User-centric design for a seamless remittance experience
TransferGo
International money transfer Mobile and Web app UX UI design
The Background and Context
TransferGo is a digital remittance service catering to over 2 million users, primarily UK-based immigrants sending money home. Known for fast transfers (under 30 minutes), excellent customer support, and competitive exchange rates, the platform required enhancements to drive user acquisition, activation, and retention across web and mobile platforms.
The Problem
Despite its strong positioning, TransferGo faced key UX/UI challenges:
Low registration conversion rates
on the LOE (logged-out experience) marketing website due to unclear messaging and call-to-actions.
Drop-offs in onboarding and KYC flows
affecting activation rates and user engagement.
Inconsistent UX across Android, iOS, and web
leading to usability issues and inefficiencies in scaling new features.
Objective
The project aimed to:
Redesign the LOE marketing website using A/B testing insights to optimise conversion rates.
Improve activation and onboarding flows to increase customer retention.
Ensure cross-platform UX consistency for seamless user interactions.
Phase 1
Understanding the Users
After conducting extensive research and evaluations, the following key insights were derived from user feedback and analysis:
- Users need clearer transfer fee transparency to feel confident in completing transactions.
- Strategic placement of call-to-action (CTA) elements significantly impacts registration conversions.
- Personalised notifications, referral incentives, and optimised UI flows improve activation and retention rates.
User pain points
Users struggled with confusing onboarding steps, lack of transparency in transfer fees, and inconsistent experiences across devices.
What users needed
A clear, engaging, and frictionless experience, with transparent pricing, intuitive onboarding, and optimised transaction flows.
Research methods included:
A/B testing
Homepage CTA positioning increased registration conversions by up to 32% in variant tests
Displaying “Guaranteed Amount” in the booking funnel improved conversion rates by 76%
UI changes in verification steps reduced drop-offs by 10%
Usability testing
Android P2P money transfer testing revealed confusion over recipient selection and CTA responsiveness
Web usability tests indicated that SMS collection with sender name increased trust and ease of use
Competitor benchmarking
Compared user journeys with TransferWise, Revolut, and PayPal, focusing on fee visibility, transaction speed, and onboarding efficiency.
Phase 2
Combining the Insights
Based on research findings, we prioritised data-driven strategies to enhance the user experience:
- Homepage CTA and content restructuring: Improved user flow based on heatmap and A/B testing data.
- Onboarding and KYC flow refinement: Simplified steps, reducing friction while maintaining compliance.
- Fee transparency and transactional clarity: Introduced guaranteed amount visibility earlier in the booking process.
- Prototyping: Created interactive mobile and web prototypes to validate UI decisions before full implementation.
Phase 3
Design – Building the Solution
Strategic focus areas: Improve homepage design to highlight key benefits and optimise CTA placements. Streamline onboarding and KYC processes to increase activation rates. Enhance UX/UI consistency across web, iOS, and Android applications.
Marketing Website Redesign
- Redesigned the LOE homepage using A/B testing insights, leading to a 15% increase in registrationsTG LOE Redesign.pptx.
- Optimised CTA placements, messaging hierarchy, and trust-building elements such as Trustpilot ratings and money-back guarantees.
- Replaced stock images with illustrative currency patterns per country, which outperformed previous designs by 69%
First-time transfer UX Improvements
- Designed a simplified registration flow to reduce drop-offs by 30%.
- Implemented a progress tracker for user verification, improving onboarding completion rates.
- Refined KYC document upload experience to improve user experience and ensure compliance.
- Introduced “Guaranteed Amount” visibility in the booking funnel, increasing conversion rates by 76%
Mobile App UX Consistency and Activation Improvements
- Built a centralised UI component library in Figma to ensure design consistency across Android, iOS, and web.
- Applied atomic design principles to scale future updates efficiently.
- Redesigned mobile onboarding flows to enhance activation, resulting in a 5-10% increase in user activation rates.
- Improved transactional notifications and alerts to drive engagement and retention.
- Optimised P2P money transfer flows, simplifying recipient selection and boosting user trust
The Results
Quantitative Outcomes
15%
Increase in homepage registration conversions
from optimised CTA and content structure.
30%
Reduction in onboarding drop-offs
due to improved KYC and verification flows.
10%
Lower drop-off rates in the verification process
due to UI/UX refinements
5-10%
Increase in activation rates
through fee transparency and engagement features.
Qualitative Feedback
Users:
“I love how clear the fees are now—no surprises!”
“The new onboarding process was quick and straightforward.”
Stakeholders:
Praised the A/B testing-driven approach and scalability of the UI system.
Business Outcomes:
The LOE redesign contributed directly to higher user registrations, strengthening customer acquisition.
Enhancements in onboarding and transaction flows led to sustained engagement and retention gains.
Key Takeaways
This project demonstrated the power of data-driven UX design in optimising financial services platforms. By leveraging A/B testing insights, usability research, and scalable design systems, we improved registration rates, enhanced onboarding efficiency, and strengthened user trust—ultimately positioning TransferGo as a more competitive remittance solution.