Deem Finance
Deem APP New Everyday AccountFEB — APR 2020
MY ROLE
Designer and lead client communication – discovery, user reaserch, design, testing
Deem App 2.0 concept design
The Challenge
The new Everyday Account prepaid card product had to build with the Kony solution. The product team faced the challenge of designing and developing a set of features in a tight schedule to launch before Ramadan.
Set the Foundation
After we had interviewed most of the state-holders, together we suggested the first draft feature backlog that was achievable within the timeline and aligned with the product strategy.
Discovery Phase
︎︎︎Kanban boards and draft user journeys
Workshop records
Business Process Workshop
The goal was to identify all the questions and uncertainty in user applications evaluation process, evaluation duration, digital card availability, physical card delivery, user identification and card activation…etc. We used orange post-it to map out the user journey/business requirements; green for the backend system actions; red for questions to be answer.
The Solution Team
In Figma design, we include a chart for user flow, user interface, user experience, background actions, and API layer. So that the team could make sure every design was taking considered by all necessary aspects.
Compromises and Future-proof
To solve this issue with the aim that launching a new product on time, we separated the listing evolution into stages:
1. First Private Beta Release–first private Beta release to be able to test technical solutions with working software.
2. First Customer Facing Release–ensure quick go to market and gathering of feedback from real users.
3. Final Consumer Facing Release
This plan provided enough information about the situation and responding strategy. The team and the management could make a more comprehensive decision together.
Everyday Account user interface
Outcome
Everyday Account was developing simultaneously with application design and production. There was a lot of business process complication and many third parties involving in this collaboration. The workshop was a great practice that brought everyone together. If the team made many assumptions without verification, this project would be a complete disaster.
Requirements Change Adaptation
Clients often facing resource distribution issues, product structure changes. These reasons lead to reprioritization and constant changes in the scope of work. We had to reiterate our design to make the functionalities achievable within time and technical constraints. Sometimes, we had to make compromises yet avoiding technical debts while still providing value to the users.
Frequent Communication
The core team had daily standup and weekly demos. Most of the issues had been discovered and discussed in the early stage. We gradually built credibility through frequent and effective communication with the stakeholders. We gain their trust and get them to view us as experts. They began to respect our judgment more and questioned our recommendations less. The client also felt more comfortable to come to us with questions and seek out our opinions. This credibility allows us to be more productive and add more value to the business.
Deem App 2.0 concept design