Fostering net promoter score: Crafting user experience in difference cultural ecosystem

Abstract

The customer research in terms of usability, usefulness and branding on User Experience (UX) design is a critical part of the success in application implementation on Information communication technology (ICT) industry. The study on impact of cultural system with similar target market into designing UX in correlation with net promoter score (NPS) has not been revealed as part of important factor, for designing and evaluation of application design. Hence, this paper has objective to assess the effect of user experience (UX) in difference cultural ecosystem in relation with NPS for Indonesia diaspora. The case of prepaid product Kartu As 2in1 was investigated. The survey done through discussion with 20 respondents of Indonesia diaspora, with 10 respondents in Indonesia and Malaysia respectively. The result found that there is some similarity pattern of customer characteristics. However, some variations due to cultural ecosystem difference is found, that the Indonesia diaspora living in Malaysia mostly focused on the easiness of the use, but in Indonesia, they focused on the functionality.