Product: TransferNow® from Fiserv is a convenient, risk-managed way to make Account-to-Account (A2A) transfers even faster through options such as Instant Transfer and Next Day Good Funds. 

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My Role: Senior User Experience Designer (Research, Product Design and UX Writing)

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Goals - Business, Product Design and Content Design

• Business Goal

  • Provide a seamless mobile and web payment experience.

• Product Design Goals

  • Optimize the payment flow by streamlining the process to reduce friction and task abandon rates. Improve error handling and recovery.

  • To ensure cross-platform consistency, focus on responsive designs and maintain visual and functional consistency across all devices and touch points. 

• Content Design Goals

  • Develop clear, concise content throughout the application. 

  • Optimize microcopy for trust and conversion. 

  • Personalize content based on user context - behavior, tasks, and language. 

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Team Size: 10

 

Approach: End-to-end design process - Research, Product Design, and Content Design.

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Research

• Designed and conducted user studies to understand pain points, user goals, and the expected experience of target users. 

• Create proto-personas to inform design concepts and product roadmap.

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Strategy 

• Collaborate with stakeholders to understand product vision and goals.

• Analyzed and studied business specification documents to understand the bigger picture and the ecosystem.

• Collaborated with product owners and business analysts to refine and groom user stories to create a UX roadmap. 

• Led the design function across six agile scrum teams by partnering with Product Management and Engineering in an agile environment.

• Led the design function by closely partnering with Product Management and Development in an agile environment.

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Design - Product and Content Design

• Conducted UX audit to - Identify usability issues, evaluate information architecture, assess content content effectiveness, and prioritize improvements to support data-driven decisions.

• Created paper sketches and low and high-fidelity mockups, conducted design walkthroughs, and supported the development teams—final design aligned to WCAG 2.1 and mobility (ASP FP5) design guidelines.

• Created interactive prototypes for demos with a wide audience.

• Review completed designs and discuss future iterations.

• Define information architecture and navigation.

• Collaborated closely within and across cross-functional teams to produce engaging content that explains FinTech products accurately and persuasively.

• Ensured all fintech content was on-brand, compelling, visually appealing, and optimized for intended audiences and channels. Maintained brand and editorial guidelines.

 

Accessibility WCAG 2.1 Compliance 

• Included accessibility in initial requirements and project planning.

• Advised teams on implementing accessible design solutions and WCAG 2.1 compliance.

• Created accessibility documentation and training materials.

• Presented recommendations to stakeholders and championed accessibility initiatives.

• Reviewed designs together with development teams using accessibility tools and patterns.

• Tracked and reported on accessibility metrics and compliance.

• Shared insights from accessibility testing with stakeholders.

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Impact

• Double-digit year-over-year growth in TransferNow A2A transactions.

• 70% of the top 10 U.S. banks use TransferNow.

• 15% Year-over-year growth in TransferNow users.

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The products were integrated into thousands of Banks and Credit Unions in the US through responsive web, iOS, and Android plugins and consumer portals.

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Activities: User Research, Customer Journeys, Task Analysis, Persona Creation, Conceptual design, Prototyping (Static and Interactive), A/B Testing, Product Design Walkthrough, UX writing
 

Tools: Paper Sketches, Axure RP, Miro, Presentations.

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The detailed design process is described below.