“This program reset how we deliver international products. We built something scalable, flexible, and fast.”
Design Process
Discover & Define → Frame the Challenge → Design & Deliver
1. Discover & Define
The brief: Redesign international card application journeys across 20+ card products, six markets, while integrating with a new risk engine, maintaining local compliance, and creating a repeatable, scalable system — all without disrupting acquisition targets.
Key complexities:
- Regulatory variation per market
- UX inconsistencies and legacy sprawl
- Deep stakeholder network (marketing, legal, tech, risk)
- Need for modularity and reusability
To align stakeholders and uncover risk early, I built a structured discovery methodology used across markets:
Approach included:
- Market-specific templates and stakeholder workshops
- Regulatory reviews with legal and compliance
- Existing app data synthesis and analytics baselines
2. Frame the Challenge
Research revealed three core issues:
- Inconsistent user journeys across regions
- High regulatory overhead with little reuse
- Slow time-to-market due to siloed tools and stakeholder misalignment
The task: Create a modular UX framework that could be reused globally but customized locally with consistent patterns, faster launches, and regulatory compliance.
3. Design & Deliver
We identified shared UX building blocks and regional deviations, mapping out complete end-to-end flows.
We prototyped wireframes, components, and logic flows with a focus on repeatability and local relevance.
System included:
- Conditional flows and rule-based layouts
- Reusable component templates
- Shared content management
- Configurable integration logic
Launch & Iterate
I led the strategy and delivery framework to roll out market by market:
Launch plan included:
- Sequenced market deployment by complexity
- Risk mitigation and rollback protocols
- Rollout dashboards and QA pipelines
What I learned:
- Discovery frameworks are a force multiplier
- Modular thinking accelerates delivery and iteration
- Collaboration across functions demands structure
- User testing in context reveals blockers early
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