XCel Payment App Redesign
Independently redesigned the XCel mobile payment app with a strong focus on UX improvement and user engagement, resulting in a 81% increase in daily active users. The goal was to ensure that users who downloaded the app actively engaged with it and were retained as recurring users.
Problem context
The initial launch of the XCel mobile payment app in the UK in December 2019 failed to meet user engagement expectations, leading to a significantly low number of daily active users. User feedback indicated that the application’s interface and overall user experience were subpar compared to existing mobile payment apps, resulting in poor user retention and engagement.
XCel app was underperforming resulting in poor user retention and low number of daily active users.
This necessitated a redesign to improve usability, enhance engagement, and increase the number of active, recurring users.
Goal
The primary goal of the XCel mobile payment app redesign was to
Significantly enhance the user experience and interface, making it more competitive and user-friendly compared to existing mobile payment applications.
Increase user engagement, retention, and daily active users by addressing the identified issues in the app's current design.
Through a comprehensive redesign focusing on UX improvements, the aim was to create a seamless, intuitive, and aesthetically pleasing interface that encourages users to actively use and rely on the app for their financial transactions.
Outcome
The complete redesign of the iOS and Android mobile applications included the integration of additional value-based features aimed at user retention, as identified during user research and a merchant application for businesses to enable bulk payments. This redesign resulted in:
81% increase in daily active users: The new user experience and improved interface significantly boosted user engagement, encouraging more frequent use of the app.
63% decrease in drop-off at onboarding: Enhancements to the onboarding process made it more intuitive and user-friendly, reducing the initial abandonment rate and ensuring a smoother introduction to the app's features.
View on App Store
Digging deeper into data
Understanding user pain points and business needs
Before initiating the redesign, I needed to understand in-depth why the current app design was underperforming based on user experience. To achieve this:
Collaboration with Leadership: I worked closely with the director of products to understand the business requirements and objectives for the app. This collaboration ensured that the redesign would align with the overall business goals and address key pain points.
User Activity Analysis: I utilized the Google Analytics dashboard to observe trends in user activities over several days. This analysis provided insights into user behavior from app discovery through to drop-off points, highlighting areas where users were experiencing friction or disengagement.
This comprehensive approach allowed me to pinpoint specific issues within the app and set a clear direction for the redesign efforts.
Findings
Users were 3x more likely to continue using the app if there was some type of investment that makes the app more beneficial to them in their everyday life.
72%
of users who downloaded the app dropped off during the onboarding process,
<10%
Less than 10% of the total users were active daily, highlighting a significant engagement issue.
43%
bounce rate, with the majority of these bounces occurring during the funds transfer process
80%
of users reported that the app’s interface felt cluttered and lacked clarity, making it difficult to navigate
Insights
Categorized the insights uncovered from user research and the app user experience audit into themes. These themes drove decisions in redesigning the UX and UI of the app.
Solutioning & Iterating
Design Iterations and rationale
4 major improvements and 1 feature introduction were made to the overall app design
Based on the findings and insights gathered from research and user interviews, I implemented four significant improvements to the app's design and introduced a new feature designed to enhance the app's overall value and user experience.
Simplified onboarding process:
Rationale
Users wanted clarity and predictability right from the start. The onboarding process was streamlined to ensure users quickly understood the app’s functionalities and could manage their expectations without confusion. This addressed the "Don’t Make Me Guess" theme.
Changes
Reduced the number of steps in the onboarding process, incorporated clear and concise instructions, and added visual cues to guide users through each step.
Used progress bar to help re-assure users and set expectations. That way, users know how much information has been collected and how much more is likely needed. They can also know where they are, in the onboarding journey.
Enhanced discoverability: show value upfront
Rationale
Users found it challenging to locate important features, leading to frustration. The redesign focused on making the most critical tasks and features easily accessible, addressing the "Discoverability" theme. A clean, intuitive home design was adopted to improve usability and overall aesthetic appeal, while retaining some familiarity to reduce cognitive load with new design changes.
Changes
Implemented a more intuitive navigation system, used prominent icons and labels for key features, and reorganized the layout to prioritize essential functions.
Simplified the visual design, reduced unnecessary elements, and used a consistent color scheme and typography to create a cohesive look and feel.
Enhanced task flow for transfers
Changes
Added exchange rate value for transparency. This would help users anticipate the total value to be deposited to the recipient’s account.
Showed the transaction charges early on so users can have the autonomy in deciding if to continue the transaction based on available balance or otherwise.
New feature: Pots and improved page UI
Rationale
Users indicated that having investment options within the app would increase their likelihood of continued use. This feature was introduced to add ongoing value and attraction.
Changes
Integrated a piggy savings module where users can save towards a goal individually or as a part of a group, and manage savings goals, providing them with a reason to regularly engage with the app beyond basic financial transactions.
Improved the UI of the more page to accommodate and help users discover new features.
Used banners to also notify users of new features added to the application.
Results after redesign showed:
80% of users who downloaded the app and started the onboarding journey, made it to the app’s homepage
13% bounce rate and mostly for funds transfer and pots
Reflection & Learnings
This project was my first solo design from research to delivery. It provided the opportunity to work closely with the C-suite executives and present ideas, enhancing my collaboration and communication skills, and reinforcing the importance of cross-functional teamwork in achieving successful outcomes.
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