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).
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.
Together, we analyze customer mentality during product selection, demographics, website behaviour and perceptions to design experiences grounded in real user needs.
Insights are also 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).
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.
Together, we analyze customer mentality during product selection, demographics, website behaviour and perceptions to design experiences grounded in real user needs.
Insights are also 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 example, for the credit card overview page, after learning that our portfolio of cards was growing rapidly, I restructured how card benefits were categorized based on a card sorting study and 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 resulting in a,
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 example, for the credit card overview page, after learning that our portfolio of cards was growing rapidly, I restructured how card benefits were categorized based on a card sorting study and 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 resulting in a,
+66% increase in application starts from the credit card overview page
+66% increase in application starts from the credit card overview page
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 from the credit card detail page
+3.6% increase in application starts from the credit card detail page
Design System Audit & Modernization
Design System Audit & 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 well as data teams to set KPIs for measuring success and strategies for introducing changes gradually to allow for measurability with low risk.
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 well as data teams to set KPIs for measuring success and strategies for introducing changes gradually to allow for measurability with low risk.
Reducing Complexity: Loan Calculators and Website Navigation
Reducing Complexity: Loan Calculators and Website Navigation
As part of the component redesign, there were a few high-complexity components, such as the global navigation, loan calculators and financial tools that have had detailed back-end and front-end requirements.
Designing these components involved guerilla testing, rapid iterations and making important decisions using insights and benchmarking.
Some key decisions for loan calculators included:
As part of the component redesign, there were a few high-complexity components, such as the global navigation, loan calculators and financial tools that have had detailed back-end and front-end requirements.
Designing these components involved guerilla testing, rapid iterations and making important decisions using insights and benchmarking.
Some key decisions for loan calculators included:
Input methods for desktop vs. mobile after noticing that they were interacted with differently on different platforms.
Input methods for desktop vs. mobile after noticing that they were interacted with differently on different platforms.
The most valuable loan metrics to present to the user to help them make decisions and in turn increase product conversions.
The most valuable loan metrics to present to the user to help them make decisions and in turn increase product conversions.
Reposition existing calculators and financial tools across the site so they appear at the moments in the acquisition journey where they’re most useful for informing decisions and driving action.
Reposition existing calculators and financial tools across the site so they appear at the moments in the acquisition journey where they’re most useful for informing decisions and driving action.
Across these components, I collaborated closely with developers to document logic flows, edge cases, and interaction rules, ensuring smooth implementation of complex experiences.
Across these components, I collaborated closely with developers to document logic flows, edge cases, and interaction rules, ensuring smooth implementation of complex experiences.
AI Chatbot Experience Design
Gen AI + Chatbot Experience Design
AI Chatbot Experience Design
The goal of the chatbot was to bring customers closer to financial product offerings, making it easier to access support and receive personalised recommendations through conversational input.
Our team fleshed out conversation flows, defining system responses, edge cases, and fallback scenarios. In parallel, we developed components to support different message types.
We also partnered with copywriters to shape the chatbot’s voice and tone, iterating on prompts, responses, and error messaging.
The goal of the chatbot was to bring customers closer to financial product offerings, making it easier to access support and receive personalised recommendations through conversational input and personalised chat-based and visual outputs.
Our team fleshed out conversation flows, defining system responses, edge cases, and fallback scenarios. In parallel, we developed components to support different message types.
We also partnered with copywriters to shape the chatbot’s voice and tone, iterating on prompts, responses, and error messaging.
The goal of the chatbot was to bring customers closer to financial product offerings, making it easier to access support and receive personalised recommendations through conversational input.
Our team fleshed out conversation flows, defining system responses, edge cases, and fallback scenarios. In parallel, we developed components to support different message types.
We also partnered with copywriters to shape the chatbot’s voice and tone, iterating on prompts, responses, and error messaging.
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.
This also encouraged the team to use prototyping more effectively for developer alignment particularly as a tool for explaining micro-interactions, animations, responsivity specificities and formula application.
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.
This also encouraged the team to use prototyping more effectively for developer alignment particularly as a tool for explaining micro-interactions, animations, responsivity specificities and formula application.
Dubai, UAE | London, UK | New York, USA
Amanda Pinto
UX Architect @VML
Amanda Pinto
UX Architect @VML