Getir Fintech
Design of a holistic FinTech product experience for the global unicorn.
Overview
As part of its expansion into new territories, Getir is venturing into new financial services to align with its vision of enriching users' lives through operational excellence.
During my time at ATÖLYE, I co-led qualitative and quantitative research and analysis to understand financial behaviors such as spending, managing shared expenses, budgeting, saving, and investing. My synthesis revealed 13 insights and 4 personas, inspiring groundbreaking, locally resonant concepts. Additionally, I co-led the development of design principles and ideation for new experience concepts centered around signature moments.
Getir Finans is launched in 2024 and reached to 1.2 million users in 10 months.
Client
Getir
Role
Senior Service Designer
Year
2021
Duration
9 Weeks
Team
2 service designers, 1 business designer, 1 project lead
Impact
Through 17 interviews, +700 survey respondents, I developed 13 insights, 4 personas and 6 Jobs-To-Be-Done's were identified.
The insights shifted Getir's team from analyzing user data to understanding customer needs and stories, establishing experience design principles that shaped the product's trajectory.
Upon further development, Getir Finans was launched in 2024.
Research
In the initial research phase, I interviewed 9 Getir stakeholders to grasp business needs and FinTech realities in Turkey, refining our focus for user interviews. Furthermore, I interviewed 17 individuals across Turkey, uncovering their individual and collective financial lives, cultural dynamics, needs and pain-points.
Collaborative synthesis sessions guided us to update questions based on emerging themes for further interviews. This enabled deeper dives in the latter half of interviews, gathering supporting data and testing refined hypotheses.
Design Challenge
How might we create signature moments of ease, speed and trust for all things monetary to increase engagement?
Synthesis
One major insight was the shifting nature of financial timelines. Some users struggled with monthly budgeting, while others adapted to new priorities with emerging expenses. Moreover, culturally Turkish discomfort with money talk and settling collective expenses hindered shared experiences, resulting in unsatisfactory ad-hoc solutions. Another critical insight was about how generosity was integral to social interactions. I identified critical mindsets that defined 4 personas, mapped according to financially exploratory behaviors and motivations.
Furthermore, through identifying critical Jobs-To-Be-Done (JTBD) from my synthesis, I led an in-depth survey study through Getir app to measure the opportunity for each JTBD. By cross-analyzing the results by mapping user personas and their favorable JTBD, I prioritized specific opportunities to further design for.
These insights, personas and JTBD inspired uplifting moments for concept ideation, becoming the secret sauce of signature moments in the Getir FinTech user journey.
Design
Through a deep understanding of Getir's value and user needs, I formulated 3 impactful experience principles for its FinTech service.
Focusing on 2 personas (AdVenturist and Fast&Curious) and critical Jobs-To-Be Done, I generated 8 experience concepts revolving around 4 signature moments, by collaborating with a designer.
These defining moments, exemplified by Fast & Curious Fuat and AdVenturist Aysu, begin with onboarding and extend to facilitating recurring expenditures, shared payments, generous acts, and meaningful goal-setting with GetirPara.
Experience Principles I identified worked as a north star for our internal team and Getir team to discuss ideas and concepts critically.
I identified 4 signature moments during a monthly financial cycle of a user.
Seed ideas originating from brainstorming exercises internally and with Getir team were selected and defined in detail in related signature moments as experience concepts.
Main Jobs-To-Be-Done were assessed from user, business and market angles for prioritization
Through mapping survey data with persona mindsets, I gauged the critical Jobs-To-Be-Done to be considered for MVP and further development.