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Designing Dash Remittance App

How we increase customer acquisition for dash in new market by designing a product that foster engagement.

How we increase customer acquisition for dash

in new market by designing a product that

foster engagement.

Image Showing the fully designed Interface of dash app
Image Showing the fully designed Interface of dash app
Image Showing the fully designed Interface of dash app

Background

Dash, in an attempt to expand into other markets, discovered that the UK has the largest number of migrants due to the need for

skilled workers. As we ventured into this market, we acknowledged the necessity of tackling fresh challenges and delivering

customised services that surpass our current offerings.


We pinpointed a prevalent issue encountered by immigrants in the UK: the complexity and challenges associated

with cross-border transfers.

My Role

I led the redesign of Dash Remittance app, working closely with designers, engineers, product managers. My focus was to

understand the business goals and understand the user pain point and behaviours design the end-end visual design.

The Impact

  • 48,330 user acquisition in the first 3 months

  • 23% Increase in user engagement every month

  • 89% Task completion on every transaction that is initiated by Customers every month

  • 48,330 user acquisition in the first 3 months

  • 23% Increase in user engagement every month

  • 89% Task completion on every transaction that is initiated by Customers every month

  • 48,330 user acquisition in the first 3 months

  • 23% Increase in user engagement every month

  • 89% Task completion on every transaction that is initiated by Customers every month

Why is this a Problem

According to Migration Observatory, Net Migration Hits 824,000 in 2022, 60 percentage of these Immigrants migrated

from underserved countries.Sending money back home to either family or personal use became stressful in-efficient,

unreliable, and broken. Dash saw an opportunity and decided to solve this problem associated with International Remittance.

Users faced multiple challenges with existing remittance services which include


  • High fees and poor exchange rates

  • Lack of trust and security concerns

  • Complicated user flows

  • Limited cash pick-up option

  • No real-time tracking

According to Migration Observatory, Net Migration Hits 824,000 in 2022, 60 percentage of these Immigrants migrated from underserved countries.Sending money back home to either family or personal use became stressful in-efficient, unreliable, and broken.


Dash saw an opportunity and decided to solve this problem associated with International Remittance.

Users faced multiple challenges with existing remittance services which include


  • High fees and poor exchange rates

  • Lack of trust and security concerns

  • Complicated user flows

  • Limited cash pick-up options

  • No real-time tracking

How do our user feel?

Working together with the PMS, and Key stakeholders, I interview users and Survey was sent out with two objectives in mind:


  • Understand the context, pain points, behaviour of diaspora’s in the UK using International money transfer products to send

    funds to abroad.

  • Understand their priorities while choosing a remittance app.


    Key Findings


  • 73% would switch providers due to lack of security

  • 67% lose money due to poor exchange rates

  • 54% prioritise low fees and fast delivery

  • Real-time tracking and flexible delivery options were high priorities


Working together with the PMS, and Key stakeholders, I interview users and Survey was sent out with two objectives in mind:

  • Understand the context, pain points, behaviour of diaspora’s in the UK using International money transfer products to send funds to abroad.

  • Understand their priorities while choosing a remittance app.


    Key Findings


  • 73% would switch providers due to lack of security

  • 67% lose money due to poor exchange rates

  • 54% prioritise low fees and fast delivery

  • Real-time tracking and flexible delivery options were high priorities


Working together with the PMS, and Key stakeholders, I interview users and Survey was sent out with two objectives in mind:


  • Understand the context, pain points, behaviour of diaspora’s in the UK using International money transfer products to send

    funds to abroad.

  • Understand their priorities while choosing a remittance app.


    Key Findings


  • 73% would switch providers due to lack of security

  • 67% lose money due to poor exchange rates

  • 54% prioritise low fees and fast delivery

  • Real-time tracking and flexible delivery options were high priorities


Design Approach

Before diving into design i set up some How might we Questions that address the key problem we are solving:


  • How might we make the onboarding seamless and frictionless for users

  • How might we reduce the waiting period for both sender and receiver

  • How might we communicate the exchange rate

  • How might we make the send money experience seamless.

  • How might we make the app secure.

What did we ship

Frictionless onboarding that is compliant with AML and KYC Policy

To make onboarding easy and smooth while staying compliant with AML and KYC rules, we need to balance business needs with a good user experience. I designed a simplified process that uses a third-party API to verify users, which cuts down the number of steps they need to take.

Frictionless onboarding that is compliant with AML and KYC Policy


To make onboarding easy and smooth while staying compliant with AML and KYC rules, we need to balance business needs with a good user experience. I designed a simplified process that uses a third-party API to verify users, which cuts down the number of steps they need to take.

Image Showing the fully the onbairding screens of dash app
Image Showing the fully the onbairding screens of dash app
Image Showing the fully the onbairding screens of dash app
Image Showing the fully the onbairding screens of dash app
Image Showing the fully the onbairding screens of dash app

Designing for trust


Designing for trust means clearly showing users the exchange rates and any extra fees at each step, without making it too complicated. I also redesigned the currency conversion process to make it easier for users to convert money from one currency to another

Image Showing the fully the Send money screens of dash app
Image Showing the fully the Send money screens of dash app
Image Showing the fully the Send money screens of dash app
Image Showing the fully the Send money screens of dash app

How did we do

How did we do

How did we do

This design led to Instant success

  • Over 48,000 new users joined the Dash platform, helping to boost user growth across Dash’s ecosystem and in the markets where Dash already operates

  • 23% increase in user engagement monthly on dash remittance app

  • 89% Task completion on every transaction that is initiated by Customers every month

This design led to Instant success

  • Over 48,000 new users joined the Dash platform, helping to boost user growth across Dash’s ecosystem and in the markets where Dash already operates

  • 23% increase in user engagement monthly on dash remittance app

  • 89% Task completion on every transaction that is initiated by Customers every month

This design led to Instant success:


  • Over 48,000 new users joined the Dash platform, helping to boost user growth across Dash’s ecosystem and in the markets where Dash already operates

  • 23% increase in user engagement monthly on dash remittance app

  • 89% Task completion on every transaction that is initiated by Customers every month

Key Learnings and Takeaways

Key Learnings and Takeaways

Key Learnings and Takeaways

  • Build for adoption: Building the MVP is just the first step make sure to optimise it for maximum

    user adoption afterward.


  • Cross - Functional Collaboration: Collaborating with both direct and indirect stakeholders makes me understand that

    Crafting seamless user experience especially in fintech space must align with the regulatory requirements


  • Feedback is Key: I gained insights into how early feedback from user testing can inform the design process.

  • Build for adoption: Building the MVP is just the first step make sure to optimise it for maximum

    user adoption afterward.


  • Cross - Functional Collaboration: Collaborating with both direct and indirect stakeholders makes me understand that

    Crafting seamless user experience especially in fintech space must align with the regulatory requirements


  • Feedback is Key: I gained insights into how early feedback from user testing can inform the design process.

  • Build for adoption: Building the MVP is just the first step make sure to optimise it for maximum

    user adoption afterward.


  • Cross - Functional Collaboration: Collaborating with both direct and indirect stakeholders makes me understand thatCrafting seamless user experience especially in fintech space must align with the regulatory requirements.


  • Feedback is Key: I gained insights into how early feedback from user testing can inform the design process.

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