Ravi Mahfunda | Digital Product Designer

Tamara

Building smarter shopping and banking experience

Overview

Tamara is a leading fintech platform in GCC with mission building financial super-app to help people make their dream come true.

In Tamara, I support their 2 main business units which are shopping and banking. I built several solutions throughout my work time, and here are some of the highlights.

Tamara is a leading fintech platform in GCC with mission building financial super-app to help people make their dream come true.

In Tamara, I support their 2 main business units which are shopping and banking. I built several solutions throughout my work time, and here are some of the highlights.

Scope

Product Designer

Industry

E-commerce, Fintech

Project 01

Guided Search Experiences

Around 30% of home page first action is search, but what if the app search didnt match user behaviour?

The previous search was design with merchant list as the main query, but the data show that most searched keyword is not merchant name, but a product name. This causes ~60% of our search action ended up with no result.

Hence, I redesign the search journey to be more product-first while considering ops limitation and user mental model.

Around 30% of home page first action is search, but what if the app search didnt match user behaviour?

Hence, I redesign the search journey to be more product-first while considering ops limitation and user mental model.

Impact

No-result rate <10%

Search result page +12% CTR

Project 02

Merchant
Ads Platform

To maximize our ecosystem potential, Tamara create an access for its merchants to advertise throughout Tamara platform.

In this project I designed the end-to-end flow from activation, creating the ad, and monitor its perfomance.

To maximize our ecosystem potential, Tamara create an access for its merchants to advertise throughout Tamara platform.

In this project I designed the end-to-end flow from activation, creating the ad, and monitor its perfomance.

Impact

First month adoption rate 50%

33% of revenue contribution

Project 03

Contextual Action Banner

Customers that haven’t done KYC have lower CVR in checkout due to unable using split payment.

Even prompted to do KYC, but not much doing it in advance due to lack of massaging the value of the action.

I create widget that show most crucial action to be done by the customer at their state. This include doing KYC, adding payment card, and personalization survey.

Impact

5x KYC session

80% of action completion