UX Case Study

The Projects were completed in the 2023/24 timeframe. Since then, the market has changed significantly, especially in the AI sector. Nowadays, it is very common to adopt AI in applications. I have not updated the prototypes to reflect this, but bear in mind we can apply AI to enhance functionality.   

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*source* According to Gartner, 40% of mobile app now run AI features in production. According to Statista, 63% of mobile developers now integrate at least one AI feature into their application​

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User Experience (UX) Design focuses on designing the digital experience for users. Ensuring the interactions are useful, intuitive and enjoyable. 

 

Product-centric vs Customer-centric: 

In the old days, companies designed products according to what they believed the market would want (i.e., product-centric, which is an inside-out approach), and this might not fully satisfy customers in the real world. Ultimately, it may cost more to revamp at subsequent stages by adding more improvements after customer feedback. In today’s world of designing digital products, the best way, perhaps, is to adopt a customer-centric approach and let the customer tell us what they need, i.e., an outside-in approach. This starts with a simple prototype, test the market, get feedback, design iterations before developing the application. This approach will truly satisfy customers (through iterative enhancements), adapt to market trends, and enable companies to pivot their strategies effectively. Good UX design will also create more customer engagement. (According to Forrester, every $1 invested in UX will result in a return of $100. Good UX Design can increase conversion by 400% & good UI can raise conversion by 200%)

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Prototypes: 

I have attached three case studies; though they are not related to the financial industry or anything I did in the past, I am here to demonstrate my thought process, problem-solving skills, and strategic methodologies in this domain. Business is business; the domain may vary, but methodology stays closely similar in some respects. 

 

Approach: 

I have effectively leveraged my existing expertise to enhance the learning process. For example, I utilised the UX Design Framework to develop a "methodology and deliverables template" which can be reused for future case studies. Despite differences in content, UX Design shares significant similarities with the System Development Life Cycle (SDLC). Both prioritise a user-centric approach to gathering requirements, iterating designs, and refining implementations. I empathise with users to gather insights, iteratively design solutions, and systematically test and refine until the final product meets expectations. This parallels the SDLC approach, where requirements are captured, functionality is built, systems are implemented, tested, and improved through iterations of feedback and enhancement. 

 

Tools:

Figma and Adobe XD are used for prototyping.

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My final thoughts on innovation (updated in 2026):

UX is the strategic integration within a company’s innovation blueprint. Putting applications on mobile devices or a website does not make a company innovative. What makes a product innovative is that it should have the following features:

• Customer Centric: Focus on the customer first, with good usability and easy to use

• Adapt to Market: Agility and adapting to market trends and customer feedback/complaints are important elements to be incorporated

• Collaboration: Cross-functional and departmental teamwork based on data collected and utilising data to analyze customer behaviour, trends, complaints, feedback, etc., gives the company an advantage to strategically position itself

• AI component – AI adoption to ensure a better user experience by answering complex questions directly