Brand Identity and Strategy Development:

• Collaborated closely with the branding team to establish the brand identity and values for Faam, ensuring they aligned with Melal Bank’s vision and goals.
• Played a critical role in shaping the business model, focusing on delivering value to the end-users while meeting the bank’s strategic objectives.

User Experience Research and Persona Development:

• 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.
• 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.

Feature Definition and Prioritization:

• Led the process of defining and selecting essential features for Faam, ensuring they aligned with user needs and business goals.
• 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.

Design and Development Oversight:

• Collaborated with designers to craft UX processes that were both functional and aesthetically pleasing, ensuring alignment with brand values and user expectations.
• Tested designs rigorously for functionality and user experience, working closely with the development team to ensure high-quality product delivery.
• Oversaw API testing and other technical aspects, ensuring seamless integration and performance of the app.

Campaign Design and Marketing Collaboration:

• Designed and executed targeted campaigns with gamification elements, which were well-received and drove user engagement.
• 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.

Stakeholder Communication and Leadership:

• Engaged regularly with internal and external stakeholders, including Melal Bank’s managers and customer care teams, to align on objectives and overcome the unique challenges posed by the banking sector.
• 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.