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Squareme app redesign
Squareme is a social payment platform created to meet the financial needs of a wide range of users. It supports peer-to-peer mobile payment, bills payment and a feature to solicit funds.
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Highlights
MY ROLE
Product Designer
TIMELINE
12 weeks
INDUSTRY
Fintech
HIGH LEVEL SUMMARY
What were we trying to solve with this redesign?
The Challenge
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.
The Objective
An efficient and improved app with better navigation, streamlined KYC verification process, new strategic features that better align with the company’s mission.
Research
We gathered data from various sources for this process. Initially, we conducted surveys and phone interviews with some of our active users to understand their pain points directly. Additionally, we analyzed complaints received through our social media platforms and in-app support/feedback channels. To gain further insights, we tracked user activities using Google Analytics and Mixpanel, focusing on critical drop- off points, click-through rates, session durations, and other key metrics.
Examining the pain points
Here are some of the pain points I highlighted during research:
- 24% of users experienced issues with KYC verification
- 30% of users mentioned issues with navigation and user experience
- Approx. 70% of users have expressed a strong desire for a dark-themed interface to improve their visual experience
- 20% of users mentioned concerns about data privacy and security of trusting an app with certain information like Bank Verification Number (BVN)
Solution
Solutions were designed in light and dark theme; we also introduced new features
Optimizing Onboarding experience
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.
KYC Verification
The previous KYC verification flow experienced significant drop-offs. To address this, we introduced an alternative verification method and a step-by-step guide for users. These improvements have significantly reduced drop-off rates.
Simplified Dashboard
As a user, your first daily interaction is with the dashboard where you receive a summary of reports and latest activities that have happened in your company as regards financial activities, hence the design of the dashboard had to be optimized to be easy to read, prioritize the data visualization to display info from the highest priority to the least and still give room to take major actions in the product.
Transfer Feature
The transfer feature on the app was redesigned to streamline processes and enhance the user experience, This resulted in a 50% increase in users utilizing multiple transfer options, rather than concentrating on a single option.
Virtual Cards
The redesign of the virtual card feature significantly enhanced the user experience and functionality. With a more visually appealing interface and integrating intuitive controls, made it easier for users to create, manage and utilize their virtual cards.
Outcome
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
Squareme is currently serving 40,000+ customers and it aims to grow to at least 1m+ customers. With this redesign, we have visibly seen an improved retention rate
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