Design Thinking in Action: How I turn Ideas into Experiences

In my work as a UX/UI Designer, I strive to align my approach with the vision that for every problem, there is a simple solution. I believe that digital transformation goes beyond technology; it impacts lives, businesses, and people, connecting them through meaningful and intuitive experiences.

How I turn Ideas into Experiences

  • I use qualitative methods, such as interviews and field observation, to deeply understand the needs and behaviors of users, especially in specific contexts like the Point of Sale (POS). I complement this with quantitative methods, such as surveys and usage metrics analysis, to validate hypotheses and identify patterns.

  • I plan and conduct user tests with real users, using tools like Maze and Lookback for remote validation of flows and identification of friction points.

  • I create journey maps to visualize the user's experience across different interactions, especially in apps. I develop low-fidelity wireframes to align ideas with teams before moving on to the final design.

  • I have experience in creating interfaces adapted to different devices, with a focus on mobile-first, ensuring usability and visual consistency.

  • I use tools like Jira, Trello, and Asana to organize tasks and track deliveries. Additionally, I create style guides and technical specifications to facilitate implementation by developers.

  • I interpret data from tools like Google Analytics, Hotjar, and Mixpanel to understand user behavior and define UX metrics, such as success rate, engagement, and time to complete tasks.

Improving the Pay & Transfer Feature for AIB Bank

To enhance the usability and user experience of the Pay & Transfer feature in the AIB Bank app, focusing on simplifying the process of adding payees, improving visual feedback, and integrating modern payment solutions like instant transfers.

Current User Journey Analysis

 Goal

Identify pain points and opportunities for improvement in the current experience. 

Identified Pain Points

Adding a new payee can be confusing (e.g., unclear guidance on IBAN format).

Lack of visual feedback during the process.

Daily payment limit (€10,000) may frustrate users needing higher amounts.

Improvements

Simplifying the Payee Addition Process

Proposal: Add a step-by-step assistant for adding payees.

Details:

Include clear IBAN examples and real-time validation.

Allow users to scan the IBAN using their phone's camera.

Suggest payees based on past transfers or phone contacts.

Enhanced Visual Feedback and Microinteractions

Proposal: Improve visual feedback during the transfer process.

Details:

Smooth animations when filling fields (e.g., fade-in for bank name after IBAN validation).

Clear error messages with correction suggestions (e.g., "The IBAN entered is invalid. Please check the format.").

Visual confirmation after each step (e.g., checkmark icon for correctly filled fields).

Integration with Contacts and Instant Payments

Proposal: Facilitate payments to phone contacts.

Details:

Allow users to link their phone number to an account for instant payments.

Integrate with services like SEPA Instant for faster transfers.

Increasing the Daily Payment Limit

Proposal: Offer options to safely increase the daily payment limit.

Details:

Allow users to request a temporary limit increase (with additional authentication).

Clearly explain the requirements and risks associated with increasing the limit.

Continuous Optimization

Benchmarking European Banks

Revolut

Highlights:

Simple and intuitive interface for adding payees.

Real-time validation of IBAN and payee details.

Instant payments to phone contacts.

Application to AIB Bank: Adopt real-time validation and instant payments.

N26

Highlights:

Flexible payment limits with temporary increase options.

Clear visual feedback during the transfer process.

Application to AIB Bank: Offer limit increase options and improve visual feedback.

Mozo

Highlights:

Step-by-step assistant for adding payees.

Integration with phone contacts and instant payment services.

Application to AIB Bank: Implement a payee addition assistant and contact integration.

Continuous Optimization

Business and
UX Insights

Success Metrics

Transfer Completion Rate: Increase the percentage of successful transfers.

Average Transfer Time: Reduce the time required to complete a transfer.

User Satisfaction: Measure user satisfaction through surveys and feedback.

Business Impact

Increased Customer Satisfaction: Usability improvements can boost customer satisfaction and loyalty.

Reduced Errors: Real-time validation and clear feedback reduce errors and associated costs.

Attracting New Customers: Modern features like instant payments can attract new users.

Goals

Experience

Improve the user experience for patients, doctors, and partners.

Usability

Increase digital engagement. Ensure accessibility and usability for a diverse audience.

Innovation

Deliver innovative features like telemedicine, integrated electronic health records, and personalized services.

Research and Discovery

Understanding User Needs

User Research

  • Conducted interviews with beneficiaries, affiliated doctors, and accredited partners to understand their pain points and expectations.

  • Discovered that patients wanted faster appointment scheduling and easier access to exam results, while doctors needed an integrated platform to manage health records and medical reports.

Data Analysis

  • Analyzed existing metrics (app usage rates, session duration, retention rates) to identify friction points.

  • Used heatmaps and session recordings to understand how users interacted with the current platform.

Competitive Analysis

  • Studied competitors and international solutions to identify trends and best practices in digital healthcare.

Strategy Definition

Aligning UX with Business Goals

User Journey Mapping

Mapped the complete journey for the three main user profiles (patients, doctors, and partners) to identify improvement opportunities.

Example: For patients, simplified the appointment scheduling process and integrated real-time notifications.

Value Proposition

Developed a platform that centralizes all Unimed services, offering convenience, personalization, and security.

Business Objectives

Increase beneficiary retention.

Reduce operational costs through process automation.

Position Unimed as a leader in digital innovation in healthcare.

Ideation and Innovative
Features

Key Features and Solutions