Project Overview

Ria is a money transfer app, that allows users to transfer funds internationally. Through analysis of the user metrics in money transfer journey, we found that a large number of users drop off at the calculator. The goal was to address this, by optimizing the user experience to reduce drop-off rate.

Industry project

Data-driven design

UX design

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Project details

Organization : Ria Money Transfer | Euronet

Role: I was the sole product designer working cross functionally with the product owner and engineers.

Timeline: 3 Weeks

‍Tools: Figma, Figjam, Amplitude and Logrocket.

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Problem overview

Through analysis of the user drop-off in the money transfer journey, we found that:

Users struggle to understand errors related to money transfer limits.

Users would create multiple transactions for sending higher amounts.

Users don’t know how to increase their transfer limit to send higher amounts.

Roadmap to data informed design process

Leveraged insights from analytics during research and design phase to drive design decisions.

Step 1: Analyze

Analyze product metrics to identify potential problem areas.

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Step 2: Understand

Understand the issue leveraging observations of live user sessions and user interviews.

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Step 3: Align

Scoping and alignment with product owners and developers on project goals.

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Step 4: Action

Design a solution that helps users resolve easily to reduce customer drop-off.

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Step 1

Analyzing the transaction creation funnel I observed a huge drop-off after users had confirmed the quote but before the transaction was created.

Analysed user drop-off at various stages in the money transfer funnel

This graph represents the user drop-off at various stages in the money transfer funnel.

Next step was understanding if the drop-off was at the customer end or an issue within the app.

Digging deeper into the product metrics in the user journey of active users to pin-point the data points where the users dropped off.

Observation: Observed a 32.7% drop-off between the stages of creating a transaction and it being processed within the app.

Hypothesis: Indicating that the issue was within the app as users were happy with the transfer rates and wanted to commit to the transaction but failed after confirming to proceed.

Step 2

Understanding the issue through the user

Leveraging observations of live user sessions users using the app at the drop-off point

Observing the user behaviour

Users encountered a vague error message stating “something went wrong”.
Many users attempted to transfer money in the same manner multiple times after their initial failed attempt, ultimately closing the app.
Some tried changing parameters of transfer to made the transaction again.

Tool used: LogRocket

Insights

Since the users had no verification issue and the issue was with limits on transfer amount. I came up with three concrete use cases that we could explore:

Payment or delivery method limits
Country based limits
Tier based limits on individual.

Unearthing user pain points from in-depth interviews

Conducted interviews with 7 users facing transaction issues due to payment limits.

Key insights

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.

Highlighting this was clearly a usability issue combined with lack of information making the user frustrated and resulting in the drop-off.

Competitor analysis

Came across a diverse set of approaches that enabled users to update the payment or delivery method when facing issues in completing the transaction.

Remitly

What works for Remitly is clear messaging and easy error resolution, as users can increase their transaction limits, change the payment or delivery or send a lower amount.

Wise

What works for Wise: Good error prevention; based on the transfer amount, users can only select available payment or delivery methods.
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Step 3: Scoping and alignment

Working with the product team, we realized that the scope of this issue was large and had to be simplified.

Analyzing the constraints and time-lines, we discovered:

Limit based on the payment and delivery method: Easy and faster to implement with maximum impact. Had existing information on the various limits and could use existing backend infrastructure to implement this.
Country-based limits: Gathering compliance information for all countries poses a significant time and effort challenge, alongside the need for substantial investment in technical infrastructure.

Final outcome

To start with payment and delivery method limits as it was quicker to execute with limited engineering bandwidth and had maximum impact.

Action

What would work: Do we only make the payment/delivery methods available depending on the transfer limits or allow the users to change the method that would allow them to send higher amounts?

Behavioural analysis of user preferences and consistency across methods

Leveraged analytics to explore user preferences and identified primary trends that shape user behavior.

Findings

Allow users to change the amount or the payment/delivery method as users had mixed preferences, some users prefer to stick to the same payment methods while others change frequently.

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

Only 5.87% users using debit cards and 11.6% of users using bank transfers changed their payment method.

Building on insights from user interviews, CTR reports, competitive research, and heuristic evaluation,
I established the following design goals.

Establishing design outcomes

#1 User control and freedom

By introducing two intuitive buttons, we empowered users to easily rectify limit issues by adjusting the transaction amount or changing the payment/delivery method.

#2 Clear messaging

Clear error messages were introduced to inform the user of where the limit is and guide users on how they can resolve the issue.

Components created

Created new modals and list items to fit the requirements

Modals

Featuring concise error messages and intuitive buttons for effortless resolution of limit issues through adjustment of transaction amount or modification of payment/delivery method.

List and list items

Showing only the available option based on the amount entered which is good practice for error prevention.
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High fidelity prototypes

Aligning the final prototypes with the following design outcomes:

Clear and concise messaging ensures that users easily understand the issue.

Simple error resolution to make the app more user-friendly.

Final design

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Resolving payment method error

Clear error messages show maximum transfer limit for chosen payment method.
Resolve issues easily with buttons to adjust amount or change payment method.
Opting to change method reveals a list of available payment methods based on transaction amount, while selecting amount redirects to the calculator.

Resolving delivery method error

Simple error messages displaying the maximum transfer limit for the chosen delivery method.
Easy error resolution by adjusting the transaction amount or changing the delivery method.
Opting to change method reveals a list of available delivery methods based on transaction amount, while selecting amount redirects to the calculator.

Impact

Removing vague error messages and allowing simple error resolution to the new designs have increased engagement and retention rates for the customer experience.

Decreased number of calls to the customer service team.

Increase in the number of transactions by active users.

Higher value transactions by the customers.

Reduced customer drop-off at the quote confirmation stage through simple error resolution.

Implementation and next steps

Currently only the messaging has been implemented and next steps are to introduce the buttons for error resolution.
Future goals:

Work on the error resolution for

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.

Leveraging data informed design to remove vague error messages at ria

Project Overview

Project details

Organization : Ria Money Transfer | Euronet

Problem overview

Through analysis of the user drop-off in the money transfer journey, we found that:

Roadmap to data informed design process

Step 1: Analyze

Step 2: Understand

Step 3: Align

Step 4: Action

Step 1

Analyzing the transaction creation funnel I observed a huge drop-off after users had confirmed the quote but before the transaction was created.

Analysed user drop-off at various stages in the money transfer funnel

This graph represents the user drop-off at various stages in the money transfer funnel.

Next step was understanding if the drop-off was at the customer end or an issue within the app.

Digging deeper into the product metrics in the user journey of active users to pin-point the data points where the users dropped off.

Observation: Observed a 32.7% drop-off between the stages of creating a transaction and it being processed within the app.

Hypothesis: Indicating that the issue was within the app as users were happy with the transfer rates and wanted to commit to the transaction but failed after confirming to proceed.

Step 2

Understanding the issue through the user

Leveraging observations of live user sessions users using the app at the drop-off point

Observing the user behaviour

Insights

Unearthing user pain points from in-depth interviews

Key insights

Concept trade-off discussion with product and engineering folks

Step 1: We realized that the scope of this issue was large and had to be simplified.

Step 2: Analyze constraints and time-lines:

Final decision:To start with calculator-based limits as it was quicker to execute with limited engineering bandwidth and had maximum impact.

Competitor analysis

Came across a diverse set of approaches that enabled users to update the payment or delivery method when facing issues in completing the transaction.

Remitly

Wise

Step 3: Scoping and alignment

Working with the product team, we realized that the scope of this issue was large and had to be simplified.

Analyzing the constraints and time-lines, we discovered:

Final outcome

To start with payment and delivery method limits as it was quicker to execute with limited engineering bandwidth and had maximum impact.

Action

What would work: Do we only make the payment/delivery methods available depending on the transfer limits or allow the users to change the method that would allow them to send higher amounts?

Behavioural analysis of user preferences and consistency across methods

Findings

Allow users to change the amount or the payment/delivery method as users had mixed preferences, some users prefer to stick to the same payment methods while others change frequently.

Inconsistent for some payment methods

Consistent for user using bank transfers and debit cards

Building on insights from user interviews, CTR reports, competitive research, and heuristic evaluation,I established the following design goals.

Establishing design outcomes

#1 User control and freedom

#2 Clear messaging

Components created

Created new modals and list items to fit the requirements

Modals

List and list items

High fidelity prototypes

Clear and concise messaging ensures that users easily understand the issue.

Simple error resolution to make the app more user-friendly.

Final design

Resolving payment method error

Resolving delivery method error

Final design

Resolving payment method error

Resolving delivery method error

Impact

Removing vague error messages and allowing simple error resolution to the new designs have increased engagement and retention rates for the customer experience.

Decreased number of calls to the customer service team.

Increase in the number of transactions by active users.

Higher value transactions by the customers.

Reduced customer drop-off at the quote confirmation stage through simple error resolution.

Implementation and next steps

Work on the error resolution for

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Final decision:
To start with calculator-based limits as it was quicker to execute with limited engineering bandwidth and had maximum impact.

Building on insights from user interviews, CTR reports, competitive research, and heuristic evaluation,
I established the following design goals.