FinTech - Saas
Deem
DEEM is a modern FinTech SaaS product tailored for the UAE market that aggregates personal loans, multi-purpose credit cards, utility bill payments, and a dynamic rewards system into one unified platform. It was designed to compete with the best-in-class products like Careem Pay, Mashreq Neo, Liv, PhonePe, and Paytm — but with a cleaner, faster, and more intuitive experience. The goal was to build a best-in-class user experience that not only met regional compliance standards but also delighted users with every interaction.
Problem Statement
Deem aimed to fix this with an all-in-one platform. However, initial feedback showed the need to simplify bill payments, offer transparent rewards tracking, and personalize user nudges. My focus was to deeply improve these two core areas to drive user trust, repeat usage, and platform stickiness.
Contribution
I was primarily responsible for designing the Bill Payment and Rewards modules across both mobile and web platforms. My key contributions included:
Conducting competitor benchmarking to understand gaps and opportunities
Defining user journeys for recurring and new bill payment flows
Creating interactive prototypes to test seamless reward discovery and redemption
Designing clean, responsive interfaces for both web and mobile platforms
Collaborating with developers and QA to ensure pixel-perfect implementation
Key Challenges
Users couldn’t easily differentiate between paid vs pending bills
Lack of category-based sorting for utilities (electricity, water, telecom, etc.)
Rewards were buried deep in the app, and lacked real-time visibility
Confusion around how to earn, redeem, and track rewards
UI inconsistencies across mobile and web for both modules
Outcome
The redesigned Bill Payment and Rewards flows resulted in:
37% faster completion of bill payments (avg task time reduced)
62% increase in reward redemption within 30 days of rollout
Improved user satisfaction (CSAT +18%) based on in-app feedback
Higher discoverability and usage of rewards across bill payment journeys
