payit Research Program

PROBLEM: payit, a banking and digital wallet innovation, had around 70K app downloads when the project began. The payit team, comprising members from the design and marketing departments, sought to boost the app's adoption rate through user research to help the payit team create a new marketing and design strategy based on customer preferences. SOLUTION: Under my supervision, the research lab planned six projects within a 90-day timeframe, with the payit leadership team choosing three of them. These projects involved collaboration between the UX and market research teams and received support from three external vendors (two for research and one for participant recruitment). By 2022, payit's adoption rate soared to over 1M+ downloads worldwide, and the app received consecutive recognition as the UAE's most innovative app.

Prototype Video USABILITY REPORT

PROJECT FEATURED

EmpATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

ROLES

Core Team:

UX Research team, Market Research team, Research Administration, and third-party vendors

Business Stakeholders:

payit's CEO, payit's Head of Design, and SVP of Marketing

My Role:

Head of Research

My Duties:

Led research scoping discussions, approved plans, developed scoping briefs and costing documents with third-party vendors, managed teams throughout the project lifecycle (planning, recruitment, data collection, report generation), and presented findings to top executives.

PROCESS

Discovery and Define Phase:

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Design, Development, and Test Phase:

OUTCOMES

The team presented research findings to top stakeholders, including payit's CEO. The research influenced business, design, marketing decisions, fostering a new collaboration between payit and the innovation lab. They now work together on various projects guiding strategic and tactical choices. The app boasts over 1M+ downloads (up from 70K when the research project kicked off) and has received several fintech and innovation awards in recent years.