Super is an app that specializes in 3 verticals: travel, fintech, and ecommerce. You can purchase flights, hotel bookings, car rentals, phone plans, every day store products from fashion to electronics and more. They also have a fintech debit card that has cashback of 10% on SuperTravel, 5% on SuperShop products, and 2% everywhere else.
The main goal was to unify all 3 verticals (travel, fintech, and ecommerce) of the business for the next quarters.
Through design thinking sessions led by me, we were able to identify certain features that would accomplish this goal and serve as a north star. I then designed all the features on an overview level, indicating the problems we were solving.
These objectives and designs were then given to other product designers & product managers who would work on them more and flush them out fully.
• The current app's homepage is too fintech centric, it needs to encompass all verticals and allow for different user personas to access multiple things within the app quickly
• Users are having troubles finding things and seeing what the entire business offers
• Users have multiple notifications for multiple verticals being lost
• Users don't know how to access what they've recently saved or purchased
I proposed many features for the app to unify the verticals:
• A redesigned home to direct users to certain products or offers with customizable quick actions
• New nav item for discovering products & universal search
• Introducing progressional rewards through every action taken on the app
• A dedicated profile based on recent actions for users who are finding/saving things or in the process of a purchase
The project overall was a success because it opened a lot of people's minds in what the Super app could become. Not all features were approved and placed on the roadmap but it served as a good way to level set the next quarters and serve as a starting point for other managers and designers to run with it.
Certain features that were approved for other teams to start deep diving into were:
• Redesigning the home page
• Giving users a way to discover new products
• Having a dedicated profile
• Universal notifications
Some other features I would've wanted to explore further would be the progressional rewards program and its prizes and actually developing the universal search and seeing statistics on how well it works and how it can be improved.
