My Role

As a Sr UX Designer I owned varios projects, tackled complex tasks and transformed them into intuitive, accessible, and easy-to-use designs and played an essential role in overall product strategy. I worked very close with researchers, other designers, product managers and software engineers.



The Challenge

There are so many beautiful visualizations of banking interfaces on Dribble and Pinterest. Unfortunately, if you look closer, quite often they are meaningless from the user experience perspective. Many of them are just beautiful animations that will not work in reality. They do not meet users needs and business targets.

Fintech is regulation-dense environments, security rules are very hard to work around, and interfaces should be mindful of different cultures, habits, and lifestyles. Trying to find a working solution acceptable to all of the parties requires a lot of soft skills. During my time at Visa I have built a lot of soft skills such as adaptability, diplomacy, leadership, communication, and problem-solving.

At Visa I have worked on three very different streams: production, vision and content strategy.

Vision

I was part of an ambitious project to redesign the entire VDCA app. Together with two other designers we identified current UX gaps:

• No user experience

• No user engagement

• Noise

• Feature focused not integrated

• No reason for user to come back, mostly one time task

• App positioning & scalability

• Information architecture

• Context and Relevancy

Competitive Analysis

Before we could jump into designing, it was important to define success and understand how other applications drive high engagement. Digging into the different applications revealed some big insights.





After analyzing more than 60 direct and indirect competitors from USA and Europe, we identified most important trends:

Value: Show users how the app can change their life for the better. "People don't care about features - they care about what they can do with those features."

Personality: Just like a person, application or brand should have a unique personality and consistent tone of voice.

Onboarding: Onboarding is simple. Onboarding never ends.

Serving: Personal Assistant address all your problems. It can make it easy to set up alerts, track personal finances, check on your account.

Loyalty: Loyalty is baked into the experience. Offers are personalized.

Engagement: Feed is contextual and relevant.



European Fintech Trend

Banking System

• Open Banking system.

• Credit Cards are mostly used for e-commerce purchases.

• Debit cards are often preferred to credit cards.

Fintech Apps

• All four countries want to attract Fintech startups. Banks have a great infrastructure to support that.

• Financing app are trending.

• Launching mobile-only banking models.

Features

• Magic link that signs a user in and makes enrollment easy and quick.

• Reward and loyalty is a common feature in many European applications.

• Pay later feature is very popular: Klarna, AfterPay, Affirm.



User Behaviors

Users were surveyed on usertesting.com to get a general understanding of how they use their banking apps. With open ended questions, users stated they frequently open their banking app to check their balance, transactions, and transfer/deposit money.





Personas

After conducting all the research, we formed several potential user profiles for our digital banking app. The topics of four personas were fraud, travel, international and prepaid card.









Brainstorming and Wireframes

After our Design Studio we began to sketch up our ideas.



Testing

We tested our wireframes of the three new concepts with 30 participants. Our goals were to understand if users can understand smart suggestions concept, informational architecture and notifications area.





Onboarding

Onbording shows users how the app can change their life for the better. It simple and easy with one question per screen.





Smart Suggestions

Smart suggestions address all possible users problems. They make it easy to set up alerts, track personal finances, check on the account.





Feed

Feed is contextual and relevant.





Notifications

Purposeful, meaningful and useful notification. They achieve the purpose of letting the user know that something important is going on.




Conclusion

Deep analysis and additional testing needs to be conducted in order to refine and validate the solution.

What are the next steps?

• Deep research about specific features
• Usability test of the prototype with users
• Improve user flow
• A comprehensive business model