EbonFX Website and App
UX/UI
Project Overview
I was UX Designer and Project Manager of a team of 25, with 6 weeks for the project, including the build of a high-fidelity prototype. We were tasked with redesigning the EbonFX sign-up journey, user portal and website in a six-week design sprint. My role was project management, client liaison and UX research.
Product
Website and App
Objective
1. To create an intuitive platform that inspires trust and confidence, through secure payments and competitive rates.
2. To develop an efficient sign-up user flow with a focus on Electronic Know Your Customer (EKYC), to increase new customer conversion rates.
3. To refine the current EbonFX user dashboard, so users can easily organise current and future International Money Transfers (IMTs).
Design Process
I was Project Manager with one other teammate. We had a large design group of 25 people, and six weeks to deliver the project. We quickly divided tasks up into smaller groups of five. The client was in quite a cluttered market, with some well-established competitors. Previously known as Compass Global Markets, they had strong B2B relationships within Australia.
In week one, we met with the client and ran through the project brief. Post-meeting, we wrote a project scope and defined the target audience, assumptions, constraints of the project and what we delivering.
We refined out problem statement to:
SME’s who need to send money overseas want a safe and trusted solution to transfer funds to overseas beneficiaries. It must satisfy their need for cost-effectiveness, efficiency, and security.
As a team, we completed:
Secondary Research of 18 articles and case studies
Four interviews with business owners and FX users
24 surveys
Competitor analysis of 13 direct and indirect competitiors
User testing of 16 Personal and SME FX users
I worked on the competitor analysis team, studying direct competitors such as Convera and PayPal.
Key Insights
Setting up an account is challenging, time consuming and feels like they have to disclose a lot of personal sensitive information
Users need to know the status of the transaction and where their money is when doing an IMT
They want to speak to a human when there’s issues
Data security is integral
They want transparency in costs
Users highly value a personal account manager or agent
How might we
Design a streamlined platform that builds trust, and empowers users to make safe and secure international money transfers?
Pain Points
Setting up an account is challenging
"Sign up is tedious and pointless. They want all the financial info on me, but I'm the one taking financial risk. You've got to ask relevant questions - but it's got to be cognisant to the risk."
"With Wise, I was disappointed at first. I don't want to say difficult, but it was not easy. Lots of steps to transfer and for the business account, they have to verify so many things. It takes a while."
"I know if there's an issue, there's someone I can call to discuss who will sort it out."
“More opportunities, as we only had the chance to experience one field of work”
Users want to speak to someone when there are issues
"It took me three business days for them to respond. Wise is very hard to be contacted."
Users want transparency
"Banks are full of hidden costs and I like everything to be transparent and upfront."
Results
The entire team were exceptionally professional in all working sessions and provided a very thorough summary of results. Working with the team was effortless, and best of all, the team really did listen to our challenges as a business and trying to infiltrate the Foreign Exchange market against other existing giants in the space. The research and summary of the findings from the team was outstanding, from data analysis to design and presentation. If you are looking for quality individuals or a collaborate group, I highly recommend them."
Johnny Phan, EbonFX Chief Innovation Officer