My Deliverables:
Self-immersion, Competitive analysis, Wireframes, Prototypes, Cross-platform specs, Visual design, Design system integration, Developer handoff
Industry:
Fintech
Role:
Product Designer
(lead for Chat &
Profile Management)
Team:
Global cross-functional
squad PM, engineers, QA
Duration:
2024-2025
Project Summary
Create a core chat experience that is reliable, intuitive, and scalable across iOS, Android, and desktop in time for MVP launch
From Fragmented Flows to Scalable 0 → 1 Experience
Background
VAMA is an integrated payments and communication platform designed to streamline collaboration and transactions for modern digital communities. Chat is the primary engagement driver, where conversations naturally lead to actions like payments, profile updates, and media sharing.
When I joined, a minimal chat experience existed — but without a design system, brand consistency, or well-thought-out flows. Components varied across platforms, user journeys lacked clarity, and several core features were missing entirely. My role was to take this fragmented foundation and design a cohesive, scalable 0 → 1 chat product domain ready for multi-platform MVP launch.
Project Summary
As the Product Designer for the chat domain, I led a complete rethinking and rebuild of the chat experience, delivering:
New features:
User details view, media handling with captions, full profile management (settings, email/phone verification, OTP, account deletion).Rebuilt foundations:
Migrated all chat UI into a cross-platform design system, ensuring scalability and consistency.Enhanced flows:
Refined message states, onboarding, and group chat for usability and clarity.Cross-platform parity: Consistent experience across iOS, Android, and desktop.
Problem Statement
The pre-existing chat interface was inconsistent, incomplete, and not scalable:
No design system or shared components.
Disconnected visual language across iOS, Android, and desktop.
Missing key features like media captions and profile management.
Existing flows (e.g., onboarding, group chat) lacked clear UX logic and polish.
We needed to transform this into a brand-aligned, user-friendly, and scalable messaging experience that could evolve with VAMA’s growing product ecosystem.
The stakes were high: chat was the gateway to retention and the catalyst for transactions, making it a critical pillar for user activation and growth.
Context & Challenge
No Design System
Every screen and component was custom, slowing iteration and creating inconsistencies.
Multi-platform Launch
Required simultaneous rollout across iOS, Android, and desktop.
Tight MVP Deadline
Updates and new features had to be fully designed and implemented within months.
Process & Role
Design System Integration & Rebrand
Audited existing chat flows and components to identify inconsistencies and UX gaps.
Rebuilt core chat UI (message bubbles, headers, media previews) within the new cross-platform design system.
Applied updated brand identity to all chat surfaces for a cohesive visual experience.
Feature Design & Flow Enhancements
Introduced: User details view, media handling with captions, and full profile management.
Enhanced: Message state indicators, group chat member visibility, onboarding flow clarity.
Collaboration & Validation
Partnered with engineers to ensure smooth design system adoption.
Conducted internal testing to validate usability and consistency before release.
Before → After: Key Changes
1. Onboarding (Enhancement)
Redesigned onboarding reduces cognitive load and gets users chatting faster.
Before: Disconnected, text-heavy onboarding with unclear next steps.
After: Streamlined sequence with consistent buttons, visual guidance, and faster feature adoption.
2. Group Chat (Enhancement)
Improved visual hierarchy enhances readability in multi-person conversations across all platforms.
Before: Minimal sender differentiation, inconsistent avatar sizing, and unclear member visibility.
After: Clear sender labels, consistent avatars, refined message states, and quick access to member lists.
3. Media Handling & Captions (⭐️ New feature)
Adds expressive, contextual sharing capabilities to conversations.
Before: Limited inline file drops with no captioning support.
After: Rich media previews with optional captions and tap-to-expand full-screen view.
4. Profile Management (⭐️ New feature)
Empowers users with control over their identity and security.
Before: No way to verify identity, update contact info, or manage accounts in-app.
After: Complete profile settings with verification flows, OTP, and account deletion.
5. User Details (⭐️ New feature)
Increases discoverability and enables seamless in-chat actions.
Before: No dedicated profile view or quick action entry points.
After: Structured user details with contact info and direct actions like “Call” or “Send Message.
Design Outcome 🚀
MVP-ready chat domain shipped on time across iOS, Android, and desktop.
New features expanded functionality and improved user control.
Design system migration cut future design/development time and improved quality.
Positive feedback from internal testing on clarity, brand consistency, and ease of use.
A robust foundation for VAMA’s communication layer, enabling future integration with payments and advanced features.
Next Case Study
Cross-Platform
Design System & Rebrand
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