Optimizing EasyCash User Experience
Optimizing EasyCash User Experience

Optimizing EasyCash User Experience

Role

Product Designer

Description

Case Study

Teams

UI/UX Designer

Platform
Mobile App
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Overview

Easycash is a leading Information Technology-Based Co-Funding Service Licensed and Supervised by The Financial Services Authority (OJK). Who connects borrowers and lenders directly through an online platform.

To stay competitive in the crowded peer-to-peer lending market in Indonesia, EasyCash must prioritize enhancing its user experience. Currently, there are areas within the app that can be improved to achieve this goal. By addressing these areas, EasyCash can provide a more seamless and engaging experience for its users, ensuring their satisfaction and loyalty

Key Findings

Based on the research, I have pinpointed several key pain points, which I have organized into main categories:

1️⃣
Cumbersome registration process with unclear number of required fields
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From a first-time user's perspective, the “registration process” is cumbersome due to the numerous required fields. Even with progress indicators, users often struggle to understand how many inputs they must complete.

This challenging registration experience puts prospective users at risk of abandoning the process, which can negatively impact EasyCash's user conversion rates

2️⃣
Unclear and indistinct CTA for users to apply for a loan
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From a first-time user's perspective, the “registration process” is cumbersome due to the numerous required fields. Even with progress indicators, users often struggle to understand how many inputs they must complete.

This challenging registration experience puts prospective users at risk of abandoning the process, which can negatively impact EasyCash's user conversion rates

3️⃣
News ticker can be easily overlooked by users
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The news ticker feature is designed in a dull manner, causing users to easily overlook important information and updates they would be interested in

Users may think “i might be missing out on something. Is there any news or updates i should be aware of?”

4️⃣
Relatively nested entry point for the referral program
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The referral program is currently hidden under the navigation bar, making it difficult for users to discover and use

5️⃣
Absence of a loan simulation feature to assist users in understanding their monthly repayment amount
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Users lack clear information on their monthly repayment amounts, leaving them uncertain and making financial planning challenging. They may wish for a way to visualize their monthly payments to better budget

The Ideations

To address the problem statements and achieve theprimary objectives, i have developed high-level ideas to guide our approach. Integrating these ideas into the design and user experience aims to improve user satisfaction and establish EasyCash as a trusted financial service provider

1. Enhancing User -Navigation

To enable seamless task completion, I propose simplifying the user interface and loan process to guide users through their tasks efficiently. This approach ensures a smooth, straightforward user experience

2. Intuitive and Concise Form Completion

To intutitively convey that the form is concise and user-friendly, i propose emphasizing the compactness of the form and implementing design elements that give users a sense of progress, assuring them that they are close finishing the form

Final Mockup

The overall flow is divided into a clear process. With minor UI adjustments and refined copywriting, these prototype screens present practical solutions to the identified pain points

Homepage

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1. Revamped News Ticker

The news ticker located near the top of the page, has undergone a redesign featuring a more vibrant color palette. This update aims to capture user’s attention effectively, ensuring they will notice about latest news and updates

2. Improved Loan Application Flow

“The loan details” card on the homepage was redesigned for better visibility using complementary colors. Additionally, the loan application button was updated to "Ajukan Pinjaman" for clearer communication and user understanding

3. The Loan Simulation

The loan simulation feature allows user to easily visualize their monthly repayment based on loan amount and playback pariod. This helps users understand and choose the appropriate loan for their needs

4. Referral Program Banner

A new banner places on the lower section of the homepage, highlighting the referral program, providing users with quick access and upfront details about the feature

The Loan Simulation (New Feature)

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I have implemented a loan simulation flow that enables users conveniently assess their monthly repayment amount based on the loan amount and payback period selected. This feature assists users in gaining a deeper understanding of the suitable loan type of their needs

Loan Application Flow (New Feature)

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In order to address the pain points in this stage and improve task completion efficiency, i have utilized a psychological effect.

The goal visualization effect acknowledges that users need a visual representation to maintain motivation and concentration while working towards a goal.

By incorporating the effect, it can effectively tackle the pain points in this stage and it will optimize task progression and ensure increasing speed and efficiency

👇🏻
Click here to play the prototype

Streamlined Loan Application Process

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By introducing a streamlined process, users are directed to a "jumlah pinjaman" detail page upon clicking the submit CTA in the loan application. This reduces potential distractions and encourages users to concentrate on completing the loan application

👇🏻
Click here to play the prototype

Set PIN Authentication (New Feature)

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The “Set PIN” feature allows users to create a personal identification number (PIN) to enhance security and user authentication. Establishing a PIN helps protect users' financial transactions and information

User Flow Analysis (Loan Application Flow)

Upon reviewing the flow journey of the “loan application” process, I found that if users stop halfway through filling out personal data and close the application, they must start over, causing inconvenience and frustration. To address this, I designed an improved, streamlined “loan application” process. Now, if users exit the application without completing their personal data and later reopen it, they will be directed to the homepage. The homepage will feature a new CTA button prompting them to “continue filling out data”, encouraging users to complete their loan application

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If users stops filling out personal data midway and then closes the application, they must restart the process from the beginning when they reopen it

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If users stops filling out personal data midway, then closes and reopens the application, they will be redirected to the homepage. From there, the “Lanjutkan Isi Data” button serves as an entry point, encouraging them to continue completing their information

Project Takeaways

1. User Centric Design

By prioritizing users, I focus my design efforts on addressing their needs and achieving the desired goals

2. Exploring Human Psychology

Understanding human psychology is a crucial aspect of UX design. To effectively tackle users' challenges, it's important to deeply understand their needs and motivations instead of relying on assumptions or pre-made solutions

Thank You For Reading My Case Study 😊

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