Web 2.0

Paymi

Paymi is Canada's shop & get cashback rewards app that lets you earn cashback wherever you use your connected bank or credit cards. Get cash-back when you shop at any of their partners.

Timeframe

May 2019 to April 2020

Platforms

Mobile & Web

Focus area

Fintech

Project overview

Cashback is King

Context

I was their first product designer and worked with their head of product, engineering, marketing, and sales, as well as a team of about 5 engineers

Problem

Paymi was up against fierce competition which meant they needed a severe overhaul and an enterprise-facing tool as well which they needed in order to be scalable

Goal

Redesigned Paymi to become the leading cashback application in Canada as well as design out their SaaS product so as to be more viable in the market

Happy Path (B2C)

Signs up either via email or their bank such as CIBC (which is highlighted due to their business partnership with Paymi), fills out their profile by hooking up their credit card > make first purchase and ensure cashback is earned by taking photos of receipts > earn rewards by completing offers and track growth by looking at insights as well as configuring rewards in other forms of cash such as another currency or even cryptocurrency (i.e. stablecoins) > optionally edit settings & making referrals

Contemporaries‍

Ampli, Drop Rewards, and Moka

Tools Used‍

Figma + Figjam + Adobe Design Suite
Google Docs/Sheets + Miro + Azure

Sample Size

3 competitors, 10 to 20 internal stakeholders, and 5 to 10 external stakeholders

‍

‍Contemporaries‍

Stripe, Argyle, Passbase, Square, Shopify, Braintree, Silamoney, Swan.io, Contra, Token, Marqeta

Tools Used‍

Figma + Figjam + Adobe Design Suite
Google Docs/Sheets + Miro + Azure

Sample Size

15 Competitors/Contemporaries, 10 to 20 internal stakeholders, and 5 to 10 external stakeholders

My Design Process

Defined Goals and Objectives: I understood the business goals and objectives of Paymi and identified the key objectives of the mobile app redesign, such as improving user engagement, increasing user retention, and enhancing the overall user experience.

Conducted User Research and Analysis: I conducted user research to gain insights into the target audience's needs, preferences, and pain points, then analyzed user feedback, reviews, and app analytics to identify areas of improvement in the existing app design, and finally created user personas to represent different types of users and their goals.

Ideation and Conceptualization: I brainstormed and generated ideas for the redesigned app, then sketched rough wireframes and created low-fidelity prototypes to visualize potential design solutions, and finally evaluated the prototypes against user needs and business objectives.

Defined Information Architecture and User Flow: I defined the information architecture of the app, including the overall structure and navigation flow,then created user flow diagrams to illustrate how users would interact with the app and achieve their goals., and finally ensured that the app's flow was intuitive, efficient, and aligned with user expectations.

Visual Design: I developed a visual design language that aligned with Paymi's brand identity and target audience, then designed high-fidelity mockups of key screens, considering usability, aesthetics, and accessibility, and finally created a style guide that included typography, colors, icons, and other design elements for consistency throughout the app.

Prototyped and Conducted Usability Testing: I built interactive prototypes of the redesigned app using design tools or prototyping software, then condcted usability testing with a representative group of users to validate the design and identify any usability issues, and finally iterated on the design based on user feedback and test results.

Developed and Implemented: I collaborated with developers to translate the design into a functional mobile app, then ensured that the app was responsive, performed well, and met security standards, and finally conducted regular design reviews during the development process to maintain design integrity.

Quality Assurance and Testing: I performed thorough testing of the app's functionality, usability, and compatibility across different devices and platforms, then identified and fixed any bugs, glitches, or performance issues, and finally Conducted beta testing with a small group of users to gather feedback and make further improvements.

Launched and Deployed: I planned the app's launch strategy, including marketing and promotion efforts, then published the redesigned app on relevant app stores, and finally monitored user feedback and app performance post-launch and addressed any issues that arose.

Continuous Improvement: I analyzed user data, metrics, and feedback to measure the success of the redesigned app, then regularly iterated and updated the app based on user needs, market trends, and business goals, and finally stayed updated with the latest design and technology trends to ensure the app remained competitive and relevant.