Vida Essential +
Reimagining the Cookbook Experience : The project focused on improving the Cookbook experience by creating a more intuitive way for users to discover, explore, and interact with recipes.
Website Design
Interface Design
Product Design
Mobile App Design
Company
PT. Lippo Life Assurance
Company
Insurance
My Contribution
Product Design
Website
Date Created
2026
Key Challenges
Turning a Complex Flow into a Clear Journey : The existing experience contained multiple screens, states, and interaction points. This created several challenges:
01
Too many decision points : Users could encounter multiple options before understanding what they should do next.
02
Fragmented navigation :The journey between discovering content, selecting an option, reviewing details, and continuing the process could feel disconnected.
03
High cognitive load : Users needed to process several pieces of information at once before taking action.
04
Unclear next steps : Although the available features were comprehensive, the experience did not always clearly communicate “what should I do next?”
05
Need for a scalable flow : The solution needed to accommodate different user journeys while maintaining a consistent interaction pattern.
Design Process
Key Strategy
The core strategy was to shift the experience from open-ended exploration to guided decision-making. Instead of presenting users with multiple choices and expecting them to figure out the next step, the redesigned flow progressively surfaces the right information, narrows down relevant options, and leads users toward a clear action. This approach reduces cognitive load while creating a more focused, predictable, and goal-oriented journey.
Key Solutions
The value was clear, but the execution was full of complexity from platform constraints to ownership gaps across teams. I had to lead the design not just as a flow, but as a long-term, scalable system.
01
Guided Entry Point
The experience introduces a clearer starting point so users immediately understand where to begin.
02
Structured Content Discovery
Content is organized into focused sections and options, making it easier to scan and compare.
03
Step-by-Step Selection
Instead of presenting every option simultaneously, the flow progressively narrows the user's choices.
04
Clear Review Stage
A dedicated review state allows users to confirm their selection and understand what will happen next before proceeding.
05
Strong Primary CTA
Primary actions are consistently emphasized, reducing ambiguity and helping users move forward confidently.
06
Connected Journey
The redesigned flow connects previously fragmented screens into one continuous experience.
Vida Ess+ Landing Page
Customize Categorized and Activity Favorite
Summary Order Page
Regarding Limits and their Boundaries
Looking for a partner for the chosen activity
Promo Workflow Input
Promo Member Get Member (Referal for App)
Register Account
Completing Identity Details
Complete the Purchase Transaction
Outcome Highlight
The final design transforms a complex collection of screens into a more structured experience.
Iteration B — Guide Me was chosen as the final direction because it better balances discoverability, usability, and task completion. The result is an experience that doesn't simply give users more options — it helps them understand which option to take and what to do next.
