PayFlow Financial
Fintech App Redesign
Complete UX overhaul of a mobile banking app, resulting in 40% increase in user engagement.
UX DesignMobile AppFintech
September 10, 2024
## The Challenge
PayFlow Financial approached us with a critical problem: their mobile banking app had a 60% drop-off rate during the onboarding process. Users found the interface confusing and the navigation overwhelming.
## Research & Discovery
### User Interviews
We conducted 20+ user interviews to understand pain points:
- Complex navigation structure
- Too many steps in common tasks
- Unclear visual hierarchy
- Lack of feedback on actions
### Competitive Analysis
Analyzed 8 competing fintech apps to identify best practices and opportunities for differentiation.
## Design Process
### Information Architecture
Restructured the app's navigation from 6 top-level sections to 4, with improved task flows.
### Visual Design
- Implemented a cleaner, more modern visual language
- Improved accessibility with better contrast ratios
- Added micro-interactions for better feedback
## Results
After launching the redesigned app:
- **40%** increase in daily active users
- **65%** improvement in onboarding completion
- **4.5★** average app store rating (up from 3.2★)
- **25%** reduction in support tickets
## Key Learnings
The biggest impact came from simplifying the core user flows. Sometimes less is truly more.