Mission
In June 2024, I collaborated on the rebranding of Pegadaian Digital into Tring!, co-creating the brand story around how wealth ‘blooms’ for users.
We had three primary goals:
Unify the product vision under a clearer, more human brand that reflects growth, trust, and financial empowerment.
Simplify the user experience to make Pegadaian’s services easier, friendlier, and more intuitive for all user types.
Strengthen digital adoption by creating a modern, appealing platform that motivates offline users to shift into Tring!’s digital ecosystem.
Decision
Unified “Tring!”
In parallel with the rebrand, I designed the strategic merger of two previously separate platforms Pegadaian Digital and Pegadaian Syariah, into a single unified ‘Tring!’ experience. Although both apps offered nearly identical features, they had long existed as separate products due to differences in rules and financial rates: one conventional, one Sharia-compliant. Both belonged to the same parent organization, yet their separation created duplicated effort, higher operational costs, and unnecessary friction for users.
Solution
Buttery Experiences
Our goals was to bring them together without losing the clarity of choice users needed. The experience had to feel seamless, efficient, and intuitive, while still respecting the distinctions between conventional and Sharia services. To achieve this, I crafted a unification model where users could switch between Pegadaian Digital and Pegadaian Syariah through a highly visible profile toggle placed at the very top of the home screen.
This allowed users to move between the two systems instantly, no app switching, no confusion while reinforcing the brand’s promise of helping people ‘bloom’ their future with simplicity and confidence.
This merger became a core pillar of the new Tring! ecosystem, reducing management overhead while giving users a cleaner, more empowered journey through their financial options.
New Consistency
Redefine Rework Redesign
As we embraced the new brand identity “Tring!” and its core principle of helping users ‘bloom’, the entire existing platform needed to evolve. Every core layer of the app had to reflect this new philosophy while still supporting all legacy features, rules, and transactional requirements.
I spearheaded the redesign of the home screen, main navigation, discovery experience, and checkout flows, ensuring that each touchpoint felt simple, safe, and effortless. The challenge was to balance innovation with continuity: crafting a fresh, modern architecture without disrupting the familiar behaviors of existing users. The result was a frictionless experience aligned with the ‘bloom’ narrative—an interface that guides users with clarity while empowering them to grow their assets with confidence.”
Outcome
Upshot
Overall, the new Tring! ecosystem is set to uplift user experience, streamline operations, and unlock a projected 50%+ surge in digital adoption across Pegadaian’s 8+ million customers.
Product Released on: 2025, Download Here
