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Cultural fit
Norms didn't fit the culture
Standard credit language didn't work for Orthodox Muslim users — the product, not just the copy, had to adapt.
Lucky Financial
Turning a discounts app into a bank people actually trust.
Role:
Head of Product Design
PLATFORM:
iOS and Android
year:
2021
13.6M
Registered users
500K+
Monthly active users
300K+
Cards issued
Most users had never held a bank account. 85% transacted only in cash, the redesign had to make "Lucky is now a bank" obvious in seconds.
/ Key decisions
Three moves that shaped the redesign.
/ challenges
What made it harder.
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Research
Research across a language gap
Most users spoke only Arabic — sessions ran live over Zoom with a translator, in real time.
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