Daleel
Empowering Product Growth of MENA’s First Financial Marketplace
Daleel is the first financial marketplace in the MENA region, with a mission to make finance easy and accessible for all. The product helps users make better decisions at every step of their financial journey and helps them manage their finances seamlessly.
Daleel improves financial literacy and promotes informed decision-making so that people without financial backgrounds can take charge of their finances. With Daleel, users can find and compare banking products relevant to their unique situation and complete submissions directly within the app, which makes financial products more accessible.
Capabilities
Mobile App Redesign
User Personas
UI Kit Creation
User Stories & Acceptance Criteria
Product Metrics Setup
Model of Cooperation
T&M
Team
Product Designer
Business Analyst
Project Manager
Location
Bahrain
Industry
FinTech
Duration
6 months, and
ongoing support
Capabilities
Mobile App Redesign
User Personas
UI Kit Creation
User Stories & Acceptance Criteria
Product Metrics Setup
Model of Cooperation
T&M
Team
Product Designer
Business Analyst
Project Manager
Location
Bahrain
Industry
FinTech
Duration
6 months, and
ongoing support
An App Redesign to Ensure Seamless Product Scalability and Growth
The MVP version of the app lacked scalability, so it was essential to relook the product architecture to support future growth and improvements.
Upon conducting a UX/UI audit, we, in close cooperation with the client’s team, identified informational architecture inconsistencies that impeded product growth and integration of new features. Addressing those inconsistencies necessitated a comprehensive redesign of the product’s IA and shifting the user’s focus to the key app modules.
We needed to redesign the UX while maintaining the existing brand identity and focusing on the improving the navigation.
Aligning with the Product Roadmap and User Needs to Provide the Best Customer Experience Possible
Given our focus on redefining the app’s information architecture, we prioritized thoroughly understanding the client’s needs. To this end, we conducted workshops and sessions with the client’s team. These meetings allowed us to fully achieve alignment in how the client saw their brand, as well as to discuss concepts of possible solutions.
To comply with complex fintech and privacy regulations, we collaborated closely with the client team to ensure user confidentiality while gathering insights about the target audience and creating user personas.
With a better understanding of the audience, we redesigned all modules, improved user flows, and created a UI kit. Later, we closely collaborated with the dev team to ensure the feasibility of the new design.
Additionally, we began configuring product metrics in Mixpanel to track the app’s success and gain insights for future improvements.
A Comprehensive Product Redesign Enables Transition to a Scalable Financial Product
Our redesign optimized the information architecture, improved navigation, and brought scalability to the first financial marketplace in the MENA region.
- The Arabic language app has an enhanced and refreshed look and feel. It’s both user-friendly and modern, yet maintains the existing branding.
- With the focus to improve financial literacy and education, we enhanced app gamification, including levels to encourage users to complete the library of guidebooks, take quizzes, and perform tasks.
- We analyzed user behavior and shifted users’ focus to marketplace modules, making sure users understood and could easily access all important features.
- We created clickable prototypes for the client’s partners to help them visualize how their products could be advertised within the app, and how users would see the ads.
- To monitor the product’s performance and gain insights, we set up product metrics to ensure growth and measure efficiency.
Working with the Qubstudio team felt like collaborating with an extension of our own team. They fully understood our product vision and direction, contributing to both the redesign of the app and the addition of new features. Their flexibility and openness to our feedback were impressive, and they still managed to deliver within the planned timeline.
