Project Goals

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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).

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Problem Statement

SME's who need to send money overseas, want a safe and trusted solution to transfer funds to overseas beneficiaries, that can satisfy their need for cost-effectiveness, efficiency, and security.‍

Research Approach

We formed five smaller teams to conduct different types of research like:

• Secondary Research
• Competitor Analysis
• Online Surveys
• 1:1 Interviews
• User Testing

Competitor Insights

Personal/Business Focus

Direct and indirect competitors segmented website to personal and business with distinct branding and functionality

App

Most competitors have an app for "on the go" online foreign exchange (OFX). Most are targeted at personal users - opportunity to spealise in SME nneeds for quick and mobile OFX

Rewards and offers

In a competitive market with a homogeneous product lead magnets , sign on offers, referral & rewards programs are effective for attraction retention and engagement

Rewards and offers

Majority of competitors featured a quick and easy calculator on the home page

Help and Customer Support

Opportunity to underpin and prove Ebon FXs personalised customer service and USP, which highlights their exceptional help and online support – live chatbots and live chat.

People Power

Point of difference can be marketed through use of real people with real images, real stories (testimonials) and real reviews. Stand out by being relatable, authentic and trust worthy

Key Insights

• Users want a simple, time efficient sign up process
• It's important for users to understand where their money is (transaction status, timeframes)
• Users feel positive and have trust when they have a personal account manager/agent
• It's important for users to be able to ‘self-help’ when transferring money overseas
• Users need to know they can trust the FX platform It's important for users to know all costs when transferring money overseas

Personas

From the research conducted, we defined two personas for EbonFx. One around the everyday personal user, Zara and the other was, Jonathan who's a business owner and SME. My team and I kept the personas at the forefront moving forward. Thinking about the decisions they'd make every step of the way.

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Ideation

Our ideation was a collaborative effort where we used various techniques such as, brainstorming, storyboards and crazy 8's to come up with a Minimum Viable Product (MVP). We empathised with the user keeping in mind their wants and needs, motivations, pain points and then conducted our ideations to come up with solutions

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Building and Testing

We conducted a card sort with users to determine the content, information architecture and user flow. This was quite insightful as the key insight derived was there was no major difference in how the users (both personal and SME's) wanted their information displayed

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Information Architecture

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User Flows

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Wireframes

I took the lead with building the business account portal UI where we brainstormed how we can have the information structured similarly but also uniquely catering to the needs of the personas

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User Testing

With the help of a user testing guide that consisted of demographic and user behaviour question sets and tasks to complete the web based and app prototype was constructed and iterated where possible within the given timeline

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Feedback (Desktop)

• The rates & fees should be championed on the home page
• Users would like to compare rates with competitors / have a benchmark
• Need more compliance/verification fields/processes built into the Business sign-up
• The live chat function is something users are excited about
• The inclusion of pictures (LT, Agents, CSRs) makes the user experience more personable
• Users generally look for contact details (email/business number) at the bottom of the page
• Opportunity lies in integrating internet banking
• Users had to click into each menu item on the Fx portal to understand what they were about. Many still seemed a bit confused what they could do in New Deal vs. Beneficiaries vs. and Invoicing after some exploration

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Feedback (Mobile App)

• Communication of rates needs improvement in the following areas
• Baseline Currency needs to be displayed as AUD and communicated appropriate on screens
• May be worthwhile to include the market rate to compare with the Ebon FX rates
• Transaction history may need refinement
• Significance of dates
• Logos and Symbols to indicate type of transaction
• Transactions can be clickable to display further details
• Explore the concept of a floating chat button, to ensure that the dealers are always within reach
• More security features are needed
• 2 Factor Authentication
• Biometric Login

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Prototype

Building the prototype involved creating a style guide comprising of the logo, colours, typography and components where I worked on the business elements and pages of the website

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