Surveyed customers couldn’t see a difference between one outlet and another. Many outlets operate in specific ethnic communities and use that community familiarity to ensure a monopoly of choice.This could be very expensive for a low-income household. Transaction fees lacked a fixed rate and varied between 3-8% of the funds sent.Customers would often take time off work just to send money home. Operating hours didn’t match customers' working hours, as most worked in caregiving industries outside the typical 9-5work cycle.Customers would drive miles away, often in undesirable neighborhoods, to save pennies on the dollar compared to a more convenient location.Physical storefronts in inconvenient locations:.Like our CEO, surveyed customers cited the following pain points: Boots-on-the-ground marketing played a substantial role in getting people to consider a digital option before being enlisted for beta testing later. The Insights The challenge was building trust in a digital solution with a target market that was less tech-savvy. By this point, I pivoted my attention to corporate branding and VC presentations. In anticipation of regulatory and financial approval, development of the backend architecture was started with frontend development starting after completion. This prototype helped seed funds from potential investors and VCs for app production. A Prototype To Sell Through I designed and executed a user journey as an animated prototype that walked you through step-by-step what the user would experience from initial login steps to completing a transaction and returning to the main dashboard. As researched showed our target market was predominantly Android users. When it came to interface design, we opted to design for the Android platform. Ultimately this was key in the perceived value and perception of the company. By adding animations to the DNA of the app, the user experience was more enriched than your average corporate inspired banking app. I designed the experience to be simple to navigate with a light, and airy layout used typography that was clear to read and incorporated fluidity between pages, popup windows and prompts inspired by the Google HIG approach. The Approach Keep It Simple Banking apps tend to be quite challenging to navigate even for the savviest of users, so to ensure a positive adoption and retention by our customers. So, we set out to find a digital solution to solve all of these pain points - making sending money abroad cheaper, reliable, and more efficient with one’s time. Surveyed customers would argue that the pain points were simply “…a reasonable annoyance…” if it meant the safety and prosperity of their family back home. Moreover, the desperateness of a community. Physical storefronts in inconvenient locations. Along the way, he discovered significant flaws in the service currently provided. Our CEO has routinely sent money home to family members because of his Philippine roots. The inspiration behind Horizon direct starts at the brand's roots. The Challenge Disrupt The Remittance Industry Roughly 10% of the Philippines' GDP is made up of money sent from citizens abroad, with $2.2B coming from Canada alone (2014). I mentored 2 younger designers from a local college on designing for a startup fintech company.ġ.Digital systems design (UI/UX technical documentation).Layout and interactive prototypes were created using Adobe After Effects (this was pre-Adobe XD).I was responsible for UI/UX, branding, and marketing design – I coordinated with the Director of Marketing on deliverables.I applied Google’s HIG (Human Interface Guidelines) for the user interface design.Worked with 2 designers, 1 developer, 1 Director of Marketing daily.I led the research and design of UI/UX of the digital remittance app.We listened to our user insights and delivered a system that addressed pain points, optimized a process, and brought the trust of fintech to a demographic that was wary of technology. Their customers–our users–required something more reasonable in the 21st century. The traditional brick-and-mortar businesses used antiquated and expensive processes to move money, with little transparency or assurance. Armed with Google's HIG as a guideline, I designed an inviting and robust system that was easy to navigate and master. It's usually the case when the product design lacks a design-first approach. The users needed an always-open solution for remitting funds to their loved ones in the Philippines, so I designed a mobile app from the ground up, working with strategists, developers, and comprehensive user data to understand the roadblocks and goals to deliver a user-friendly service.įinancial apps can be complicated, clunky, and intimidating.
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