Project Overview
PROJECT DISCOVERY
Key Challenges
These were some of the key challenges we identified during the discovery phase of the project
BRISKPE's website currently experiences a 100% bounce rate, due to ineffective messaging of their USPs and offerings, subpar visuals and lack of an engaging experience.
The website aims to attract Freelancers & MSMEs but fails to convey the platform’s convenience, safety and lacks emotional connection, leading to low conversion rate and poor lead generation.
The website, a key source for app downloads, saw very few users coming through it. Our challenge was to figure out how to drive more engagement from both user groups with the platform.
DESIGN PROCESS
Design process we undertook
Post our discovery phase and understanding the target audience better, we created low fidelity sketches, which later turned into full blown wireframes. We then created a visual moodboard, for the visual branding revamp we were looking to do, and post that we created high fidelity prototypes, conducted user testing and pushed it to the dev team.
Discovery
Define
Low & High Fidelity wireframing
Design
Handover
User testing
KEY INSIGHTS
Key insights from discovery
As we sat down with the BRISKPE team and also created a design audit around the website, we were able to identify some key insights, that helped us put together a strategic plan to re-design the website.
They want the website to have a modern, bold, and visually appealing identity that speaks to the Indian audience, incorporating interactive elements to enhance user engagement.
According to the Swiss Financial report, Indian MSMEs, look at fintech solutions as partners, and trust is a major factor for them to switch financial providers
They aim to build trust by being transparent about the fees and processes and want to be recognized as a secure and reliable alternative to banks and PayPal.
For freelancers and digital first users, transparency was a huge ask, considering they would be losing a part of their income as FX and Carrier charges
The want to create awareness and educate users about cross-border payments by developing a knowledge hub that provides valuable insights, resources and guides, making complex information easily accessible.
Speed was an important factor to stand out in a market such as cross border payments, where time is money.
We also internally conducted a design audit of the website and we understood the following design challenges existed currently
Lack of personalization
Lack of tailored content based on user interests resulted in low user satisfaction and engagement.
Lack of brand storytelling
The current website uses a generic template and misses out on storytelling, which makes the brand feel less premium and less engaging.
Subpar UX writing
The website's UX writing was weak and filled with industry jargon, making it difficult for users, especially those unfamiliar with the terms.
DEFINING THE PERSONA
Understanding the audience base
We put together personas for MSMEs and Digital First Users, who are mostly freelancers
"I just want a fast and super easy payment solution to simplify my international payments"
"My payments need to reach me on time and they need to be secure"
DESIGN DIRECTION
Defining the design direction
We defined a direction for the both the UX and UI design to take before we proceeded
Knowledgeable
Lack of tailored content based on user interests resulted in low user satisfaction and engagement.
Stay Glocal
The current website uses a generic template and misses out on storytelling, which makes the brand feel less premium and less engaging.
Innovation
The content, look and feel and layout would take an innovative
VISUAL STYLE
Moodboard and Design System
We pitched a premium bold look for the brand, which would also appeal to the younger audiences who come on to the website, while at the same time making sure information is accessible enough for MSMEs
WIREFRAMES
Created Low & High fidelity wireframes
Putting together sketches and wireframes, quickly helped us get on. the same page with the client and iterate faster as we went through the conceptualisation phase
CONCEPTUALISATION
Design highlights of the website
Here are a few of the interactive highlights from the website
Homepage
We redesigned the homepage to go beyond generic templates, creating a dynamic user experience that prominently showcases BRISKPE’s unique offerings while strengthening brand identity.
It addresses both the target groups clearly, helping them quickly determine whether BRISKPE meets their needs, enhancing the CX and encouraging to explore the brand further, ultimately fostering trust.
Based on the user testing we conducted, participants were able to quickly grasp what BRISKPE is all about after scanning the homepage just once.
Homepage
We redesigned the homepage to go beyond generic templates, creating a dynamic user experience that prominently showcases BRISKPE’s unique offerings while strengthening brand identity.
It addresses both the target groups clearly, helping them quickly determine whether BRISKPE meets their needs, enhancing the CX and encouraging to explore the brand further, ultimately fostering trust.
Based on the user testing we conducted, participants were able to quickly grasp what BRISKPE is all about after scanning the homepage just once.
Interactive Calculator
We created two calculators for this website, each aiming at addressing the important point of contention for each user group.
The Foreign Exchange Calculator allows users know the exact value they will receive in INR from different currencies along with an estimated date of settlement.
The Savings Calculator provides users with an estimate of their annual savings with BRISKPE across various currencies.
Both the calculators features a comparison of BRISKPE's charges versus those of competitors, effectively demonstrating the cost advantages of the platform.
Currency Finder
We developed an interactive currency finder allowing users check if BRISKPE supports transfers in their preferred currency.
The design highlights that BRISKPE accepts payments in more than 35 currencies.
We developed an interactive currency finder allowing users check if BRISKPE supports transfers in their preferred currency.
The design highlights that BRISKPE accepts payments in more than 35 currencies.
Additionally, it displays the payment methods through which clients can make payments which makes it especially easy for MSMEs to understand restrictions that clients & customers face
CONCEPTUALISATION
Motion Design
we crafted a distinctive user experience by integrating micro animations with visual feedback, motion design to effectively illustrate cross-border payment processes, and scroll jacking techniques to not only engage users but also enhance the perceived premium-ness of the website, delivering a more immersive and dynamic interactions.
CONCEPTUALISATION
Impact
After user testing, we shipped the projects to development, with whom we worked on a hands on basis to deliver assets
Reduced bounce rate by 30%
We reduced the bounce rate from 100% to 30% by creating a more engaging website experience through improved content quality, streamlined navigation, and interactive elements that encourage users to explore further and stay longer.
15% increase in conversion rates for new users
Boost conversion rates by 15% through strategic nudges and compelling hooks, combined with personalized content tailored to the needs of MSMEs and freelancers to encourage app downloads, sign-ups and lead enquiry.
10% growth in MSME leads through multi channel outreach
To generate more leads from MSMEs, we created multiple entry points, including WhatsApp integration, contact forms, and special deal highlights, making it easier for them to connect with BRISKPE and explore tailored deals for their high transaction volumes.
UI TEAM
Pradhiksha
Madhumitha
Ruthiksha
Naseer Ahmed
Rajabutheen
UX TEAM
Arun Mathew
ILLUSTRATION TEAM
Varsha Thangaraj
Kannan
Doris Santhus