Leading the Homescreen redesign for Ria Money Transfer's global app
Leading the Homescreen redesign for Ria Money Transfer's global app
Leading the Homescreen redesign for Ria Money Transfer's global app
Shipped 2024
Shipped 2024
Shipped 2024
Finance
Finance
Finance
Mobile app
Mobile app
Mobile app
Role
Product Designer
Skills
User Research, Interaction Design, Visual Design, Design System, Documentation
Team
1 Product Designer
1 Product Manager
2 Front-end Developers
1 Product Designer
1 Product Manager
2 Front-end Developers
OVERVIEW
OVERVIEW
Ria's rigid homescreen limited feature discoverability and prevented the platform from scaling beyond basic money transfers. Users faced friction throughout the transfer journey, leading to errors and drop-offs, while the business struggled to introduce new financial services.
Ria's rigid homescreen limited feature discoverability and prevented the platform from scaling beyond basic money transfers. Users faced friction throughout the transfer journey, leading to errors and drop-offs, while the business struggled to introduce new financial services.
Ria's rigid homescreen limited feature discoverability and prevented the platform from scaling beyond basic money transfers. Users faced friction throughout the transfer journey, leading to errors and drop-offs, while the business struggled to introduce new financial services.
I redesigned the homescreen with a flexible, component-based architecture that improves transfer efficiency and enables seamless feature expansion.
Before redesign
I redesigned the homescreen with a flexible, component-based architecture that improves transfer efficiency and enables seamless feature expansion.
THE IMPACT
THE IMPACT
13%
13%
Increase in transfer initiation
Increase in transfer initiation
Increase in transfer initiation
30%
30%
Decrease in transfer holds
Decrease in transfer holds
Decrease in transfer holds
2
2
Features added smoothly
Features added smoothly
Features added smoothly
Based on one month after going live
Based on one month after going live
DEFINING GUIDELINES
DEFINING GUIDELINES
Based on business goals and user needs, I established key principles to guide design decisions throughout the iterative process
Based on business goals and user needs, I established key principles to guide design decisions throughout the iterative process
Based on business goals and user needs, I established key principles to guide design decisions throughout the iterative process
Scalability without complexity
Scalability without complexity
Scalability without complexity
A flexible system that grows while staying simple for the users
A flexible system that grows while staying simple for the users
Personalization with clarity
Personalization with clarity
Personalization with clarity
Useful information to aid decision making based on user context
Useful information to aid decision making based on user context
Accommodate ongoing brand refresh
Accommodate ongoing brand refresh
Accommodate ongoing brand refresh
Integrate new brand elements in stages for visual cohesion in rollouts
Integrate new brand elements in stages for visual cohesion in rollouts
Compliance as a design constraint
Compliance as a design constraint
Compliance as a design constraint
Regulations for CRM integration and financial services
Regulations for CRM integration and financial services
IDEATION & VALIDATION
IDEATION & VALIDATION
Initial explorations
I explored three distinct approaches with several iterations, each testing different hypotheses about information hierarchy, component structures, and navigation patterns.
I explored three distinct approaches with several iterations, each testing different hypotheses about information hierarchy, component structures, and navigation patterns.
I explored three distinct approaches with several iterations, each testing different hypotheses about information hierarchy, component structures, and navigation patterns.
A
Clear section separation with consistent card-based layout with focus on exchange rates
B
Dynamic, personalized content with enhanced recipient details and contextual offers
C
Action-driven hierarchy prioritizing urgent tasks, exchange rate and transfer status visibility
Evaluating trade-offs
Using a comparison matrix, I evaluated the 3 approaches against our pre-defined design principles and technical constraints. Approach C emerged as the strongest direction for balancing scalability, transfer initiation, and feature discoverability.
Using a comparison matrix, I evaluated the 3 approaches against our pre-defined design principles and technical constraints. Approach C emerged as the strongest direction for balancing scalability, transfer initiation, and feature discoverability.
Using a comparison matrix, I evaluated the 3 approaches against our pre-defined design principles and technical constraints. Approach C emerged as the strongest direction for balancing scalability, transfer initiation, and feature discoverability.
Criteria
Criteria
Criteria
Scalability
Scalability
Scalability
Discoverability
Discoverability
Discoverability
Call to action
Call to action
Call to action
Implementation
Implementation
Implementation
Brand alignment
Brand alignment
Brand alignment
A
A
B
B
C
C
Preliminary A/B testing
C
With Approach C selected, I created two refined variations to test specific interaction patterns and content hierarchy decisions.
With Approach C selected, I created two refined variations to test specific interaction patterns and content hierarchy decisions.
With Approach C selected, I created two refined variations to test specific interaction patterns and content hierarchy decisions.
Are carousel indicators needed to discover more cards?
Which information is more important to the user-recipients or transfers?
USABILITY TESTING
USABILITY TESTING
With the refined design direction established, it was essential to validate our design decisions with users across global markets, ensuring the solution performed well in different regions and languages.
I conducted unmoderated user surveys through Maze, across 5 countries with different languages, that had task-based scenarios to measure success and acceptance of the solution
🇺🇸 🇨🇱 🇫🇷 🇬🇧 🇪🇸
Screen used for testing
PRIMARY INSIGHTS
PRIMARY INSIGHTS
Clarity & inclusivity builds trust
Clarity & inclusivity builds trust
Clarity & inclusivity builds trust
Seeing pending actions upfront reduced anxiety about incomplete transfers, while using text buttons over icons helped with a global user base.
The recipient section improved transfer efficiency
The recipient section improved transfer efficiency
The recipient section improved transfer efficiency
Visible receiving details (country, payment method) gave users confidence before initiating a transfer.
Context drives engagement & conversion
Context drives engagement & conversion
Context drives engagement & conversion
Users favored personally relevant content over generic promotions, enabling faster decision making without external research.
REFINED SOLUTION
REFINED SOLUTION
A component-based homescreen system built on 3 core improvements:
A component-based homescreen system built on 3 core improvements:
A component-based homescreen system built on 3 core improvements:
01
Creating new paths
Creating new paths
Multiple entry points to initiate a transfer- Send button, Send again and tap on any recipient
Multiple entry points to initiate a transfer- Send button, Send again and tap on any recipient
Multiple entry points to initiate a transfer- Send button, Send again and tap on any recipient
02
Surfacing important information
Surfacing important information
Current exchange rate, critical actions, and incomplete transfers
Current exchange rate, critical actions, and incomplete transfers
Current exchange rate, critical actions, and incomplete transfers
03
Scalable architecture
Scalable architecture
Card based components to add/remove elements easily during future updates
Card based components to add/remove elements easily during future updates
Card based components to add/remove elements easily during future updates
DETAILING
DETAILING
Carousel card anatomy to optimize space
Carousel card anatomy to optimize space
Carousel card anatomy to optimize space
Illustrations for brand alignment and CRM
Illustrations for brand alignment and CRM
Illustrations for brand alignment and CRM
Illustrations created in collaboration with Brand Designers (Rigved Sathe, Nupoor Godse, and Cynthia Soe)
ACCESSIBILITY COMPLIANCE
ACCESSIBILITY COMPLIANCE
Before handoff, I conducted a comprehensive accessibility audit and updated designs to ensure WCAG compliance in relation to color contrast, typography and usability on various screen sizes.
Before handoff, I conducted a comprehensive accessibility audit and updated designs to ensure WCAG compliance in relation to color contrast, typography and usability on various screen sizes.
Before handoff, I conducted a comprehensive accessibility audit and updated designs to ensure WCAG compliance in relation to color contrast, typography and usability on various screen sizes.
This was done in parallel with the brand refresh to adhere to accessibility guidelines across Ria's platforms.
This was done in parallel with the brand refresh to adhere to accessibility guidelines across Ria's platforms.
This was done in parallel with the brand refresh to adhere to accessibility guidelines across Ria's platforms.
REFLECTIONS
REFLECTIONS
Testing hypothesis whenever possible
Testing hypothesis whenever possible
Testing hypothesis whenever possible
Validating design decisions with real users allowed me to make confident decisions even when facing competing stakeholder opinions.
Validating design decisions with real users allowed me to make confident decisions even when facing competing stakeholder opinions.
Validating design decisions with real users allowed me to make confident decisions even when facing competing stakeholder opinions.
Systems thinking scales impact
Systems thinking scales impact
Systems thinking scales impact
By focusing on reusable components and clear principles rather than pixel-perfect screens, I was able to create a foundation that continues to evolve.
By focusing on reusable components and clear principles rather than pixel-perfect screens, I was able to create a foundation that continues to evolve.
By focusing on reusable components and clear principles rather than pixel-perfect screens, I was able to create a foundation that continues to evolve.
Collaborating early in the process
Collaborating early in the process
Collaborating early in the process
Early involvement of engineering, brand, compliance, and marketing prevented late-stage bottlenecks and resulted in a more cohesive product.
Early involvement of engineering, brand, compliance, and marketing prevented late-stage bottlenecks and resulted in a more cohesive product.
Early involvement of engineering, brand, compliance, and marketing prevented late-stage bottlenecks and resulted in a more cohesive product.
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025
Currently open to work.
Let's connect!
rewaketkar@gmail.com
Design and content by Rewa Ketkar © 2025