The card application journey is among Amex's most profitable section, building that experience requires, business, compliance, risk, product management, consumer engagement and prospect understanding skills. This I have been trusted to lead since 2023.
Lead end-to-end product design, research, and handoff.
Cross-functional partnership between Design, Product, Engineering, Business, Marketing, Compliance, Risk, and Legal
Lead several rounds of unmoderated qualitative user research with a diverse set of participants across a younger demographic. Goals included 1) drive card adoption using confidence messaging, clear UX/UI 2) increase NAA for new card prospect, and 3) reduce drop significant off on the terms and conditions submit page.
Keep the application concise and simple. Use everyday language and avoid redundant information. Ensure the product display page is scannable and legible with clear, concise copy. Enhance flow by separating numbers from text and increase appeal by highlighting visuals.
Up to 35% conversion and click through rates from view all cards page to product display and form page. Up to +5% increase in submit rates with the redesign of the Ts & Cs. I am also unable to share some parts of my work due to confidentiality clauses.
Using research from zomato, deliveroo, ubereats etc, I was able to conceptualise and uplift the product menu, pizza customisation and basket page for web and mobile. The journey lasted almost 2 years.
Lead end-to-end product design, research, and handoff.
Cross-functional partnership between Design, Product, Engineering, Business, Marketing and Legal.
Co-lead end-to-end research and discovery for design uplift for the product menu display page. Led design card components, components and consumer acquisition. Improved the basket page to allow customer switch from delivery to pickup and activate promo in basket environment.
Use high-resolution, appetising images of the pizzas and other menu items. Ensure the visual design aligns with Pizza Hut’s brand identity, using their colors, fonts, and style. Provide clear and enticing names and descriptions for each pizza and menu item. Include easily accessible nutritional information to cater to health-conscious consumers. Provide visual feedback as users make selections, showing how their pizza will look with each addition. Reduce the number of clicks required to complete a purchase. Provide a clear summary of items in the cart, including images, quantities, and prices. Clearly outline the benefits of creating an account (e.g., saving addresses, earning rewards).
-25% drop rate from product to basket and +17% increase in consumer completion to purchase.
Gateway Insights, developed by Innovation Group UK, is a data visualization platform designed to help the global insurance market handle millions of claims cost-effectively and efficiently. Our UX design strategy focused on creating an intuitive, efficient, and engaging experience for various user personas involved in the claims process.
Lead end-to-end product design, research, and handoff.
Cross-functional partnership between Design, Product, Engineering, Business, Market.
I spoke to admin users with different permission levels using user interviews and surveys to understand needs of claims managers, executives, analysts, and field adjusters. Analyzed workflows, identified pain points, and gathered insights. Ideation sessions with stakeholders led to role-based dashboards and interactive, intuitive features. PowerBi, Google analytics were inspiration for designs.
The goal for Gateway Insights, was to craft a user-centric UX strategy focusing on role-based dashboards, interactive visualisations, and intuitive navigation. My approach ensured optimised performance, robust security, and seamless collaboration. Continuous feedback loops and agile development to drive ongoing improvements.
65% company wide adoption, increase training and development for the new platform, +25% improved CSAT rating from vendors and partners, 9% business value increase with new accounts added to the platform globally.
As the largest domestic card scheme in Africa, Verve offers chip + PIN payment cards providing issuers, cardholders and organisations with a high quality, customised suite of physical payment card products and solutions.
Co-Lead end-to-end product design, research, and handoff.
Cross-functional partnership between Design, Product, Engineering, Business, Market.
The team and I spent 3 months understanding the mindset of an active account spending user, analysing habits, motivations, etc. We conducted user interviews and surveys to understand needs and pain points. Analyzed user journeys from prospect to subscription management. Ideation sessions with stakeholders led to personalized offers, streamlined purchase flows, and intuitive management options.
For Quick Teller account management, authentication & transactions experience, our UX strategy focuses on seamless onboarding, personalized offers, and a streamlined purchase journey. We ensure intuitive subscription management, with easy upgrade, downgrade, and cancellation processes. Key principles include consistency, personalization, simplicity, and security.
Because the nature of this work is confidential, I'm limited in the amount of context I can share. Reach out for a full case study.
