Project Lead — End-to-End Execution
Ouch! — Kita Jaga Ummah
THE SITUATION
Getting a product into a masjid isn’t a media buy — it’s earning a place inside a community’s trust, one conversation with an imam or committee at a time. I led this from the first ideation session to the last piece of feedback collected on the ground.
Scope & Responsibilities:
Marketing can bring users to the door. It can’t fix what happens once they’re inside. If the product itself creates hesitation or distrust, no amount of ad spend closes that gap — it just gets more expensive to acquire users who bounce anyway.
Post-Event Discovery:
Product findings:
- Decreased friction in the product discovery journey, eliminating a major source of user frustration
- Smoothed the sign-up process
- Improved brand perception, paving the way for future growth
Behavioural findings:
- Long-term awareness isn’t built through a single touchpoint — it’s embedded through sustained community activity
- Trust is the fundamental currency: product adoption inside a community follows trust, it doesn’t precede it
THE RESULT
- Eliminated a major source of user frustration
- Smoothed the sign-up process
- Improved brand perception, paving the way for future growth