Business Problem
Members spent excessive time on basic queries while struggling to manage scattered loan information independently.
Rather than focusing on scaling human resources, we uncovered a fragmented information architecture that limited member self-service. Addressing it required designing with a level of cultural sensitivity well beyond what’s expected in typical financial apps.
Failed hypothesis #1
Standard financial app patterns would work for excluded communities.
Failed hypothesis #2
Members would adapt to digital processes naturally.
Failed hypothesis #3
Simple attendance tracking would suffice.
The Scope Expansion Choice
Journey mapping revealed critical user tasks not in original stakeholder expectations. I advocated for expanding scope despite timeline and budget pressures.
Why this was controversial
Stakeholders wanted original timeline and features, but research showed critical gaps that would cause adoption failure if ignored.
Feature-First Choice
I advocated for implementing a comprehensive three-phase change management strategy (awareness, preparation, endurance) before launching core features
Why this was controversial
Leadership wanted to focus development resources on loan management features to show immediate business value. I argued that without proper change management, even perfect features would fail due to emotional resistance from members.
Aug, 2022
Stakeholders expected simple microlending app → I designed comprehensive user research to understand excluded community needs.
Sep, 2022
Organization wanted basic attendance lists → I created peer voting visualization system to maintain community trust.
Nov, 2022
Members feared technology would disrupt relationships → I developed three-phase change management to involve users from the beginning.
Dec, 2022
Budget constraints limited testing scope → I defended A/B testing to validate gamification approach with real users.
Mar, 2023
Complex financial data overwhelmed users → I centralized scattered information into intuitive dashboard design
May, 2023
PSD2 compliance threatened user experience → I designed friendly onboarding that met security requirements without intimidation
Change is an emotional process
I aimed to protect member trust and reduce disruption by involving them early.
To support adoption, we created a three-step plan: plan, execute, and assess.
Finance, Demystified
We streamlined the “My Loan” page to make loan management clearer and more accessible. Using journey maps and user stories, we identified pain points and validated key scenarios.
Security That Empowers
We designed a user-friendly onboarding flow to help new members set up their Grameen profiles. To ensure data protection, the flow was built in compliance with PSD2 regulations, using two-factor authentication.
Raise retention and grow organizational reach by 21%. Three points above last year.
Increase employee productivity by 30% within the first year of app launch.
Reduce change impact and boost adoption of new management processes.
Individual → Community
Shift from solo dashboards to shared, peer-driven tools.
Onboarding → Trust
Extend onboarding into a 90-day guided experience with other members.
Utility → Empowerment
Add cues, visuals, and feedback to boost engagement.