NYE Financial Super App

Overview

Company Name

Rapipay Fintech Pvt Ltd

Project Type

NEO Banking Super App - Fintech

Project Tenure

1.3 months

NYE Design & Research Team Member

Shubham Sachdeva (Senior Product Designer)
Aditi Arya (Product Designer)
Richa Deo (Senior UX Researcher)
Abhilash Jose (Lead Visual & Motion Designer)
Subalakshmi Murugesan (UX Writer)
Shrineh Namdeo (Visual Designer II)
Deepen Toppo (Sr. Product Designer)
Saumya Rai (Copy Writer)
Raghvendra Singh (Sr. Manager UX)

Introduction

01. Context

The Financial sector's digital transformation and heightened customer expectation.

02. Company

Rapipay Fintech Pvt Ltd, is a financial institution with a diverse portfolio of services.

03. Objectives

To enhance DesignOps practices and ultimately elevate the institutions's user experience.

Problem Statement

01. Fragmented Design Process

Design activities are dispersed across teams with limited coordination.

02. Inefficiencies

Delays, bottlenecks, and a high volume of design revisions affect project timelines.

03. Inconsistent User Experience

Design inconsistencies across products and platforms eroding brand image.

UX Strategy

01. Vision Statement

Empower MSMEs for financial independence with NYE, a user-friendly platform that meets diverse business needs. Our vision is to be the go-to solution, combining innovation and simplicity for thriving entrepreneurs.

02. User Goals

Enable financial growth and independence for MSMEs by facilitating a 40% increase in successful financial transactions and ensuring a user satisfaction rating of at least 75.

03. Business Goals

Expand the NYE platform by achieving a 25% growth in new MSME registrations, fostering a thriving community of entrepreneurs while maintaining a stable and satisfied user base.

Objectives

01. Centralised Design Team

Establishment of a centralised DesignOps unit for improved cohesion.

02. Streamlined Workflows

Reduction of project lead times and enhancement of design efficiency.

03. Consistency in User Experience

Development and implementation of a comprehensive design system.

04. Cross-functional collaboration

Promotion of collaborative efforts along designers, developers and product managers.

DesignOps Plan of Actions

01. Centralized Design Team

- Restructuring of design teams into a centralized DesignOps unit.

- Appointment of UX/UI designers, researchers, and design system specialists.

02. Standardization Workflows

- Implementation of agile methodologies with well-defined stages from ideation to delivery.

03. Design System

- Creation of a robust design system comprising UI kits, patterns libraries, and comprehensive guidelines

04. Collaboration tools

- Adoption of advanced collaboration tools like figma and jira to enable real-time collaboration ad efficient project tracking.

Why DesignOps matter now?

Challenges such as:

growing and evolving design teams
finding and hiring people with the right skills
creating efficient workflows
improving the quality and impact of design outputs.

Goal to achieve

The goal of DesignOps is to establish processes and measures that support scalable solutions for these challenges, so that designers can focus on designing and researching.

Why Now?

Shifts are happening in the way designers work and interact with each other and other teams, and these shifts are shining a light on the necessity of DesignOps.

DesignOps - : How we work together

DesignOps helps us plan for how we:

1st Steps

01. Organize

- Designing organization structure for design teams

- Creating complementary, skills-complete design teams

- Defining both the role of individuals designers and the role of the design department as a whole.

02. Collaborate

- Defining a structure for regular rituals and meetings

- Ensuring that group spaces and environments are conducive to collaboration

- Establishing communities of practice for skills and interest sharing

03. Humanize

- Designing interviewing practices that are specific to the needs of the design team

- Establishing consistingt hiring and onboarding practices to set up new team members for success

- Standardizing transparent career pathways for both management and non- management roles.

01. Organize

02. Collaborate

03. Humanize

DesignOps - : How we get work done

DesignOps helps us plan for how we:

2nd Steps

01. Standardize

- Documenting and optimizing the high level design process, from initiation through testing to delivery.

- Defining and aligning purposeful design activities within the design process.

- Auditing and enforcing the use of the same design tools for effienct collaboration.

02. Harmonize

- Scaling and managing design systems to create efficiencies for designers.

- Building repositories of user-research data that are accessible to everyone.

- Using asset managers (DAMS) or other systems to share design assets and templates among team members.

03. Prioritize

- Uncovering and exposing bottlenecks in the design workflow

- Understanding design-team capacity in order to accurately estimate and allocate projects.

- Using objective and consistent methods to prioritize features or projects.

01. Standardize

What are the most important things in banking customer experiences?

1 - Convenience

Customers want to be able to access their accounts and conduct financial transactions easily and quickly, without having to spend a lot of time or effort.

3 - Trust

Customers want to trust their bank and feel confident that their money and personal information are safe and secure.

2 - Transparency

Customers want to understand the fees, charges, and terms and conditions associated with their accounts and transactions, and feel that they are being treated fairly and transparently.

4 - Personalization

Customers want their banking experience to be tailored to their individual needs and preferences, and want to feel that their bank knows and cares about them as an individual.

5 - Support

Customers want to be able to get help and support when they need it, whether that is through online resources, phone support, or in-person assistance.

What's my contribution here?

DesignOps, Product, UX, UI Design (end-to-end process)

Initiated the launch of the NYE Super App and spearheaded the design of user experiences for the revamped NYE website. I played a pivotal role in orchestrating the entire process, meticulously addressing every touchpoint in the customer journey to meet their diverse financial needs.

My contributions encompassed comprehensive digital product design, encompassing:

Facilitating UX discovery workshops
Conducting UX research, which involved crafting personas, customer journey maps, and user stories
Developing wireframes, lo-fi and hi-fi prototypes
Implementing Visual Design and content strategies
Establishing robust design systems
Incorporating DesignOps methodologies
You engage in service design to ensure a holistic and seamless user experience.

This multifaceted approach ensured the successful planning and execution of the NYE Super App and NYE website, delivering a cohesive and user-centric financial platform.

DesignOps tools for design, development, project management and team collaboration are:

Figma - solution for managing team and project documentation

Maze - Scale customer insights with AI-powered research, from moderated to unmoderated studies, so you can build the right products faster.

Miro - virtual whiteboard where users can share sticky notes

Adobe CC - Enjoy the collection of creative desktop and mobile tools including - photoshop, illustrator, Indesign, and many more.

Confluence - solution for managing team and project documentation

Jira - Create User stories and issues, Plan Sprints, and distribute tasks across your software team. Project Management tools.

Slack - messaging platform for real-time communication and collaboration

Google Meet and Zoom - video conferencing tool where users can share sticky notes

02. Harmonize

Trends show switching from IQ to EQ

The speed at which new technologies are emerging is increasing rapidly. The primary aim of these technologies is to make our lives simpler, so it is crucial that they are user-friendly and easy to understand. To ensure that this happens, it is not enough to have talented engineers with high IQs. We need individuals with high emotional intelligence who can act as mediators between customers and the complexity of new technologies.

IQ >>> EQ

Rational

Focus on product

Metrics, KPI, ROI

Systems

Emotional

Focus on customer

Value

Relationship, feedbacks

DesignOps process for design, development, project management and team collaboration are:

Design System - Crafting a comprehensive design system to ensure consistency and efficiency in product development, fostering a unified and user-centric visual language across all interfaces.

Content Strategy - Scale customer insights with AI-powered research, from moderated to unmoderated studies, so you can build the right products faster.

UX Research Activity - Conducting an in-depth UX research activity to glean valuable insights and refine the NYE platform, ensuring a seamless and user-centric financial experience for MSMEs. The research aims to inform iterative design processes, enhancing overall user satisfaction and platform usability.

Review & Sign-off Meeting - Cross-functional team's review and sign-off meeting, ensuring alignment and approval on project milestones. Streamlining communication for effective decision-making and project progression.

Visual Design Language - Developing a cohesive visual design language that harmonizes aesthetics and functionality, ensuring a seamless and engaging user experience across all platforms and touchpoints.

1:1 Meeting - Conduct concise 1:1 meetings with internal and external teams to proactively address and manage risks or conflicts, ensuring streamlined communication and resolution for project success.

Daily Standup - Agile team sync for quick updates on progress, hurdles, and upcoming tasks, ensuring seamless collaboration and project momentum.

Quick Catchup & Updates - Brief team catch-up for quick updates, ensuring seamless communication and alignment on project tasks and goals. Streamlining collaboration for efficient progress.

NYE Design System

Building a design system that breathes with NYE Super App

Design systems are crucial for creating a cohesive and scalable design.

Consistency

Streamline your design process with consistent patterns.

Efficiency

Save time by reusing components across projects.

Scalability

Easily adapt and expand your design as your project grows.

How to improve customer experience?

Conducting customer research to understand their needs and preferences, and using this information to inform the design and development of products and services.

Using design thinking and agile methodologies to iterate on and improve the design of products and services, and to create a cohesive and coherent customer experience across different channels and touchpoints.

Implementing customer service and support systems that are convenient, responsive, and helpful, and that provide customers with the assistance they need when they need it.

Using data and analytics to track and evaluate the effectiveness of the customer experience, and to identify areas for improvement and optimization.

Investing in technology and innovation, and adopting new technologies and approaches that can improve the customer experience, such as artificial intelligence, blockchain, and biometric authentication.

How we build UX Content Strategy for Web and App

When it comes to adding copy and content to NYE products, we’re doing pretty well if you have a defined style guide.

Clear guidelines for style and tone to answer for common questions about mechanics are essential for developing a coherent product.

However, style guides have their limitations, especially when it comes to nuanced styling for UI elements and patterned components.