Expert Voices: Kamran Ullah on Building Instant, Inclusive Fintech Experiences in Qatar

Expert Voices is a monthly Q&A series where product leaders and fintech practitioners share how they build user-centric digital experiences inside mobile apps. Only practical decisions, real constraints, and lessons learned from the field.

📍 Doha, Qatar

From early mobile money to leading Ooredoo Money

Q: For readers who may not know you yet — can you walk us through your journey into fintech and what led you to Ooredoo Money?

Kamran Ullah: My fintech journey started back in 2011, during the early days of EasyPaisa. At the time, it felt truly innovative — something new and meaningful — and that excitement hooked me. I joined Telenor and, honestly, I’ve never looked back. Fintech has kept me engaged for nearly 15 years now.

In 2015, after several years of experimentation and learning, I joined Ooredoo in the fintech space. I’m about to complete 11 years here. When I joined, Ooredoo Money was just launching. Over the past decade, we’ve grown it from a small player into the leading fintech in Qatar. Being part of that journey — building and scaling something that genuinely impacts people’s lives — is something I’m incredibly proud of.

Industry & trend insights

Q: How has user behavior in fintech and digital payments changed in Qatar over the past 12–18 months?

Kamran Ullah: The biggest shift I’ve seen is the move from “digital is good enough” to digital must be instant. Customers today expect everything to happen immediately — not just peer-to-peer payments, but international remittances as well.

Qatar has a predominantly expatriate population, and what we’re seeing is a clear replacement of cash with digital payments. Regulators, banks, fintechs — we’re all playing our part — but customers are driving this change. They’re adopting digital services faster and more confidently than ever, and that’s incredibly encouraging.

Q: What fintech or customer experience trend do you believe is still underappreciated in the region?

Kamran Ullah: Visual financial literacy. Ten years ago, I was very focused on text-heavy communication — detailed explanations, long descriptions. Over time, I’ve learned that visual cues are far more powerful, especially in markets like Qatar with diverse user backgrounds.

Many users benefit enormously from visual guidance rather than long text. If you look across fintech and banking apps today, visual communication is still underused. People want information faster, and visuals help them understand instantly.

Q: Which CX or product metric matters most to you right now — and why?

Kamran Ullah: We focus heavily on time to first value. For us, that means how quickly a user can complete their first transaction after downloading and registering.

This metric tells us whether we’ve built something intuitive and understandable. It connects directly to onboarding, visual cues, and overall experience. If users can transact quickly, it’s a strong signal that we’re doing something right.

Q: What changes do you expect to see in mobile financial experiences in the coming year?

Kamran Ullah: AI will play a major role — especially in hyper-personalized nudges. Instead of generic notifications, users will expect context-aware prompts based on their behavior.

For example, if someone regularly sends money home after receiving their salary, the app should recognize that pattern and assist proactively. In regions with large migrant populations, this kind of experience will be incredibly impactful. Someone will get this right — and we’re working toward being one of them.

Product & process

Q: What is one product improvement or experiment that delivered surprising results?

Kamran Ullah: Recently, we launched debit card cash-in via Apple Pay. Previously, users had to manually enter card details. Once Apple Pay was introduced, adoption exceeded all expectations.

On day one, conversion was so high that we double-checked the numbers because it seemed unreal. It was clear that the market was ready — customers had been waiting for this. That launch really reinforced the importance of timing and simplicity.

Q: How do you typically test product hypotheses or validate new ideas?

Kamran Ullah: We strongly believe in a fail-fast approach. Instead of building a perfect product upfront, we test features quickly with smaller customer segments. If it works, we scale and improve it over time.

This allows us to move fast, learn early, and avoid over-investing in ideas that don’t resonate.

Q: What role does personalization and segmentation play in your app experience today?

Kamran Ullah: Segmentation is critical. Our customer base comes from many countries, cultures, and backgrounds, each with different needs and expectations.

In simpler markets, segments are more predictable. In Qatar, diversity makes segmentation essential. We use it across campaigns, communication, and product decisions to ensure relevance and improve lifetime value.

Personalization is something we’re actively building toward. You’ll see more of it in upcoming releases, supported by AI-driven capabilities.

Q: How do you balance innovation with compliance and security requirements in fintech?

Kamran Ullah: Compliance isn’t optional — it’s foundational. Our products are highly regulated and inherently risky, especially in remittances.

We treat compliance, risk, and financial crime teams as design partners, involving them from the very beginning. In some cases, they’re even part of the Figma design process. When compliance is embedded early, innovation becomes smoother — and the results are better.

Visual communication & engagement

Q: What role does visual content play in educating and engaging users inside the app?

Kamran Ullah: I strongly believe in gamification and visual storytelling. Gamified journeys that encourage users to take actions — and reward them — can be powerful tools for both financial literacy and engagement.

We’re introducing more of these experiences with the help of partners, and we see huge potential in this direction.

Q: Which content formats are most effective for activation and feature adoption?

Kamran Ullah: There’s no single format that works for everyone. Qatar is a very diverse market, so we experiment with different formats and learn from what resonates with each segment.

The key is relevance — offering the right content to the right users at the right time.

Q: How do you decide which topics deserve in-app visibility?

Kamran Ullah: Customer support tickets and digital feedback are our biggest signals. When we see recurring questions or issues crossing certain thresholds, it’s a clear sign that users need better communication or education.

We rely heavily on this feedback loop — and it works.

Personal insights

Q: Who inspires you in the fintech industry?

Kamran Ullah: M-Pesa is a huge inspiration for me. They didn’t just build a payments app — they built an ecosystem that moved an entire country forward. That level of impact is something I deeply admire.

Q: What professional mistake taught you your most valuable leadership lesson?

Kamran Ullah: I used to be obsessed with feature parity — wanting to include every possible feature. Over time, I learned that this isn’t the right approach.

Different segments need different things. If you focus on two or three core use cases that truly matter, you create a much stronger product. Today, the obsession is gone — customer needs come first.

Q: Which digital product do you personally admire right now — and why?

Kamran Ullah: Duolingo. It’s not fintech, but they use gamification, streaks, and nudges brilliantly. These mechanisms genuinely influence behavior — and they work. We draw inspiration from that approach as we continue improving Ooredoo Money.

Q: Where do you go to stay updated on fintech and industry trends?

Kamran Ullah: I don’t rely on a single source. GSMA, industry publications, LinkedIn, Twitter — I follow topics across platforms and go deep where something catches my attention. Flexibility is key, especially with how fast things are changing.

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