001. Payed

Overview

Transformed Payed's digital experience by leading a comprehensive UX design overhaul.

Problem Statement

Without a centralized design file, Payed's mobile app development became fragmented and inconsistent. This lack of a unified design system created significant obstacles for engineers, making it difficult to maintain design coherence, slow down development processes, and potentially compromise the overall user experience.

Research and Discovery

We conducted comprehensive app analytics to systematically understand user interactions and experiences. Our research uncovered a critical insight: design inconsistencies were preventing users from effectively utilizing the app's diverse features. By mapping user journeys and analyzing interaction data, we identified specific areas where design fragmentation was creating user confusion and hindering feature adoption.

Ideation and Concept Development

Developed prototypes using iterative design processes. As Payed is a small startup company, they needed to ship things quickly, so we designed a component style guide for developers rather than a robust design system.

Iteration and Testing

We conducted iterative usability testing with target users, systematically refining the design to address user experience barriers and create a more intuitive financial interface.

Outcome and Impact

By reimagining Payed's user experience, we drove significant engagement that culminated in the app's acquisition by Sterling Bank, proving design's strategic power.

Reflection and Lessons Learned

I realised design success requires deep user understanding, continuous iteration, and seamless collaboration with engineering teams. By prioritizing user needs and maintaining an open, adaptive approach, we can transform complex challenges into meaningful digital solutions.