Brief
Abyan Capital is an investment platform that provides automated, sharia-compliant, and diversified investment options. It allows users to open portfolios within minutes, offering access to local and global markets. The platform's long-term investment strategy includes portfolios in real estate, stocks, and Sukuk, tailored based on a user’s financial situation. Abyan is committed to Islamic finance principles, with an independent internal committee reviewing all products for compliance with sharia law. The app also offers easy deposit and withdrawal features.
My Role
As a UX Designer, I was responsible for:
UX Designer responsible for rebuilding the entire user experience for investors on Abyan’s platform.
Collaborated closely with the business team, users, and external experts to ensure that business goals and user needs were aligned.
Process
1. Research and Discovery
Worked with the business team to gather their needs and objectives.
Conducted research by analyzing the previous product and identifying user pain points through interviews with existing and potential users.
Discovered that simplicity and a clean design were key preferences for Abyan’s target users.
Collected feedback from UX experts to refine the direction of the product.
2. Ideation and Wireframing
Designed low-fidelity wireframes to test ideas early with users, gathering feedback to iterate quickly.
Designed an easy-to-navigate flow that matched Abyan’s goals of simplicity and accessibility for users.
Created user journey maps and wireframes, ensuring the design aligned with users’ need for a clean and intuitive experience.
3. Design and Prototyping
Built a comprehensive design system element by element, ensuring consistency across the product.
Transitioned from low-fidelity to high-fidelity designs in Figma, feature by feature.
Created mood boards that encapsulated Abyan’s goals and user needs, focusing on clean, minimalistic visuals.
4. Implementation and Refinement
Worked closely with the development team to implement the design and ensure a seamless user experience.
Conducted usability testing post-launch, identifying areas for future iterations and new features.
Enhanced the app by reducing drop-offs in key sections such as the KYC process, which was improved from section-based to question-by-question interaction.
Challenges and Solutions
Complexity of Investment Processes: Simplified complex investment processes by conducting thorough research and creating an intuitive interface based on user feedback.
User Drop-off Rates: Noticed high drop-offs during the KYC process. Solved this by switching to a question-by-question format, resulting in improved user engagement.
Outcome and Impact
Successfully increased the number of investors by 75-80%.
Significantly improved user experience through iterative design and feedback cycles.
Reduced drop-off rates by refining key features such as the KYC process.
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