Reducing decision fatigue for customers doing international money transfer for the first-time
Reducing decision fatigue for customers doing international money transfer for the first-time
By surfacing only decision-changing signals, giving quick ways to narrow the list, and communicating trust in plain language.
A detailed and a longer version of this case study could be found here
🔔
🔔
🔔
The Problem?
The Problem?
Despite being cheaper, faster, and more transparent than banks, Third party providers like Remitly, Wise etc. have low adoption in India due to trust gaps
Despite being cheaper, faster, and more transparent than banks, Third party providers like Remitly, Wise etc. have low adoption in India due to trust gaps
1
Is this provider legitimate ?
1
Is this provider legitimate ?
2
Are the reviews credible?
2
Are the reviews credible?
3
What if I lose my money?
3
What if I lose my money?
Scope and constraints
Outbound transfers only
India → abroad
Outbound transfers only
India → abroad
Aggregator, not a payments processor
Deeplink to the provider
Aggregator, not a payments processor
Deeplink to the provider
Strictly Focus on two high leverage stages of the journey
Finding a provider quickly
Vetting that provider
Metrics we planned to track to measure success
Conversion Rate to Provider Selection: Should go up ⬆️
Metric: Number of users that progress from the results page to selecting a provider.
Time taken to choose a provider: Should go down ⬇️
Metric: Average time on the results page until users select a provider.
Engagement with Trust Signals: Should go up ⬆️
Metric: Interactions with trust indicators, like AI review summaries, provider history, and user ratings
To solve this, I treated this as a decision-under-uncertainty problem. The strategy was to
Define the few signals that actually change a user’s choice
Make those signals effortless to compare, and
Surround the decision with credibility scaffolding so first-time senders feel safe and confident while proceeding
On the very first entry, we added testimonial cards showing users who hit the same goal, creating relatable social proof
Helping users find the right provider for them quickly
To make the comparison process easy, I focused on displaying only the most important information that helps them make the decision. These insights were uncovered during a user interview conducted with 9 users
Iterations explored
Adding Sort, Filter and Search Functionality to Help Users Find a Preferred Provider Faster
Users often need to sift through many providers that meet their needs. To address this, I added functionalities to sort, filter, and search, ensuring users could quickly find the options that best match their criteria.
Helping users vet the provider they chose
Jobs to be Done
Verify Provider Legitimacy: Users need to know the provider is credible
Check reviews: Users want to know what others think about the provider and whether reviews are legitimate.
Subheader Iterations that I explored
Say hello 👋
designedbyhari@gmail.com
© 2025 by Hariharan Ramesh
Say hello 👋
designedbyhari@gmail.com
© 2025 by Hariharan Ramesh
Reducing decision fatigue for customers doing international money transfer for the first-time
Reducing decision fatigue for customers doing international money transfer for the first-time
By surfacing only decision-changing signals, giving quick ways to narrow the list, and communicating trust in plain language.
A detailed and a longer version of this case study could be found here
🔔
🔔
🔔
The Problem?
The Problem?
Despite being cheaper, faster, and more transparent than banks, Third party providers like Remitly, Wise etc. have low adoption in India due to trust gaps
Despite being cheaper, faster, and more transparent than banks, Third party providers like Remitly, Wise etc. have low adoption in India due to trust gaps
1
Is this provider legitimate ?
1
Is this provider legitimate ?
2
Are the reviews credible?
2
Are the reviews credible?
3
What if I lose my money?
3
What if I lose my money?
Scope and constraints
Outbound transfers only
India → abroad
Outbound transfers only
India → abroad
Aggregator, not a payments processor
Deeplink to the provider
Aggregator, not a payments processor
Deeplink to the provider
Strictly Focus on two high leverage stages of the journey
Finding a provider quickly
Vetting that provider
Metrics we planned to track to measure success
Conversion Rate to Provider Selection: Should go up ⬆️
Metric: Number of users that progress from the results page to selecting a provider.
Time taken to choose a provider: Should go down ⬇️
Metric: Average time on the results page until users select a provider.
Engagement with Trust Signals: Should go up ⬆️
Metric: Interactions with trust indicators, like AI review summaries, provider history, and user ratings
To solve this, I treated this as a decision-under-uncertainty problem. The strategy was to
Define the few signals that actually change a user’s choice
Make those signals effortless to compare, and
Surround the decision with credibility scaffolding so first-time senders feel safe and confident while proceeding
On the very first entry, we added testimonial cards showing users who hit the same goal, creating relatable social proof
Helping users find the right provider for them quickly
To make the comparison process easy, I focused on displaying only the most important information that helps them make the decision. These insights were uncovered during a user interview conducted with 9 users
Iterations explored
Adding Sort, Filter and Search Functionality to Help Users Find a Preferred Provider Faster
Users often need to sift through many providers that meet their needs. To address this, I added functionalities to sort, filter, and search, ensuring users could quickly find the options that best match their criteria.
Helping users vet the provider they chose
Jobs to be Done
Verify Provider Legitimacy: Users need to know the provider is credible
Check reviews: Users want to know what others think about the provider and whether reviews are legitimate.
Subheader Iterations that I explored
Say hello 👋
designedbyhari@gmail.com
© 2025 by Hariharan Ramesh
Never stop iterating