SendNOW. Turning complexity into simplicity.
Industry
Fintech
Tools
Figma, FigJam
Role
Product designer
Overview
SendNOW is a cross-platform app that lets users send money worldwide using different payment methods, including cards, bank transfers, and cryptocurrency.
When I joined the project, the existing SendNOW app had several critical UX issues that blocked both user trust and conversion. The interface was outdated, with no consistent design language or structure. The money transfer flow was complicated and unclear, especially for first-time users. UI copy lacked clarity, and the overall experience across mobile and web felt disconnected and confusing. There was also no design system in place, which made development slow and inconsistent.
Goal
The main goal was to improve the user experience and boost conversion by redesigning the money transfer flow. This involved identifying pain points through user interviews, simplifying the process, and making the interface more intuitive. Another key goal was to build a consistent visual language and design system to support product scalability across mobile and web platforms.
The approach
We began with a collaborative kickoff session involving the CEO, PM, and development team to align on business goals and define user pain points. Working in two-week sprints, we prioritized redesigning the core money transfer flow, simplifying navigation, and improving the app's overall clarity.
As the sole product designer, I led the UX research efforts by reviewing support tickets, conducting user interviews, and analyzing pain points in the existing flow. I jumped straight into high-fidelity design in Figma, as I had already prepared key screens during the test task and had a clear vision of the improved app experience
User testing showed strong improvements in usability and flow comprehension. Throughout the process, I maintained close collaboration with developers through Jira and Slack. Regular feedback loops helped refine solutions quickly, while a mobile-first design approach ensured consistency across platforms.
Solution
I led a complete redesign of the app, introducing a clean and modern interface that aligned with current UX standards and user expectations. The new design is minimal and intuitive, helping users focus on key actions without unnecessary distractions.
To ensure the redesign addressed real user pain points, I tested each design decision through user interviews and feedback sessions. We validated critical flows before launch by releasing the new version to 20% of users and monitoring for issues. After confirming there were no major problems, we rolled out the full redesign.
Alongside the UI improvements, I built a scalable design system from scratch to ensure consistency across mobile and web platforms, with full support for light and dark modes. Every screen was annotated with implementation details to support a smooth handoff to developers and reduce back-and-forth.
The result is a more professional, user-friendly product with simplified flows, better visual clarity, and a more trustworthy experience across platforms
The process
Brainstorming with the team
To kick off the project, we held a brainstorming session with the CEO, PM, and development team. Together, we aligned on the strategic goals of the redesign, discussed why the current app no longer met user needs, and mapped out a high-level plan for redesigning the mobile and web platforms. This session helped clarify priorities and ensured that both business and user needs would guide every design decision moving forward.
Sprint planning
After aligning on goals during the initial brainstorming session, we moved into structured two-week sprint planning. Each sprint had a focused objective, such as redesigning the money transfer flow, improving onboarding, or updating visual styles for responsiveness and accessibility.
Research & user interviews
To better understand user needs, I reviewed support tickets and conducted interviews to identify common pain points and create a user persona. The biggest issue was cognitive overload on the main screen, where all elements appeared at once. In parallel, I conducted a competitive analysis of apps like Wise, Revolut, and Paysend, identifying common patterns and evaluating the pros and cons of their transfer flows. I applied these insights to redesign a clearer and more scalable flow. Based on my findings, I added a progress bar to show users their current step in the transfer process. This made the flow feel easier and more transparent, which helped reduce drop-offs and encouraged users to complete the process.
Designing high-fidelity UI
I already had wireframes and a clear vision from the test task, so I moved straight into high-fidelity design. I focused on creating a clean, modern interface that simplifies the transfer process. Using Material Design and Apple HIG, I ensured a native feel across platforms. Core components were created early and reused to keep the UI consistent and efficient to build. Light and dark modes were supported from the start, with attention to spacing, contrast, and clarity.
Prototyping and user testing
After designing the high-fidelity screens, I created clickable prototypes in Figma to test the updated flows with real users. During interview-based testing, users responded positively to the cleaner layout, separated steps, and added progress bar. The feedback confirmed that the new structure reduced confusion and made the process feel easier to follow.
Handoff to developers
Once designs were approved, I prepared detailed annotations and specifications directly in Figma to ensure a smooth handoff. Each screen included notes on spacing, behavior, and edge cases. Thanks to consistent components and clear documentation, the development process was efficient and required minimal rework.
Results
Achieved results:
Increased conversion rate from Sign-up to Delivered transfer by 7%
Average Revenue Per User (ARPU) increased by 11% after the redesign
Redesigned the landing page, resulting in a conversion increase of up to 5%
Redesigned the Web platform, leading to a conversion boost of up to 6%
Reduced support requests by ~20% by redesigning the information architecture
Boosted app ratings by +0.3 on Play Market and +0.5 on App Store
Improved task completion speed by reducing steps in key user flows
Received positive feedback from user testing on clarity and ease of us
Delivered responsive designs for mobile and web with consistent UI across platforms
Enabled faster developer handoff with fully annotated, production-ready screens
How did the redesign boost conversion rates?
In the previous flow, users were confused and often dropped off. The interface lacked clear instructions, the hash input field appeared inactive, and there were two competing CTAs. First-time users didn’t understand why certain data was required, there was no progress indicator, and fee information was missing. The sign-up form was too complicated, asking for a password, full name, phone number, and other details right at the start.
To reduce friction, I suggested simplifying the sign-up flow to just email and a verification code. This allowed users to enter the app right away. We then asked for personal details only when a transfer was started, which helped bring sign-up to main screen conversion to nearly 100%.
Also I redesigned the experience to be clean and more intuitive:
Introduced a clear visual hierarchy and modern UI
Added a progress bar to show users their current step, encouraging them to complete the process
Created clear, contextual instructions and video guides for each payment method, reducing confusion and drop-offs
Simplified the landing page structure, increasing conversions to the web app, App Store, and Play Market
Redesigned modal screens to appear as intuitive overlays with clearly defined actions
The result: higher conversion rates, fewer support issues, and a smoother onboarding experience.
Design system
I built a scalable design system from scratch to ensure consistency across mobile and web. It was structured using Atomic Design principles, starting with a clear set of variables and tokens for colors, typography, and spacing. Components were reusable and fully documented with usage guidelines, which made both the design process and developer handoff faster and more efficient.
