Case Study: Attendance & Workforce Platform (Appsensi)

A mobile-first attendance solution enabling reliable check‑ins anytime / anywhere for industrial & WFA workforces

Context

  • Target users: Operational employees in industrial sectors + distributed remote workers

  • Market reality: Companies needed reliable attendance logs beyond office geofence due to hybrid / WFA demands

  • Business moment: Post‑pandemic → attendance compliance shifted from "office presence" to "location‑agnostic trust"

Problem Statement

Traditional attendance systems were built for physical offices — they failed when employees started working from multiple locations. Data became inconsistent, HR audit trails became messy, and operational KPI reporting became unreliable.

We needed a mobile attendance system that is trusted, fast, and works anywhere.

Success Definition

  • Primary KPI: User adoption (monthly active attendance logs)

  • Secondary KPI: Engagement uplift (returning session usage)

  • Time horizon: 12 months

My Role & Scope

  • Product Manager — orchestrated end‑to‑end delivery

  • Led 12‑person cross‑functional squad (engineering, design, QA, product ops)

  • Owned feature strategy, prioritization, discovery, roadmap

Constraints & Realities

  • Sharp cost sensitivity from industrial clients → pricing pressure

  • UX must support low‑end Android devices (Indonesia market reality)

  • Zero tolerance for location spoofing / fraudulent GPS signals

  • Security & data trust critical → attendance data = salary impact

Key Decisions & Trade-offs

Mobile-first vs Web-first

Options Considered: "Web portal + light app" vs "mobile as primary surface"

Decision: Mobile-first → WFA reality & employee location is dynamic

Risk Accepted: Requires stronger offline handling

Engagement model

Options Considered: Passive clock-in/out vs UX nudges

Decision: UX nudges → improved stickiness & 20% engagement lift

Risk Accepted: Requires continuous behavioral tuning

Infra cost model

Options Considered: High-res online GPS only vs hybrid coarse+fine geolocation

Decision: Hybrid → accuracy balanced with infra cost

Risk Accepted: Complexity in validation pipeline

Final Solution Summary

  • Delivered a B2B/SaaS product purpose-built for distributed workforce attendance

  • Mobile UX intentionally simplified around "frictionless check-in/out" flows

  • Resource allocation model optimized to maximize output under budget guardrails

  • Continuous collaboration loop with design & engineering to maintain velocity

Validation: usage tracking (daily attendance logs), feedback loops with customer HR, engagement cohort curves

Impact

3,500

Users adopted within first 12 months

20%

User engagement increase via UX iteration strategy

30%

Margin enhancement via resource allocation optimization

WFA

Successful positioning as modern attendance solution for WFA models

Next Iteration / What I'd Do Differently

  • Explore audit-grade biometric validation (liveness + anti‑spoofing)

  • Modular policy engine (company‑specific attendance rules)

  • Automated anomaly detection for suspicious check-in patterns

Project Info

Key Responsibilities

Technology