Opportunity
Capturing revenue from existing behavior
We needed to start with a single country, whereas our competitors had multiple countries
Improving retention
We needed to start with a single country, whereas our competitors had multiple countries
60% users want this
From a product survey that we sent out to our users
Users are already doing this
This was an activity that happened with our user base, but with external vendors
$98 per user per year
If users send remittances from within the platform, then we can make up to $98 per user per year
Contributions
Feature scoping
Determined the feature flags for the v1 with the understandings of the complexity of the project
Vendor and internal collaboration
Worked directly with technical vendor, backend engineers, and parsed through the API docs to think through the user flow
Market analysis
Did a “teardown” ux and product analysis of all relevant competitor products
Designs
Designed the user experience and individual UIs
My market analysis
Reviewed 12 remittance products that our target users have transferred money through
Wrote the PRD for the feature flags in v1. This was reviewed with the wider team for feedback.
As part of the design process, the first pass of the design was shared with the wider team for feedback.
Challenges
Limited launch
We needed to start with a single country, whereas our competitors had multiple countries
Lack of vendor clarity
The API doc was outdated and we needed to simulate transfers to clarify missing pieces, which came up once the user flow was designed in higher fidelity
User trust
Users need to feel well informed and safe about the process of their money transfer
Revenue vs Retention
Finding a balance between having financially incentivizing users to use our product and not setting expectations for the price point
First time users
The first time users enter the flow, they need to enter basic information for the transfer. The design integrates this experience into the transfer to simplify the experience.
Returning users — streamlined flow
Once users have already created their first transfer, their contacts are stored inside the product and can be used for the future. This simplifies the transfer.
Increasing user trust
In different parts of the flow. we added highlights and communication to make sure that users are inputting the right information and have the right expectations.
Learnings
This feature is still under build, and should be live by March 2024.
The biggest learning from this project is the limitations of an API and how much communication is needed to understand the infrastructure of the backend.