{"id":454,"date":"2020-09-03T18:00:57","date_gmt":"2020-09-03T18:00:57","guid":{"rendered":"https:\/\/javadfarahani.com\/?p=454"},"modified":"2026-04-06T15:54:38","modified_gmt":"2026-04-06T15:54:38","slug":"faam-fin-tech-app-of-melal-bank-project","status":"publish","type":"post","link":"https:\/\/javadfarahani.com\/de\/project\/faam-fin-tech-app-of-melal-bank-project\/","title":{"rendered":"Faam, Fin-Tech App of Melal Bank Project"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"454\" class=\"elementor elementor-454\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-55d026f e-con-full e-flex e-con e-parent\" data-id=\"55d026f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-23bfe11 elementor-widget elementor-widget-heading\" data-id=\"23bfe11\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 08-05-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Project Overview<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f7ffcd elementor-widget elementor-widget-text-editor\" data-id=\"3f7ffcd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 08-05-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>I led the development of Faam, a feature-rich super application for Melal Bank in Iran, at MAAT Holding. Leading interdisciplinary teams in design, development, branding, and digital marketing from inception to completion was a requirement of this project. Faam was created to offer a variety of fintech features to users, resulting in a smooth and intuitive experience.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d8b9aaf elementor-widget elementor-widget-heading\" data-id=\"d8b9aaf\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Key Responsibilities<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c473f9e elementor-widget elementor-widget-text-editor\" data-id=\"c473f9e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><p><strong>Brand Identity and Strategy Development:<\/strong><\/p><ul><li>Collaborated closely with the branding team to establish the brand identity and values for Faam, ensuring they aligned with Melal Bank\u2019s vision and goals.<\/li><li>Played a critical role in shaping the business model, focusing on delivering value to the end-users while meeting the bank\u2019s strategic objectives.<\/li><\/ul><\/li><li><p><strong>User Experience Research and Persona Development:<\/strong><\/p><ul><li>Conducted in-depth UX research, including user interviews and analysis of financial behaviors, to gain insights into the needs and pain points of potential users.<\/li><li>Worked closely with UX researchers to analyze the gathered data, which informed the development of user personas. This process helped us empathize with users, identify key pain points, and uncover opportunities to enhance the user journey.<\/li><\/ul><\/li><li><p><strong>Feature Definition and Prioritization:<\/strong><\/p><ul><li>Led the process of defining and selecting essential features for Faam, ensuring they aligned with user needs and business goals.<\/li><li>Prioritized these features through a series of sprint releases, working in an Agile framework to iteratively launch product increments and ultimately deliver a robust MVP.<\/li><\/ul><\/li><li><p><strong>Design and Development Oversight:<\/strong><\/p><ul><li>Collaborated with designers to craft UX processes that were both functional and aesthetically pleasing, ensuring alignment with brand values and user expectations.<\/li><li>Tested designs rigorously for functionality and user experience, working closely with the development team to ensure high-quality product delivery.<\/li><li>Oversaw API testing and other technical aspects, ensuring seamless integration and performance of the app.<\/li><\/ul><\/li><li><p><strong>Campaign Design and Marketing Collaboration:<\/strong><\/p><ul><li>Designed and executed targeted campaigns with gamification elements, which were well-received and drove user engagement.<\/li><li>Worked hand-in-hand with digital marketing teams on strategies including SEO, SEM, video marketing, and influencer marketing, as well as traditional ATL advertising through citywide banners, buses, and highways.<\/li><\/ul><\/li><li><p><strong>Stakeholder Communication and Leadership:<\/strong><\/p><ul><li>Engaged regularly with internal and external stakeholders, including Melal Bank\u2019s managers and customer care teams, to align on objectives and overcome the unique challenges posed by the banking sector.<\/li><li>Led cross-functional teams across different aspects of product development, from strategy to execution, ensuring cohesive progress despite the constraints inherent in the financial industry.<\/li><\/ul><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-40f6f4c elementor-widget elementor-widget-image-gallery\" data-id=\"40f6f4c\" data-element_type=\"widget\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 08-05-2024 *\/\n.elementor-image-gallery .gallery-item{display:inline-block;text-align:center;vertical-align:top;width:100%;max-width:100%;margin:0 auto}.elementor-image-gallery .gallery-item img{margin:0 auto}.elementor-image-gallery .gallery-item .gallery-caption{margin:0}.elementor-image-gallery figure img{display:block}.elementor-image-gallery figure figcaption{width:100%}.gallery-spacing-custom .elementor-image-gallery .gallery-icon{padding:0}@media (min-width:768px){.elementor-image-gallery .gallery-columns-2 .gallery-item{max-width:50%}.elementor-image-gallery .gallery-columns-3 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.gallery-item,.elementor-image-gallery .gallery.gallery-columns-8 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-9 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-10 .gallery-item{max-width:50%}}@media (max-width:479px){.elementor-image-gallery .gallery.gallery-columns-2 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-3 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-4 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-5 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-6 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-7 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-8 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-9 .gallery-item,.elementor-image-gallery .gallery.gallery-columns-10 .gallery-item{max-width:100%}}<\/style>\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-1' class='gallery galleryid-454 gallery-columns-2 gallery-size-medium'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"40f6f4c\" data-elementor-lightbox-title=\"Faam Home\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NDU3LCJ1cmwiOiJodHRwczpcL1wvamF2YWRmYXJhaGFuaS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjBcLzA5XC9GYWFtLUhvbWUtQXBwLTItXHUyMDEzLTJAMnguanBnIiwic2xpZGVzaG93IjoiNDBmNmY0YyJ9\" href='https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x.jpg'><img decoding=\"async\" width=\"118\" height=\"300\" src=\"https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x-118x300.jpg\" class=\"attachment-medium size-medium\" alt=\"Faam Home\" srcset=\"https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x-118x300.jpg 118w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x-401x1024.jpg 401w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x-768x1959.jpg 768w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x-602x1536.jpg 602w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x-803x2048.jpg 803w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2020\/09\/Faam-Home-App-2-\u2013-2@2x.jpg 828w\" sizes=\"(max-width: 118px) 100vw, 118px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"40f6f4c\" data-elementor-lightbox-title=\"cards \u2013 1@2x\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NDY0LCJ1cmwiOiJodHRwczpcL1wvamF2YWRmYXJhaGFuaS5jb21cL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjRcLzA1XC9jYXJkcy1cdTIwMTMtMUAyeC5qcGciLCJzbGlkZXNob3ciOiI0MGY2ZjRjIn0%3D\" href='https:\/\/javadfarahani.com\/wp-content\/uploads\/2024\/05\/cards-\u2013-1@2x.jpg'><img decoding=\"async\" width=\"139\" height=\"300\" src=\"https:\/\/javadfarahani.com\/wp-content\/uploads\/2024\/05\/cards-\u2013-1@2x-139x300.jpg\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/javadfarahani.com\/wp-content\/uploads\/2024\/05\/cards-\u2013-1@2x-139x300.jpg 139w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2024\/05\/cards-\u2013-1@2x-473x1024.jpg 473w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2024\/05\/cards-\u2013-1@2x-709x1536.jpg 709w, https:\/\/javadfarahani.com\/wp-content\/uploads\/2024\/05\/cards-\u2013-1@2x.jpg 750w\" sizes=\"(max-width: 139px) 100vw, 139px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-267fc60 elementor-widget elementor-widget-heading\" data-id=\"267fc60\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Conclusion<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7f4ac39 elementor-widget elementor-widget-text-editor\" data-id=\"7f4ac39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This project was a great learning opportunity for me because it tested my ability to lead and navigate all facets of product development, from high-level planning to practical implementation. My grasp of product management in a highly regulated setting has grown as a result of the challenges of working in the banking industry, which also required me to manage a variety of teams and stakeholders. These experiences have sharpened my leadership abilities.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Project Overview I led the development of Faam, a feature-rich super application for Melal Bank in Iran, at MAAT Holding. Leading interdisciplinary teams in design, development, branding, and digital marketing from inception to completion was a requirement of this project. Faam was created to offer a variety of fintech features to users, resulting in a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":456,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-project"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.3 (Yoast SEO v22.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Faam, Fin-Tech App of Melal Bank Project - Javad Farahani<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/javadfarahani.com\/de\/project\/faam-fin-tech-app-of-melal-bank-project\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Faam, Fin-Tech App of Melal Bank Project\" \/>\n<meta property=\"og:description\" content=\"Project Overview I led the development of Faam, a feature-rich super application for Melal Bank in Iran, at MAAT Holding. Leading interdisciplinary teams in design, development, branding, and digital marketing from inception to completion was a requirement of this project. 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Leading interdisciplinary teams in design, development, branding, and digital marketing from inception to completion was a requirement of this project. 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