We set out to create a cutting-edge financial mobile application tailored specifically for "gig" workers, encompassing those employed full-time with platforms like Uber or SkipTheDishes. I conducted user interviews to gain deep insights into the pain points and aspirations of this growing workforce segment. From ideation to execution, I developed the Moves flagship application, ensuring seamless user experiences and intuitive interactions.
As a Senior Product Designer at Moves, I was responsible for designing their flagship mobile application. I led the end-to-end design process, conducting user interviews to identify user needs, created the design system from scratch and collaborating closely with developers to ensure seamless implementation. Working autonomously in an ambiguous start-up setting, I navigated challenges with ownership and delivered a compelling financial app for gig workers.
Product Design, Leadership, UX/UI Design, Interaction Design, Design System, Rapid Prototype, Figma, Usability Testing, User Flow, User Interviews, Cross-Functional Collaboration, Autonomy & Ownership
Mar 2020 - Dec 2020
How to empower gig workers
In the dynamic landscape of the gig economy, traditional financial institutions struggled to meet the specific needs of independent gig workers. These individuals lacked a comfortable financial safety net and access to tailored services to address their financial challenges.
Our objective was to develop a comprehensive solution that empowers gig workers to efficiently understand and manage their finances, track earnings, and access essential financial services. By understanding the unique needs and challenges of this growing segment, we set out to create a user-centric platform that catered to their requirements.
User research & persona development
Our aim was to uncover user needs and validate our value proposition. To understand the problem at hand, we conducted 52 user interviews and 19 street interviews, focusing on finding a product-market fit and identifying users' pain points. These interviews resulted in the creation of user personas, providing valuable insights into their motivations and behaviours.
User Interview Notes
Designing & ideating
Ideating & iterating designs with user feedback
Through collaborative design sessions and activities like Crazy 8's and "How might we" statements, our team identified the most valuable product for gig workers: a Loan Application, which became the focal point of Moves Version 1.
After launching Moves version 1, we leveraged analytics tools like Amplitude and Google Analytics to observe usability and gathered user feedback to inform improvements for Moves Version 2.
An enhanced user experience for gig workers
We were able to design and build Moves Version 2 based on user insights and feedback. With Version 2, we enhanced the user experience and usability of the app bringing improved functionality and visual aesthetics. The data-driven approach and continuous user feedback allowed Moves Financial to provide gig workers with an exceptional user experience.