🔒 This content is protected

Back

Back

Back

Case 01

Enhancing the expericence of a digital wallet

Fintech

Transitioning from card to account

Learn how product strategy and user-centered design transformed a digital wallet’s growth boosting engagement, transactions, and retention.

Project Overview

This is a case study exploring the development of a mobile app that offers a simple, user-friendly digital bank solution to the unbanked population and provides financial inclusion.

Problem Statement

The original app functioned mainly as a card companion tool, allowing users to view only their transactions. This limited scope made it unsuitable for future features. Its functionalities did not fully serve users' evolving needs. More importantly, with the fast-growing fintech industry, the app urgently needed to be scalable and meet modern industry standards.

[Industry]

Fintech

[My Role]

Product Strategist

[Platforms]

IOS and Android

[Timeline]

January 2024- March 2024

Process

01. Research & Stakeholder Alignment

Conducted market research on accounts and sub-accounts, creating a detailed report that outlined how these accounts functioned and their long-term benefits.

Presented the findings to stakeholders to gain approval

Alliend the Business needs and user needs

01. Research & Stakeholder Alignment

Conducted market research on accounts and sub-accounts, creating a detailed report that outlined how these accounts functioned and their long-term benefits.

Presented the findings to stakeholders to gain approval

Alliend the Business needs and user needs

01. Research & Stakeholder Alignment

Conducted market research on accounts and sub-accounts, creating a detailed report that outlined how these accounts functioned and their long-term benefits.

Presented the findings to stakeholders to gain approval

Alliend the Business needs and user needs

02. Feature Mapping & User Flows

Mapped out the new feature set to align with business objectives.

Designed user flows to ensure a seamless and intuitive experience.

We carfted a map that contains all the featurs that was needed

02. Feature Mapping & User Flows

Mapped out the new feature set to align with business objectives.

Designed user flows to ensure a seamless and intuitive experience.

We carfted a map that contains all the featurs that was needed

02. Feature Mapping & User Flows

Mapped out the new feature set to align with business objectives.

Designed user flows to ensure a seamless and intuitive experience.

We carfted a map that contains all the featurs that was needed

03. Wireframing & Prototyping

Developed wireframes to illustrate the app’s structure and functionality.

Created a prototype to help gather feedback

Iterated on designs based on feedback and usability insights.

03. Wireframing & Prototyping

Developed wireframes to illustrate the app’s structure and functionality.

Created a prototype to help gather feedback

Iterated on designs based on feedback and usability insights.

03. Wireframing & Prototyping

Developed wireframes to illustrate the app’s structure and functionality.

Created a prototype to help gather feedback

Iterated on designs based on feedback and usability insights.

04 Target Audience-Specific Planning

Tailored plans to address different user segments and their specific needs.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

04 Target Audience-Specific Planning

Tailored plans to address different user segments and their specific needs.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

04 Target Audience-Specific Planning

Tailored plans to address different user segments and their specific needs.

Gathered feedback through usability testing and refined the design based on user input.

Designed a mobile-first layout with larger touch-friendly buttons and simplified navigation.

Outcome

Engagement Soared by 50% After the Product Transformation
Transactions Increased by 25% as New Features Rolled Out
Retention Jumped by 84% Thanks to a More Valuable Experience

Key Learnings

Scalability must be baked into early product decisions

Designing for the short term limited the app’s growth, building with flexibility early on is essential.

Scalability must be baked into early product decisions

Designing for the short term limited the app’s growth, building with flexibility early on is essential.

Scalability must be baked into early product decisions

Designing for the short term limited the app’s growth, building with flexibility early on is essential.

Data builds trust with stakeholders

Grounding design decisions in user insights and market research made it easier to align teams and secure buy-in.

Data builds trust with stakeholders

Grounding design decisions in user insights and market research made it easier to align teams and secure buy-in.

Data builds trust with stakeholders

Grounding design decisions in user insights and market research made it easier to align teams and secure buy-in.

Small feature changes can unlock major impact

Introducing accounts led to major gains in engagement, transactions, and retention — proving that value-driven design pays off.

Small feature changes can unlock major impact

Introducing accounts led to major gains in engagement, transactions, and retention — proving that value-driven design pays off.

Small feature changes can unlock major impact

Introducing accounts led to major gains in engagement, transactions, and retention — proving that value-driven design pays off.

Select this text to see the highlight effect