remitly's core transfer experience suffered from decision paralysis and post-transfer anxiety. customers navigated 14 separate screens to understand payment trade-offs, lacked visibility into transfer progress, and faced friction on repeat sends. as the core revenue driver for a public company, any changes required rigorous experimentation across key corridors without impacting EBITDA. led comprehensive user research and data analysis to identify three critical friction points: complex decision-making, transfer tracking anxiety, and repeat usage barriers. aligned cross-functional teams around a unified vision that would consolidate touchpoints while maintaining regulatory compliance across 170+ countries.
by reimagining the entire transfer journey as an interconnected system, i was able to eliminate customer friction while driving measurable business outcomes through three strategic interventions. 1) unified decision interface: consolidated 14 disparate screens into one cohesive experience with sophisticated merchandising of speed vs. fee trade-offs. implemented drawer-based UI that eliminated back-and-forth navigation while enabling informed payment method choices. 2) transfer progress transparency: redesigned post-initiation experience with airline-style tracking, providing granular status updates and contextual FAQs based on transfer stage to reduce cancellations. 3) frictionless repeat experience: launched smart homepage with one-tap "send again" functionality that pre-populated recipient and amount information, enabling two-tap completion for returning customers.
applied holistic journey thinking, mass-scale experimentation, and cross-functional leadership to transform fragmented touchpoints into a cohesive customer experience. achieved 18% increase in end-to-end transfer completion rate, directly impacting remitly's core revenue stream while reducing cost-to-serve through fewer support tickets and transfer cancellations.
