Goals

• Uncover root causes of low app adoption and trust

• Design an interface that supports low-literacy users with clarity and confidence

• Build a cohesive visual and interaction system aligned with the brand’s mission

• Improve accessibility based on international standards while staying contextually relevant

Phase 1: Field Research & Accessibility Audits

To understand real-world use patterns, we conducted in-person studies with over 20 participants across Islamabad — including women, daily wage workers, and SEMEs. These sessions revealed key behaviors and constraints, from shared phone usage to distrust of digital interfaces. I also conducted a full UX and accessibility audit of the existing app, identifying critical gaps using Nielsen’s heuristics and WCAG 2.1 guidelines. This phase highlighted the need for clearer iconography, more forgiving input patterns, and simplified task flows to accommodate a wide range of user abilities.

Phase 2: Synthesis & Strategy

With rich data in hand, we translated findings into actionable personas, journey maps, and service blueprints — all designed to shift internal focus toward user goals, not just product features. These tools helped align cross-functional teams around a unified understanding of user needs and surfaced core tensions between institutional language and everyday usability. The synthesis also informed our prioritization framework for redesigning flows, ensuring that high-impact changes were addressed first without overwhelming development resources.

Phase 3: Iterative Design & Visual Redefinition

I led the redesign of 10+ core flows, including onboarding, bill payments, and fund transfers. Prototypes were tested in iterative cycles with real users, refining layout, labeling, and interaction patterns based on continuous feedback. At the same time, I developed a new visual identity system that enhanced brand coherence and improved visual hierarchy — using color, contrast, and layout to guide users more intuitively. The final designs met inclusive design benchmarks while resonating with the platform’s diverse user base, from first-time digital users to long-time customers.