Chib
UX/UIDetermining user drop-off preventions for a money transference platform.
Timeline
6 months
Role
Product Researcher
& Designer
Team
Scrum Agile
(1PM + 2PD + 4 Engineers)
Chib is a money transferring platform with over 2k registered users that assists people in sending remittance to family, with users sending money 3-4 times per month and transferring an average of $450 monthly.
*I was solely responsible for rework implementations, taking over the project from our previous MVP designer.
However, Chib’s site and app were severely underdeveloped, leading to various complaints and drop-off points for customers.
Reworks across web, mobile, and app platforms resulted in:
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An increase in displayed selling points on the site and app.
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A decrease in security complaints.
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Creation and iteration of missing screens and features.
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97 caught & fixed bug and design issues.
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Decrease in user drop-off.
1/5 Main goals
Goals going into this rework include reducing dropoff-rate, assessing design
errors, and discovering new buisiness opportunities
💼
Buisiness
1. Reduce user drop-off rate
2. Discover any additional missing features or screens that needed to be implemented to help Chib grow and compete with other businesses
3. Gain new financial insights
Buisiness
1. Reduce user drop-off rate
2. Discover any additional missing features or screens that needed to be implemented to help Chib grow and compete with other businesses
3. Gain new financial insights
🤗
User
1. Identify pain points in Chib’s onboarding & payment system
2. Address any design and engineering errors on Chib’s webpage and mobile adaptation
User
1. Identify pain points in Chib’s onboarding & payment system
2. Address any design and engineering errors on Chib’s webpage and mobile adaptation
2/5 Hypothesis & research
Initially, the MVP design team thought Chib's main issues were based around the onboarding process
So why did we conduct User Flow Testing?
a) To determine whether drop-off problems occurring during onboarding would also require modifications of the overall site architecture
b) To use as a jumping off point for more specific research methods needed to determine solutions for our pain point findings
3/5 User testing
User flow testing was conducted by walking 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 as I annotated their responses.
Procedure
Five users were instructed to walk through the web and mobile versions of our product and asked to provide intermittent feedback as I annotated their responses.
🌎
Demographic
For this procedure, we requested that our subjects were split evenly between 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 a hispanic/latino background. This is because Chib is primarily marketed toward young adults looking to send money to their parents from America to latin american countries.
Demographic
For this procedure, we requested that our subjects were split evenly between 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 a hispanic/latino background. This is because Chib is primarily marketed toward young adults looking to send money to their parents from America to latin american countries.
💡
While analyzing
Annotations, I ultimately realized drop-off points fell into a pattern of three main concerns, which I used to define our success criteria.
While analyzing
Annotations, I ultimately realized drop-off points fell into a pattern of three main concerns, which I used to define our success criteria.
4/5 Flow diagram
These user pain points were then documented in a user flow diagram, to see which screens & flows needed reworking
5/5 System design
Creating a cleaner, more robust system design to take into account new components and alligned visuals
Rework 1
1/2 Problem 1
“Why use Chib when I can use ___ instead?”
📌
Initial takeaway
Initial takeaway
Few incentives were provided to users to register with Chib over other platforms, particularly when viewing the landing page.
📄
Method used
User Interviews: I conducted three in-person interviews with employees from three different money transfer companies.
Method used
User Interviews: 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.
✅
Proposed design solutions
1. Implement competitor-heavy marketing / promotional info onto email rollouts and Chib’s landing page.
2. Creation of a comparison chart which allows users to cross reference Chib’s prices with our competitors.
Proposed design solutions
1. Implement competitor-heavy marketing / promotional info onto email rollouts and Chib’s landing page.
2. Creation of a comparison chart which allows users to cross reference Chib’s prices with our competitors.
2/2 Design reworks
Using email promotions and cross-referential charts to prove Chib can compete
Email creation was upped to keep users up to date on new promotional insights, such as (1) Periodic discounts
Email Promotions
(3) Helping users find the best exchange rates of the day, etc.
Cross-Referential Comparison Charts
This particular chart helps users better understand what their final transfer cost would be when using Stripe (Chib’s API of choice)
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.
Rework 2
1/2 Problem 2
“Why should I trust your product?”
📌
Initial takeaway
Initial takeaway
Our testing revealed at 44% of users expressed hesitancy trusting Chib, finding little to no information regarding Chib’s security measures.
📄
Method used
✦ QA Testing: I conducted quality assurance testing with an emphasis on minimizing user security breaches. In total, we caught over 110 errors this fall.
✦ UX Audit: A UX audit was performed to spot any site inconsistencies and design oversights pertaining to security, based on Nielsen’s 10 Usability Heuristics
Method used
✦ QA Testing: I conducted quality assurance testing with an emphasis on minimizing user security breaches. In total, we caught over 110 errors this fall.
✦ UX Audit: A UX audit was performed to spot any site inconsistencies and design oversights pertaining to security, based on Nielsen’s 10 Usability Heuristics
✅
Proposed design solutions
1. Implement informational info for users on security
2. Redesign transference systems with tightened safety measures.
Proposed design solutions
1. Implement informational info for users on security
2. Redesign transference systems with tightened safety measures.
2/2 Design reworks
Reworking security based flows and errors to gain user’s trust
Miscellaneous Errors
Renovation of general distorted images
Addressing general security bugs, such as this reference code error where users would accidentally receive compensation for not only their first recommendation, but all recommendations!
Repairs for nonfunctional features (such as on this screen, where the back button would often disappear under the banner).
Check Out Rework
Redesign to Chib’s check-out to display our security backers
Rework 3
1/2 Problem 3
“Isn’t there an easier way to complete a transfer?”
📌
Initial takeaway
Initial takeaway
Onboarding and transference processing were overly time consuming, which resulted in high rates of user dropoff
📄
Method used
Competitive Analysis & Testing: We analyzed 11 of our main competitors to assess various details and pros and cons of each site and their apps. This involved
Making accounts and documenting user journeys for each competitive platform, followed by site testing by conducting money transfers.
Method used
Competitive Analysis & Testing: We analyzed 11 of our main competitors to assess various details and pros and cons of each site and their apps. This involved
Making accounts and documenting user journeys for each competitive platform, followed by site testing by conducting money transfers.
✅
Proposed design solutions
1. Reduce steps in onboarding and transference pages
2. Keep these systems up to industry standard and include missing features/eliminate any unnecessary features
Proposed design solutions
1. Reduce steps in onboarding and transference pages
2. Keep these systems up to industry standard and include missing features/eliminate any unnecessary features
2/2 Design reworks
A swifter onboarding and activation experience for users
Onboarding & Transfer Reworks
Condensing our onboarding steps from 6 to 3
Condensing our activation steps from 7 to 3
Impact
As of March 2022, Chib has over 2,000 active users - each send money an average of 3-4 times a month and transfer roughly $450 monthly.
This project has since been bought by Coba, and I’ve been appointed lead/solo designer to expand the platform into what will become Solidify, a new version of Chib that includes more detailed integrations for B2B transfers.
Personal
I'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.
