Banque Saudi Fransi · Saudi Arabia · Digital banking
Make a new digital bank feel clear, capable and human.
BSF set out to rebuild its digital banking experience as part of a wider platform transformation. I led UX across mobile and web, keeping the focus on journeys people could complete with confidence.
- Challenge
- Replace fragmented systems and simplify essential banking journeys.
- My role
- UX Team Lead · mobile and web experience
- Impact
- 4.7-star app rating, around 64,000 reviews and 2–4× onboarding growth.
Recognition
iF DESIGN AWARD
The BSF digital banking transformation received an iF DESIGN AWARD.
The challenge
Make everyday banking easier while rebuilding the foundation.
BSF was working with fragmented platforms, legacy technology and delivery bottlenecks. At the same time, customers expected the speed and simplicity they experienced in other digital services.
The bank chose a buy-plus-build approach: modernize the platform, then shape the service around its customers. The experience had to make that larger transformation feel useful in the moments that matter.
Experience design
Put the next useful action within reach.
The redesigned mobile and web experiences brought everyday banking into a clearer, more consistent service. The work focused on reducing friction, supporting self-service and helping customers complete tasks without waiting for branch or agent support.
Key journeys included instant digital onboarding, credit-card application and issuance, electronic signatures, wallet provisioning, supplementary and multicurrency card management, foreign exchange, and customer servicing across channels.
My UX leadership centered on keeping those journeys coherent as the service grew: making priorities clear, supporting collaboration across design, product and engineering, and bringing customer needs into delivery decisions.
Selected product and brand work
A connected experience across mobile, web and service.
Visuals sourced from R/GA’s BSF case study.
Delivery
Build ownership into the way the work moves.
BSF led product ownership, UI/UX, program management and release coordination, with Backbase providing the platform and development capacity. The teams adapted agile ways of working to fit the program rather than applying a fixed model.
That ownership helped the bank move from an early pilot to a broader migration while continuing to improve the experience. The design challenge was to keep the service clear for customers as the platform and its journeys evolved.
The outcome
A simpler experience, backed by a platform built to keep moving.
Customers rated the redesigned app 4.7 stars, and reviews grew from fewer than 200 to around 64,000. BSF reported digital onboarding rates increasing two to four times, smoother journeys and better service reliability.
By March 2025, the bank had completed the migration of around 700,000 retail customers. The transformation paired that scale with a digital experience designed for clarity, self-service and speed.
Related case study
BSF × Backbase
More work