06 · Banking · Mobile

BanqueMisr—PersonalFinanceExperience

Competitive audit, feature matrix, personas and a full mobile design system led to a redesigned experience that turns raw transactions into meaningful budgets, goals and insights.

Client: Banque Misr
Role: Product Designer
Scope: Research · Competitive Analysis · UI Design · Design System

Overview

Banque Misr wanted to move beyond being a transaction ledger and become a personal financial companion — helping customers budget, save, and understand where their money actually goes.

01 · Research Techniques

How we listened.

A mixed-methods study combined desk research on regional PFM patterns with 1:1 interviews and in-branch shadowing to see how customers actually reason about money.

Desk researchRegional and global PFM benchmarks.
Stakeholder interviewsProduct, risk, compliance and branch teams.
Customer interviews12 sessions across income bands and age groups.
Diary studiesTwo-week money-behavior logs from eight participants.
In-branch shadowingObserving real advisory sessions.

02 · Competitive Analysis

A feature matrix of nine regional players.

We benchmarked local and Gulf banking apps against a matrix of PFM capabilities — auto-categorization, budgets, goals, insights, subscriptions, split payments. The gap was clear: most apps showed data, none of them told a story about it.

03 · Personas

Designing for Adam.

Adam, 32, salaried, married, sends money home and saves for a car. He doesn't want dashboards — he wants to know if he can afford dinner out this weekend. Every feature was pressure-tested against his weekly rhythm.

04 · Design System & Tokens

A deep-red identity, engineered.

The visual system leans into Banque Misr's heritage red as a functional accent, paired with Frutiger for warmth and clarity in Arabic and Latin. Tokens cover color, spacing, elevation, motion and iconography.