Banking & Finance · Digital Transformation · 2020 to 2022
Qatar Development Bank
Project LEAP: a digital banking portal live in six months
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QDB had the mandate and the people, but complex, paper-based banking processes. Internal teams believed every existing step was essential and that any simplification would increase turnaround time.
Delivery was held back by process, SDLC, organisational structure, tooling, funding models and no continuous delivery, and many staff saw digital as a threat to security, jobs and customer relationships.
Project LEAP was not just a product redesign. It was an organisational transformation, and I led design across both.
- [ 01 ]
Baseline & triage
A detailed audit of what worked and what didn't, with blockages in process, SDLC, tooling and funding mapped and prioritised before a single screen was designed.
- [ 02 ]
Two-track design chapter
A Discovery team bringing the customer's voice into every decision, and an Action team turning best practice into simpler, deliverable solutions.
- [ 03 ]
Culture change
Worked end-to-end with business, strategy and technology teams to move from process-defence to iterative, customer-focused delivery.
- [ 04 ]
Metrics over gut feel
KPIs across the whole SDLC, from team velocity to onboarding and engagement, gave stakeholders a transparent, objective view of progress.
- [ 05 ]
Portal design & launch
IA, personas, Arabic/RTL and English interaction design through to MVP, simplifying complex loan and financial-service journeys.
A robust digital banking portal launched as an MVP in six months and adopted rapidly after launch.
Teams across the bank now work iteratively and data-first, the foundation for QDB's ambition to be the digital lighthouse of the region.
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