/ Project Story
humm pro.
Creating a leading BNPL payment product for small business users in Australia and New Zealand.
Design Lead • Roam Digital
/ An Overview
In the ever-changing landscape of business, the ability to defer expenses can be a critical factor in determining success. With this in mind, our mission was clear: create a digital product that places small businesses firmly in control of their cash flow.
As the Design Lead, I led the design initiative, collaborating with a multidisciplinary team that included; a Product Owner, UI Designer, Lead Architect, iOS Engineer, Android Engineer, and QA Tester. My responsibilities included:
Setting the strategic approach and meticulously coordinate all activities to breathe life into our collective vision.
Building strong relationships with key stakeholders, ensuring alignment and collaboration at every step.
Meticulously planing and leading all client touchpoints, fostering meaningful interactions that shape our direction.
Lead Discovery workshops that sparked creativity and fostered innovation.
Overseeing User-Centric Initiatives: From market research to customer testing, I championed the user experience, approaching every step with empathy and insight.
Upholding the highest standards of quality and ensure timely delivery.
Bridging the gap between design and engineering to bring the vision to life.
/ The Approach
Our project followed a structured 16-week design and delivery phase, guided by the renowned Double Diamond methodology. This framework enabled us to deeply understand and address the needs of our users at every step.
/ The Process
01
Evaluating Existing Documentation
Our project began with a comprehensive review of our client's existing research and objectives for a project called Wiired, which would later be known as Hummpro. This initial phase allowed us to uncover key findings, identify critical knowledge gaps, and attain insight into the project's current status before meeting with key stakeholders.
02
Revealing Market Insights
By conducting a thorough analysis of the Small Business (SB) and Banking industry in Australia, we gained insights into the market opportunities. Armed with these, we crafted an experience tailored to empower Small Business Owners, providing them with greater control over their cash flow.
03
Comprehensive Architectural Review
To ensure the seamless integration of our designs with existing technology, we conducted a comprehensive review of the architecture of the c2c product we would be leveraging. This involved evaluating its scalability and performance to ensure that our designs could accommodate future growth opportunities.
04
Investigating Value, Relevance, and Differentiation
To assess the desirability of the proposition with the real-world needs of small businesses, we conducted testing with a diverse group of six Sole Traders and Company Directors, ranging in age from 18 to 49. Each participant brought at least one year of business experience, overseeing enterprises with fewer than 20 employees.
05
Harnessing Jobs-to-be-Done
As we progressed, we applied the Jobs-to-be-Done (JTBD) framework to understand our customers' needs, goals, and motivations. This approach enabled us to meticulously outline user journeys and identify the specific "jobs" that customers seek to fulfill.
06
Defining a New Visual Design Direction
Incorporating new brand guidelines, we conducted extensive experimentation with various visual styles to ensure alignment with our product's goals and target audience.
As the project evolved, shifts in the brand strategy prompted significant adjustments to the visual design direction. Remaining flexible, we navigated these changes seamlessly to ensure that our visual design aligned seamlessly with the updated brand strategy.
07
Validating the Customer Experience
We conducted multiple rounds of usability testing and design iteration, with the primary objective of enhancing the user experience through iterative improvements informed by user feedback.
08
Developing a Design System
In the product development lifecycle, design systems have emerged as an effective means to build, fostering consistency and efficiency. Through close collaboration with engineers, we developed a comprehensive design system to ensure uniformity across all touchpoints. This approach proved invaluable, particularly when the brand strategy changed, enabling us to pivot swiftly with a new design direction.
For an in-depth look at the project and its outputs, please click here
/ The Outputs
SMART product goals with measurable metrics to track achievements within one year.
A distinctive value proposition that sets HummPro apart from competitors, offering customers a clear and compelling reason to choose our brand.
Visual design direction that simplifies a complex process.
A Design System to streamline development efforts, reducing time and resources while maintaining a cohesive brand identity across all touchpoints.
Validate iOS and Android apps to ensure functionality and usability, meeting the needs of our target audience effectively.
/ The Results
hummPro was released in 10 months and gained a significant amount of press.
2,000 downloads in the first month with an 82% conversion rate of users completing the signup flow.
2021 Good Design Award Winner.
/ The Challenges
Adapting to remote work amid the pandemic required rapid adjustment, establishing virtual collaboration, and maintaining team productivity.
Ensuring alignment among key stakeholders who held differing perspectives on the project's direction.
Navigating conversations with a print-based branding agency crafting a brand without considering the needs of the digital landscape.
Flexibly navigating shifts in brand strategy demanded swift realignment of design and development processes to maintain project momentum.
“Fresh, aspirant, assertive visual design that fits in anywhere for any business. Neat micro-interactions, typography, hierarchy, and flow in the app. There's also great visual integrity from app to website to inbox. It's a pleasure to use - the design team should be applauded. Well done”
— The Good Design Awards Jury
