Launched the company's first mobile app (driving a 6% CSAT increase), delivered a full web redesign in a record 5 months, and successfully unified the brand across digital, physical, and internal channels.
Role
Sr. Graphic & Product Designer
Platform
Mobile App, Web, Branding
Timeline
2020 - 2021
The Problem
ViaBill was scaling rapidly, but the user experience was stuck on a very basic, feature-limited desktop dashboard. Furthermore, the brand identity was fragmented, lacking cohesion across the digital product, marketing channels, and internal company culture. We needed a true "Zero-to-One" transformation.
The Digital Leap: App & Web
This project marked my first time collaborating directly with Product Owners. Together, we defined the MVP scope for ViaBill’s first-ever mobile app, shifting the financial experience directly into the users' hands. Simultaneously, I spearheaded a complete website revamp, heavily collaborating with external outsourced developers to ensure our new digital storefront was implemented flawlessly.
The Physical & Brand Expansion
I leveraged my graphic design roots to ensure the brand felt cohesive everywhere, not just on a screen.
✺ The Tactile UX: I designed the physical ViaBill credit card alongside its packaging, engineering a premium, tactile unboxing experience for the users.
✺ Internal Culture: A brand is only as strong as the team behind it. I partnered across departments, helping the People and Culture team roll out the new identity internally through office merchandising, posters, and wayfinding signals.
The Impact
✺ Speed to Market: Successfully aligned stakeholders and managed external vendors to deliver the massive web redesign in just 5 months.
✺ A Unified Ecosystem: Established a seamless, end-to-end brand experience that lived on users' screens, in their wallets, and on the office walls.
✺ +6% CSAT: Launching the mobile app MVP gave users the transparency and control they craved, directly boosting customer satisfaction.