Scope

As lead product designer, I partnered with Samsung to launch and localise Samsung Wallet in Germany - integrating Bankident (a fully digital KYC process), driving product adoption, and managing third-party coordination. My role included defining the onboarding experience, leading design system integration, and shaping conversion strategies.

Process

The challenge was to enable broad access to Samsung Pay - independent of users' bank affiliations - via a fully digital KYC flow. We collaborated with Visa and Solaris to power the onboarding through Bankident, one of the first account-based KYC systems in Germany.

I led the redesign of the end-to-end flow:

• Created high-fidelity prototypes to test interaction design across Android devices

• Addressed early user concerns around trust, clarity, and account linking

• Used 5-second tests, user interviews, and data diagnostics to pinpoint conversion drop-off

• Proposed onboarding copy and UI adjustments to improve comprehension and ease

• Built a product benefit carousel and reduced visual noise in early screens

• Collaborated daily with engineers and data teams to validate flows and monitor behavioural data

Solution

The redesigned onboarding launched with a deeply integrated SDK and three identification methods (Bank, Bank Plus, Fourthline). Since launch, we’ve seen:

• Over 11,000 successful identifications

• A projected 25–30% increase in conversion

• Improved perception of Splitpay and product clarity

The success was built on early collaboration with tech teams, transparent cross-functional sharing, and iterating based on user feedback. The onboarding now supports a flexible, inclusive mobile wallet experience - positioning Samsung Pay competitively against peers like Google Pay.