CHIB ︎
Determining user drop-off solutions for amoney transference platform
Chib is a money transference platform with over 20k+ registered users, assisting people in sending remittance to family, with users sending money 3-4 times per month and transferring an average of $450 monthly.
Metrics
As a result of my design iterations and implementations,
we noticed the following performance increases:
Metrics
As a result of my design iterations and implementations,
we noticed the following performance increases:
30% ︎︎︎ in user aquisition
93% ︎︎︎ improvement in app score ratings
44% ︎︎︎ in registration completion
50% ︎︎︎ in onboarding speed
42% ︎︎︎ in card activation speed
93% ︎︎︎ improvement in app score ratings
44% ︎︎︎ in registration completion
50% ︎︎︎ in onboarding speed
42% ︎︎︎ in card activation speed
Problem
It was clear that it was time for us to expand Chib to include a new messaging system that could attend to common user requests and queries.
Resolving user drop-off
Chib’s site and app were severely underdeveloped, leading to various complaints and drop-off points for customers.It was clear that it was time for us to expand Chib to include a new messaging system that could attend to common user requests and queries.
“How do we pinpoint and reduce user drop-off rates across multiple pages?”
Solution
Chib reworks were made to discover and design for
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Simplifying the money transference process, from onboarding to checkout
Chib reworks were made to discover and design for
01 Onboarding & Registration
02 Marketing Approaches
03 Money Transferences
03 Money Transferences
04 Checkout Solutions
Going beyond to deliver seamless fintech experiences,
Available on iOS, web, and mobile.
Main Goals
Goals going into this rework include reducing dropoff-rate, assessing design solutions, and discovering new buisiness opportunities
Goals going into this rework include reducing dropoff-rate, assessing design solutions, and discovering new buisiness opportunities
Business needs
01
02
03
01
Reduce user drop-off rate.
02
Discover any additional missing
features
or screens that needed to be implemented
to help Chib grow and compete with other
businesses.
or screens that needed to be implemented
to help Chib grow and compete with other
businesses.
03
Gain new financial insights.
User needs
01
02
01
Identify pain points in Chib’s onboarding
& payment system.
& payment system.
02
Address any design and engineering
errors on Chib’s webpage and mobile
adaptation.
errors on Chib’s webpage and mobile
adaptation.
Initially, the MVP design team
thought Chib's drop-off issues
were based around the
onboarding process,
Initially, the MVP design team
thought Chib's drop-off issues
were based around the
onboarding process,
A hypothesis
So why did we conduct User Flow Testing?
So why did we conduct User Flow Testing?
01
To determine whether drop-off problems occurring during onboarding would also require modifications of the overall site architecture.
02
To use as a jumping off point for more specific research methods needed to determine solutions for our pain point findings.
To determine whether drop-off problems occurring during onboarding would also require modifications of the overall site architecture.
02
To use as a jumping off point for more specific research methods needed to determine solutions for our pain point findings.
User TestingUser flow testing was conducted by walking
users
through the platform and categorizing
common complaints
User flow testing was conducted by walking
users through the platform and categorizing
common complaints
users through the platform and categorizing
common complaints
📋
Procedure
Five users were instructed to walk through the web and mobile versions of our product and asked to provide intermittent feedback.
🌎
Demographic
Demographic
Participants were split evenly by gender.
Ages were also evenly split between the categories of either young to late adult (18 - 35) and late adulthood (45 - 64), with an even disbursement.
Participants were also requested to be of an international background. This is because Chib is primarily marketed toward young adults looking to send money to their parents from America to international countries.
💡
While analyzing
While analyzing
I realized drop-off points fell into a pattern of three main concerns, which I used to define our success criteria.
digital architecture
Flow diagram
These user pain points were then documented in a user flow diagram, to see which screens & flows needed reworking.
This also helped us track exactly where each type of issue most promimently occured along the user journey.
Our three main pain points included security based issues, QA + usability based issues, and marketing based issues.
system design
UI
Following guidelines
Creating a cleaner, more robust system design to take into account new components and alligned visuals.
Sticking to Chib’s initial branding by following guidelines for implementing and polishing new and existing colors, icons, typography sizes, and elements.
Sticking to Chib’s initial branding by following guidelines for implementing and polishing new and existing colors, icons, typography sizes, and elements.
Elements of Chib’s Branding
Reworks ︎
Problem 1
“Why use Chib when I can use ___ instead?”
“Why use Chib when I can use ___ instead?”
Problem ︎︎︎
Few incentives were provided to users to register with Chib over other platforms, particularly when viewing the landing page.
User Interviews
I conducted three in-person interviews with employees from three different money transfer companies.
I conducted three in-person interviews with employees from three different money transfer companies.
Why?
Interviews were necessary to gather the more confidential competitive financial information required for our chart & landing redesign that could not be attained through white paper research alone.
Interviews were necessary to gather the more confidential competitive financial information required for our chart & landing redesign that could not be attained through white paper research alone.
︎︎︎ Method Used
DESIGN
DESIGN
DESIGN
︎︎︎
30% ︎︎︎ in overall user aquision
Through e-mail reworks and cross referential chart designs to prove Chib can compete
30% ︎︎︎ in overall user aquision
Through e-mail reworks and cross referential chart designs to prove Chib can compete
Email campaigns were updated to include inform new promotional insights, such as periodic discounts and best exchange rates of the day
︎︎︎
︎︎︎
This chart serves as an interactive method for users to view Chib’s exchange rate in live time as it fluctuates, and compare it with the exchange rate of other international money transfer companies.
This particular chart helps users better understand what their final transfer cost would be when using Stripe (Chib’s API of choice).
Problem 3
“Why should I trust your product?”
“Why should I trust your product?”
Problem ︎︎︎
Our testing revealed at 44% of users expressed hesitancy trusting Chib, finding little to no information regarding Chib’s security measures.
QA Audits
I conducted quality assurance testing and UX audits with an emphasis on minimizing user security breaches. In total, we caught over 110 errors this fall.
Why?
QA and UX audits were performed to spot any site inconsistencies and design oversights pertaining to security, with emphasis on Nielsen’s 10 Usability Heuristics.
︎︎︎ Method Used
DESIGN
DESIGN
︎︎︎
100+ ︎︎︎ audit error reworks
Reworking security based flows and engineering errors to gain user’s trust
Redesign to Chib’s check-out to display our security backers
︎︎︎
![]()
![]()
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Adding downloading options, movement types,
and other filters that help transfers feel less vague
︎︎︎
![]()
100+ ︎︎︎ audit error reworks
Reworking security based flows and engineering errors to gain user’s trust
Redesign to Chib’s check-out to display our security backers
︎︎︎
︎︎︎
Adding downloading options, movement types,
and other filters that help transfers feel less vague
︎︎︎
and other filters that help transfers feel less vague
︎︎︎
Problem 3
“Isn’t there an easier way to complete a transfer?”
“Isn’t there an easier way to complete a transfer?”
Problem ︎︎︎
Onboarding and transference processing were overly time consuming, which resulted in high rates of user dropoff.
Competitive Analysis
We analyzed 11 of our main competitors to assess various details and pros and cons of each site and their apps.
Why?
This allows us to reduce steps in onboarding and transference pages, as well as keep up with industry standards by removing and adding necessary features.
︎︎︎ Method Used
DESIGN
︎︎︎DESIGN
44% ︎︎︎ in registration completion
By shortening onboarding and activation times
Condensing onboarding steps by 50%, from 6 to 3
︎︎︎
︎︎︎
Condensing activation steps by 42%, from 7 to 3
︎︎︎
︎︎︎
Takeaways
30% ︎︎︎ in user aquisition
93% ︎︎︎ improvement in app ratings
44% ︎︎︎ in registration completion
50% ︎︎︎ in onboarding speed
42% ︎︎︎ in card activation speed
Impact
30% ︎︎︎ in user aquisition
93% ︎︎︎ improvement in app ratings
44% ︎︎︎ in registration completion
50% ︎︎︎ in onboarding speed
42% ︎︎︎ in card activation speed
Personal︎
After LaunchI'm so grateful to everyone on our team for being such communicative and talented collaborators throughout the entire process. There could be no room for error when it came time to upload new updates to production (as we were dealing with delicate transfers), and I feel this project made me a more diligent designer and researcher, specifically in the niche of financial security and international transference processing.
1 Steph believes in keeping tech design accessable and transparent, so if you have any questions regarding any designs, just send an email and I’ll be sure to get back to you!
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THANKS FOR READING
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