Leading the app experience for ABSA’s most ambitious new banking product.
The Brief
ABSA was launching Ultimate Banking a premium, all-in-one transactional account designed to compete aggressively for high-value clients. With two flagship tiers, a rich set of lifestyle and financial benefits, and a tight go-live deadline, the brief was clear: design the end-to-end app journey for a product that had to feel as premium as it was.
My Role
I stepped in as Design Lead mid-project, inheriting an in-flight brief with non-negotiable deadlines. I led the design team, rolled up my sleeves and contributed directly to the designs, managed stakeholder relationships across the business, and presented the work at EXCO level to secure sign-off. It required moving fast without compromising quality and making sure the team had the direction they needed to do the same.
The Challenge
The product was feature-rich by design, unlimited transactions, savings boosters, airport lounge access, travel insurance, family banking benefits, and more. The challenge was making all of that feel simple. Communicating genuine value without overwhelming the customer, and creating a journey that made a complex financial product feel intuitive and worth it.
Outcome
The Ultimate Banking and Ultimate Plus accounts went live and kept going after I’d moved on. Seeing a product I’d shaped from brief to sign-off land in the hands of real customers is the kind of outcome that stays with you. It’s a reminder that good design leadership outlasts your tenure.