Hosted an impact/effort matrix workshop to align on MVP scope and prioritize key features.
Integrated business goals into the design strategy.
Strategically positioned high-value actions to support both user needs and business initiatives.
2. Design
3. Outcome & Impact
25-35% reduction in user friction
Restructured the mobile interface by eliminating an unnecessary page and reducing interactions by 2 taps per task. This simplification led to faster task completion, based on tap path analysis and decreased session lengths post-launch.
30-50% reduction in usability issues
Addressed major usability blockers uncovered in session replays, including small tap targets, poor keyboard navigation, and misleading visual cues. Fixing these issues contributed to a decrease in user error rates and drop-offs across key flows, improving both accessibility and overall satisfaction.
Improved activation flow
Redesigned the card activation journey with clearer step-by-step guidance and updated banner copy. Previously, 40% of users clicked the banner expecting to activate without their card in hand. After clarifying requirements in the banner, we saw areduction in misclicks and user confusion, significantly improving activation success rates.
Modernized visual design
Refreshed the UI using modern, platform-native components and a clear visual hierarchy. This not only improved usability and task scannability but also set a scalable foundation for future features, aligning with our broader app-wide modernization strategy.