The Executive Summary
Leading a Rapid-Response Squad to Deploy a Fintech Ecosystem in 20 Days
Crisis Response & Management | Product & UX Strategy | Cross-Functional Leadership
EXECUTIVE SUMMARY NOTE: Due to strict NDA protocols and data privacy governance, the public version of this case study is a high-level summary.
Aspirasi (Boost Credit)
Aspirasi is the digital micro-financing arm of Axiata, providing capital to underserved merchants. When COVID-19 hit, the MCO (lockdown), physical shops, restaurants, places of business stop operating and froze the cash flow for the B40 MSME segment, creating a desperate need for digital-first liquidity.
I mobilized a cross-functional squad to compress a 12-month roadmap into 20 days, disbursing RM150M in emergency financing during the crisis.
Role
Lead UX Specialist
The Scope
Cross-Functional Sprint Lead (Design, Tech, Compliance)
The Problem
Lockdown froze B40 MSMEs cash flow. We compressed a 12-month roadmap into 20 days to launch a digital lifeline for this desperate, underserved market.
Gathered Insights
Research showed MSMEs used low-end devices with poor connectivity. They struggled with financial jargon and lacked the storage or bandwidth to download complex apps.
The Process
Replaced Waterfall with a “Swarm Model.” Mobilized a war room where Design, Legal, and Tech approved features in real-time.
The Solution
Built zero-install PWA ecosystem: No app download required; supports 4 languages (BM, EN, CN, TA) with simplified friendly language with a marketplace for easy product browsing.
Handling Challenges
Compliance blocked “Instant Approval” due to fraud risk. I negotiated a “Tiered Risk” strategy (RM1k cap) to satisfy regulations while maintaining speed.
The Results
Launched in 20 Days with Zero Compliance Infractions.
Metric:
– RM150M Disbursed (RM12M in Phase 1).
– 20% Conversion Rate
Full Case Study
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