Client
Role
Fintech
Industry
Year
A major microfinance institution in Pakistan set out to improve its mobile banking platform an essential tool for delivering financial services to underserved communities, particularly users with low digital literacy. While the app had broad reach, it faced persistent issues including brand confusion, technical friction, and a lack of accessible design. These challenges limited user trust, discoverability, and long-term adoption among the very audiences it aimed to empower.
As a Product Designer and Researcher embedded in a cross-functional team, I was responsible for shaping the redesign strategy through deep user insight and inclusive design thinking. Working closely with stakeholders across design, product, and banking, I led initiatives that centered user behavior, accessibility, and clarity ensuring the final experience better reflected users’ lived realities.
User Research: Conducted in-person field studies with 20+ participants across 3 cities to understand everyday banking behaviors and barriers
Accessibility & Heuristics: Performed end-to-end usability audits using Nielsen’s Heuristics and WCAG standards to identify friction points
Design Synthesis: Created actionable personas, journey maps, and service blueprints to guide design direction
Iterative Design: Prototyped and tested over 10 core app flows, refining them through continuous user feedback
Visual & Interaction Design: Delivered a new UI identity system that enhanced brand coherence while meeting inclusive design benchmarks
