Mission
Our mission was clear: to enhance financial inclusion, serve the unbanked, and make financial services accessible to all.
Overview
In Nigeria, urban residents have relatively easy access to financial services, while other communities often rely on traditional methods. There was a clear need for a solution. Grupp Business, a digital and agency banking app, aimed to address this gap by providing financial services through agents and merchants. Our app supports various transactions, including bill payments, withdrawals, money transfers, and loan access, thereby aiming to foster financial inclusivity in underserved areas.
The Problem
Despite the initial success of the Grupp Business app in improving financial access, we identified critical issues with the first iteration: complex navigation and lengthy transaction processes. These problems led to difficulties in finding necessary options, slow completion of transactions, decreased user satisfaction, and increased transaction abandonment.
The Goal
In response, the product team, with management approval, embarked on a comprehensive redesign. Our objectives were to:
- Enhance Navigation: Simplify and streamline the user interface (UI) and user experience (UX) to make navigation more intuitive.
- Optimize Transactions: Reduce transaction times by simplifying and accelerating financial processes.
- Strengthen Positioning: Reinforce the Grupp Business app as a reliable and accessible platform for online financial services.
Key Challenge and Solution
- Challenge: Addressing the existing complexity in navigation and slow transaction times while ensuring a smooth transition for users.
- Solution: We implemented a phased redesign approach, allowing us to gradually integrate improvements and gather user feedback throughout the process.
My Role
As the Product Manager overseeing the project, my responsibilities included:
- Research and Insights: Conducting comprehensive user research to pinpoint pain points, particularly focusing on navigation complexity and transaction delays.
- Agile Development: Leading an agile development process with iterative sprints aimed at refining navigation and optimizing transaction workflows.
- Cross-Functional Collaboration: Facilitating effective collaboration among development, design, and testing teams to ensure alignment and progress.
- Lean UX and MVP: Applying lean UX principles to create a Minimum Viable Product (MVP) that addressed the most critical issues, ensuring early validation and rapid iteration.
- Usability Testing: Organizing usability testing sessions with real users to capture actionable feedback and guide subsequent refinements.
- Analytics and A/B Testing: Leveraging analytics and A/B testing to monitor performance metrics and drive continuous improvements.
Strategic Impact
- Business Value: The redesign improved our user retention and positioned Grupp Business as a leading platform in the financial services market.
- Competitive Advantage: By improving user experience and transaction efficiency, the redesign gave us an edge over competitive products.
The value of iterative feedback, flexibility in development, and continuous user engagement allowed us to address issues promptly and effectively.
This project reinforced the importance of incorporating user feedback into every stage of product development.