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

The Visa Business Solutions Experience was a monumental initiative aimed at transforming and consolidating Visa’s diverse commercial product offerings into a single, cohesive, and user-centric platform.

Overview

Unifying Commercial Financial Solutions

The Visa Business Solutions Experience was a monumental initiative aimed at transforming and consolidating Visa’s diverse commercial disjointed product offerings into a single, cohesive, and user-centric platform.

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: Merging disparate, highly specialized commercial products with distinct user bases and functionalities into a single, coherent experience posed significant technical and design challenges.
Stakeholder Alignment: Ensuring alignment across a multitude of internal stakeholders, each with their own product priorities and objectives, required strong communication and negotiation skills.
Data Fidelity & Processing: Managing and presenting large volumes of sensitive financial data in a clear, accessible, and compliant manner, especially with end-to-end data delivery requirements, was a constant challenge.

My Contributions & Process

As a lead for this transformation, my role was multifaceted, encompassing strategic product leadership, customer-centric experience design, and rigorous validation.

Strategic Product Leadership: I managed four core insight and data-driven commercial products, acting as a central liaison. I effectively bridged communication and collaboration gaps between diverse business and technical teams, including product management, developers, and QA, ensuring design innovations aligned seamlessly with overarching business objectives.
Customer-Centric Experience Design: I championed Lean UX and Design Thinking methodologies within Agile and Scrum frameworks. This involved meticulous attention to detail in crafting user flows, information architecture, and interfaces that enriched usability, prioritizing an intuitive and efficient experience for complex financial tasks.
Rigorous Research & Validation: I spearheaded comprehensive User Acceptance Testings (UATs) which were instrumental in gathering crucial user and customer feedback. This iterative validation process directly informed design refinements, ensuring exceptional user satisfaction and acceptance while significantly increasing engagement and retention across the platform.

Solutions & Approach

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

Holistic Journey Mapping: I initiated and mapped the holistic user journey across all integrated products, identifying key touchpoints and potential friction points, which formed the blueprint for the unified experience.
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.
Cross-Functional Workflow Streamlining: I outlined new workflow processes to align UX, development, and product owners. This expedited delivery times by 50%, fostering greater efficiency and collaboration across teams.

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.

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 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 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

“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

“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.

Asvid Balleza Portfolio

Human-centered design, inspired by behavior and built for results.

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