YAP.
Designing seamless financial journeys for a new digital banking market
Designed YAP's KSA super-app from scratch covering the full UX, previous market research and IA, built around the user, not localised UX and scalable foundation. The brief delivered a first-class digital banking experience for first-time users while staying localised to the cultural balance and resilience of the market at that scale.
The challenge
Building for a brand new market from zero. YAP's KSA app didn't exist when we started, selecting the product for sheer use of digital banking experiences for people and cultural balance.
Patterns for onboarding within local compliance. Sign-up had to be lean and frictionless while honouring KYC requirements and meeting KSA regulatory expectations end to end.
Balancing trust with simplicity. The user base needed clarity and reassurance without overwhelming, with simplicity constantly imperfect for a new smart banking user. Locals had to feel at home in their own currency.
Scalable foundation for future growth. The design system had to be built to support new features, new markets and a growing product team beyond the launch date.
Roles and responsibilities
Defining UX strategy, design systems, and end-to-end delivery across the full product.
01, UX strategy
Defined the end-to-end user journey focusing on onboarding, money management, savings and rewards. Aligned core features to the Gen-Z and millennial audience driving YAP's launch in the KSA digital banking market.
02, Information architecture
Structured navigation and user flows to simplify complex financial products into clear journeys, onboarding, accounts, cards, payments and rewards living together without overwhelming the user.
03, Wireframes and prototypes
Built high-fidelity wireframes and interactive prototypes to test key moments, onboarding, KYC, card controls and reward redemption, before locking the UI direction.
04, UI design system
Crafted a modular, scalable design system aligned with YAP's brand identity and visual system across all touchpoints, built as a reusable component library for the KSA market.
Process and approach
Applied the Double Diamond process, Discover, Define, Develop, Deliver. From research insight to scalable build, the team partnered tightly with product, brand and ops to translate the KSA market into a credible, native-feeling product and seamless onboarding journey to UX. The first wireframes were validated in person at every step, ensuring the design met compliance, brand and the consumer-facing experience.
Outcome and impact
The design behind YAP's KSA launch seamlessly led KSA to a credible, scalable digital banking experience that drove adoption and built user confidence from day one.
Sign-up cut from 11 to 4 steps, fully KYC compliant.
Full design system covering every screen and state.
Zero codebase, zero prior design foundation.
- Client
- YAP
- Project Type
- App Design + UX Strategy
- Timeline
- January, November 2023
- Overview
- Designed YAP's KSA digital banking super-app from the ground up. Delivered the end-to-end onboarding, localised user flows, and a scalable design system for a new market launch.