OVERVIEW

Neobanks play a critical role in expanding financial access, particularly for underserved and unbanked populations. In Jordan, Reflect, launched by Arab Bank, was designed as a fully digital, commission-free platform to offer a more accessible, intuitive alternative to traditional banking. With ambitions to expand into additional regions in MENA, establishing a strong foundation in Jordan was essential. Early traction showed promising growth, with increasing downloads and account openings, while also creating an opportunity to better understand how customers were engaging beyond initial sign-up.

As Interim Head of Product, I helped reframe the product strategy from activity to behavior. I partnered across leadership, marketing, and design to map the full customer journey, identify key friction points, and introduce shared engagement and retention metrics that connected acquisition to long-term use. In parallel, I developed a research-led product strategy and roadmap focused on simplifying core banking actions, strengthening trust through clearer and more responsive interactions, and supporting repeat usage through more intuitive experiences.

This work helped align teams around a more unified definition of success, balancing growth with meaningful engagement. By combining qualitative research, funnel analysis, and service data, I led improvements across critical touchpoints, including optimizing AI-driven chatbot workflows and redesigning support processes to reduce friction.

Grounding the strategy in real customer behavior positioned Reflect to drive more sustained usage in Jordan and build a stronger foundation for expansion into new markets, where long-term adoption, not just access, determines impact.
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THE STRATEGIC FRAMEWORK WE BUILT