Design Manager in Careem Pay
My role:
- Managing a team of 3 designers
- Leading a rebrand
- Leading a key product pillar as an IC
Team Composition:
- 4 designers, 6ish PMs, 20ish engineers
Complexifiers:
Pre-existing product in a difficult environment.
Absence of customer knowledge
Cross-functional dependencies to all other parts of Careem’s SuperApp.
Major Challenges
Team changes & organic growth have led to an inconsistent product experience
Absence of customer insights
Misaligned incentive structures
Introducing:
UI Quality Initiative
Tied initiative to company’s core values to get C-Level buy-in
Taught the C-Level what goes into a great experience and how UI Quality fits in
Solve the right problem
(Product Design)
- People Problems Framework
- Talking to customers
- Gathering quantitative data
- Forming hypotheses
- Testing hypotheses early
Solve it in the right way
(UI Quality)
- Visual Quality
- Function
- Reliability
- Performance
- Engineering Craft
Defined UI quality against five axes
Partnered with XFN leaders across the company to create interest and buy-in
Visual Quality
Any issues with the UI that impact customer’s perception of quality or desirability of the product?
Reliability
Does the product do what it is supposed to do for our customers, at all times?
Performance
Is the product fast? Does content load quickly? Is the app responsive?
Function
Is the product behaving as expected? Are there edge cases that we’ve missed?
Eng Craft
Is our code well-engineered, using appropriate frameworks and abstractions?
Conducted A UI Quality Product Audit
Discovery
449 mobile and web screens
Analysis
9 priority areas
Overall styling
Varied styling between sections
System Feedback
Inconsistent iconography and typography
Deviations in page structure
Currency input
Native vs. proprietary keypads
Mixture of currency implementations
UI Quality
Before / After Shots
Outcomes
25%
Increase in completed transactions
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