Reimagining mobile content delivery
Delivered a scalable, content-agnostic container that banks can seamlessly embed in their apps to surface personalized, high-visibility experiences from any partner content source (e.g., Mastercard Priceless).
This reframed Flybits Concierge from a single-use offer experience into a reusable platform module — driving measurable lifts in reach, adoption, and engagement, and enabling a scalable GTM model across financial institutions.
Outcomes
Revamped the feed design with configurable modules with promising engagement.
Result: Achieved 4% higher average engagement through a PoC deployment.
Impact: Improved user stickiness and loyalty, turning offers into lever for engagement which would likely increase average customer lifetime value (CLV).
Seamless, theme-agnostic integration embedded directly into bank apps.
Result: 65% avg. adoption rate driven by reduced friction, intuitive navigation patterns, and boosting trust through banking/FI app native branding.
Impact: Better activation across partners while lowering customer acquisition costs (CAC) to create a repeatable growth model.
Revised the Information Architecture and devised multiple in-app entry points which improved partner content discoverability.
Result: 85% increase in reach by surfacing personalized content.
Impact: Drove broader visibility for partner offers, promising to improve the merchant ROI and enhancing platform scalability and value.
Overall, these enhancements helped achieve our goal of a modular mobile app system that surfaced personalized partner content while driving reach, adoption and customer engagement at scale.
Role
Product designer
Integrations UX Consultant
Responsibilities
- Design concept solution
- Design strategy
- Information architecture
- Facilitating design thinking workshops
- Functional requirements and user stories
- Pitch decks
- Usability test (tasks/probes)
- Technical specifications
Team
Business Analyst
Product Manager, Mobile
Product Manager, Platforms
Mobile/Back-end Engineering managers
Android/iOS engineers
Industry
Fintech, B2B SaaS
Project duration
2 months
Process
We humanized the shopping experiences, tested what drives engagement, and amplified validated patterns into a scalable product system with the business objectives of increasing adoption, efficiency, and brand trust across global banking partners.
Custom feed - Example A
Custom feed - Example B
Search results - Example A
Search results - Example B
Content story view with related experiences
Saved list - Example A
Saved list - Example B
Some of the newer JSON theming based UI components
Content modules that could be configured from Experience Studio
Transforming Concierge into a digital destination for banks/FIs enabled us to not just move the needle with metrics, but also strengthened partner trust.
Key takeaways:
User insights informed priorities
Early on, our research revealed that customers valued ease, familiarity, and curated suggestions. This provided us with insights to use familiar navigation and interface patterns, and to rethink content design.Lean and rapid user-testing helped us to validate product strategy
Over 100 task-based user tests validated our core functionality, interaction models and ideas early on, enabling me to align product and engineering, and teams based on empirical evidence.Easily customizable modular system with a powerful JSON based theming
The new design concept reduced customization and rollout time by nearly half. Client design teams edit JSON parameters values for UI elements (colours, padding, margins, border radii etc), enabling partners to launch quicker than before – with relatively lesser dependency on Front-end Dev support.PoC results validated business impact
The new experience when tested in a control-group deployment led to higher engagement – which was agreed upon as a signal for improved average CLV.
Ultimately, this project showed how a human-centered, data-informed approach can make design both scalable and measurable — turning good UX into lasting product value.
Ultimately, the project didn't follow the perfect design process but required us to improvise and leverage the tools and resources at our disposal. However, validating our informed assumptions quickly helped to strengthen how design decisions were being articulated. Good design = good business + customer value.
