Visa’s first GenAI research assistant
As a product designer, I helped scale Visa Assist from employee pilot to launch for 400K+ clients in 165 countries (2025)
Timeline
June - Sept 2025,
Launched Oct 2025
Team
2 product managers
3 frontend engineers
1 brand designer
Contributions
Conversation design
Design systems
Usability testing
DESIGN CHALLENGE
Our goal was to create the best first time experience for Visa clients worldwide. By building trust, our hope is that Visa Assist will become widely adopted, and eventually become the most used tool on Visa Online.
HMW earn the trust of ChatGPT newbies & AI skeptics alike?
⚠️ This is a web-only experience, since sensitive product info poses security risks on mobile.
solution
I designed components (conversation starters, source cards) that made Visa Assist more friendly and intuitive to clients worldwide.
Source cards
Help bolster user trust in responses
Conversation starters
Guide users on types of questions they can ask
Marketing assets
Encourage employees to tell their clients about Visa Assist
What users are saying
Chase 🇺🇸
Bank of America 🇺🇸
Wells Fargo 🇺🇸
Royal Bank of Canada 🇨🇦
TD Bank 🇨🇦
Lloyds Bank 🇬🇧
MUFG 🇯🇵
Bradesco 🇧🇷
Worldline 🇫🇷
“Overall, I am very satisfied with this tool. It is 100 times better than the old one and is user-friendly. Job well done to the creator of this.”
“Visa Assist is very user-friendly... there was no learning curve. Just put in what you’re looking for and it gives you what you need... one of the easiest things Visa has ever rolled out.”
— J.P. Morgan Chase client
“Visa Assist gives me exactly what I need every time, [including] the document that I wanted to download… This is one of the best tools that Visa has produced.”
— J.P. Morgan Chase client
“My query was answered and I managed to solve my problem with the help [Visa Assist] provided.”
“Finally gave me the document I’ve been looking for (with no success) on Visa Access.”
Kind words from colleagues
“You’ve listened to every piece of feedback and explored all options with such meticulous care, always willing to experiment and push boundaries. Your deep understanding of the product allows you to truly understand our clients and design intentionally. Thanks to your commitment, Visa Assist’s look and feel is leagues ahead of where we were two years ago.”
Madina Salemi
Sr. Product Director, AI Incubator @ Visa
“Your work on Visa Assist has made a meaningful impact. Your attention to detail and thoughtful, customer-informed design choices stood out. You’ve made collaboration easy through clear communication and a steady, reliable presence. Thank you Diya!”
Drew Walcott
Sr. Staff Designer @ Visa
“I’m so so proud of this crew, their creativity and dedication shaped Visa Assist into a truly intuitive, client-centered experience. This launch is a testament to their impact!”
Andrés López Josenge
VP of Design @ Visa
“Thank you for jumping in to help with our expanded support for data products! Your dedication to learning the space, energy, and flexibility has made an immediate impact.”
Justin David Cox
Head of Design @ Visa
Whoops! Case study is under construction 🚧
Dying to know the juicy details? I’d love to share my process over a call.
Email me chakdiya@gmail.com or connect on LinkedIn to learn more!
In the meantime, check out my other work ☻
