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Abu Dhabi First Bank

DIGITAL BANKING PLAFORMS

MY ROLE

Product Design, UX and UI

AREAS COVERED

FinTech, New Business Client Onboarding, Customer Support and Navigation, E-Signature, Identity Verification

At Genieology our team's brief was to design a modern, intuitive, and easy-to-use daily banking application that would help business customers manage their business finances more effectively and streamline existing services across the bank's nine separate systems into one single platform.

I was allocated to the on-boarding team and was solely responsible for research, exploration and conceptualization for new business and corporate clients digital on-boarding process and applications. This was of high priority to the bank as it would enable them to cut costs and remove customer frustration, caused by the inefficiency and delay they faced whilst trying to open a new business account, apply for credit or other financial services. 

Creating the new on boarding process required close collaboration with different teams with the bank. Deloitte agency team lead the calls with the bank, collecting requirements and writing user stories for our UX team within Genieology agency. My role was to create independent user flows and designs based on my research and applying design thinking to solve user problems and create innovative solutions prior to the project kick off. 

I was also involved in exploration and meetings with different FinTech companies that could assist us with e-signature, identity verification and customer support allowing screen sharing and application completion together with the support of the staff from the bank. As a result, user flows and UI components were produced that captured key moments in customer journeys whilst aligning to the key principles and user goals that we challenged ourselves to achieve. 

Once the inter team project workshops started, we were able to gather more detailed requirements and garner a deeper understanding of the current on-boarding process and customer frustrations. I then produced more refined conceptual wireframes to hand over to the design team to continue with the project.

I also worked on redesigning login and registration user journeys for business banking. The bank had multiple systems for different users with different logins which required streamlining to a single login for all users, prior to the wider transition to a single digital platform incorporating a new design language and branding for all customers. We faced many challenges and technical impediments inherited from the many legacy systems, these were solved through iterative sprint cycles which involved multiple workshops and collaboration with stakeholders, developers and engineering teams. 

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I worked on business banking digital platform navigation research, redesign and exploration and also produced a prototype.

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