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DEBIT CARD APP

Project Scope

Product Strategy & Design Modernization

Client

Debit Card for Leading U.S. Human Resources Management & Software Co.

Role

Product Lead

Fortune 500 HR Management and Software company's debit card app engagement was lower than expected. The prevailing hypothesis within the business was that usability issues were hampering engagement and revenue generation

Process
We expanded on the client's ask by not only conducting a usability assessment, but also a product/market fit analysis based on competitor and user research. Taking the results from research, we conducted workshops to align on a path forward. We documented current and future states in user personas and journeys, and then went into UX/UI designs. We iterated and designed new screens and validated those through usability testing.

Outcome
Designed and validated 100+ new mobile app screens, including 5 new features and a multitude of usability enhancements for the existing application. Ideated further opportunities for gamification within the app and enhancements to the business that could be gained by leveraging AI technologies.

Research & Discovery

We analyzed 9 competitor apps, 6,000 in-app feedback form entries, and 575 NPS survey responses. This foundational data set was enriched through 18 one-on-one interviews which we conducted with existing app users and competitor users. We delivered a robust findings and recommendations report to the business, and 3 primary user personas to inform discussions about the future of the app.

Future State Experience

Through multiple co-creation sessions and ideation workshops, we defined the characteristics of a customer-centric future-state experience. User journeys were crafted for each for the 3 personas, and 45 potential enhancements and new features were identified, 10 AI/ML opportunities, and 12 Gamification opportunities.

Design & Validation

In deep collaboration with the client UX and product teams, we iteratively developed low fidelity wireframes, and then a clickable prototype of the new experience. We tested the prototype with 8 existing users to validate the value of our enhancements and new features, and to gather improvement feedback.

Over 100 new screens were finalized. Our designs included new functionality and flows, refreshed design patterns, innovative visual architecture, micro-interactions, iconography and typographical treatments.

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