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Xend Finance - A Crypto Currency Bank

How we increase user acquisition through the redesign of Xend finance

mobile app

Image Showing the screens of Xend app
Image Showing the screens of Xend app

Background

Xend Finance is a global Crypto Platform, with an open Web3 infrastructure. Xend Finance is using the power of

decentralised finance (DeFi) to build a digital bank. Xend aimed to evolve from a simple wallet app with over 500,000

users into a full digital bank powered by crypto.

My Role

As part of the core team, I helped redesign their mobile platforms to solve user pain points and deliver a smoother,. M y role involves reviewing the current design and working closely with the team to understand any technical limitations. The goal is to create a new interface that solves the problem while taking the existing codebase into account avoiding a complete backend infrastructure overhaul due to our tight timeline

As part of the core team, I helped redesign their mobile platforms to solve user pain points and deliver a smoother,. M y role involves reviewing the current design and working closely with the team to understand any technical limitations. The goal is to create a new interface that solves the problem while taking the existing codebase into account avoiding a complete backend infrastructure overhaul due to our tight timeline

As part of the core team, I helped redesign their mobile platforms to solve user pain points and deliver a smoother,. M y role involves reviewing the current design and working closely with the team to understand any technical limitations. The goal is to create a new interface that solves the problem while taking the existing codebase into account avoiding a complete backend infrastructure overhaul due to our tight timeline

The Impact

  • 29% increase in Monthly sign up compared to the previous design

    89% Reduction in failed transactions

  • 30% reduction in Customer support Tickets

  • 29% increase in Monthly sign up compared to the previous design

    89% Reduction in failed transactions

  • 30% reduction in Customer support Tickets

  • 29% increase in Monthly sign up compared to the previous design


  • 89% Reduction in failed transactions


  • 30% reduction in Customer support Tickets

Understanding the Problem

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: The team needed a redesign that maintained the existing code architecture due to limited time and increasing code complexity.

The business stakeholders: This team prioritised timely delivery without compromising requirements, but the heavy engineering workload and frequent requests created bottlenecks that affected turnaround time.

Data from analytics tools: This shoes that key business issue is the "lengthy process," which accounts for 26.2% of support tickets. Analytics reveal that 27% of users drop off during onboarding and 18% abandon the app during the funding process.

How do our user feel?

I conducted usability interviews where users navigated both the old and current wallet screens to complete key tasks. The goal was to assess task completion and identify areas of difficulty through observation.

User Quotes



"Why do I have to type my bank name, why is it not loading the bank by default when i enter my account number"


"On this page there are so many things to do I find it difficult to easily understand to all this action, I just want to fund my account"


"Why is this signup process  lengthy, Do I have to fill all this to use this app"

I conducted usability interviews where users navigated both the old and current wallet screens to complete key tasks. The goal was to assess task completion and identify areas of difficulty through observation.

User Quotes



"Why do I have to type my bank name, why is it not loading the bank by default when i enter my account number"


"On this page there are so many things to do I find it difficult to easily understand to all this action, I just want to fund my account"


"Why is this signup process  lengthy, Do I have to fill all this to use this app"

Design Approach

Before diving into design i proposed solution on how to achieve this redesign, collaborate with PMS to set up KPI to measure the success of this redesign

The Goal of the Projects includes

  • 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 perform task and increase Task Completion Rate.

What did we ship

Multi-stage onboarding and verification


One of the key pieces of feedback we received during design workshops and user interviews was that the signup and onboarding process felt too lengthy. To address this, I streamlined the flow into a multi-step process separating signup from verification. Clear taglines and helpful microcopy guided users through the experience, allowing quick registration without immediate identity verification. This approach ultimately reduced drop-off rates and improved user acquisition.

Multi-stage onboarding and verification


One of the key pieces of feedback we received during design workshops and user interviews was that the signup and onboarding process felt too lengthy. To address this, I streamlined the flow into a multi-step process separating signup from verification. Clear taglines and helpful microcopy guided users through the experience, allowing quick registration without immediate identity verification. This approach ultimately reduced drop-off rates and improved user acquisition.

Multi-stage onboarding and verification


One of the key pieces of feedback we received during design workshops and user interviews was that the signup and onboarding process felt too lengthy. To address this, I streamlined the flow into a multi-step process separating signup from verification. Clear taglines and helpful microcopy guided users through the experience, allowing quick registration without immediate identity verification. This approach ultimately reduced drop-off rates and improved user acquisition.

Image Showing the screens the designed before redesign
Image Showing the screens the designed After redesign

Before redesign

After redesign

After redesign

New Verification


The banking and fintech sector operates under strict regulatory requirements. To ensure compliance with federal laws,
 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

Image showing the Verification flows of Xend APP
Image showing the Verification flows of Xend APP
Image showing the Verification flows of Xend APP

Services


We expanded our service offerings by partnering with multiple service providers, enabling users to conveniently pay for a variety of services including cable, airtime, data, and more directly within the app. Additionally, we integrated an in-app chat feature that was absent from the previous design, enhancing user communication and accessibility.

Image showing the Verification flows of other screens of Xend APP
Image showing the Verification flows of other screens of Xend APP
Image showing the Verification flows of other screens of Xend APP

How did we do

The product's success was evaluated using predefined metrics established at the project's inception. We conducted a comprehensive comparison against the initial UX audit and goals


  • 29% increase a new Signups customer increasing acquisition

  • 89% reduction in failed transactions failed Transactions

  • Reduce CH support workload by reducing Support Tickets by 30%

  • 41% decrease in drop-off rate during Onboarding

  • Improved Task Completion across all core flows

The product's success was evaluated using predefined metrics established at the project's inception. We conducted a comprehensive comparison against the initial UX audit and goals


  • 29% increase a new Signups customer increasing acquisition


  • 89% reduction in failed transactions failed Transactions


  • Reduce CH support workload by reducing Support Tickets by 30%


  • 41% decrease in drop-off rate during Onboarding


  • Improved Task Completion across all core flows

The product's success was evaluated using predefined metrics established at the project's inception. We conducted a comprehensive comparison against the initial UX audit and goals


  • 29% increase a new Signups customer increasing acquisition

  • 89% reduction in failed transactions failed Transactions

  • Reduce CH support workload by reducing Support Tickets by 30%

  • 41% decrease in drop-off rate during Onboarding

  • Improved Task Completion across all core flows

Key Learnings and Takeaways

  • UX Improvement: Small UX improvements can drive big adoption gains, even without significant changes in the backend codes

  • Collaboration: Early collaboration with devs helped balance design vision and technical constraints

  • Feedback is Key: Designing for Web3 requires simplification without compromising security

  • UX Improvement: Small UX improvements can drive big adoption gains, even without significant changes in the backend codes

  • Collaboration: Early collaboration with devs helped balance design vision and technical constraints

  • Feedback is Key: Designing for Web3 requires simplification without compromising security

  • UX Improvement: Small UX improvements can drive big adoption gains, even without significant changes in the backend codes

  • Collaboration: Early collaboration with devs helped balance design vision and technical constraints

  • Feedback is Key: Designing for Web3 requires simplification without compromising security

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