Case Study

Amount Flow

Redesigning the amount entry to reduce friction and improve completion rates across platforms.

Role: Lead Designer
Timeline: 2024-2025
Team: PM, Eng, UXR, UXC
Tools: Figma, Miro

Overview

At Xoom, I led the redesign of the money transfer experience for mobile and web platforms. Users struggled to understand service differences, impacting conversion and trust. Our goal was to present key information: fees, FX rates, delivery speeds, clearly and intuitively.

The challenge included a legacy tech stack that required building a new pricing tool, while also navigating legal and compliance constraints. I conducted competitive research, identifying that users wanted all options visible. I created wireframes and refined CTAs in collaboration with content design, resulting in improved interaction quality.

Problem

Users struggled to compare services without logging in, leading to confusion and lower trust.
Hard to compare available options to send money and best FX rates.
Inconsistent formatting and error handling.

Goals

Make money transfers clearer by showing fees, delivery methods, and FX rates upfront so users can make confident choices.
Support different funding and payout options without complicating the process.
Enhance trust by providing clear comparisons and removing hidden defaults.

Process

Research & Insights

To understand how users evaluate transfer services, I conducted a competitive analysis for both direct and indirect competitors. Clear language and surfacing the right info upfront helped users compare confidently.

Non-essential tasks prioritized at the top.
Static exchange rate.
Disconnected important information.
Missing FX rate and ETA.

Wireframes—input states, validation, error patterns

Exploration & Patterns

Early wireframes aligned the team. We tested layouts for unauthenticated users and refined CTAs with Content Design when users overlooked important actions.

Outcomes

+5%

Increase in new user conversion
+1%

Increase in repeat-user conversion
$1.8M

Estimated incremental revenue

We launched a clear, simplified experience that helped users compare transfer options before logging in. Shipped across web & mobile; documented states in the design system and paired with engineering for a11y-compliant masking.