Improved User Engagement and Conversion for Fintech

MiFinity, a leading payment provider for over 25 years, faced a challenge. Their branding and user experience had aged, and the outdated user interface design risked losing customers to more modern competitors.

To address this outdated user experience, I was recruited to redesign the website and the app. I had done intensive research on competitors, looking for best practices and how the current app compares to them. Then, I looked at what customers were saying about the app and website. This analysis helped us to identify pain points, feature gaps, bugs, and areas in the app and website that needed improvement and could influence the prioritization of the product roadmap. The findings were that users wanted a simpler and easier-to-use interface, improved accessibility, faster withdrawals, and features like physical cards, cryptocurrency support, and more rewards and promotions.

I developed a new design system which follows WCAG Accessibility Guidelines, that was used across the site and app to make it as seamless as possible. This ensured a consistent visual language across all customer touchpoints.

As a part of improving user experience in the app. The sign-up process was streamlined, focusing on essential fields and minimizing unnecessary information requests. We also incorporated features like biometric signup and two-factor authentication (2FA) to enhance security and convenience.

For marketing integration, I’ve developed ux flows and graphic assets for targeted campaigns specifically designed to reach new user bases through various channels, including the app itself.

The website conversion rate went up 21%, showing that UI and UX redesign really worked. After the makeover, MiFinity is in a great position to keep doing well in the world of payments.