Completely revamped the money transfer journey on Pakistan's largest Fintech app.
Objective
- Back in 2020, Easypaisa had approx. 8 million monthly active users & ~3 million users were using the money transfer functionality.
- The objective was to increase the penetration of money transfer users and increase the overall number of monthly users.
Improvement Areas
- Improve the user journey to make money transfer more intuitive.
- Create a sense of community in users when conducting money transfer transactions.
Customer Insight
- P2P transfer is largely a social activity and is generally not a 'Payment'.
- This transaction is focused more on who the 'receiver' is rather than the 'channel' of payment.
Result
- The new money transfer experience led to an immediate increase in funnel completion rates of users starting a transfer journey by 5% age points.
- The social aspects of the new journey led to an increased adoption of the transaction by 12%.
Details of the new money transfer journey can be viewed here: View website!
A pre-post release analysis can be viewed here: View report!