Digital payments and financial services platform

A user experience project on a global scale, providing actionable insights to increase usage and engagement for the client.

Digital payments and financial services platform

A user experience project on a global scale, providing actionable insights to increase usage and engagement for the client.

What we did

Our client, was established in 2004, to help small and medium-sized businesses (SME’s) overcome the complexities and high fees associated with cross-border FX transfers and international payments. Now they’re a global fintech powering a range of tools and services through hero products and local teams across 60 marketplaces. We were engaged to build an understanding of the context and experience of B2B eCommerce buyers, evaluating the experience of using a range of brand tools and identify opportunities to improve experiences.

Challenge

In 2021, the client had identified the need for a broader understanding of their UK-based market, with a focus on their current and prospective customer needs and behaviours.

Ensuring that the brand kept pace with challengers in a highly competitive market was never as important. Engaging with users globally was key to keep their tools front of mind.

Approach

Our first programme of work was conducted in two parts: discovery and usability.

  1. For discovery, we carried out in-depth interviews with the B2B buyers to understand their mental models of buying products from China, for both current users of the client’s platform and users of other B2B marketplaces.
  2. We then conducted usability testing across the client’s tools and a prototype for the checkout process to identify usability and conceptual issues. ​

Outcome

From our research, we delivered key insights to help the brand understand their market and potential users better, mapping actionable recommendations to these insights to ensure that the desired experience matches UK buyers’ expectations.

We also delivered a list of usability issues ranked by severity, along with recommendations for each issue, and provided opportunities for further research based on the pain points we uncovered in the buying journey.

This initial work provided the foundation for an overhaul of the UX and overarching customer experience across the client’s digital tools and online platform, increasing engagement, wider usage and new subscriptions.

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