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CONTENT

Overview

Primary Research

Secondary Research

Ideation

Wireframes

UI Design

Impact

Revamp the Ria Calculator to simplify the process, boost conversions, and improve usability and accessibility

MY ROLE

UX Design, UI Design

TEAM

1 Product Manager

TIMELINE

1 week

PROBLEM

The current Ria Money Transfer app misses key opportunities for user conversions, retention, and sales

THE SOLUTION

Identifying areas of improvement in the Ria Money Transfer calculator flow to increase conversions and sales

Jump to final designs

Jump to final designs

Jump to final designs

WHAT IS RIA MONEY TRANSFER?

A global remittance company that provides international money transfer services.

Ria offers multiple ways to transfer money, including:
- Cash pickup at Ria agent locations.
- Bank deposits directly into recipients' accounts.
- Mobile wallets for convenient digital transfers.
- Home delivery in select regions.

PRIMARY RESEARCH: REDDIT

Used Reddit to find out what users are currently using and what they value the most while sending money internationally

  • Wise, Xoom, Remitly stood out as strong competitors of Ria.

  • Users value exchange rate the most followed by delivery speed.

  • Users give preferences to platforms with lower transfer fee and appreciate transparency of transfer fee.

  • Tend to send money regularly to the same country

SECONDARY RESEARCH: COMPETITIVE ANALYSIS AND INSIGHTS

Analyze popular money transfer apps beyond Ria to understand user behavior

Wise

Transparent fee structure. Homepage UI may overwhelm new users. Exchange calculator boosts conversion, but complex UI could deter new users. More features for repeat users like 'Send again' button not present.

Remitly

Select a country upfront with Best rate displayed at top to compare exchange rates quickly. New user homepage has 'Get Started' button without instant value indication. Remitly focuses on repeat user engagement by defaulting to last transfer country, 'Send again' button, and list of recipients for quick transfers. Clicking 'Send again' autofills the calculator with previous amount, meeting user needs efficiently.

Xoom

Xoom focuses on user needs post-app download. They offer popular countries to choose from, possibly based on past data. The calculator lacks transparent fee details for the chosen payment method.

OPPORTUNITIES FOR RIA

Indentifying areas of improvement in the current Ria calculator flow

🤕 How can we optimize the homepage by providing valuable information, addressing user requirements, and boosting conversion rates?

🤕 How can we optimize this step to match a repeat user’s need of sending money to the same country?

🤕 How can we exchange rate the highest priority to quickly aid user in decision making?

🤕 How can we prioritize user transparency?

🤕 How can we create additional value for repeat users who send money to the same countries or a repeat user who sends money to more than one different countries?(additional edge case)

REDESIGN GOALS

Redesign goals and improvement opportunities (iOS device)

Optimize usage of home screen for the first time user

  • Give users the information they need to make decision

  • More conversions

Make it easier for repeat users to send money

  • Send again button for most recent transactions

  • Save recipients on the homepage

  • For users sending money to more than one country, add a quick overview of exchange rate at top

Enhance usability and accessibility of calculator

  • Transparent fee structure

  • Clear distinction between delivery and payment method along with their fee

WIREFRAMING

Homepage exploration - First time user only

❌ Option 1

❌ Option 2

✅ Option 3

Homepage exploration - Repeat user

✅ Sends money to one country

❌ Sends to > 1 country - Option 1

✅ Sends to > 1 country - Option 2

Calculator exploration

VISUAL DESIGN

Homepage - First time and repeat users

Homepage - New user

Homepage - Repeat user (1 country)

Homepage - Repeat user ( > 1 country)

Calculator - New user and repeat user

Calculator - New user

Calculator - Repeat user

Additional screens

Select payment method

Select receiving method

Transparent fee breakdown

IMPACT (NOT MEASURED YET)

The success of the design would depend on the following metrics

Increase in conversions for first time user

Increase in repeat user engagement

Increase in sales

Abandonment rates after calculation