Redesign of Dash Remittance App for UK Market

How we increase customer acquisition for dash in new market by designing a product that foster engagement.

Dash, in an attempt to expand into other markets, discovered that the UK has the largest number of migrants due to the need for

skilled workers. As we ventured into this market, we acknowledged the necessity of tackling fresh challenges and delivering

customised services that surpass our current offerings.

We pinpointed a prevalent issue encountered by immigrants in the UK: the complexity and challenges associated

with cross-border transfers.

I led the redesign of Dash Remittance app, working closely with designers, engineers, product managers. My focus was to

understand the business goals and understand the user pain point and behaviours design the end-end visual design.

48,330 user acquisition in the first 3 month

23% Increase in user engagement every month

89% Task completion on every transaction that is initiated by Customers every month

According to Migration Observatory, Net Migration Hits 824,000 in 2022, 60 percentage of these Immigrants migrated

from underserved countries.Sending money back home to either family or personal use became stressful in-efficient,

unreliable, and broken. Dash saw an opportunity and decided to solve this problem associated with International Remittance.

Users faced multiple challenges with existing remittance services which include

High fees and poor exchange rates

Lack of trust and security concerns

Complicated user flows

Limited cash pick-up option

No real-time tracking

Working together with the PMS, and Key stakeholders, I interview users and Survey was sent out with two objectives in mind:

Understand the context, pain points, behaviour of diaspora’s in the UK using International money transfer products to send

Understand their priorities while choosing a remittance app.

73% would switch providers due to lack of security

67% lose money due to poor exchange rates

54% prioritise low fees and fast delivery

Real-time tracking and flexible delivery options were high priorities

Before diving into design i set up some How might we Questions that address the key problem we are solving:

How might we make the onboarding seamless and frictionless for users

How might we reduce the waiting period for both sender and receiver

How might we communicate the exchange rate

How might we make the send money experience seamless.

How might we make the app secure.

To make onboarding easy and smooth while staying compliant with AML and KYC rules, we need to balance business needs with a good user experience. I designed a simplified process that uses a third-party API to verify users, which cuts down the number of steps they need to take.

Designing for trust

Designing for trust means clearly showing users the exchange rates and any extra fees at each step, without making it too complicated. I also redesigned the currency conversion process to make it easier for users to convert money from one currency to another

Over 48,000 new users joined the Dash platform, helping to boost user growth across Dash’s ecosystem and in the markets where Dash already operates

23% increase in user engagement monthly on dash remittance app

89% Task completion on every transaction that is initiated by Customers every month

Build for adoption: Building the MVP is just the first step make sure to optimise it for maximum

Cross - Functional Collaboration: Collaborating with both direct and indirect stakeholders makes me understand that

Feedback is Key: I gained insights into how early feedback from user testing can inform the design process.