Doc owner: Julian Samuel
Date: 12 August 2025
Duration: 4 days
Ajaib started as a single-product stock trading app. Today, it’s a full investment suite, Indonesian & US stocks, ETFs, crypto, money market instruments, day trading, margin trading, plus education and analytics.
That’s good for market share. But it’s bad for cognitive load.
New users now face a wall of choices and unfamiliar terms. Pros have the opposite problem, they know exactly what they want but must navigate through beginner-friendly clutter to get there.
The current experience doesn’t adapt to two fundamentally different mental models:
Goal-First (Beginner)
“I want to grow my money safely.”
“I don’t know what ETF means — just tell me the best starting point.”
Tool-First (Pro)
“I need to short US tech today before the market opens.”
“Speed and access matter more than guidance.”
When the same navigation pattern serves both groups, it ends up serving neither.