Amanda Pinto
UX Architect @VML
Amanda Pinto
UX Architect @VML
Redesigning Core Banking Journeys @FirstAbuDhabiBank to Drive Clarity, Confidence, and Conversion
ROLE
UX Architect
TOOLS
Figma, Google Analytics 4,
Microsoft Clarity, Miro
DURATION
April 2025 to Present
A QUICK RECAP
I shaped the user experience for the bank’s most critical acquisition journeys, using research and design to improve how 4 million customers find, evaluate, and apply for financial products.
Research & Customer Insight
Research & Customer Insight
I am currently working closely with a senior UX researcher on 12 research projects across 6 banking products (credit cards, loans, and other banking products). Together, we analyze customer mentality during product selection, demographics, website behaviour and perceptions to design experiences grounded in real user needs.
The scope of the programme extends to conducting 30 in-depth interviews, launching 3 surveys, running card-sorting and tree-testing studies, and multiple rounds of usability testing.
After collecting and synthesizing findings, insights were added and tagged within our internal CRM.
I am currently working closely with a senior UX researcher on 12 research projects across 6 banking products (credit cards, loans, and other banking products). Together, we analyze customer mentality during product selection, demographics, website behaviour and perceptions to design experiences grounded in real user needs.
The scope of the programme extends to conducting 30 in-depth interviews, launching 3 surveys, running card-sorting and tree-testing studies, and multiple rounds of usability testing.
After collecting and synthesizing findings, insights were added and tagged within our internal CRM.
UX Revamp for High-Value Pages
UX Revamp for High-Value Pages
Based on benchmarking activities and analysis of heatmaps and attention maps on Microsoft Clarity and data from Google Analytics, webpages were restructured to include new features, better content flow, presentation.
For the credit card overview page, I restructured how card benefits were categorized, designed a filter experience based on benefit categories, and built the backend logic. These improvements made it easier for users to filter through our relatively large portfolio of credit cards.
Based on benchmarking activities and analysis of heatmaps and attention maps on Microsoft Clarity and data from Google Analytics, webpages were restructured to include new features, better content flow, presentation.
For the credit card overview page, I restructured how card benefits were categorized, designed a filter experience based on benefit categories, and built the backend logic. These improvements made it easier for users to filter through our relatively large portfolio of credit cards.
+66% increase in application starts
+66% increase in application starts
For the the credit card detail pages, I led a content restructure using alternate components to present information in both a digestible manner while maintaining accessibility to transparent detailed information around benefits and key features.
For the the credit card detail pages, I led a content restructure using alternate components to present information in both a digestible manner while maintaining accessibility to transparent detailed information around benefits and key features.
+3.6% increase in application starts
+3.6% increase in application starts
Design System Modernization
Design System Modernization
I am currently helping overhaul the bank’s design system by auditing 100+ components, identifying gaps in usability and workflow flexibility, and sequencing a clear plan. The goal is to improve usability, scalability and use case flexibility.
I have partnered with engineering and project managers to package components into development bundles for smooth implementation.
As part of this redesign, there have been high-complexity components too, such as the global navigation, loan calculators and financial tools that have had both back-end and front-end requirements.
Across these components, I collaborated closely with developers to document logic flows, edge cases, and interaction rules, ensuring smooth implementation of these complex experiences.
I am currently helping overhaul the bank’s design system by auditing 100+ components, identifying gaps in usability and workflow flexibility, and sequencing a clear plan. The goal is to improve usability, scalability and use case flexibility.
I have partnered with engineering and project managers to package components into development bundles for smooth implementation.
As part of this redesign, there have been high-complexity components too, such as the global navigation, loan calculators and financial tools that have had both back-end and front-end requirements.
Across these components, I collaborated closely with developers to document logic flows, edge cases, and interaction rules, ensuring smooth implementation of these complex experiences.
AI Advocacy & Workflow Enablement
AI Advocacy & Workflow Enablement
As an early AI advocate at VML, I introduced the team to AI-powered prototyping tools such as Figma Make to streamline exploration, design generation, and collaboration.
As an early AI advocate at VML, I introduced the team to AI-powered prototyping tools such as Figma Make to streamline exploration, design generation, and collaboration.
Dubai, UAE | London, UK | New York, USA
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@Amanda Pinto 2025
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Built to connect.
Thanks for scrolling.
@Amanda Pinto 2025
LET'S CONNECT
|
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Amanda Pinto
UX Architect @VML
Amanda Pinto
UX Architect @VML