This is the first Insights Report that Somia has published. We hope to continue to be your eyes and ears on the ground, bringing you more interesting insights to inspire, to evoke empathy, to open up opportunities!

1. How has the COVID-19
situation affected the way
Indonesians live?
Photo credit: https://asia.nikkei.com/Spotlight/Coronavirus/Indonesia-s-first-coronavirus-case-tied-to-Japanese-national
1
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

2. Why is Somia putting this report together?
As design innovators, we use research to inform our design
thinking process. We got curious about how the virus came
like a storm and affected the way Indonesians live and breath.
This piece is not in a position to answer any questions, neither
is it to solve any problems at this point. Its intention is
non-commercial; it is to pique your interest and hopefully,
evoke some empathy on what others are going through and
experiencing around Indonesians.
We hope this research will be a start for us to present more
in-depth insights that will open up conversations amongst
your community, to inspire good work or perhaps just to gain
new awareness.
If you have in one way or another contributed to this report,
we thank you.
“... insights that will
open up
conversations
amongst your
community, to
inspire good work
or perhaps just to
gain new
awareness.”
2
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

3. WHO declares the
coronavirus outbreak a
pandemic on 11 Mar 2020
GLOBAL
INDONESIA
786,957
1,414
37,843
122
165,932
75
CASES DEATHS RECOVERED
Figures extracted from https://www.worldometers.info/coronavirus/ on 31 Mar 2020
3
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

4. Indonesia confirmed first
two cases of coronavirus
on 2 Mar 2020.
11 March
The first confirmed death of
coronavirus in the country.
The patients contracted the
virus from an infected
Japanese person in Depok
who later tested positive in
Malaysia.
12 March
Indonesian Labour Minister
mandated that all
Indonesian companies must
provide their employees with
coronavirus prevention
devices such as face masks
and hand sanitizers, but they
are sold out everywhere.
24 March
President Jokowi announced
the cancellation of the
annual national examination
(Ujian Nasional) for all
education levels, except
Vocational High School
(Sekolah Menengah
Kejuruan, SMK).
30 March
Jokowi orders large-scale social
restrictions coupled with 'civil
emergency' policies.
4
Information extracted from https://en.wikipedia.org/wiki/2020_coronavirus_pandemic_in_Indonesia
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

5. What did we
observe and hear?
1
Personal
Hygiene
2
Food/
Supplements
3
Physical
Activities
4
Cultural/
Religious Beliefs
5
Social/
Environmental
We broke them into five main categories:
5
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

6. PERSONAL
HYGIENE
1
“Have you washed
your hand in the last
two hours?”
We are redefining cleanliness. But what does ‘clean’ means? How
‘clean’ is clean? Who defines the standard of ‘clean’?
6
Photo credit: https://www.nbcnews.com/better/lifestyle/how-wash-your-hands-properly-according-doctors-ncna1102746
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

7. “There was a patient who used an alcohol
rub from head to toe because one of the
patients who was queuing with him
coughed without being covered and didn't
wear a mask.”
“My grandmother sprayed 70% alcohol
to my shoes because I accidentally kicked
into some fish at the wet market.”
“I was told to dry my sandals under
the sun thoroughly to kill the germs.”
“I buy various types of sanitizer (for hands, for
mobile phones, for laptops, etc)”
“My grandma
was spraying 70%
alcohol into the
cash drawer in
the shop…
But the cash
collected aren’t
disinfected!”
On a Mission
Impossible to
eradicate
coronavirus
7
Photo: bootmoodfoot.com
Photo: Aliexpress
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

8. Posts on how
to make hand
sanitizers and
disinfectants
#dirumahaja
“I’ve been washing my hands
more often and using a
sanitizer. It’s making my
hands dry, brittle and easily
sore.”
“I’m being
reminded by
Slackbot to wash
my hands!”
Many companies trying to
cash in on the situation with
advertisements.
8
2020 SOMIA CUSTOMER EXPERIENCE2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

9. FOOD/
SUPPLEMENTS
2
Mom:
“Don’t forget to
take honey once
a day.”
As Indonesia (and the world) seek health and wellbeing with a
renewed sense of determination, how does taking daily
supplement reconciles with eating instant noodles, which has
always had the question of its impact on health?
9
Photo credit: https://www.memoryhealth.com/blogs/the-brain-blog/best-supplements-for-brain-health
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

10. Traditional
remedies wins
in battle against
COVID-19
Indonesians started making their own Jamu
and buying from Ibus making and peddling
these increasingly popular traditional
supplement drink.
The high demand pushed the price of a
kilogram of Javanese turmeric from 40,000
rupiah (US$2.78) to 100,000 rupiah last week.
“I started drinking ginger
drink at night as supplement
because our president drink
it too!”
President Joko Widodo
shared his daily jamu
drinking habit in a
YouTube video and that it
keeps him healthy and fit.
Jakarta
Reported by The Straits Times, 12 Mar 2020
10
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

11. Increase of Jamu
health products on
sale on Instagram
stories
Jamu is a herbal drink made of plants
and spices such as ginger, turmeric,
cloves, fennel, celery, and tamarind.
Indonesians drink it to maintain
health and fitness, and to prevent and
in some case cure disease. It has been
part of the Indonesianculture for
generations.
11
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

12. “Taking ‘Tolak Angin’
herbal traditional
medicine once a day,
because it makes me
think that if I drink it
I will be protected.”
Many
individualsare
sharinghealth
tipsandown
recipesfor
healthboost.
“Do not eat just
any food that may
be dubious (in
cleanliness).”
“My husband has
been requesting for
an excessive
amount of ginger
drink everyday
since Coronavirus
broke.”
Doctors andhealthcare
workerstryingtheirbest
toraise awarenessand
educatethepublic with
theirknowledge.
12
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

13. Instantnoodle hasbeen categorized
ascomfortfood, even marketed asan
occasional replacement for daily
breakfast, lunch ordinner.
Indonesia’s Love Affair
with instant noodles
“I bought lots of Lemonilo instant noodles
(healthy instant noodles) during this period.” 13Bali
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

14. PHYSICAL
ACTIVITIES
3
“Have you bask in
the sun today?
An overflowing of physical activities suggestions and resources
flood the internet on what we and our children can do at home
to continue moving. As we battle physical confinement to our
homes, what are we doing with our mental wellbeing?
14
Photo credit: https://geographical.co.uk/nature/climate/item/3296-sun-block
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

15. Posts on what
activities that
can be done at
home
#dirumahaja
(special hashtag created
for this situation)
“This might sound silly, but take some time to
sunbathe for 10-15 minutes at 10am.
It’s proven to boost your immune system.”
Jakarta
“Home quarantine is
watching, looking for
games for children,and
praying that Covid-19
will end quickly. We
are tired and bored. We
want to get out, but it’s
better to be
quarantined than be
sick with Covid-19.”
15
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

16. CULTURAL/
RELIGIOUS
4
“Don’t
forget
to
pray.”
When the mystery of coronavirus continues to baffle us, some
turn to the spiritual/divine realm for guidance or help. Is it a
time of ridicule or a time of empathy?
16
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

17. Offer ‘sesajen/sajen’ human-riceand
a specialprayer to god, to keep covid-19 away.
Bali
17
Photo: Unknown source
Note that the local government has clarified that the offering is not to prevent Covid-19
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

18. Some
mosques
have stopped
Friday
prayers for a
period
#dirumahaja
“There are some
coworkers who are still
going to public
mosques for Friday
prayers. There are
conflicting information
on Instagram stories.
But finally, after a
notification from the
government, they now
pray in the office.”
My conversations these days end with:
“Don’t forget to pray.” 18
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

19. “Some people heard a sound
coming from an object in a
sacred place during a religious
event, and perceive that as a sign
of disaster.”
No handshakes and physical
distancing of at least 1 meter at
religious gatherings.
PHYSICAL DISTANCING
Offering
suggested by
religious leaders
to ward off
disaster
19
Photo: Unknown source Photo: Unknown source
Photo: Unknown source
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

20. SOCIAL/
ENVIRONMENTAL
5
“We’ll stay at work
for you. You stay at
home for us.”
Photo: Tech in Asia
This has certainly change the way we interact and connect; has it
has it connected us deeper or tear us further apart? How will this
pan out post-covid19?
20
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

21. On your left, grocery stores
being packed to the brim from
panic buying of essential
goods like oil, rice, instant
noodles.
In contrast, on your right,
empty cafes, retail stores
and malls, on the verge of
closing down.
Indonesia government is
currently working to rescue
businesses suffering from
COVID-19 and prevent layoffs.
BOOMTOWN
Bali
Photo: The Jakarta Post
Photo: The Jakarta Post
GHOSTTOWN
21
Photo: Unknown source
Photo: Unknown source
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

22. Government announced that
public places like museums,
national monument sites are
to be temporarily closed due to
covid-19.
Is this the
start of
Virtual
Experience
Economy?
Online concerts, exhibitions,
bar… staying home and
technology has stirred some
creativity to keep people
connected and engaged!
22
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

23. Online
Psychology
Service to
help tide
over your
mental
wellbeing
Shopping services developed to provide
groceries for sick / pregnant women
23
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

24. With the authorities encouraging the public to
stay home, healthcare workers do the same with
a softer approach.
24Photo: Unknown source
2020 SOMIA CUSTOMER EXPERIENCE @somiacx // somiacx.com

25. 25
The COVID-19 situation around the world is fast-changing and dynamic. Some of what we have
reported may be out-of-date by the time we released this or by the time you are reading this.
We are going to continue putting our eyes and ears on the ground to bring you more insights.
Do stay tuned and follow us!
If you have interesting stories or know someone who is going through a special change in their
lives because of the COVID-19 situation, or you are interested to collaborate, do drop us a note!
www.somiacx.com
info@somiacx.com | IG: @somiacx

26. Thank you for reading!
Report put together by Somia Customer Experience | April 2020
www.somiacx.com
info@somiacx.com | IG: @somiacx