I led the design of Pryme from the ground up: a self-service card issuance platform built for speed, access, and scale. We transformed a traditionally offline, multi-day process into a seamless 3-minute flow — driving 30% user growth, 45% higher satisfaction, and over 12M cards issued post launch.
Industry:
Fintech
Duration:
21 weeks
🚀 Impact at a Glance
⏳ Customer journey reduced to under 3 minutes
🎯 30% increase in monthly active users in the first 6 months
😊 45% boost in customer satisfaction
🔍 The Challenge
In many African markets, accessing a debit card was a slow, manual, and often offline process. Banks relied on outdated infrastructure, forcing users to make in-person visits, fill out paper forms, and wait days or even weeks to receive their cards. This created a major barrier to financial inclusion and everyday digital transactions.
We saw an opportunity to radically rethink the process to design a modern, self-service solution that put speed, access, and control back in users’ hands.
💡 The Solution
We built Pryme, a just-in-time card issuance platform, from the ground up.
🎨 My Role
As the founding product designer, I owned the entire design process. I led the design from 0→1: defining the product vision, validating the concept with users, mapping out the full experience, and delivering a high-fidelity, production-ready design system.
Product & UX Strategy: Shaped the MVP scope and North Star vision with Product managers and engineers
User Research & Validation: Conducted interviews, built prototypes, and tested across multiple users
Front-End Development: Implemented key UI components and prototypes in code to speed up execution and ensure design fidelity
Cross-functional Execution: Collaborated in weekly sprints with 1 Product manager and 3 engineers to deliver on the roadmap
📊 Research & Insights
To ensure we were solving the right problems, we ran discovery interviews with early users and potential partners. Key insights included:
99% described current card application processes as “slow,” “manual,” or “confusing”
Users consistently prioritized speed, transparency, and control over traditional in-person processes
79% wanted to apply online and track progress in real-time
These findings validated our concept and shaped the MVP experience.
✨ What We Built
✅ Instant Card Issuance – From application to approval in under 3 minutes
✅ End-to-End User Flow – Simple, streamlined steps built for clarity and speed
✅ Design System from Scratch – Built a robust component library for consistency and scalability
🏆 Results & Business Impact
In just months post-launch, Pryme gained strong early traction:
📈 12M+ additional cards issued annually – Enabled by a scalable, automated system
🚀 30% growth in monthly active users – Early adoption driven by ease-of-use
😊 45% uplift in CSAT scores – Clear, fast, and transparent experience
🌟 Takeaways
0→1 Requires Ownership – From discovery to delivery, full-stack design leadership was key
Start With Real Problems – Deep user insight led to a product people needed and wanted
Simplicity Scales – A clear, focused experience helped drive early adoption and retention
