2019
The opportunity
Dubai First (DF) is a credit card and consumer finance company that was acquired by First Abu Dhabi Bank (FAB). Becoming part of FAB, meant the DF app had to be up to good experience standards.
Goals
To create a new experience for DF customers with new features, better performance, and experience through their mobile app.
My Role
I lead the experience strategy, product roadmap, and design for the new app.
Also the creation of a design system. The design team consisted of 3 designers.
The previous Dubai First app
When my team and I took over the project we encountered the below app.
Research
The research was conducted, to find which features would interest users more. On it, the interviewees were given various options of features that may be implemented in the future but needed prioritization.
Interviewees had to choose how much they would pay for each of them, which one they saw using more, and why.
Design System
One of the first things we decided to work on, was the libraries that will be used to create the design system. Having a robust design system would allow us to work faster and have consistency across all DF's products.
Also, this will help us to reuse elements when moving to other projects across First Abu Dhabi Bank (FAB), as there were similarities between their products.
Designs
Taking into consideration the research done, we focused on the app's features that both the customers felt were more relevant, balancing with what also made sense for the business.
Illustrations
Through the usage of illustrations, we inform the user and create a unique design style that would be incorporated into the Dubai First brand language.
Final thoughts
The most challenging part wasn't designing the product itself but, aligning all the different departments, as they were working on silos. So having those different parts, became the most important priority. This shows that communication and collaboration, are key when building products.
Isaac Vigil © 2023