UX Redesign That Doubled Conversions for a Fintech Platform
Financial Services
What They Were Facing
PayWise's payment platform was functionally powerful but had a conversion rate of just 2.1% from signup to first transaction. User research revealed that the onboarding flow was confusing, the dashboard overwhelmed new users with too much information, and the mobile experience was an afterthought. Support tickets related to usability issues were consuming 60% of the customer service team's capacity.
How We Solved It
AQBEE conducted extensive user research including 40+ user interviews, session recordings analysis, and competitive benchmarking to identify conversion barriers. We redesigned the entire platform experience in Figma, creating a comprehensive design system with reusable components, accessibility guidelines, and interaction patterns. The new UI was implemented in React with a mobile-first approach, integrated with Salesforce Service Cloud for contextual in-app support. A/B testing through LaunchDarkly validated every major design decision before full rollout, and the design system was documented for PayWise's internal team to maintain and extend.
The Impact
Signup-to-first-transaction conversion rate improved from 2.1% to 4.6%, representing a 120% increase driven by simplified onboarding and progressive disclosure.
Usability-related support tickets decreased by 40% as the redesigned interface eliminated common confusion points and added contextual help.
Customer NPS jumped from 31 to 78 post-redesign, placing PayWise in the top quartile of fintech platforms for user satisfaction.
“We knew our product was powerful but hard to use. AQBEE's research-driven approach showed us exactly where users were struggling, and their redesign didn't just make things prettier — it fundamentally changed how people experience our product. A 120% conversion lift and NPS of 78 speak for themselves. This was the best investment we've made.”
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