Strategic UX: Using Design Thinking to Define Product and Roadmap
Role: UX Lead
Challenge:
Determine the feasibility and utility of integrating a Peer-to-Peer (P2P) payments feature within a credit card framework. Key questions revolved around the decision to pursue this initiative and how best to implement it.
Approach:
As the UX Lead, my role encompassed guiding a cross-functional team, including a designer and product owner, through a meticulous research and design process. This approach unfolded across three distinct phases, allowing for incremental investment and iterative design based on insights gained.
Phase 1: Build the Business Case
Collaborated with the Market Insights team and the UX Research team to conduct extensive secondary research to inform the product team about industry trends, competitor offerings, and market potential.
Established the strategic viability of the opportunity, providing inspiration and a roadmap for initial designs and use cases.
Initial designs based on competitor analysis.
Phase 2: Discovery & Define
Conducted an immersive ethnographic study through an online community, uncovering pain points, gathering concept feedback, and defining customer-centric requirements.
Leveraged these findings to refine initial designs from a customer perspective, securing additional investment by presenting research-backed insights and design prototypes to key stakeholders.
Refined designs following discovery.
Phase 3: Refine & Validate
Collaborated with business partners to secure a substantial investment. Developed a high-fidelity prototype and conducted 1:1 usability tests across multiple U.S. locations. Employed an iterative approach during usability sessions, allowing for real-time design improvements.
Results:
The research-driven development approach yielded a profound understanding of the concept's appeal, customer expectations, and the value proposition that drove user adoption. As the UX Lead, my responsibilities extended to ensuring that the product team delivered a customer-centric, vetted, and comprehensible solution, aligning with business objectives.
Final experience live in app launched in partnership with PayPal & Venmo.