Role
Founding Product Designer (0-to-1 Build via McKinsey & Company)
SCOPE
0-to-1 Product Strategy, User Research, End-to-End Mobile UX/UI, Atomic Design System
Impact
30% Nationwide Market Penetration
2.5M+ Downloads
700k+ DAU
4.9★ App Store
The Challenge & Market Reality
The Challenge & Market Reality
Design a bank-agnostic, zero-fee digital wallet allowing anyone to register in under 60 seconds with just a phone number and send money instantly.
The Mission
Design a bank-agnostic, zero-fee digital wallet allowing anyone to register in under 60 seconds with just a phone number and send money instantly.
The Full Ecosystem
I initially mapped, prototyped, and validated the complete ecosystem: merchant B2B dashboards, QR-payment rails, utility bills, card-to-card/IBAN engine, and an interactive referral rewards hub.
The Strategic Pivot
Recognizing that market adoption in a cash-heavy economy hinged on trust and habit-building, we deliberately staged the release. We archived complex auxiliary features to launch a laser-focused MVP solving two fundamental jobs-to-be-done.
Core UX Deep Dive
60-Second Frictionless Onboarding
The Friction
Standard KYC in legacy banking caused up to 60% drop-off rates due to ID scanning friction and complex forms.
The Solution
A progressive disclosure flow: Phone Number ➔ OTP Auto-fill ➔ Biometrics (FaceID) ➔ Instant 10 AZN Activation Bonus.
The Outcome
Verification completed in under 60 seconds from first open to first transfer.
"Zero-Anxiety" P2P Money Transfers
The Friction
Financial anxiety peak occurs at the confirmation stage — fear of mistyping phone numbers or app freezes during network drops.
The Solution
Explicit, calm visual states for all system edge cases (API timeouts, insufficient funds, network drops).
Instant undo/retry mechanics and zero ambiguity in transaction statuses.
Scalable Atomic Design System
Business Impact & Scale
User Acquisition
2.5M+ Downloads
~30% of the country's addressable digital population
Engagement
700,000+ Daily
Active Users (DAU)
Store Ratings
4.9★ (App Store)
4.7★ (Google Play)
Market Position
Became the #1 FinTech app in the country within months of launch
