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Work

About me

Resume

Work

About me

Resume

Redesigning cross-border payment

UX AUDIT

CONTENT DESIGN

TACTICAL SUPPORT

PROJECT GOAL

To redesign the ICICI Money2World cross-border platform by reducing user anxiety, simplifying the experience while ensuring regulatory compliance, and aligning it with global UX standards.

PROJECT GOAL

MY ROLE & RESPONSIBILITIES

My role focused on content design with attention to regulatory compliance and user-friendly language. I also revamp key user journeys across both desktop and mobile platforms, while closely coordinating with developers, PMs, and product owners to ensure smooth execution.

DESIGN TEAM

Sugesh Sugathan

Sanket Biswas

Atmaja Patel

Sugesh Sugathan

Sanket Biswas

Atmaja Patel

Sugesh Sugathan

Sanket Biswas

Atmaja Patel

BANKING TEAM

Developers

Product Managers

Product Head

Developers

Product Managers

Product Head

Developers

Product Managers

Product Head

DURATION

6 months

IMPACT

Higher transaction success through simplified, guided experiences.

Fewer support queries and improved completion rates

Increase in engagement across platforms

IMPACT

Higher transaction success through simplified, guided experiences.

Fewer support queries and improved completion rates

Increase in engagement across platforms

Is it as simple as sending money via Venmo or Paypal?

UX Challenge

Current gaps in the experience

The overall experience of the existing platform was dated and the process too complicated, leading to a sizeable drop-off rate. Around 11,000+ transactions were on hold in 2023 itself, which was due to -

UNCLEAR NAVIGATION

Lack of clear structure and grouping, making it difficult for the users to navigate. In this example, the ‘Transfer Money’ page is open, yet the navigation still shows ‘Money2World’ as the active state.

MENTAL MODEL MISMATCH

The use of colour is misleading and doesnt align users mental model. For instance, here, green is used to indicate a “Transaction Cancelled” status, which is confusing, as such messages are typically associated with red or another warning color.

POOR CONTEXTUAL COMMUNICATION

Important messages and input fields are not properly highlighted. It’s unclear whether the user should enter the full loan amount or just the amount they wish to transfer.

INCONSISTENT DESIGN SYSTEM

The design system is not consistently followed. There is excessive use of different fonts, colors, icons, and buttons throughout the app. Even the tone of the UX copy is inconsistent.

COMPLEX JARGONS & COMPLIANCE

Overuse of banking terminology and technical language, making it difficult for users to follow through. T&C acceptance and declarations are repeated at multiple steps in the user journey, leading to frustration.

MISSING HIERARCHY OF INFORMATION

There is a lack of information hierarchy and grouping, making it difficult for the user to scan, understand and locate what they are looking for. Most of the key details are buried or presented without prioritization.

UX Challenge

Current gaps in the experience

Unclear navigation

UNCLEAR NAVIGATION

MENTAL MODEL MISMATCH

POOR CONTEXTUAL COMMUNICATION

Important messages and input fields are not properly highlighted. It’s unclear whether the user should enter the full loan amount or just the amount they wish to transfer.

INCONSISTENT DESIGN SYSTEM

The design system is not consistently followed. There is excessive use of different fonts, colors, icons, and buttons throughout the app. Even the tone of the UX copy is inconsistent.

COMPLEX JARGONS & COMPLIANCE

MISSING HIERARCHY OF INFORMATION

The question I had

How can we simplify this complex process of sending money abroad while preserving the seriousness and trust required for financial transactions?

Our process

How did we solve this?

Stakeholder visioning

User research

Competitor study

Competitor analysis

UX audit

Streamlining user flows

Constraints

Balancing compliance, consistency & collaboration

RBI compliance & regulations

The UX copy had to comply with extensive RBI guidelines, requiring careful attention to phrasing, disclaimers, and content structure.

Lack of existing design system

ICICI did not have a standardized design system, so we quickly established foundational guidelines to ensure consistency and scalability across.

Cross - functional cordination

Cross - functional coordination

Cross - functional cordination

The project involved continuous collaboration with developers and PMS, leading to frequent iterations to balance feasibility and compliance.

Our solution

Design for high anxiety

International fund transfers come with high emotional stakes due to large sums and unfamiliar regulations, leading to user anxiety. We reduced this friction by simplifying the login process, introducing a clear dashboard, and adding contextual nudges to provide clarity, reassurance, and control.

Our solution

Speak the user's language

The overuse of financial jargon in banking often overwhelms users and adds to their anxiety. We addressed this by simplifying the content, using clear and conversational language to enhance understanding, build trust, and guide users.

Our solution

Design for global aesthetics

Our expert review found that the interface looked outdated in both its appearance and functionality. To meet global standards, we redesigned the entire journey, streamlining data entry, digitizing offline forms, and simplifying the document submission process. The result was a clean, modern, and intuitive experience that users could easily navigate.

Outcome

How did the change help?

A simplified user onboarding path minimizing potential disruptive points
A holistic dashboard that ensures users are continuously updated on their total remittances and their respective statuses
Hyper-simple journeys designed to avoid human error & to meet global visual standards
Conversational user journeys that alleviate anxiety by providing step-by-step instructions and autosave functionality

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