Ria is a money transfer app, that allows users to transfer funds internationally.
Through analysis of the user drop-off in money transfer journey, we found that users struggle to understand errors related to money transfer limits, leading to multiple transactions for sending higher amounts. The goal was to address this, by optimizing the user experience to reduce drop-off rate.
I was the primary designer working cross functionally with the product owner, engineers and customer service.
User Research: User Interviews, Persona Mapping, Journey Mapping, Information architecture
Design: Sketches, Wireframing, Design system, Prototyping, Usability Testing
- User interview insights
- Customer click through fall off rate using Amplitude
- Observation reports of user sessions facing this error using Logrocket
Tools: Figma, Figjam, Amplitude and Logrocket.
Through analysis of the user drop-off in the money transfer journey, we found that
Leveraged insights from analytics during research and design phase to drive design decisions.
- Analysed the drop-off of click-through rate in the transaction funnel.
- Analysed the live sessions user journeys of active users using the app.
- Analysed user interviews to map user needs and frustrations.
- Analyzing user behavior and preferences.
- Identifying constraints.
- Competitor research and benchmarking.
- Heuristic analysis.
- Designed components.
- Designed mockups based on user journeys.
I analyzed the transaction creation funnel and came up with three concrete use cases that we could explore: Calculator based limits, country based limits and tier based limits on individual.
Breaking down and exploring individual use cases, enabled easier execution, evaluation, and refinement.
Analysis: Aimed to pinpoint drop-off points in the payment flow and assess completed transaction rates.
Mapped user interview insights related to transaction issues and affinitized them to draw a relationship between them and bucketed them to a different type of user needs and issues.
The error message is vague and does not inform the user if the transfer limit is on the payment or delivery method.
The user does not know the various kinds of limits on transaction i.e payment & delivery method , country based and tier based limits.
User does not know they can change the payment or delivery method to send higher amount.
Leveraged analytics to explore user preferences and identified primary trends that shape user behavior.
Inconsistent for some payment methods: 61% of users using “pay in person” as their payment method change their payment method.
Consistent for user using bank transfers and debit cards as their payment method: only 5.87% users using debit cards and 11.6% of users using bank transfers changed their payment method.
Came across a diverse set of approaches that enabled users to update the payment or delivery method when facing issues in completing money transfers.
By introducing two intuitive buttons, we empowered users to easily rectify limit issues by adjusting the transaction amount or changing the payment/delivery method.
Clear error messages were introduced to inform the user of where the limit is and guide users on how they can resolve the issue.
Featuring concise error messages and intuitive buttons for effortless resolution of limit issues through adjustment of transaction amount or modification of payment/delivery method.
Showing only the available option based on the amount entered which is good practice for error prevention.
Aligning the final prototypes with the following design outcomes:
Currently only the messaging has been implemented and next steps are to introduce the buttons for error resolution.
Next steps:
1. The user reads the message.
2. The user understands the message and clicks on a CTA.
3. User is able to resolve the issue and sends money.
Review impacted user journeys in the calculator to check if issues related to error resolution have reduced and if the users are able to resolve issues and continue to send money.
1. Country based limits
2. Tier based limits
This is will require digging deeper into compliance requirements based on the senders and receiver's country as well as verification.
