SHIPPING COMPANY
READY FOR THE OPEN SEA
Pertamina International Shipping (PIS), operates in one of the most demanding sectors there is—hydrocarbon logistics, where decisions carry real operational and financial weight. As the company set its sights on scaling globally and preparing for an IPO, its people were doing sharper work than their tools allowed. Information sat in a dozen places, action took too many steps, and the day was spent collecting data instead of acting on it. The Super App was our answer: one intelligent workspace, built to change that.
The Challenge
When we went into the research, two problems surfaced again and again—and they compounded each other.
The first was too many apps. People juggled a sprawl of disconnected tools, which made retrieving the right information at the right time far harder than it should have been. The second was a significant administrative burden—the scheduling, filing, and status-chasing that quietly consumes a working day and drags on productivity.
The people we spoke to didn't want another app added to the pile. From a director scanning the morning's numbers to an operations planner mid-voyage, they shared one need: to spend less time hunting and filing, and more time deciding and doing.
The Idea
So we designed the Super App not as another tool, but as the layer that sits above them—an intelligent workspace that evolves with enterprise needs and adapts to whoever opens it. Its whole job is to cut through the noise and point each person at their next move.
It feels less like software you operate and more like a capable colleague who has already done the reading: one that notices what matters, brings the right insight forward, and clears the path to the next step.
See, Solve, Simplify
The experience is organized around three modes—a simple mental model that holds a lot of complexity without passing it on to the person using it. Beneath them sit five intelligent capabilities that do the actual work.
See — understand the big picture. The app opens on what matters. Smart Notification delivers automated, contextualized alerts—quick summaries, surfaced by your most frequent activity—so nothing important gets buried. Insight Generation turns raw data into a read on the situation: spotting trends and anomalies, summarizing, interpreting a document or image, and drawing out correlations across sources.
Solve — take action with confidence. Advisor provides a personalized, reasoned response to support the decision in front of you—what-if scenarios, guidance on next steps, and help prioritizing. Digital Assistant then does the doing, executing the everyday tasks that eat a day: scheduling a meeting, filing expenses, booking travel.
Simplify — streamline the journey. App Launchpad replaces the scavenger hunt across a dozen tools with one place to access, manage, and launch every application—the direct answer to a workforce drowning in apps.
One System, Many Roles
The real test of a workspace this broad is whether it holds up across wildly different jobs. So we designed and mapped it against three end-to-end journeys, each following the same See–Solve–Simplify spine—and the same five capabilities—instantiated for a very different person.
As a CEO: “I want to get notified on company performance and global market trends.” From a smart notification, to market trends read and contextualized, to suggested actions—then delegating the analysis, prioritizing the day’s tasks, and walking into a board meeting with speaking notes already drafted. Understanding → Communication → Action.
Results
Because the Super App landed as a live enterprise transformation ahead of PIS's IPO, the clearest measure of impact isn't a single headline number—it's in what the design closed.
We took the two problems the research surfaced—too many apps and too much admin—and answered both with one coherent workspace: three modes, five reusable intelligent capabilities, and three end-to-end journeys spanning strategic, non-operational, and operational work, each grounded in in-depth interviews rather than assumption. The design proves a single, adaptable system can serve a CEO, an HR officer, and an operations planner without fragmenting into three separate products.
The shift it makes possible is the real outcome: from passive to proactive, from collecting data to acting on it, and from a company slowed by its own tools to one with an intelligent foundation ready for global scale—and for the scrutiny that comes with going public.