Fintech
Mobile App
Lead UI/UX Designer
Transforming Pakistan’s digital payments ecosystem through intuitive design and seamless user experience. serving millions of users with seamless digital payment experiences.
Role
Lead UI/UX Designer
Platform
iOS & Android
Duration
12 Months
Year
2024-2025
Project Overview
Easypaisa is Pakistan’s leading fintech platform with over 18.2 million+ active users, providing digital financial services including mobile payments, bill payments, money transfers, and more. As the Lead UI/UX Designer, I was responsible for redesigning the entire user experience to improve usability, accessibility, and conversion rates.
The project involved extensive user research, iterative design processes, and close collaboration with product managers, developers, and stakeholders to create an intuitive and delightful experience that cater to Pakistan’s diverse user base, from tech-savvy millennials to first-time digital payment users.
Challenge
Simplify complex financial operations for users with varying levels of digital literacy while maintaining security and trust
Solution
Created an intuitive, accessible user experience interface with clear information architecture, progressive disclosure, and localized design patterns
Impact
45% increase in user engagement, 60% reduction in transaction errors, and 4.5+ star rating on app stores
My Role & Responsibilities
As the Lead UI/UX Designer, I was responsible for the entire design lifecycle, from initial research and ideation through to final handover to the development team.
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
Design Process
1
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
2
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
3
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
4
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
5
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
6
My Role & Responsibilities
Led user research, competitive analysis, and design strategy development
Research & Discovery
I conducted comprehensive user research to understand the needs, behaviors, and pain points of Easypaisa’s diverse user base. This research formed the foundation for all design decisions.
Research Methods
Research Methods
50+ Users
In-depth interviews with existing and potential users to understand pain points and needs
Research Methods
50+ Users
In-depth interviews with existing and potential users to understand pain points and needs
Research Methods
50+ Users
In-depth interviews with existing and potential users to understand pain points and needs
Research Methods
50+ Users
In-depth interviews with existing and potential users to understand pain points and needs
User Personas
Based on research insights, I created three primary personas representing Easypaisa’s diverse user base. These personas guided design decisions throughout the project.
Ahmed Khan
28 • Small Business Owner
Medium Tech-Savvy
Goals
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
Frustrations
- Quickly send payments to suppliers
- Quickly send payments to suppliers
- Quickly send payments to suppliers
“I need to manage my business payments quickly between customer visits”
Ahmed Khan
28 • Small Business Owner
Medium Tech-Savvy
Goals
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
Frustrations
- Quickly send payments to suppliers
- Quickly send payments to suppliers
- Quickly send payments to suppliers
“I need to manage my business payments quickly between customer visits”
Ahmed Khan
28 • Small Business Owner
Medium Tech-Savvy
Goals
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
Frustrations
- Quickly send payments to suppliers
- Quickly send payments to suppliers
- Quickly send payments to suppliers
“I need to manage my business payments quickly between customer visits”
Ahmed Khan
28 • Small Business Owner
Medium Tech-Savvy
Goals
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
Frustrations
- Quickly send payments to suppliers
- Quickly send payments to suppliers
- Quickly send payments to suppliers
“I need to manage my business payments quickly between customer visits”
Key Research Findings
Complex Navigation Structure
Users struggled to find key features due to unclear information architecture. Average of 5-6 clicks needed for common tasks with features buried deep in sub-menus.
Impact: 65% of users couldn’t complete tasks without assistance
Complex Navigation Structure
Users struggled to find key features due to unclear information architecture. Average of 5-6 clicks needed for common tasks with features buried deep in sub-menus.
Impact: 65% of users couldn’t complete tasks without assistance
Complex Navigation Structure
Users struggled to find key features due to unclear information architecture. Average of 5-6 clicks needed for common tasks with features buried deep in sub-menus.
Impact: 65% of users couldn’t complete tasks without assistance
Complex Navigation Structure
Users struggled to find key features due to unclear information architecture. Average of 5-6 clicks needed for common tasks with features buried deep in sub-menus.
Impact: 65% of users couldn’t complete tasks without assistance
Information Architecture
I restructured the app’s information architecture to reduce complexity and improve discoverability of key features.
Before: Complex Structure
Deep navigation, unclear labels, hidden features
After: Simplified Structure
Flat hierarchy, clear labels, prominent features
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
- Pay utility bills efficiently
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
- Pay utility bills efficiently
Home
Quick access to most used features
Send Money
Send Money
Send Money
Send Money
Home
Quick access to most used features
Send Money
Send Money
Send Money
Send Money
Home
Quick access to most used features
Send Money
Send Money
Send Money
Send Money
Home
Quick access to most used features
Send Money
Send Money
Send Money
Send Money
Wireframes & Prototyping
I created multiple iterations of wireframes, starting with low-fidelity sketches and progressing to interactive prototypes for usability testing.
Challenge
Simplify complex financial operations for users with varying levels of digital literacy while maintaining security and trust
Solution
Created an intuitive, accessible user experience interface with clear information architecture, progressive disclosure, and localized design patterns
Impact
45% increase in user engagement, 60% reduction in transaction errors, and 4.5+ star rating on app stores
Key Prototype Features
Complex Navigation Structure
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
- Pay utility bills efficiently
Complex Navigation Structure
- Quickly send payments to suppliers
- Track business transactions
- Pay utility bills efficiently
- Pay utility bills efficiently
Design System & Visual Language
I created a comprehensive design system to ensure consistency across the application and enable scalable design decisions.
Component Library
Basic Components
- Quickly send payments to suppliers
- Quickly send payments to suppliers
- Track business transactions
- Track business transactions
- Pay utility bills efficiently
- Pay utility bills efficiently
Basic Components
- Quickly send payments to suppliers
- Quickly send payments to suppliers
- Track business transactions
- Track business transactions
- Pay utility bills efficiently
- Pay utility bills efficiently
Basic Components
- Quickly send payments to suppliers
- Quickly send payments to suppliers
- Track business transactions
- Track business transactions
- Pay utility bills efficiently
- Pay utility bills efficiently
High-Fidelity Designs
Final pixel-perfect designs ready for developer handoff, complete with all visual details, interactions, and specifications.
