Completely revamped the Homescreen on Pakistan's largest Fintech app.
Objective
- Easypaisa app had 30+ different features available for the users
- The objective was to inform the users about the functionalities relevant to them without the cognitive load created by showing too many options
Improvement Areas
- Reduce the cognitive load on the homescreen
- Give controls to the team to customize the homescreen
- Create space for promotional campaigns
- Give users the ability to find features relevant to them
Customer Insight
- Despite having 30+ features available, 90% users used only 4 features. The rest of the features were long tail
- Users preferred taping more than typing i.e taping & navigating is easier for users than typing & searching
Result
- After releasing the new homescreen, conversion on the funnels for the top 4 features increased by an average of 8%
- Discovery of new features increased by ~20%
Click here to view the process behind developing the new homescreen: View the process!