Dexter • bKash
Dexter • bKash
Accelerating Merchant Acquisition: 150% Efficiency Boost and Annual Savings
Accelerating Merchant Acquisition: 150% Efficiency Boost and Annual Savings
Achieving a 150% efficiency boost in merchant onboarding while saving millions annually through digital innovation.
Achieving a 150% efficiency boost in merchant onboarding while saving millions annually through digital innovation.
FinTech
AI
Web & Android
My Role & Project Info
My Role & Project Info
My Role
Lead Product Designer
My Role
Lead Product Designer
Team
Intelligent Machines
Team
Intelligent Machines
Industry
FinTech
Industry
FinTech
Timeline (MVP)
2020 (2 Weeks)
Timeline (MVP)
2020 (2 Weeks)
Continuous Development
2020 - 2024
Continuous Development
2020 - 2024
Live App
Live App
Dexter • bKash
Accelerating Merchant Acquisition: 150% Efficiency Boost and Annual Savings
Achieving a 150% efficiency boost in merchant onboarding while saving millions annually through digital innovation.
FinTech
AI
Web & Android
My Role & Project Info
My Role
Lead Product Designer
Team
Intelligent Machines
Industry
FinTech
Timeline (MVP)
2020 (2 Weeks)
Continuous Development
2020 - 2024
Live App
Key Impacts
150%
Workforce efficiency increased
150%
Workforce efficiency increased
BDT 172.8M ($1.4M)
Cost saved annually
BDT 172.8M ($1.4M)
Cost saved annually
BDT 172.8M ($1.4M)
Cost saved annually
15% Growth
In merchant acquisition
15% Growth
In merchant acquisition
15% Growth
In merchant acquisition
150%
Workforce efficiency increased
BDT 172.8M ($1.4M)
Cost saved annually
15% Growth
In merchant acquisition
01
What?
About Dexter
01
What?
About Dexter
01
What?
About Dexter
01
What?
About Dexter
Dexter is a FinTech merchant onboarding platform, which reduces paperwork, increases field-force efficiency and productivity.
Dexter is a FinTech merchant onboarding platform, which reduces paperwork, increases field-force efficiency and productivity.
As the Lead Product Designer for Dexter, a revolutionary partner acquisition platform for bKash, Bangladesh's largest FinTech company, I spearheaded the transition from a manual, cumbersome onboarding process to a streamlined, digital solution. Dexter, formerly known as bKash Nimontron, significantly improved efficiency and operational transparency in onboarding agents and merchants.
The latest version of the Dexter Dashboard
The latest version of the Dexter Dashboard
The latest version of the Dexter Dashboard
The latest version of the Dexter Dashboard
02
Why?
The Problem
02
Why?
The Problem
02
Why?
The Problem
02
Why?
The Problem
bKash’s manual partner onboarding process was inefficient and redundant, causing significant delays and frustrations.
bKash’s manual partner onboarding process was inefficient and redundant, causing significant delays and frustrations.
bKash faced substantial hurdles with their manual partner onboarding process, which was fraught with inefficiencies, redundant efforts, and a lack of real-time oversight. The challenge was to digitize and optimize this process, enhancing the experience for all stakeholders involved.
03
How?
The Process
03
How?
The Process
03
How?
The Process
03
How?
The Process
The Users
The Users
The design process began with a deep dive into the users' world. I focused on three primary user groups
Field Force
Young, tech-savvy individuals, fluent in tech and varying in English proficiency. They are called Merchant Development Officers or MDO for short.
Field Force
Young, tech-savvy individuals, fluent in tech and varying in English proficiency. They are called Merchant Development Officers or MDO for short.
Distribution House Agents
With a broad educational range, these users had varying tech and English language skills.. They are called DH Agents.
Distribution House Agents
With a broad educational range, these users had varying tech and English language skills.. They are called DH Agents.
bKash Managers
Senior executives of bKash, who demanded a sophisticated, data-driven tool for real-time insights.
bKash Managers
Senior executives of bKash, who demanded a sophisticated, data-driven tool for real-time insights.
Field Force
Young, tech-savvy individuals, fluent in tech and varying in English proficiency. They are called Merchant Development Officers or MDO for short.
Distribution House Agents
With a broad educational range, these users had varying tech and English language skills.. They are called DH Agents.
bKash Managers
Senior executives of bKash, who demanded a sophisticated, data-driven tool for real-time insights.
Field Force
Young, tech-savvy individuals, fluent in tech and varying in English proficiency. They are called Merchant Development Officers or MDO for short.
Distribution House Agents
With a broad educational range, these users had varying tech and English language skills.. They are called DH Agents.
bKash Managers
Senior executives of bKash, who demanded a sophisticated, data-driven tool for real-time insights.
Research
Research
Research-Driven Approach
Built on a foundation of in-depth analysis and user insights.
Research-Driven Approach
Built on a foundation of in-depth analysis and user insights.
Research-Driven Approach
Built on a foundation of in-depth analysis and user insights.
Research-Driven Approach
Built on a foundation of in-depth analysis and user insights.
Leveraged Prior Knowledge
Applied learnings from Biponon, a previous project for the same client and user demographic.
Leveraged Prior Knowledge
Applied learnings from Biponon, a previous project for the same client and user demographic.
Leveraged Prior Knowledge
Applied learnings from Biponon, a previous project for the same client and user demographic.
Leveraged Prior Knowledge
Applied learnings from Biponon, a previous project for the same client and user demographic.
User Interviews
Conducted conversations with over 10 users spanning all three groups.
User Interviews
Conducted conversations with over 10 users spanning all three groups.
User Interviews
Conducted conversations with over 10 users spanning all three groups.
User Interviews
Conducted conversations with over 10 users spanning all three groups.
Indetified Pain Points
Pinpointed critical challenges, paving the way for a user-focused design solution.
Indetified Pain Points
Pinpointed critical challenges, paving the way for a user-focused design solution.
Indetified Pain Points
Pinpointed critical challenges, paving the way for a user-focused design solution.
Indetified Pain Points
Pinpointed critical challenges, paving the way for a user-focused design solution.
Mamun
Merchant Development Officer (MDO)
Goals
Efficiently manage daily outlet visits
Reduce paperwork and scheduling conflicts
Improve accuracy in reporting visits
Mamun
Merchant Development Officer (MDO)
Goals
Efficiently manage daily outlet visits
Reduce paperwork and scheduling conflicts
Improve accuracy in reporting visits
Mamun
Merchant Development Officer (MDO)
Goals
Efficiently manage daily outlet visits
Reduce paperwork and scheduling conflicts
Improve accuracy in reporting visits
Mamun
Merchant Development Officer (MDO)
Goals
Efficiently manage daily outlet visits
Reduce paperwork and scheduling conflicts
Improve accuracy in reporting visits
Nabila
Distribution House Agent
Goals
Accurately track Field Force activities
Efficiently manage peformance metrics
Identify and resolve fraudulent calls
Nabila
Distribution House Agent
Goals
Accurately track Field Force activities
Efficiently manage peformance metrics
Identify and resolve fraudulent calls
Nabila
Distribution House Agent
Goals
Accurately track Field Force activities
Efficiently manage peformance metrics
Identify and resolve fraudulent calls
Nabila
Distribution House Agent
Goals
Accurately track Field Force activities
Efficiently manage peformance metrics
Identify and resolve fraudulent calls
Nazmul
Sr. Manager, bKash
Goals
Obtain real-time insights into the onboarding process
Streamline the partner acquisition procedure
Enhance decision-making with accurate data
Nazmul
Sr. Manager, bKash
Goals
Obtain real-time insights into the onboarding process
Streamline the partner acquisition procedure
Enhance decision-making with accurate data
Nazmul
Sr. Manager, bKash
Goals
Obtain real-time insights into the onboarding process
Streamline the partner acquisition procedure
Enhance decision-making with accurate data
Nazmul
Sr. Manager, bKash
Goals
Obtain real-time insights into the onboarding process
Streamline the partner acquisition procedure
Enhance decision-making with accurate data
Mamun
Merchant Development Officer (MDO)
Sometimes when I visit an outlet, they tell me that someone else already visited the same outlet that day.
Mamun
Merchant Development Officer (MDO)
Sometimes when I visit an outlet, they tell me that someone else already visited the same outlet that day.
Mamun
Merchant Development Officer (MDO)
Sometimes when I visit an outlet, they tell me that someone else already visited the same outlet that day.
Mamun
Merchant Development Officer (MDO)
Sometimes when I visit an outlet, they tell me that someone else already visited the same outlet that day.
Design Overview
Design Overview
User Flows
Developed distinct user flows for each user group after the discovery phase.
User Flows
Developed distinct user flows for each user group after the discovery phase.
User Flows
Developed distinct user flows for each user group after the discovery phase.
User Flows
Developed distinct user flows for each user group after the discovery phase.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
UI Design
Transitioned to UI design after addressing stakeholder input.
UI Design
Transitioned to UI design after addressing stakeholder input.
UI Design
Transitioned to UI design after addressing stakeholder input.
UI Design
Transitioned to UI design after addressing stakeholder input.
Usability Tests
Conducted unmoderated UAT and moderated Usability Tests.
Usability Tests
Conducted unmoderated UAT and moderated Usability Tests.
Usability Tests
Conducted unmoderated UAT and moderated Usability Tests.
Usability Tests
Conducted unmoderated UAT and moderated Usability Tests.
Addressing Pain Points
Focused on resolving issues identified during the pain point analysis and usability tests throughout the process.
Addressing Pain Points
Focused on resolving issues identified during the pain point analysis and usability tests throughout the process.
Addressing Pain Points
Focused on resolving issues identified during the pain point analysis and usability tests throughout the process.
Addressing Pain Points
Focused on resolving issues identified during the pain point analysis and usability tests throughout the process.
Shipping & Design QA
Closely collaborated with the development team and product managers to fix design issues and ship the product.
Shipping & Design QA
Closely collaborated with the development team and product managers to fix design issues and ship the product.
Shipping & Design QA
Closely collaborated with the development team and product managers to fix design issues and ship the product.
Shipping & Design QA
Closely collaborated with the development team and product managers to fix design issues and ship the product.
Existing merchant visit flow for the MDO
New outlet visit flow for the MDO
The latest version of the Dexter Android App - Bangla Version
The latest version of the Dexter Android App - Bangla Version
The latest version of the Dexter Android App - Bangla Version
The latest version of the Dexter Android App - Bangla Version
Pain Points Addressed
Pain Points Addressed
For Mamun (MDO)
Efficiently manage daily outlet visits
Efficiently manage daily outlet visits
Efficiently manage daily outlet visits
Efficiently manage daily outlet visits
Significantly less paperwork
Significantly less paperwork
Significantly less paperwork
Significantly less paperwork
Accuracy in reporting outlet visits
Accuracy in reporting outlet visits
Accuracy in reporting outlet visits
Accuracy in reporting outlet visits
60% less time spent per outlet
60% less time spent per outlet
60% less time spent per outlet
60% less time spent per outlet
Home Screen, Document Selection, and Appointment Scheduling for the MDO (Latest Design)
Covid-19 version that allowed field forces to work from home.
Pain Points Addressed
Pain Points Addressed
For Nabila (DH Agent)
Accurate field force activities tracking
Accurate field force activities tracking
Accurate field force activities tracking
Accurate field force activities tracking
Efficiently managed performance metrics
Efficiently managed performance metrics
Efficiently managed performance metrics
Efficiently managed performance metrics
Resolved billing conflicts with bKash
Resolved billing conflicts with bKash
Resolved billing conflicts with bKash
Resolved billing conflicts with bKash
Identify and resolve fraudulent calls
Identify and resolve fraudulent calls
Identify and resolve fraudulent calls
Identify and resolve fraudulent calls
For Nazmul (Sr. Manager)
Real-time insights into field force activities
Real-time insights into field force activities
Real-time insights into field force activities
Real-time insights into field force activities
Strealined partner acquisition procedure
Strealined partner acquisition procedure
Strealined partner acquisition procedure
Strealined partner acquisition procedure
Enhanced decision making with accurate data
Enhanced decision making with accurate data
Enhanced decision making with accurate data
Enhanced decision making with accurate data
Resolved billing conflicts with Distribution Houses
Resolved billing conflicts with Distribution Houses
Resolved billing conflicts with Distribution Houses
Resolved billing conflicts with Distribution Houses
Field Force Stats & the Geographic Distribution of Merchants (Pilot version)
Key statistics for the bKash Executives & DH Agents (Pilot version)
Nabila
DH Agent
The biggest relief was having a real sense of what's happening in the field and the accurate performance tracking. Which ultimately resolved billing conflicts with bKash.
Nabila
DH Agent
The biggest relief was having a real sense of what's happening in the field and the accurate performance tracking. Which ultimately resolved billing conflicts with bKash.
Nabila
DH Agent
The biggest relief was having a real sense of what's happening in the field and the accurate performance tracking. Which ultimately resolved billing conflicts with bKash.
Nabila
DH Agent
The biggest relief was having a real sense of what's happening in the field and the accurate performance tracking. Which ultimately resolved billing conflicts with bKash.
Dexter Dashboard (Latest Design)
Dexter Dashboard (Latest Design)
Dexter Dashboard (Latest Design)
Dexter Dashboard (Latest Design)
04
Validation
User Acceptance Test (UAT)
04
Validation
User Acceptance Test (UAT)
04
Validation
User Acceptance Test (UAT)
04
Validation
User Acceptance Test (UAT)
User Recruitement
User Recruitement
80 User
Were given access to the test build
80 User
Were given access to the test build
80 User
Were given access to the test build
80 User
Were given access to the test build
16 Users
Participated in the UAT (Unmoderated)
16 Users
Participated in the UAT (Unmoderated)
16 Users
Participated in the UAT (Unmoderated)
16 Users
Participated in the UAT (Unmoderated)
5 Users
Participated in a moderated usability test
5 Users
Participated in a moderated usability test
5 Users
Participated in a moderated usability test
5 Users
Participated in a moderated usability test
Test Results
Test Results
Android App Test Results
Build Performance
The app was functioning well without any major bugs.
Build Performance
The app was functioning well without any major bugs.
Build Performance
The app was functioning well without any major bugs.
Build Performance
The app was functioning well without any major bugs.
User Frustration
4 out of 21 (16+5) users found the long-form in the first step of visiting a new outlet frustrating.
User Frustration
4 out of 21 (16+5) users found the long-form in the first step of visiting a new outlet frustrating.
User Frustration
4 out of 21 (16+5) users found the long-form in the first step of visiting a new outlet frustrating.
User Frustration
4 out of 21 (16+5) users found the long-form in the first step of visiting a new outlet frustrating.
Data Loss Concern
10 users reported losing form data by accidentally tapping the back button.
Data Loss Concern
10 users reported losing form data by accidentally tapping the back button.
Data Loss Concern
10 users reported losing form data by accidentally tapping the back button.
Data Loss Concern
10 users reported losing form data by accidentally tapping the back button.
Geo-location Issue
Check-In (Geolocation) frequently took too long to complete.
Geo-location Issue
Check-In (Geolocation) frequently took too long to complete.
Geo-location Issue
Check-In (Geolocation) frequently took too long to complete.
Geo-location Issue
Check-In (Geolocation) frequently took too long to complete.
Overall Usability
Despite these issues, all 16 users found the app easy to use.
Overall Usability
Despite these issues, all 16 users found the app easy to use.
Overall Usability
Despite these issues, all 16 users found the app easy to use.
Overall Usability
Despite these issues, all 16 users found the app easy to use.
Moving this dropdown field improved efficiency by 28.5% from the initial design and users had to fill out less fields manually
Moving this dropdown field improved efficiency by 28.5% from the initial design and users had to fill out less fields manually
Moving this dropdown field improved efficiency by 28.5% from the initial design and users had to fill out less fields manually
This confirmation dialoague prevented accidental form data loss
This confirmation dialoague prevented accidental form data loss
This confirmation dialoague prevented accidental form data loss
Moving this dropdown field improved efficiency by 28.5% from the initial design and users had to fill out less fields manually
This confirmation dialoague prevented accidental form data loss
Addressing Usability Issues
Addressing Usability Issues
User Frustration
Switching the position of a single field auto-populated two other fields below, which made the process easier.
User Frustration
Switching the position of a single field auto-populated two other fields below, which made the process easier.
User Frustration
Switching the position of a single field auto-populated two other fields below, which made the process easier.
User Frustration
Switching the position of a single field auto-populated two other fields below, which made the process easier.
Data Loss Concern
We added a confirmation bottom sheet whenever users tapped the back button after entering any data in the form, preventing accidental data loss.
Data Loss Concern
We added a confirmation bottom sheet whenever users tapped the back button after entering any data in the form, preventing accidental data loss.
Data Loss Concern
We added a confirmation bottom sheet whenever users tapped the back button after entering any data in the form, preventing accidental data loss.
Data Loss Concern
We added a confirmation bottom sheet whenever users tapped the back button after entering any data in the form, preventing accidental data loss.
Geo-location Issue
We investigated the issue and found that it was caused by the aggressive battery-saving tendencies of some Chinese handsets. Unfortunately, we couldn't provide an immediate fix for the issue.
Geo-location Issue
We investigated the issue and found that it was caused by the aggressive battery-saving tendencies of some Chinese handsets. Unfortunately, we couldn't provide an immediate fix for the issue.
Geo-location Issue
We investigated the issue and found that it was caused by the aggressive battery-saving tendencies of some Chinese handsets. Unfortunately, we couldn't provide an immediate fix for the issue.
Geo-location Issue
We investigated the issue and found that it was caused by the aggressive battery-saving tendencies of some Chinese handsets. Unfortunately, we couldn't provide an immediate fix for the issue.
05
Impact
What's the outcome?
05
Impact
What's the outcome?
05
Impact
What's the outcome?
05
Impact
What's the outcome?
Key Impacts
Key Impacts
150%
Workforce efficiency increased. On average, MDOs can visit 25 outlets per day instead of 10
150%
Workforce efficiency increased. On average, MDOs can visit 25 outlets per day instead of 10
150%
Workforce efficiency increased. On average, MDOs can visit 25 outlets per day instead of 10
150%
Workforce efficiency increased. On average, MDOs can visit 25 outlets per day instead of 10
BDT 172.8M ($1.4M)
Cost saved annually after 3 years of launch, when the field-force size increased to ~2,000 people
BDT 172.8M ($1.4M)
Cost saved annually after 3 years of launch, when the field-force size increased to ~2,000 people
BDT 172.8M ($1.4M)
Cost saved annually after 3 years of launch, when the field-force size increased to ~2,000 people
BDT 172.8M ($1.4M)
Cost saved annually after 3 years of launch, when the field-force size increased to ~2,000 people
15% Growth
In merchant acquisition, keeping the company ahead of the competition
15% Growth
In merchant acquisition, keeping the company ahead of the competition
15% Growth
In merchant acquisition, keeping the company ahead of the competition
15% Growth
In merchant acquisition, keeping the company ahead of the competition
9,600 Hours
Saved daily for ~2,000 MDOs, that's equivalent to 400 full workdays saved daily!
9,600 Hours
Saved daily for ~2,000 MDOs, that's equivalent to 400 full workdays saved daily!
9,600 Hours
Saved daily for ~2,000 MDOs, that's equivalent to 400 full workdays saved daily!
9,600 Hours
Saved daily for ~2,000 MDOs, that's equivalent to 400 full workdays saved daily!
Other Impacts
Other Impacts
BDT 25.9M ($213K) Saved at Launch
BDT 25.9M saved annually on field-force salary at launch, when there were 300 MDOs
BDT 25.9M ($213K) Saved at Launch
BDT 25.9M saved annually on field-force salary at launch, when there were 300 MDOs
BDT 25.9M ($213K) Saved at Launch
BDT 25.9M saved annually on field-force salary at launch, when there were 300 MDOs
BDT 25.9M ($213K) Saved at Launch
BDT 25.9M saved annually on field-force salary at launch, when there were 300 MDOs
Resolved Billing Conflicts
Resolved billing conflicts between bKash & Distribtuion Houses
Resolved Billing Conflicts
Resolved billing conflicts between bKash & Distribtuion Houses
Resolved Billing Conflicts
Resolved billing conflicts between bKash & Distribtuion Houses
Resolved Billing Conflicts
Resolved billing conflicts between bKash & Distribtuion Houses
Eliminated Redundant Outlet Visit
Eliminated redundant outlet visit issues for MDO
Eliminated Redundant Outlet Visit
Eliminated redundant outlet visit issues for MDO
Eliminated Redundant Outlet Visit
Eliminated redundant outlet visit issues for MDO
Eliminated Redundant Outlet Visit
Eliminated redundant outlet visit issues for MDO
Real-time Insights
Enabled bKash Management & DHs to gain near real-time insights into the entire operation
Real-time Insights
Enabled bKash Management & DHs to gain near real-time insights into the entire operation
Real-time Insights
Enabled bKash Management & DHs to gain near real-time insights into the entire operation
Real-time Insights
Enabled bKash Management & DHs to gain near real-time insights into the entire operation
Reduced Paperwork
Reduced paperwork to only essential documents. Passive impact? Saving the environment!
Reduced Paperwork
Reduced paperwork to only essential documents. Passive impact? Saving the environment!
Reduced Paperwork
Reduced paperwork to only essential documents. Passive impact? Saving the environment!
Reduced Paperwork
Reduced paperwork to only essential documents. Passive impact? Saving the environment!
06
Gallery
Screens
06
Gallery
Screens
06
Gallery
Screens
06
Gallery
Screens
The End
The End
The End
The End
View Next
View Next
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Good design is good business.
Thomas J. Watson Jr.
Former CEO of IBM
Good design is good business.
Thomas J. Watson Jr.
Former CEO of IBM
Good design is good business.
Thomas J. Watson Jr.
Former CEO of IBM
Good design is good business.
Thomas J. Watson Jr.
Former CEO of IBM
