Pryme - Streamlining Card Issuance
SAAS. B2C . User Research . UI design . UX design
🎉 enhancing the overall customer experience led to Issuing 12 million cards annually
⏳ slashed customer Journey processing time to under 3 minutes.
My Role
Design Leadership, User Research & Analysis, User Flow, Information Architecture, Wireframing, UI design of the web platform, Coordinating with Developers.
Team
3 designers, 1 product manager,
1 project managers, and 3 engineers.
Tools
Figma, Miro, Dovetail, Usability Testing, Webflow
Year
2022
ℹ️ what is Pryme?
Pryme is a secure just-in-time card issuance platform that automates the entire card production and personalisation process, improving the customer experience and reducing waiting times.
🤕 the Problem
In Africa, many bank customers face lengthy processing times and difficulty obtaining debit cards due to outdated systems and inadequate staffing.
This causes inconvenience and frustration for customers who rely on debit cards for daily financial transactions and may be unable to access certain services without one.
🏋️ the Challenge
1. We encountered the challenge of meeting tight deadlines set by the business team.
2. No existing frame of reference existed, as no one had built a platform similar to what Pryme was aiming to achieve.
💡the Outcome
In 2020, we fully digitised and automated the process, to significantly reduce costs and improve the speed of card issuance.
🎯 the Goal
Pryme aims to be the one-stop card issuance platform.
Pryme envisions the development of a comprehensive, all-in-one card issuance platform, aiming to serve as a single point of access for a seamless card issuance experience.
🗣️ qualitative Interviews
Who are the users of pryme?
I conducted 4 user research interviews via Teams, with bank customers. I probed their motivations, issues with traditional card issuance, and security concerns.
User Interview Questions
1. What are the primary motivations for users to want to use a self-service card issuance platform?
2. What are the most common problems or frustrations that users experience when trying to obtain a new card through traditional methods?
3. What security concerns do users have when using a self-service card issuance platform?
🔍 interview analysis
Grouped similar themes to identify common patterns and trends
This enabled me to pinpoint key insights that contribute to enhancing Pryme's experiences. Below is a snippet of grouped data.
🔍 interview Insights
There were a few interesting key findings
The Key findings facilitated my understanding of user pain points and requirements.
99% 😒 traditional methods: long wait times, complex applications, and the need for physical visits.
All participants seek convenience, speed, flexibility, cost savings, or control in the card application process. 🔄💰🤳
🌐🕒 79% express interest in online applications, real-time tracking, and customizable card designs. 🎨
We grouped our target audience into 2 main archetypes
This enabled me to pinpoint key insights that contribute to enhancing Qore's experiences.
👟 mapping the user journey
Laying down all the information to find opportunities
Now that we knew our target audience and their pain points, we laid down all this information, along with their thoughts and actions- from when they download the app to when the access the platform dashboard interface. below is a snippet of the user journey map
✍🏽 Wireframing
Laying down all the information to Sketching out the wireframes on paper, first for mobile and then desktop
Now that we knew our target audience and their pain points, we laid down all this information, along with their thoughts and actions- from when they download the app to when the access the platform dashboard interface. below is a snippet of the user journey map
🎨 visual design
The initial set of iterations established the groundwork for enhancements.
Following the initial set of high-fidelity mockups, testing, and feedback collection, I identified pain points and friction areas. This insight laid the groundwork for the subsequent round of iterations.
Next set of iterations
Now that we knew our target audience and their pain points, we laid down all this information, along with their thoughts and actions. from when they download the app to when the access the platform dashboard interface. below is a snippet of the user journey map.
Second Iterations
Walkthrough of Revamp Qore Banking Platform
After multiple iterations, informed by user testing and team feedback, we have developed a modern, trendy, and seamless banking platform.
🏆 result
A successful revamp
Increased User Engagement 📈
20% growth in monthly active users.
Enhanced Customer Satisfaction 😊
15% increase in satisfaction scores.
Positive Brand Perception 👍
25% rise in positive brand mentions.
🌟 takeaways
What I learnt on this journey
Prioritizing a User-Centric Iteration, which involved addressing specific user challenges, resulted in enhancements that effectively catered to a wide range of user needs and preferences.
A holistic user experience is attained by recognizing the necessity for personalized and tailored expenses. A one-size-fits-all approach is no longer effective; experiences must evolve and be customized for each user.
Enabling users to personalize their experience is an investment that may influence retention rates, either positively or negatively.
Achieving strategic growth involved expanding the user base by introducing enhanced features suggested by users and market trends.
Lastly, Being a market leader doesn't mean you have the biggest house on the street; there's always room for improvement. Stay ready to achieve more by continuously exploring new opportunities and refining your strategies.
