Turning Complex Finance into an E-Commerce Experience
To reimagine how customers in the UAE discover and engage with banking products, by transforming the website into a familiar, e-commerce like experience supported by AI.My goal was to make financial products easy to explore, compare, and understand, while reducing the intimidation of banking jargon and creating a foundation for personalized digital journeys.
Role:
Service & UX Designer
Tools:
Figma, Miro
A leading regional bank in the UAE faced a challenge: too many products, hard to navigate websites, and jargon-heavy content that discouraged exploration.
they asked
Create a concept design that leverages AI and e-commerce principles to simplify product discovery, improve clarity, and build trust in digital channels.
Banking websites were not designed with customer needs in mind.
1 Symptom
Dozens of products hidden under complex menus.
2 Impact
Users abandoned the journey before reaching the right product.
3 Root Cause
Traditional banking language and structures don’t translate into intuitive digital experiences.
1 Product Discovery
Solution
Applied e-commerce patterns: categories, filters, comparisons.
Outcome
Browsing felt simple and familiar.
What I did
What I did: Researched e-commerce leaders, reframed banking products as “shop-able items,” and designed wireframes for end-to-end discovery flows.
2 Banking Language
Solution
Added Gen AI assistant for plain-language help.
Outcome
Clearer understanding and more user trust.
What I did
Created conversational copy and interaction patterns for AI guidance.
3 One-Size-Fits-All Experience
Solution
Designed AI-driven personalization to recommend relevant products based on goals
Outcome
The experience shifted from generic to guided
What I did
Facilitated workshops to map customer journeys
A “Banking Shopfront”
where products are presented like e-commerce items
AI-powered guidance
that explains, recommends, and assists throughout the journey
Side-by-side product
comparisons with clear benefits and eligibility highlights
