GOZA App

ROLE/SERVICES

UX/UI Design

LOCATION

México

YEAR

2023

Project Overview

THE PROBLEM

Currency exchange can be a complicated and opaque process, with limited options for managing and tracking transactions, as well as for receiving rewards for customer loyalty.

THE GOAL

Simplify the currency exchange process by providing a comprehensive solution that includes a transaction card, a detailed transaction history, a loyalty rewards system, and convenient and secure options for withdrawing funds.

THE PRODUCT

GOZA is an app designed to streamline currency exchange efficiently. The app offers a transaction card, a transparent transaction history, a rewards system to incentivize user loyalty, and options for withdrawing funds as needed. Its aim is to provide a simplified and beneficial user experience for managing currency.

MY ROLE

UX designer designing an an app for GOZA from conception to delivery.

RESPONSIBILITIES

Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.

PROJECT DURATION

August 2023 to March 2024

Understanding the user

I conducted interviews and created empathy maps to understand the users I am designing for and their needs. A main group of users identified through the research were frequent travelers and expatriates looking for a convenient solution for currency exchange and payment methods.

This group of users confirmed initial assumptions about GOZA's customers, but the investigation also revealed that accessibility to traditional currency exchange services was not the only factor limiting users from efficiently managing their finances while abroad.

Other user problems include lack of knowledge about the best exchange rates, concerns about high transaction fees, and the inconvenience of physically exchanging currency.

PERSONA AND PROBLEM STATEMENT

Daniela Rivera

Daniela Rivera, 32 years old and an international business consultant in Mexico City, travels frequently and needs to exchange currencies quickly and reliably for her work. She values transparency in transactions and the ease of use of financial apps, as well as the possibility of earning rewards for her loyalty to a currency exchange platform. She gets frustrated with unclear exchange rates and high fees from traditional services, and previous apps haven’t provided good transaction tracking or attractive rewards. Her goal is to find an app that allows her to manage currencies easily and quickly, with a clear history and the ability to withdraw funds when needed. As she says, "Exchanging currencies should be as easy as making a transfer, and it would be great to earn rewards for doing it consistently."

Starting the design

DIGITAL WIREFRAMES

As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research

LOW-FIDILITY PROTOTYPE

Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was finding an item and placing it in the cart, so the prototype could be used in a usability study.

Usability study: Findings

I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.

Study type:

Unmoderated usability study

Location:

Mexico, TJ, remote

Participants:

5 participants

Length:

10-30 minutes

UNINTUITIVE

The flow for converting currencies was unintuitive for first-time users.

UNINTUITIVE

Improving visibility of the transaction status enhanced user trust.

UNINTUITIVE

Users were confused by the currency exchange rate display format.

Simplify your currency  exchange with card, rewards and withdrawals

Going Forward

TAKEAWAYS

IMPACT

The GOZA app simplifies and improves users' experience when exchanging currencies, making them feel that their needs are a priority.

One user's comment during testing: “The GOZA app made the currency exchange process fast and clear. Using the card for my daily transactions was convenient and secure.”

WHAT I LEARNED

During the development of the GOZA app, I understood that initial solutions to user problems are only the starting point. The iteration process, along with usability studies and feedback from real users, was key to refining the user experience. It was critical to ensure that every interaction in the app was smooth and efficient, especially when dealing with sensitive financial operations such as currency exchange and transactions.

Translated with DeepL.com (free version)

NEXT STEPS

1.- IMPROVING USER FLOW

Analyze and optimize the user flow in the application to ensure that critical tasks, such as currency exchange and transactions, are performed in an intuitive and frictionless manner. This will include simplifying the necessary steps and reducing waiting times.

2.- A/B TESTING INTEGRATION

Implement A/B testing to compare different versions of the user interface and new functionality. This will help identify which design elements and features are most effective in improving the overall experience and increasing user satisfaction.

3.- INTERACTION DESIGN OPTIMIZATION

Refine the interaction design to improve accessibility and usability on different devices and screen sizes. Ensure that the app is equally functional on mobile and tablets, adjusting design elements according to the specific needs of each platform.