My story

How I worked as a UX designer without the UX title?

So where should I begin? It all started with me working as an account executive at a FinTech start up.

timeline

Apr 2019 - Aug 2020

My role

I was an account executive, but I also played the UX role, given the startup environment and culture.

context

Statrys is a FinTech start-up helping clients open business accounts and do foreign exchange.

In the team

I collaborated closely with the sales team, customer support, and developers to successfully launch Statrys into the Hong Kong market.

When I first joined Statrys, the payment platform was not launched yet. It required dedicated effort to acquire market share and get potential user output so that the product itself could evolve further.

Promoted Statrys with my colleagues at InvestHK in 2020

What problems did I help Statrys solve?

Redesigned the onboarding form and introduced auto email notification to reduce customer support workload and increase user satisfaction.

Frustrated with complicated onboarding form and unresponsive payment process, SME clients bombarded customer support, voiced their worries to sales team.

Challenges that users faced

1. Complicated onboarding process

Lengthy application form, unfamiliar jargons, business documentation proof.

2. Lack of transparency on payment process

No trace of when the payment would be sent out to the payee/ the payment would be received.

“I was not a "UX designer", but I had the sense to create some "default" questions for SME clients and partners to delve deeper into the needs, problems and pain points.

process

1. Networking

I approached different potential user profiles at networking events.

2. Usability testing

I ran the demo with partners to get their thoughts and suggestions.
Some topics covered - How do you manage your business financially? Which part of onboarding process you find confusing? Are you familiar with setting up a overseas payment?….

3. Market research

I looked into competitor products to understand their strengths and weaknesses and the market trend.

4. Internal communication

I kept the founder and developer team updated on the findings and further proposed solutions so that the products evolved along the way.

findings

1. Applicants expected their business account application outcome to be released quickly, ideally within seven business days.

2. The senders and payees asked for a timely and transparent payment status.

Solutions

1. Better labelling on the onboarding process

Labels provide visual cues for task completion, for example, "Did I complete all the questions on this page?", "how many steps are there on this form?" etc.

I had not kept any visuals from Statrys because I did not foresee myself becoming a UX designer! Hence, the following images are UX suggestions but not the actual design.

Images credited to Mobbin

2. Tooltip guidance on business jargon

Tooltips explain some business jargon and help users quickly complete the onboarding process.

Images credited to Mobbin

3. Auto email notification on incoming and outgoing payment

Images credited to Mobbin

limitation

We didn’t have enough technical resources!

I first proposed "track your payment", just like the features offered by the e-commerce platform. However, with a start-up size, we could not afford to build such fancy infrastructure.

Auto email notification has been introduced as an alternative after discussion.

The user received an email whenever an outgoing payment hit the payee's account. Likewise, whenever an incoming payment reached the user's account, the user got an email. In addition, the user could add others' email addresses when setting up the payment so that people involved in the business are well-informed.

outcomes

Boosted confidence and patience among customer

Built a client base from 0 to 120 within 8 months

Established 15 partnerships within the first 12 months

Facilitated platform evolution with various stakeholders

a new beginnning