Home

2020 / Innovatika /

Initial Challenge:

  • Identify and understand consumer concerns about managing recurring payments. 
  • Propose solutions that are attractive to consumers and the financial industry, eliminating existing problems and generating additional value.

The Method:

We initiated the process with comprehensive desk research, delving into various types of recurring payments. We then conducted initial interviews, which were carried out by project participants. These interviews were organized and structured into a matrix to identify common themes, enabling us to pinpoint the primary segments for qualitative research. Subsequently, we crafted customer personas and assessed the significance of their concerns, incorporating feedback from both consumers and industry representatives. Throughout this process, we consistently adhered to the Design Thinking approach, guided by the double diamond methodology.

The Solution:

  • We redesigned a banking app, making it easier for users to identify recurring payments and gain a greater sense of control.

My Involvement

Serving as a facilitator, analyst, researcher, strategist, and idea generator.
I also provided design requirements to the design team and conducted tests.

Led design thinking-based projects to develop customer-centric products and services.

Planned and executed both primary and secondary user research, including desk research, field studies, and expert interviews with thought leaders.

Developed stakeholder maps, conducted trend and competitive analyses, and produced benchmarking reports to inform strategic direction.

Proposed customer segmentation models and developed comprehensive research plans, including research briefs, discussion guides, and screeners.

Managed research participant recruitment and conducted 1-on-1 and dyadic interviews. Analyzed qualitative data to uncover actionable insights.

Developed personas and empathy maps to support the mapping of current-state (“AS IS”) user journeys and identify unmet user needs.

Framed design challenges using “How Might We” questions and facilitated cross-functional ideation sessions to generate and prioritize innovative concepts.

Designed future-state (“TO BE”) journeys and collaborated with UI designers
to develop and iterate on low- and high-fidelity prototypes.

Conducted a range of evaluative research activities, including usability testing, card sorting, and value proposition testing, using both moderated and unmoderated methods. Synthesized feedback to refine product direction.

Developed and deployed social media-based testing assets to assess concept appeal at scale, enabling broader validation and accelerated design iteration.