Dash
Dash UK - A cross border payment app
Overview
This case study showcases the design process for a remittance app created specifically to assist Dash customers in the diaspora with sending money to various African countries.
Team
Product Managers
Mobile developers
QA Engineers
My Role
Research
Interface design
Usability Testing
Background
In 2022, Dash raised a series D in an attempt to expand to other markets outside of Africa. We discovered that the UK has the largest number of African migrants. As we ventured into the UK market, we acknowledged the necessity of tackling fresh challenges and delivering customised services that surpass our current offerings in Nigeria.
We pinpointed a prevalent issue encountered by the African community in the UK, the intricacy and challenges associated with cross - border transfer.
We pinpointed a prevalent issue encountered by the African community in the UK, the intricacy and challenges associated with cross - border transfer.
Business Goals
Through some collaborative sessions, we successfully outlined the following business objectives:
1. Drive traction and usage within our existing product market.
2. Acquire additional users in the new target market..
3. Increase transaction volume for the business.
4. Establish a presence in the remittance space, particularly focusing on transactions to Africa.
These objectives were identified to guide our expansion efforts and ensure alignment across teams regarding our strategic priorities.
1. Drive traction and usage within our existing product market.
2. Acquire additional users in the new target market..
3. Increase transaction volume for the business.
4. Establish a presence in the remittance space, particularly focusing on transactions to Africa.
These objectives were identified to guide our expansion efforts and ensure alignment across teams regarding our strategic priorities.
User Research
The aim of this research is to understand how Africans in the diaspora currently send money home, and to gather their pain points.
We conducted an online survey with 40 participants to gain insights on how they currently remit money
We conducted user interviews with six participants between ages 25-60 to validate the survey.
Research Findings
49% of the respondent believes that there should be different methods of delivery
67% of the respondents choose a remittance app because of the exchange rate
54% of the respondent are interested in a remittance app with no transfer fee
Competitive Analysis
To understand that we are solving a problem, not just providing a feature that won't be used by our users, we did some SWOT analysis of how competitors position themselves in the market and looked at how we can improve on any weaknesses of these competitors to position Dash better in the remittance and cross - border payment space.
Key Performance Indicators
Aligning the business goals with our user needs, we were able to set up some metrics (UX benchmark) upfront for this project to measure the success of this product after launch. Some of these metrics are
1. Increase the TPV (Total Payment Volume) revenue for Dash as a company in the new market and across other markets where we have a presence.
2. Acquire more usage and engagement in new markets and existing markets, which include Kenya, South Africa, Ghana, and Nigeria.
3. Increase the signup rate by at least 28% every month.
4. Increase the monthly active users.
Design Solution
Frictionless onboarding compliant with AML and KYC Policy
To ensure a seamless and frictionless onboarding flow while also maintaining AML and KYC compliance, it is essential to align certain business considerations with the user experience. Specifically, we must ensure that all onboarded users meet AML and KYC requirements. To streamline this process and reduce steps, I designed a flow that integrates with a third-party API for user verification. This integration significantly reduces the steps required for users to complete the verification process.
Designing For Trust
While focusing on designing for trust, I ensured that users are informed about exchange rates and any additional charges consistently throughout their journey, without overwhelming them. Moreover, I redesigned the currency conversion process to enhance users' ability to convert currency seamlessly from the source to the destination currency.
Impact
The KPI (UX Benchmark) was set to be measured quarterly, every three months, and these are the impacts this project brought to the business.
New Signup
32%
Active User
41%
Total Transaction
31%
Total Revenue
23%
