional Data
  8. T&C
  9. Selfie
  10. Account Created
The existing journey exposed the heaviest friction at the moment of highest intent.
Existing registration flow highlighting drop-off around identity capture and additional data
Separate identity capture, correction, and 21 extra fields turned a simple upgrade into an administrative task.

Make the value immediate and the change feel small

Converting passive OVO users into active Superbank customers came down to two levers working together.

The economic lever. OVO Nabung lets users earn up to 5% interest on idle balance. Money that was already sitting in a wallet could begin working immediately.

The psychological lever. The biggest barrier was the perception of starting over. We framed the account as an upgrade to something users already had: the journey stayed inside OVO, existing data was pre-filled, and Superbank appeared in a supportive role.

OVO Nabung value proposition screen with annotations
Bank-account creation was reframed as a lightweight feature unlock inside OVO.
Co-branding strategy for OVO and Superbank
OVO remained dominant while Superbank was introduced as an evolution, not a migration.

Separate savings access from lending compliance

The compliance team initially required all 21 fields up front. Splitting the flow meant users would temporarily exist in a partially verified state, which created a regulatory concern.

I mapped each field to the product it actually served. Identity and address data supported savings; income, source of funds, and risk profiling supported lending. That distinction created the basis for progressive compliance: collect lending data when a user applies for a loan, where it is relevant and intent is higher.

Field mapping between savings requirements and lending requirements
The field map supported a model that was permissive for savings and strict for lending.
The result: permissive for savings, strict for lending.

Unlock savings first, then complete compliance progressively

Flow 1: Lite upgrade inside OVO

By reusing existing OVO KYC data, the registration form fell from 21 fields to 3—only the information Superbank still needed. After those fields, users had an active OVO Nabung account and could deposit, see their balance, and begin earning interest.

Before and after comparison of the 21-field and three-field onboarding forms
Existing OVO KYC data reduced the visible registration burden from 21 fields to 3.
OVO Nabung lite-upgrade flow screens
Value became available before the full lending-compliance profile was complete.

Flow 2: Progressive compliance inside Superbank

The remaining data was collected only when the user applied for a loan. At that point users had higher intent, and verification could be required before the loan proceeded rather than before they could access savings.

Progressive compliance touchpoints in the Superbank app
Lending-specific data moved to the point of loan application.

Design for every path between two apps

Savings-account creation was not one linear flow. I mapped new-to-bank users, returning drop-offs, existing Superbank customers, and edge cases such as pocket creation in the middle of the journey.

The mapping shaped fallback logic, push-notification triggers, and the cross-app nudge strategy. The goal was that no user would feel lost between OVO and Superbank, regardless of where they entered or stopped.

Full OVO and Superbank user-journey map covering alternate paths and edge cases
The journey accounted for new users, returning drop-offs, existing accounts, and product edge cases.

Connect onboarding to the everyday banking experience

Transaction history and payments needed a shared framework that both partners could implement. I established principles for consistency, clear source indication, and aligned payment flows that could also support future ecosystem partners.

Transaction history and money movement across Superbank and OVO
A consistent transaction display made the source of money movement clear across both apps.
  • 1M+users in under one year
  • 60%of Superbank users via OVO Nabung
  • −20%drop-off on the personal-data page
  • 21 → 3onboarding fields

The team delivered the end-to-end experience on time for regulatory requirements, covering onboarding, savings, payment continuity, and edge cases. The work also established a scalable onboarding foundation for future ecosystem partners.

What I carried forward

Given the tight timeline, I deliberately prioritized launch speed and a simpler onboarding flow over perfecting the value-proposition messaging.

Post-MVP feedback showed that users still struggled to understand the interest rate, worried about hidden bank fees, and experienced early trust friction. Those signals became the focus of the first major iteration after launch.

The project reinforced that removing form fields is not enough. A lower-friction journey still needs clear value and trust at the moment a user decides to become a bank customer.