Adedoyin Kassem - Senior Product Designer, Interswitch Group

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Work Background

FreelanceFreelance Product Designer

Jun. 2014RemoteAs a freelance product designer, I collaborate with clients to deliver impactful design solutions tailored to their unique needs. Leveraging over 10 years of experience in UX/UI design, I specialize in crafting intuitive user experiences that drive user engagement and business growth. Key Responsibilities: • Lead end-to-end design processes, from ideation to implementation, ensuring alignment with client objectives and user needs. • Conduct comprehensive user research, usability testing, and iterative prototyping to validate design decisions and optimize user experiences. • Collaborate closely with clients and stakeholders to define project requirements, deliverables, and timelines, fostering transparent communication and client satisfaction. • Develop wireframes, mockups, and interactive prototypes using industry-standard design tools such as Figma and Sketch. • Provide clients with design consultancy and strategic guidance, helping them envision and execute innovative product ideas.

Interswitch GroupSenior Product Designer

Aug. 2019Lagos, Nigeria · Remote- Led the design and implementation of the Quickteller Business web application, focusing on a user onboarding process designed for simplicity and rapid completion. This streamlined approach significantly reduced typical setup times, enabling new merchants to register and transact within minutes, which contributed to quickly securing over 18,000 new merchants post-launch. - Orchestrated a comprehensive redesign of the WebPay payment gateway, focusing on user-centric enhancements that streamlined transaction processes and improved security features. These changes led to a 65% increase in conversion rates by reducing user drop-offs and simplifying navigation, facilitating over $200 million in transactions within the first six months post-launch. - Fostered cross-departmental collaboration to enhance system integrity and user trust and advocated for service design principles, significantly boosting design quality.

Africa Prudential PlcLead Product Designer

Feb. 2023 - Feb. 2024Lagos State, Nigeria · Hybrid- Launched Invearn, a comprehensive shareholder management app that enables users to consolidate and manage their portfolios on the go—successfully achieved over 20,000+ active users within three months, with a user retention rate of 85% and a 40% increase in transaction volume month-over-month. Continuous design iterations enhanced customer satisfaction scores by 30%, reflecting the app’s usability and feature set. - Directed the UX GreenPole III redesign, automating shareholder transactions for Africa Prudential with the Nigeria Stock Exchange. This solution cut processing times by 70% and improved compliance by 87%, processing over ₦629 million transactions in its first quarter. - Organized and led bi-monthly design workshops to foster skill development and promote the adoption of the design system. This initiative significantly enhanced team proficiency and ensured design consistency across projects.

Guaranty TrustSenior UX/UI Designer

Feb. 2018 - Aug. 2019Lagos State, Nigeria · On-site- Orchestrated the complete overhaul of the GTBank mobile banking app - GTWorld, prioritizing enhancements in user authentication and security features. This initiative led to a 60% increase in monthly active users and a 75% increase in transaction volumes, significantly enhancing user engagement. - Deliver well-documented, organised and high-quality design systems and experiences within the allocated budget and timeframe. - Managed a team of 4 UX/UI designers, leveraging their talents to bring products to market. Collaborated closely with marketing, sales, and engineering leads to align design efforts with business objectives.

Guaranty TrustUX/UI Designer

Apr. 2015 - Jan. 2018Lagos State, Nigeria · On-site- Initiated and drove the bank website redesign project, resulting in a significant improvement in responsiveness and navigation, leading to a 40% reduction in customer journey time, a 30% increase in unique site visitors, a 50% boost in new account registrations, and a 25% rise in customer satisfaction. - Responsible for UX and UI deliverables. Ensuring that every product is matching the requirements. Working alongside the development team as a complementary front-end developer, providing direction to junior designers or freelancers.

INITS LimitedUX/UI Designer

Nov. 2008 - Apr. 2015Lagos, Nigeria · On-site- Piloted the design and development of the Cinemaz app, which secured victory at the 2013 9japps (Microsoft App Challenge) with over 500K downloads. - Enhanced user experience for OpenVR, an enterprise software application, by consolidating the setup flow based on wireframes and user interviews. - Launched a mentorship program and coached 30 interns, which elevated team performance by 30%, implementing style guides and UI pattern libraries.

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