Case Study
Ahead of its time: Revolutionizing banking with an Award-Winning AI product suite
Goals 101
M2P Fintech, a leading API infrastructure provider based in Chennai, India, has recently acquired Goals101, a pioneering firm in Transaction Behavioural Intelligence (TBI), for an estimated $30 million.
Goals101 leverages Artificial Intelligence (AI) and Machine Learning (ML) to boost the growth of banks, underpinned by its flagship Alpha Platform, a rapidly growing big data platform in the fintech space. The company is driven by the mission to make banking more personalized, automated, and delightful, aiming to revolutionize the financial sector.
Industries
B2B, AI, enterprise software in finance & technology.
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User story
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Feature discovery
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UX/UI of platforms
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Data visualization
Services we offered
Product Demo Spotlight
A key component of the Alpha product suite, Spotlight, won an international design award for its unique conversational design before ChatGPT and bots became mainstream, well before 2020.
For our fintech startup client, the challenge was multifaceted and demanded expertise in UX Design, UI Design, and Product Design. Operating under a stringent deadline, our task extended beyond designing a single product; we were tasked with creating a cohesive ecosystem of products. These products were designed to seamlessly communicate with one another, embodying the principles of both UX and UI design to ensure an intuitive and engaging user experience. The project demanded rapid execution and innovation, requiring our team to start from scratch based solely on verbal briefs. Without a Product Requirements Document (PRD) to guide us, our team embarked on a direct collaboration with stakeholders. Our approach was holistic, encompassing UX Design, UI Design, and Product Design from the ground up to meet the ambitious goals set forth.
Challenges
Shifting the product development cycle to a design-first approach.
UX design & approach
Our collaboration with the company's key stakeholders and CXOs was pivotal in transforming business briefs into actionable product features. By conducting in-depth stakeholder interviews, we gained a comprehensive understanding of the product's requirements. This insight was crucial for the creation of initial low-fidelity prototypes and wireframes, laying the groundwork for our UX and UI design process.
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From business briefs to product features
Given the platform's extensive use of big data, we partnered with the data science team at Goals101 to pinpoint essential KPIs and visually represent them. A significant challenge was structuring this data logically to tell a compelling story and remain accessible to users at varying levels of information access, enhancing the user experience through informed UI design.
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Visualizing data with storytelling
Working hand-in-hand with Goals101's product and technology teams, we engaged in weekly sprint meetings to brainstorm new modules, functionalities, and the integration of a Single Sign-On (SSO) solution. This effort was aimed at enhancing user accessibility and security, allowing users to navigate the ecosystem with a single set of credentials seamlessly.
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Designing the product architecture and single sign-on (SSO) integration
Following each development cycle, we held detailed design feedback sessions with the development teams. These sessions were essential for verifying the fidelity of the design implementation, ensuring the product's scalability, and refining features based on user feedback. This iterative process underscored our commitment to excellence in UX/UI Design, ensuring that the final product not only met but exceeded user expectations.
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Iterating based on design feedback
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UX design and strategy workshop: Conducted workshops to identify product goals and target audiences, ensuring alignment with validated initial feature requirements gathered from stakeholders and the primary audience.
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Collaborative framework establishment: Created a list of task dependencies involving the data science and development teams, complemented by a matrix to track and measure design progress, facilitating cross-team alignment on product goals and expectations.
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Efficient design system implementation: Developed a design library system to expedite the development process, including the creation of wireframes, high-fidelity mockups, and detailed micro-interactions for a streamlined and cohesive user experience.
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Comprehensive documentation: Produced product manuals and guides documenting all functionalities, providing users with a thorough reference to maximize the benefits of our AI and ML-based products, including user scenarios and examples.
What we delivered
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In an unprecedented timeframe of just 12 months, we successfully developed and launched an integrated ecosystem comprising six distinct products.
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Our work received widespread recognition, a leading multinational payment card service in the Middle East, which adopted the product as a white-label solution, marking a significant success.
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Our innovative approach to UX design was honored with an International Design Award, celebrating our outstanding and forward-thinking UX concepts.
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The enduring quality of our design proved its worth; even years after our initial handoff, the design remains contemporary and functional in 2024, requiring minimal further investment. This lasting relevance played a pivotal role in the company's acquisition by M2P, highlighting the enduring impact of our design philosophy.
Impact
Ungrammary has been our UX design partner for the past year. Always responsive, organized, and supportive, they proved to be an efficient design partner who delivered great solutions within a tight schedule. As UX/UI design experts, they have a keen problem-solving attitude and know, how to work with multiple stakeholders within the client organization. We are pleased with how they translated our requirements into high-quality and intuitive product workflows.
Raghu Mohapatra
Group COO, Goals101