The Client & Project Information

Visa Europe is a payments technology business owned and operated by member banks and other payment service providers.There are 500m Visa cards in Europe, while €1 in every €6.50 spent in Europe is on a Visa card. It operates a high volume, low cost business model that provides services to its members.

Visa collaborated with Edo Interactive, US based service provider, to gain an insight into their customers’ spending habits and offer relevant rewards such as discount and cash-back. Mobile app was chosen as a primary channel.

My Role

I was responsible of leading the process of the project on my team. The project team was group of 10, consist of  project manager, business analysts, interaction designer, visual designer and developers. We collaborated with Visa Design Team during the project.

I led the process from research to launch product and designed all the touchpoints of the service. I built UX strategy and designed interactions of IOS and Android platform since April 2015 up until September 2015.

Planning & Scope Definition

I defined the product with product owner from Visa. I evangelised customer goals and balanced business goals. I prioritised and negotiated features for launch and beyond.

Oversight & Coordination

I was responsible of communication and coordination of project. The project was designed in Istanbul & London and developed in Istanbul. User research took places in London and Poland.

Design Execution & Validation

I designed iOS and Android platform and make sure that both platforms have a same experience in their native features.  I executed user testing, journeys, wireframes and prototypes.

The Challenge

Create An Improved Experience For The Consumer, Increased Brand Loyalty For Partners

The project proposition delivers real benefits to all parties, promoting relevant content from retailer, lifestyle, entertainment and leisure businesses to end customers. These include retail discounts and unique money can’t buy experiences, which represent an exciting new digital media platform for retailers and provides financial institutions with valuable personalised benefits for their customers. Visa wanted us to create a channel answers certain accessibility requirements to reach people. The mobile app was the heart of the project. I was excited to design a tool accessible for everyone.

The Strategy

Redeem by scrolling

Creating an intuitive and seamless experience was important. We wanted to create an app easy to navigate and use. For the activation of offers, instead of adding any additional  layer we combined the browsing and redeeming action to improve the experience. All the offers seen by scroll are activated for the redemption.

Designing for all

Accessibility requirements was the part of the project brief.  Instead of having barrier, we as a team decided to push boundaries to create an app accessible as much as possible. We had several workshops with people special needs to understand and emphasis their experience. From wireframe stage to end of the development cycle we ran several usability tests and workshops to improve the experience.





Observing Human

Desktop Research
Stakeholder Interview
Proof of Concept




Analysing Challanges
and Opportunities

Persona Creation
Design Principles
Sketch Board Workshop
Concept Testing
Accessibility Workshop




Envisioning Future

Information Architecture
User Test in Poland
Accesibility Check
Product Execution

More About Process


The project was started with a desktop research to reach and analyse the existing knowledge on the market. The meeting was arranged with key stakeholders to understand their business challenges. Together we identified risks and aligned on expectations and constructed a shared vision for the app. Following this, I crafted an experience strategy outlining our phased approach and direction for the app. Our first milestones was proof of concept presentation so I needed to get the experience right in the first eight weeks. Me and my team delivered offline design prototype which stimulates the core function of the application.


After POC was approved, I organized and ran a collaborative exploratory workshops in London to define design principles. Sharing our methods and thinking from the beginning helped to build a strong client relationship which provided trust and created a comfortable environment to share ideas. With the help of the sketch board workshop, information architecture was defined by project team. After that low fidelity paper prototype was prepared and  tested in London to understand the perceived value of project and clearness of app navigation.  All the team members attended half day accessibility training, which helped us go deeper and learn more about this new topic.


After agreed on the information architecture with the business analyst and development team,  I started to design interaction of the app and produce the wireframe of key screens.  Wireframes were translated to UI by visual designer on the project and regularly checked for accessibility requirements. We took care of the small interactions that would make the experience as frictionless as possible. Its decided to launch project in Poland as a pilot so high fidelity prototype is tested in Krakow with the help of user research firm. We worked agile and each sprints are defined by team and lead by product manager.

The Launch

Offers Tailored To Your Shopping Habbits

Visa Offer was launched in Poland as a pilot in IOS, Android and Windows platform. The mobile app allows Visa cardholders to access promotional offers related to their shopping habits. Users can view and access offers either in map or list view and discover what’s available nearby, removing the need for codes, coupons and loyalty cards. Offers are provided based on a user’s purchase history and can be accessed on- or offline. If they pay for promotions with their Visa card, they get partial refund directly into their account.