.svg)
.png)
Seampay is committed to revolutionizing the fintech landscape in Africa by creating payment experiences that are seamless, inclusive, simple, and delightful.
In pursuit of this mission, we embarked on a journey to Improve on our payment mobile app. This was driven by the goal of not only improving existing features but also introducing new functionalities to better serve the unique needs of the African market
Team/Role
I worked as the sole designer alongside the team lead, CEO and engineers to strategize and iterate through this process
Timeline
12 weeks
June 2022
Industry: Fintech
Scope
Mobile app redesign
Problem
The problem facing Seampay is the need to optimize the KYC verification process, enhance app navigation and user experience, and strategically introduce new features to improve user satisfaction and competitive positioning.
We had different data sources for this process. First we set up surveys and calls with some of our active users to learn their pain points first hand, and then we analysed the complaints we got through our social media and in-app support/feedback channels. We also tracked user activities with Google analytics and mixpanel to gain insights on critical drop-off points, click-through rates, session durations, etc
The UX audits, tests, and research served as a foundation for our decision-making, so we narrowed down our objectives:
25% to 40% of reviews on both Play Store and App Store highlighted issues related to bugs and the failure of certain functionalities within the app.
* While this issue isn't related to design, we implemented various error states to provide guidance to users if they encounter similar errors in the future
23% requested to be able to store multiple currenciesand convert cryptocurrency (cash-crypto)
* Allow crypto, stocks purchase to increase the app's robustness and efficiency
20% of users mentioned concerns about data privacy and security of trusting an app with certain amounts of money
* Include crypto and stocks purchase increase the app's robustness and customer satisfaction
- 18% of users have reported frustration with a cumbersome and unclear KYC verification process.
- 25% dropped of during KYC Verification.
* Significantly simplify and reduce the drop-off rate on the KYC verification process
24% talked about navigation and user experience, not finding certain it easy to figure out transfer process, savings and others
* Improved on ease of use and significantly made it easier to navigate within the app
8% felt that the app lacked a user-friendly tutorial for new users.
* Introduced guided to onboard new users
9% that they couldn't easily track their transaction history and wanted more detailed financial analytics and insights within the app.
* Introduced spending analytics and moved the transaction history to home page
- Approx. 70% of users have expressed a strong desire for a dark-themed interface to improve their visual experience
* Designed a dark themed version of the app
After which we defined objectives and high-level scope of work. Once we had enough requirements to start the first sprint, we set up a team of 3 engineers, a manager with me as the lead designer.
I created a quick IA to show a breakdown of the objectives we'd set up before jumping to figma for the hifi design
The initial onboarding had longer forms and longer steps. We improved user experience by simplifying lengthy forms, providing clear instructions, and adding a 'help' icon for assistance for users who may encounter difficulties during onboarding
.png)
While we couldn't eliminate certain KYC processes due to regulatory requirements, we Improved on them by offering users the option to provide feedback during verification, offering live chat Support, providing detailed step-by-step instructions, and breaking down the steps involved.
Some other things we accounted for :
- Allowing users to capture and upload documents directly from their devices, eliminating the need for third-party scanning or photo editing apps
- real-time document validation to provide immediate feedback to users on document quality and compliance, to reduce errors and rejection rate.
The homepage was revamped into a timeline format to seamlessly integrate our new features. This also includes tracking analytics for monitoring cash inflow and outflow directly from the homepage.
.png)
Seamcash balance are perks, bonuses and cashback percentages awarded to users for specific transactions. The wallet page was redesigned to enable users seamlessly manage account balances, rewards, and transaction histories, and all things money
.png)
For the profile page, I provided clear options for privacy settings, data management, and user customization, making it easier for users to control their profiles and account activities
We also gave an option for users to close their account to instilling trust that users have the freedom to leave the service when they choose, which can ultimately lead to fewer accounts being abandoned due to frustration or dissatisfaction, as users feel they have an exit strategy if needed.
.png)
.png)
.png)
The introduction of the dark theme, driven by numerous user requests, aims to enhance the overall visual experience, align with design trends, reduce glare, improve readability in low-light conditions, and, in addition, promote inclusivity and accessibility for individuals with visual sensitivities while reducing eye strain for all users.
.png)
After launch, we saw an increase in google playstore ratings from ⭐️ 3.0 - ⭐️ 3.7 after series of tests , and a visible decrease in drop off rates. More users were returning to the app.
Carefully sweating the details in pixel perfection, leaving nothing up for ambiguity, I designed for each OS (android and iOS) uniquely adhering to their design systems and guidelines
