Xend Finance - A Crypto Currency Bank
To understand the reason why we are redesigning the existing platform, I spoke with the various stakeholders and below are the challenges i was able to uncover
The Engineering team: Due to the Limited time we have to deliver this project, the Engineering team has built up code complexity over time making it increasingly difficult to manage. Hence they want a redesign that won't change the entire architecture of this code base.
The Business Stakeholders: The business stakeholders want the project delivered in due time without undermining the project requirement in the project requirement document. The large volume of engineering work required, coupled with the high frequency of requests, creates a significant bottleneck in the process, ultimately impacting turnaround time
Understanding the business problem: According to Customer Support Report, "Lengthy process” is the top category on support tickets with approximately 26.2% of all tickets. To gain more insights into this issue: According to data from our analytics tools 27% users abandon the App during onboarding, while 18% user abandon the app during the Funding process.
- Lengthy process without and identifier makes the process more lengthy for the users
- Too many information like icons and banner on the homepage is distracting to the customer
- Difficult to find a specific information due to confusing content grouping
- Re-inventing the wheel not following the standard make the customer confusing as well
Discovery: Facilitating Workshop
By facilitating a couple of stakeholder workshop sessions, I gathered requirements from both the product and engineering perspectives, and also fine-tuned these to meet our timeline. We were able to visualise the requirements, constraints, and trade-offs, identify which parts of the codebase needed to be rewritten, and determine if there was a need to partner with any third-party APIs
Discovery: UX Audit
Collaborating with engineers and product managers, a UX audit was carried out on the existing app.The goal was to analyse the current information architecture and identify optimal placements for new features and updates.This process included asking critical questions, challenging assumptions, and conducting validations.
Discovery: Proposing Solution
- Design and simple signup flow with a progressive Disclosure
- Prompt the verification after the user has successfully signup.
- Communicate the changes require from the codebase to the Engineering team
- Reduce abandonment drastically
- Increase user acquisition
- Reduced customer supports tickets
- Reduce Drop-off rates to 8% drastically
- Support ticket reduced by 29%
- Design a tree step transfer process that minimises steps for users while ensuring secure transfers with real-time transaction updates.
- Transfer completion success rate
- Reduce Drop-off & Error rates
- Reduced customer supports tickets
- Reduce Drop-off rates to 8% drastically
- Support ticket reduced by 29%
- Reduced failed transaction to 2%
Discovery: Setting goals for the project:
- Design a new refresh of the current app that is intuitive and easy to sign up.
- A seamless verification process that doesn’t interfere with app usage.
- An app that enables users to complete basic tasks with ease and without feeling overwhelmed.
- Enhance the user experience by enabling users to view transaction convert currency.
Design: UI Inventory and UI design
I explored several design options and organised design critique sessions with stakeholders, got feedback, and incorporated this feedback into the design.
More importantly, this process is vital, and documenting what works and what does not work is a key aspect of this stage of the design process.
Usability Testing:
I validated the design solution through moderated usability testing. Working with my product manager and internal user recruiter, we recruited twelve participants for the study.
Finalise Designs
anti-money laundering (AML), and know your customer (KYC) regulations, the app implements a simplified verification process.
This approach balances regulatory needs with a smooth user experience, gathering essential information without creating unnecessary friction
distinct categories while preserving the existing backend infrastructure. This strategic redesign not only enables faster
and more efficient money transfers for users but also addresses key issues identified during our research.
Notably, we implemented improvements such as populating bank lists and automatically filling in the user's name using just the account number
This allows users to chat, raise issues, and resolve their concerns within the app, providing a comprehensive and integrated support experience
Design Handoff
To support the development team during the Minimum Viable Product (MVP) release, I created a comprehensive style guide and design system. This resource ensured brand consistency and provided developers with a detailed handoff document and prototype. The materials were designed to help the development team fully understand and implement the proposed design
