Axon Product Suite
Axon, built in India and launched in the US in 2023, is a digital banking platform designed to meet the evolving demands of financial institutions. Targeting over 2500 FIs by 2025 with advanced card management, security, and personal finance management (PFM) capabilities, I led the design team as a UX Design Manager, strategizing and delivering a user-centered product that seamlessly integrates with legacy systems.
Project Overview
My role as a UX Design Manager involved leading the design team, strategizing, and ensuring the delivery of a user-centered product that integrates seamlessly with legacy systems.
Purpose
In the digital age, financial institutions (FIs) need innovative solutions to meet evolving consumer demands. Axon empowers FIs to thrive in this digital paradigm, showcasing its pivotal role within Zeta’s diverse portfolio.
Market Situation
US Financial Institutions (FIs) face challenges with outdated core banking systems, rising fraud, and increasing operational costs. Addressing these issues requires robust security measures and strategic cost management.
What FIs are Looking For
- Higher ROI: Boost efficiency, reduce fraud, and enhance customer satisfaction.
- Increase Spends: Boost customer spending and engagement with personalized offers.
- Build Stickiness: Foster long-term relationships with exceptional experiences and services.
Project Overview
My role as a UX Design Manager involved leading the design team, strategizing, and ensuring the delivery of a user-centered product that integrates seamlessly with legacy systems.
Purpose
In the digital age, financial institutions (FIs) need innovative solutions to meet evolving consumer demands. Axon empowers FIs to thrive in this digital paradigm, showcasing its pivotal role within Zeta’s diverse portfolio.
Market Situation
US Financial Institutions (FIs) face challenges with outdated core banking systems, rising fraud, and increasing operational costs. Addressing these issues requires robust security measures and strategic cost management.
What FIs are Looking For
- Higher ROI: Boost efficiency, reduce fraud, and enhance customer satisfaction.
- Increase Spends: Boost customer spending and engagement with personalized offers.
- Build Stickiness: Foster long-term relationships with exceptional experiences and services.
Product Offerings
Mobile Apps
Axon provides customers with intuitive interfaces for managing cards, transactions, and controls on-the-go. FIs can integrate via APIs or SDKs or directly use White Labeled FI Apps.
Administrative Suite
Empowering FIs with self-serve onboarding and comprehensive administrative tools, Axon ensures seamless management of cards, transactions, and merchant controls.
Developer Experience
With an integrated experience across both mobile and internet banking platforms, developers can leverage its capabilities to enhance the digital banking experience for customers.
Versatile Capabilties
Merchant Enrichment
Axon has built an in-house AI model to determine merchant brands with >99.5% accuracy, helping cardholders to be cognizant of their spending and reducing fraudulent transactions and chargeback complaints.
Card Controls & Management
Enabling proactive fraud prevention by allowing FIs to manage cards, set spending limits, and implement real-time controls, Axon safeguards both customers and institutions.
Personal Financial Management
Enriching transactions with insightful data, Axon empowers customers with comprehensive financial insights while providing tools for setting transaction limits and merchant-based controls.
Key Responsibilities
Over the past 3 years, I have been instrumental in shaping the user experience by aligning the design strategy with our business goals, ensuring seamless collaboration between cross-functional teams, and maintaining a user-centric approach in all our design processes.
On Leadership
Project Planning and Strategy
Actions:
- Initiated the project with comprehensive stakeholder interviews to understand business goals and user needs.
- Defined the project scope and objectives in collaboration with product managers and developers.
Outcome:
A clear roadmap and strategy for the project, aligning with both business and user goals.
Team Management and Resource Allocation
Actions:
- Hired and mentored designers, fostering a culture of collaboration and continuous learning.
- Allocated resources effectively to ensure timely delivery of project milestones.
Outcome:
Built a highly motivated and efficient design team capable of delivering high-quality work.
Research and Discovery
Actions:
- Led the team in conducting user research, including surveys, interviews, and usability testing.
- Identified key pain points and opportunities, creating user personas and journey maps to inform design decisions.
Outcome:
Developed comprehensive user personas and journey maps, which guided our design strategy and ensured user-centered solutions.
On Craft and Culture
UI Design and Visual Aesthetics
Actions:
- Directed the visual design process, focusing on consistency and accessibility.
- Implemented design systems to ensure a cohesive look and feel across the platform.
Outcome:
A visually cohesive and accessible interface that resonated with users and met accessibility standards.
Information Architecture (IA)
Actions:
- Oversaw the creation of wireframes and prototypes, ensuring they were intuitive and met user needs.
- Conducted workshops to iterate on designs based on user feedback.
Outcome:
Efficient and user-friendly IA and IxD that enhanced user engagement and satisfaction.
Creating Culture
Actions:
- Organized team-building activities and design workshops to foster creativity and innovation.
- Encouraged open communication and collaboration within the team.
Outcome:
Developed a positive and creative team culture that contributed to the project’s success.
Market Research
The purpose of this market benchmarking study was to evaluate the performance and features of the Card Suite mobile app in comparison to other similar mobile apps in the market.
“> Shortlisting Market Players
The benchmarking study began with the creation of a shortlist of market players that offer similar features to the Card Suite app. This shortlist was based on an analysis of the financial services sector and the specific functionalities provided by these apps.
“> Detailed UI & Feature Research
The study then proceeded with a detailed screen-by-screen review of each app in the shortlist. This review focused on evaluating the user interface, navigation flow, and functionality of key features such as account management, transaction processing, security settings, and customer support.
“> Secondary Research
Secondary research was conducted to gather data on user demographics, user feedback and popular opinions from online forums, app store & play store reviews. This helped in understanding user perceptions, pain points, and satisfaction levels with each app.
Identified Players
“>
Group 1: Processors
Companies specializing in payment processing and transaction management.
CardHub
Card Services
(Legacy Fiserv)
“>
Group 2: New Age Fintechs
Innovative fintech firms offering cutting-edge digital solutions and user-friendly services.
Apple Card
Revolut
Chime
Greenlight
“>
Group 3: Traditional Banks
Established banks providing a wide range of conventional financial services.
American Express
BofA Mobile Banking
AMJ’24 Business Highlights
“>62%
Growth in QoQ revenue.
“>226
Financial Institutes in Active Billing (as of July YTD)
“>36K
Registered Users and over 0.5M billable users.
100%
Readiness on all contracted features for Card Suite Lite and Card Suite Pro.
Takeaways
Overcoming Challenges, Delivering Impactful Results, and
Learning Key Lessons
Challenges
Key Challenges:
- Integrating new functionalities with legacy systems
- Ensuring security and compliance
- Meeting diverse user needs
Solutions Implemented:
- Designed a flexible and modular design system
- Implemented robust security measures
- Continuously iterated based on user feedback
Results and Impact
Project Outcomes:
- Enhanced customer satisfaction and loyalty through exceptional digital experiences
- Accurate transaction data and effective controls minimized disputes
- Simplified wallet provisioning and personalized offers increased card usage
- Proactive fraud prevention mechanisms safeguarded both customers and institutions
Reflection and Learnings
What Went Well:
- Seamless integration of new features with legacy systems
- Positive user feedback
Key Learnings:
- The value of continuous iteration and user-centric design in developing impactful financial products