Designing a fintech ecosystem that seamlessly integrates cashback, donations, and user engagement to turn everyday spending into social impact.
How can everyday transactions be transformed into meaningful charitable contributions without changing user behaviour?
This project explores the expansion of Giverly, a fintech-for-good platform, into the UAE market by designing a solution that integrates:
- Cashback rewards
- Charitable donations
- Gamified user engagement
This project demonstrates the ability to:
- Bridge business, user, and technology perspectives
- Translate research into actionable product decisions
- Design scalable, user-centric fintech solutions
Instead of asking users to donate more, the platform embeds giving into what they already do.
Spend → Earn → Give → Feel Impact → Repeat
Expanding into the UAE requires addressing:
- Cultural and financial expectations, including Islamic finance considerations
- Low engagement with traditional donation platforms
- User reluctance to donate without direct personal benefit
- The need for differentiation in a competitive fintech landscape
Business Analyst & Product Owner
I contributed across the full lifecycle of the solution:
- Structured Agile sprint planning and delivery phases
- Translated business needs into product and system requirements
- Created user research artefacts including persona, empathy map, and customer journey
- Contributed to MVP definition and prototype development
- Analysed stakeholder feedback and supported iterative refinement
- Led sprint planning and Agile coordination across project phases
- Developed Persona 3, empathy map, and customer journey map for UAE users
- Translated user insights into MVP features and product recommendations
- Contributed to prototype design and iterative refinement based on stakeholder feedback
- Tech-savvy and convenience-driven
- Interested in financial efficiency and rewards
- Motivated by transparency and visible impact
| Feature | Preview |
|---|---|
| Persona |  |
| Empathy Map |  |
| Customer Journey Map |  |
- Users prefer passive giving through mechanisms like cashback donations
- Trust increases when donation flows are transparent and trackable
- Engagement improves when users receive instant rewards and gamified feedback
- Solutions must fit existing lifestyle habits rather than require behavioural change
The customer journey was mapped across five stages:
Awareness → Consideration → Conversion → Retention → Advocacy
- Donation platforms feel disconnected from daily life
- Limited transparency reduces trust
- No personal benefit discourages repeated engagement
- Embed donations into transactions
- Provide real-time impact tracking
- Reward participation through gamification and cashback
Using MoSCoW prioritisation, the project focused on:
- High-value and high-impact features
- Feasible solutions within scope
- Alignment with user behaviour and business value
The proposed solution is a mobile-first fintech platform that connects:
Spending → Cashback → Donations → Impact Tracking
- Cashback automatically linked to donations
- Gamified engagement through rewards, badges, and progress tracking
- AI-driven recommendations for causes and giving behaviour
- Transparent donation tracking dashboard
- Multilingual and culturally adapted user experience
| Feature | Preview |
|---|---|
| Platform Architecture Overview |  |
- Welcome and Onboarding
- Main Dashboard and Impact Tracking
- Impact Tracking
- Gamified Engagement System
- AI-Driven Recommendation Engine
- Transaction Security System
- Transaction Processing System
- Organisation Management Suite
- Community Engagement Platform
- Islamic Finance Hub
- Support Infrastructure
- Animal Welfare Campaign Suite
The project followed a structured Agile and design thinking workflow:
- Phase-based sprint planning
- Continuous stakeholder collaboration
- Iterative development and refinement
- Alignment between business objectives, user needs, and technical feasibility
The prototype was refined through:
- Usability testing
- Stakeholder validation
- Feedback analysis
- Iterative design improvements
Key refinement areas included:
- Dashboard clarity
- Navigation flow
- Privacy and security visibility
- Educational content for users
- Delivered a complete business and product solution for UAE market entry
- Achieved High Distinction (90.6%)
- Recognised for:
- Strong analytical depth
- High-quality recommendations
- Professional-level presentation and documentation
- Translating user behaviour into product strategy
- Balancing innovation with feasibility and cultural context
- Connecting business, user, and technology perspectives into one solution
- Jira
- Figma / Sketch
- Stanford Design Thinking Framework
- BPMN
- MoSCoW Prioritisation
- Agile / Sprint Planning
Petch Arpornpattana
Business Analyst | Product-Oriented Thinker
Focused on solving business problems by combining user insight, product thinking, and structured analysis.