Detexi
Building and scaling an on-demand healthcare testing platform during urgent COVID demand
At a glance
After launch, Detexi reached more than 5,000 users, generated over IDR 500M in GMV within four months, and grew monthly user acquisition by 70%. The team grew from 3 to 12 people.
The challenge
People needed testing quickly, but speed could not come at the expense of trust. The customer journey also had to match what our homecare team could actually deliver.
My role
I owned the work across Product, technology, operations, growth, partnerships, from direction to measurement.
The approach
Understand the problem
I started with the business context, user needs, and the main constraint. People needed testing quickly, but speed could not come at the expense of trust. The customer journey also had to match what our homecare team could actually deliver.
Set the direction
I turned customer, operational, and business needs into product requirements, user journeys, priorities, and delivery plans. I coordinated Product, Technology, Operations, Growth, and Partnerships as the team grew from 3 to 12 people.
Execute and coordinate
I turned the direction into work across Product, technology, operations, growth, partnerships and kept the cross-functional decisions tied to what the business needed next.
Measure and improve
Progress was reviewed through output quality, user response, and commercial impact. Each cycle produced evidence for the next priority.
The outcome
Working under pressure made disciplined prioritization even more important. We had to learn quickly from operations without making promises the service could not keep.
Evidence:
- 5,000+ users reached after launch
- IDR 500M+ GMV generated within four months
- +70% monthly user-acquisition growth
