Lead — Business Analyst, CX Lead
Product, Engineering, Data, CX, CI, Key Account Sales, Customer Support
Figma, BRDs, Systems integration, CRM, CMS, Transaction systems
Empower enterprise partners with transparency, control and insight — and commercial outcomes follow
Geidea's business model includes leasing payment terminals to banks who then deploy them to merchants. Operations — installation, support, maintenance — remain with Geidea, while banks handle settlement.
The legacy portal allowed only basic transaction lookup, creating blind spots for banks and merchants and increasing support dependency.
Key account partners lacked:
This created friction, delayed support, and increased terminal churn.
Analysis pointed to 3 core experience gaps preventing enterprise partner success.
Enterprise portal experience gaps: visibility, interface, and engagement challenges
The result: support burden + pull-outs + missed expansion opportunities.
"We were forcing banks to work around our systems instead of building systems around their workflows."
Vision: Turn the platform into a command center for enterprise partners.
Real-time terminal, store & transaction dashboards for complete fleet oversight.
Self-service user & terminal management without dependency on support.
Embedded chatbot + ticketing + FAQs for instant issue resolution.
Reconciliation + analysis views for transparent financial tracking.
Multi-profile access (bank, merchant, Geidea teams) with role-based permissions.
Designed architecture and UX around enterprise personas, not system constraints.
A structured approach combining discovery, design, and systems integration.
Figma prototype showing unified dashboard, terminal management, and support integration
Integrated with:
"Experience wasn't just built — it was adopted and operationalized."
Execution combined technical platform development with organizational enablement and change management.
Live enterprise dashboard showing fleet management, financial insights, and support tools
The platform transformation delivered measurable impact across adoption, retention, growth, and operational efficiency.
This was not a UI refresh — it was a business model enabler:
"When enterprise partners can manage their portfolio end-to-end with confidence, they scale with you — not away from you."
Enterprise Perception: Platform now seen as a strategic differentiator, transforming from a basic tool into a competitive advantage.