About me

Resume

About me

Resume

About me

Resume

Redesigning cross-border payment

UX Audit, Design and Support

ICICI Bank’s Money2World (M2W) is a reliable and secure platform designed for outward remittances, allowing users to send Indian rupees to abroad with ease. As one of the country’s leading remittance services, M2W is trusted for its strong compliance framework and extensive global reach.

The ICICI M2W is currently live

My Role

Sr. UX designer at
ZEUX innovation

My Role

Sr. UX designer at
ZEUX innovation

My Role

Sr. UX designer at
ZEUX innovation

My Role

Sr. UX designer at
ZEUX innovation

Team

Sugesh Sugathan
Sanket Biswas
Atmaja Patel

Team

Sugesh Sugathan
Sanket Biswas
Atmaja Patel

Team

Sugesh Sugathan
Sanket Biswas
Atmaja Patel

Team

Sugesh Sugathan
Sanket Biswas
Atmaja Patel

ICICI Team

Product Managers

Product Head

ICITeamCI

Product Managers

Product Head

ICICI Team

Product Managers

Product Head

ICICI Team

Product Managers

Product Head

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.

Hierarchy of information missing

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

Hierarchy of information missing

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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