Visa Business Solutions Experience

The Visa Business Solutions Experience was a consolidation of Visa's diverse commercial product offerings into a single, cohesive, and user-centric platform.

Case Study

Transforming Visa’s Commercial Product Ecosystem into a Unified, Scalable Experience

Led the UX strategy for a cross-product initiative that unified Visa’s disjointed commercial tools into one cohesive, user-centered platform; enhancing usability, streamlining workflows, and driving a 300% revenue increase.

Overview

Unifying Commercial Financial Solutions

Visa Business Solutions Experience (VBSE) was an ambitious initiative to integrate and streamline Visa’s commercial financial products into a single, intuitive platform. The goal was to create a seamless experience for enterprise clients leveraging Visa’s suite of services; ranging from data delivery and accounting integration to global payments.

The Challenge

The challenge was to integrate complex and disjointed service offerings into an intuitive experience. This transformation was crucial for large and medium-sized enterprises relying on Visa’s end-to-end data delivery, file processing, accounting integration software, and payment capabilities. The objective was to enhance usability, streamline workflows, and ultimately drive significant business value.

Integration Complexity: The platform needed to unify multiple standalone tools, each with specialized features and unique user bases.
Stakeholder Alignment: Success required reconciling priorities across product owners, business teams, and technical leadership.
Data Fidelity & Processing: Handling large volumes of sensitive financial data demanded precision in design, security, and accessibility.
Scalability: The design needed to accommodate long-term platform growth and localization requirements across global markets.

My Contributions & Process

As a lead UX designer and platform manager, I contributed across strategic, tactical, and execution levels:

Strategic Product Leadership:

Owned the experience across four core products within Visa’s commercial suite.
Acted as a cross-functional liaison between product managers, designers, engineers, and QA.
Maintained design alignment with business goals through frequent stakeholder engagement.

Human-Centered Design Execution:

Embedded Lean UX and Design Thinking into Agile processes.
Designed detailed user flows and IA structures that reduced friction in complex workflows.
Created interaction models that prioritized clarity, speed, and user control.

Research & Validation:

Led and facilitated User Acceptance Testing (UAT) and stakeholder walkthroughs.
Incorporated iterative feedback to rapidly refine flows, labels, and interactions.
Drove up usability metrics through evidence-based design improvements.

Solutions & Approach

My approach involved a combination of strategic planning, empathetic design, and collaborative execution:

Holistic Journey Mapping: Created a master user journey blueprint covering all touchpoints across integrated products.
Iterative Prototyping & Testing: Rapid prototyping and continuous UATs allowed for quick validation of design hypotheses and immediate iteration based on user feedback, ensuring the final product met real-world needs.
Workflow Optimization: Streamlined cross-team collaboration by implementing shared artifacts, centralized documentation, and sprint-integrated design delivery.
Design System Collaboration: Integrated platform patterns with Visa’s Product Design System, contributing reusable UI components and accessibility enhancements.

Impact & Results

My leadership and design contributions to the Visa Commercial Solutions group’s core initiative directly translated into remarkable business success:

Revenue Growth: A 300% increment in company revenue in 2022, underscoring the direct correlation between enhanced user experience and financial performance.
Enhanced Usability & Adoption: Significantly improved user usability and fidelity, leading to increased engagement and retention across the integrated platform.
Operational Efficiency: Streamlined workflows and a more cohesive product offering reduced friction points for users and internal teams, contributing to overall operational efficiency.
Accessibility Readiness: Supported accessible design standards across products through early-stage testing and design system collaboration.

“…Asvid demonstrated a high level of skill in applying UX principles and methodologies to deliver tailored, effective solutions. Her work reflects a clear understanding of each client’s needs, combined with an ability to integrate the latest innovations to expand customer and user engagement… Since that engagement, I have continued to rely on Asvid as a trusted advisor for design and UX strategy. Her people-focused approach is an important element for success in our rapidly evolving business landscape.”

Richard Rizo, Cognizant

“Asvid brought fresh, innovative perspectives that effectively doubled our collective experience. She excels in UX & UI, adeptly managing complex projects and excelling in responsive design. Her proficiency with tools like Bootstrap, Figma, and Adobe XD greatly enhanced our project outcomes, improving both user experience and functionality.”

Michael Kelly, CSAA Insurance Group

Asvid is a versatile designer who has a gift for working with development teams. She was part of a scaling design team within Visa and supported many products across a B2B portfolio, quickly getting up to speed and building relationships with product, tech, and research. She is committed to her growth as a designer and a person, and would shine in many different types of UX organizations. I appreciated our time working closely, and her advocacy for end users when she was the only UX voice at the table.

Elena Osborne, Visa Inc.

“Asvid brought a sharp, modern approach to mobile design that elevated the entire experience, she has a deep understanding of mobile-first principles and was instrumental in aligning our app with best-in-class design standards. Thanks to her thoughtful, user-centered work, we saw a 50% increase in AutoPay enrollments over the following year, a change that directly supported customer retention and satisfaction.”

Andrew Evans, CSAA Insurance Group

“She is a natural collaborator who brings designers, developers, and stakeholders together, ensuring alignment and momentum even as project requirements evolve. Asvid’s ability to stay agile, offer actionable suggestions, and always prioritize the customer experience made a measurable difference in our project’s success. Her mastery of UX research, service design, and design systems sets her apart. Beyond her technical strengths, Asvid is proactive, detail-oriented, and always elevates the team with her innovative ideas and positive energy.”

Pooja Udani, Visa Inc.