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 to improve how 4 million customers find, evaluate, and apply for financial products.
Research & Customer Insight
I worked closely with a senior UX researcher on 12 research projects across credit cards, loans, and other banking products. Together, we analyzed customer behaviour and product selection patterns to design experiences grounded in real user needs. My work included conducting 20 in-depth interviews, launching 3 surveys, running card-sorting and tree-testing studies, and multiple rounds of usability testing.
UX Improvements
Based on the research conducted, I led UX initiatives across several high-complexity components, including the global navigation, loan calculators, and the credit card landing page.
Across all three components, I collaborated closely with developers to document logic flows, edge cases, and interaction rules, ensuring smooth implementation of these complex experiences.
For the credit card landing 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 compare products and ultimately contributed to a 66% increase in applications.
Design System Modernization
I helped overhaul the bank’s design system by auditing 100+ components, identifying gaps, and sequencing a clear plan. I redesigned key components to improve scalability and developer flexibility, and partnered with engineering and project managers to package everything into 8 clear, consistent development bundles for smooth implementation.
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.
Dubai, UAE | London, UK | New York, USA
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@Amanda Pinto 2025
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