Abu Dhabi Islamic Bank — what’s stopping customers from getting a covered card?

Fintech | Personal Banking | Mobile app | iOS + Android | 6 weeks | 2024


Product Designer: Camila Cossermelli
Head of Design: Batsirai Madzonga
Product Owner: Achutan Nair + Ali Alwahedi
UX Researcher: Asmaa Morched
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CONTEXT

Covered Cards (the Islamic equivalent of a credit card) is a standout feature of the ADIB mobile app, designed to offer you a digital covered card in minutes. Customers can browse, choose, personalize their card, add it to their wallet and start using it straight away. The vision for Covered Cards is straightforward: we want to attend to customer needs fast, while being operationally efficient and keeping Shari’a compliance. As we optimize the Covered Cards feature, we analyze live data to identify and address any gaps to user experience. Can we make it even easier for a customer to apply for a card?

THE DESIGN PROCESS

OUTCOME

+124%

Total number of cards disbursed digitally more than doubled after go-live of the revamped Covered Cards feature. Customers can browse, choose, personalize their cards, add it to their wallet and start using it straight away.

29%

Of the total number of cards issued by the bank, a third is disbursed digitally after go-live of revamped Covered Cards feature, versus an average of 4% in the previous months. Customers discovered the feature naturally, as Marketing initiatives have not yet been employed.

94%

STP (straight-through process), requiring minimal manual intervention and reducing operational costs. This sets the stage to address the next business cases and allows us to build on this feature.

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