Unified Banking Experience
Redesigned a retail banking dashboard as a scalable system improving financial clarity by 25%, reducing cognitive load by 30%, and enabling 2× faster brand rollout.
Unified Banking Experience
Redesigned a retail banking dashboard as a scalable system improving financial clarity by 25%, reducing cognitive load by 30%, and enabling 2× faster brand rollout.
Unified Banking Experience
Redesigned a retail banking dashboard as a scalable system improving financial clarity by 25%, reducing cognitive load by 30%, and enabling 2× faster brand rollout.
Status & Year
Development (2025-26)
Status
Development (2025-26)
Status & Year
Development (2025-26)
Company
ENBD / ISL
Company
ENBD / ISL
Company
ENBD / ISL
Project type
System Design
Project type
System Design
Project type
System Design
Problem Statement & Challenges
Problem Statement & Challenges
Problem Statement & Challenges
Retail banking customers in the UAE engage with their apps daily, yet the dashboard experience was fragmented, brand-led, and cognitively heavy.
Users struggled to quickly assess their financial position, while internal teams managed parallel experiences across Emirates NBD and Emirates Islamic on web and mobile increasing system complexity.
My Contribution
My Contribution
My Contribution
I led UX strategy, research synthesis, information architecture, interaction design, and system thinking for a unified, multi-brand dashboard.
My responsibility was to design a scalable, brand-adaptive experience that balanced user behavior, financial clarity, and long-term platform maintainability across web and mobile.
Design
1 Member
Design
1 Member
Design
1 Member
Product
1 Member
Product
1 Member
Product
1 Member
Engg+Data+Ops
1 Member
Engg+Data+Ops
1 Member
Engg+Data+Ops
1 Member
Timeline
1 Sprints
Timeline
1 Sprints
Timeline
1 Sprints
Persona, Need & Wants
Persona, Need & Wants
Persona, Need & Wants
Retail banking customers in the UAE managing multiple financial products accounts, cards, payments, and offers with daily or weekly app engagement.
Across demographics, their need was consistent: instant financial clarity with minimal cognitive effort.
Behavioral research revealed three sequential questions driving usage:
Q. Where do I stand?
Q. What can I do now?
Q. What needs attention?
Discovery and promotions mattered but only after clarity was established.
Research showed that nearly 70% of frequent sessions were spent checking balances and recent transactions, not exploring offers or secondary features.
Our North Star
Our North Star
Our North Star
Enable users to instantly understand their financial position and take the most relevant action with minimal cognitive effort.
This principle guided every design decision from information hierarchy to motion and brand expression ensuring the dashboard functioned as a financial command center, not a promotional surface.
Research
2.5 MN (Digital user-base)
Research
2.5 MN (Digital user-base)
Research
2.5 MN (Digital user-base)
Market
Dubai (P1 GCC region)
Market
Dubai (P1 GCC region)
Market
Dubai (P1 GCC region)
Activities
80% (Digital transactions)
Activities
80% (Digital transactions)
Activities
80% (Digital transactions)
Timeline
49 NPS (Mobile & Web app)
Timeline
49 NPS (Mobile & Web app)
Timeline
49 NPS (Mobile & Web app)
I began by defining a layered information hierarchy aligned to user mental models. The dashboard prioritizes total balance, followed by accounts and cards, recent activity, primary actions, and finally secondary discovery
Designed mobile-first, the system emphasizes vertical scanning, thumb-zone actions, and progressive disclosure.
On desktop, the same hierarchy expands horizontally for deeper analysis through charts and summaries without altering core interaction patterns.
Ideate, Test & Measure
Ideate, Test & Measure
Ideate, Test & Measure
Brand differentiation was managed through a token-driven design system, enabling Emirates NBD and Emirates Islamic to share core structural components while expressing identity through color, elevation, tone, and motion. This preserved visual distinction without fragmenting UX or increasing engineering overhead.
Brand differentiation was managed through a token-driven design system, enabling Emirates NBD and Emirates Islamic to share core structural components while expressing identity through color, elevation, tone, and motion. This preserved visual distinction without fragmenting UX or increasing engineering overhead.
Decisions were validated against research insights and platform constraints not surface aesthetics.
The unified hierarchy reduced cognitive load during high-frequency sessions, while the tokenized system accelerated brand rollout, minimized component duplication, and improved design–engineering handoff efficiency across teams.
The final solution delivers a brand-adaptive, system-led banking dashboard built on clear hierarchy and cross-platform consistency.
The final solution delivers a brand-adaptive, system-led banking dashboard built on clear hierarchy and cross-platform consistency.
It reduces cognitive load for daily users while enabling faster brand rollout, minimizing component duplication, improving design–engineering alignment, and establishing a scalable foundation for future expansion across Emirates NBD and Emirates Islamic.
Impact
85–95% (Task completion)
Impact
85–95% (Task completion)
Impact
85–95% (Task completion)
Impact
<20% (Reduced drop-off)
Impact
<20% (Reduced drop-off)
Impact
<20% (Reduced drop-off)
Impact
70% (Component reuse)
Impact
70% (Component reuse)
Impact
70% (Component reuse)
Impact
2–3x (Improved engagement)
Impact
2–3x (Improved engagement)
Impact
2–3x (Improved engagement)
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Unified Banking Experience
Redesigned a retail banking dashboard as a scalable system improving financial clarity by 25%, reducing cognitive load by 30%, and enabling 2× faster brand rollout.
Unified Banking Experience
Redesigned a retail banking dashboard as a scalable system improving financial clarity by 25%, reducing cognitive load by 30%, and enabling 2× faster brand rollout.
Unified Banking Experience
Redesigned a retail banking dashboard as a scalable system improving financial clarity by 25%, reducing cognitive load by 30%, and enabling 2× faster brand rollout.
Status & Year
Development (2025-26)
Status
Development (2025-26)
Status & Year
Development (2025-26)
Company
ENBD / ISL
Company
ENBD / ISL
Company
ENBD / ISL
Project type
System Design
Project type
System Design
Project type
System Design
Problem Statement & Challenges
Problem Statement & Challenges
Problem Statement & Challenges
Retail banking customers in the UAE engage with their apps daily, yet the dashboard experience was fragmented, brand-led, and cognitively heavy.
Users struggled to quickly assess their financial position, while internal teams managed parallel experiences across Emirates NBD and Emirates Islamic on web and mobile increasing system complexity.
My Contribution
My Contribution
My Contribution
I led UX strategy, research synthesis, information architecture, interaction design, and system thinking for a unified, multi-brand dashboard.
My responsibility was to design a scalable, brand-adaptive experience that balanced user behavior, financial clarity, and long-term platform maintainability across web and mobile.
Design
1 Member
Design
1 Member
Design
1 Member
Product
1 Member
Product
1 Member
Product
1 Member
Engg+Data+Ops
1 Member
Engg+Data+Ops
1 Member
Engg+Data+Ops
1 Member
Timeline
1 Sprints
Timeline
1 Sprints
Timeline
1 Sprints
Persona, Need & Wants
Persona, Need & Wants
Persona, Need & Wants
Retail banking customers in the UAE managing multiple financial products accounts, cards, payments, and offers with daily or weekly app engagement.
Across demographics, their need was consistent: instant financial clarity with minimal cognitive effort.
Behavioral research revealed three sequential questions driving usage:
Q. Where do I stand?
Q. What can I do now?
Q. What needs attention?
Discovery and promotions mattered but only after clarity was established.
Research showed that nearly 70% of frequent sessions were spent checking balances and recent transactions, not exploring offers or secondary features.
Our North Star
Our North Star
Our North Star
Enable users to instantly understand their financial position and take the most relevant action with minimal cognitive effort.
This principle guided every design decision from information hierarchy to motion and brand expression ensuring the dashboard functioned as a financial command center, not a promotional surface.
Research
2.5 MN (Digital user-base)
Research
2.5 MN (Digital user-base)
Research
2.5 MN (Digital user-base)
Market
Dubai (P1 GCC region)
Market
Dubai (P1 GCC region)
Market
Dubai (P1 GCC region)
Activities
80% (Digital transactions)
Activities
80% (Digital transactions)
Activities
80% (Digital transactions)
Timeline
49 NPS (Mobile & Web app)
Timeline
49 NPS (Mobile & Web app)
Timeline
49 NPS (Mobile & Web app)
I began by defining a layered information hierarchy aligned to user mental models. The dashboard prioritizes total balance, followed by accounts and cards, recent activity, primary actions, and finally secondary discovery
Designed mobile-first, the system emphasizes vertical scanning, thumb-zone actions, and progressive disclosure.
On desktop, the same hierarchy expands horizontally for deeper analysis through charts and summaries without altering core interaction patterns.
Ideate, Test & Measure
Ideate, Test & Measure
Ideate, Test & Measure
Brand differentiation was managed through a token-driven design system, enabling Emirates NBD and Emirates Islamic to share core structural components while expressing identity through color, elevation, tone, and motion. This preserved visual distinction without fragmenting UX or increasing engineering overhead.
Brand differentiation was managed through a token-driven design system, enabling Emirates NBD and Emirates Islamic to share core structural components while expressing identity through color, elevation, tone, and motion. This preserved visual distinction without fragmenting UX or increasing engineering overhead.
Decisions were validated against research insights and platform constraints not surface aesthetics.
The unified hierarchy reduced cognitive load during high-frequency sessions, while the tokenized system accelerated brand rollout, minimized component duplication, and improved design–engineering handoff efficiency across teams.
The final solution delivers a brand-adaptive, system-led banking dashboard built on clear hierarchy and cross-platform consistency.
The final solution delivers a brand-adaptive, system-led banking dashboard built on clear hierarchy and cross-platform consistency.
It reduces cognitive load for daily users while enabling faster brand rollout, minimizing component duplication, improving design–engineering alignment, and establishing a scalable foundation for future expansion across Emirates NBD and Emirates Islamic.
Impact
85–95% (Task completion)
Impact
85–95% (Task completion)
Impact
85–95% (Task completion)
Impact
<20% (Reduced drop-off)
Impact
<20% (Reduced drop-off)
Impact
<20% (Reduced drop-off)
Impact
70% (Component reuse)
Impact
70% (Component reuse)
Impact
70% (Component reuse)
Impact
2–3x (Improved engagement)
Impact
2–3x (Improved engagement)
Impact