As the sole designer in the super app team, my mission was to bring order to the interface, establish design consistency, and enhance the user experience.
Problem
MyBabilon, a fintech super app, struggled with a fragmented interface: chaotic visuals, unclear coupons, and buried core features. Users faced decision paralysis, distrust, and frustration.
Solution
Unified Chaos → System
— Built a design system (30+ components) following HIG and Material Design, unifying colors, typography, and UI patterns.
Turned Coupons into Triggers
— Replaced logo tiles with product photos + prices, adding descriptions and tags for clarity.
Fixed E-commerce Fragmentation
— Designed native mini-app templates for stores, restaurants, and services, replacing disjointed web views.
Surfaced Hidden Features
— Moved QR payments and money transfers to the home screen, speeding up task completion.
Work processes
Research & Analysis
Conducted a UX audit, identifying 40+ inconsistencies in the interface.
Ran user interviews and usability tests, focusing on coupon discovery, payments, and navigation. Collected feedback to pinpoint pain points.
Formulated hypotheses:
“Visual overload erodes trust.”
“Coupons without context are dead zones.”
“Third-party web views ruin the experience.”
Design & Prototyping
Created 3 concepts for key screens. The winning version featured product photos and a blue-purple color palette.
Redesigned coupon cards, adding product images, prices, and clear labels to make discounts instantly understandable.
Added interactive stories for onboarding, news, and promotional campaigns to boost awareness, engagement, and sales.
Simplified iCoupon pages by breaking information into grouped containers, reducing cognitive load.
Developed e-commerce templates for stores, restaurants, and services, ensuring a seamless, app-native experience.
Outcome
Purchase Conversions
E-commerce NPS
Design System Components
The redesigned coupons with product visuals and transparent pricing boosted conversions by 45%, while replacing fragmented web views with native mini-apps improved user satisfaction, lifting NPS by 70 points. The design system’s 30+ components unified the interface and accelerated feature development, cutting design-to-dev handoff time by 15%.