Global Exchange
Designing a user-centered
currency exchange experience
Designing a user-centered
currency exchange experience
Designing a user-centered
currency exchange experience
Redesigning Global Exchange’s transactional website to encourage currency exchange earlier in the travel journey.
From a reservation-based flow to a guided, conversion-focused ecommerce experience.
Global Exchange is the leading international foreign currency exchange company, headquartered in Spain and operating across 30+ countries worldwide.
This project focused on redesigning Global Exchange’s transactional website, evolving it from a reservation-based experience into a user-centered ecommerce product.
As UX/UI Design Lead, I collaborated with internal product teams and the external agency The Cocktail, and later led a major UX iteration to simplify the purchase flow and improve usability through data-driven decisions.
Global Exchange is the leading international foreign currency exchange company, headquartered in Spain and operating across 30+ countries worldwide.
This project focused on redesigning Global Exchange’s transactional website, evolving it from a reservation-based experience into a user-centered ecommerce product.
As UX/UI Design Lead, I collaborated with internal product teams and the external agency The Cocktail, and later led a major UX iteration to simplify the purchase flow and improve usability through data-driven decisions.
Global Exchange is the leading international foreign currency exchange company, headquartered in Spain and operating across 30+ countries worldwide.
This project focused on redesigning Global Exchange’s transactional website, evolving it from a reservation-based experience into a user-centered ecommerce product.
As UX/UI Design Lead, I collaborated with internal product teams and the external agency The Cocktail, and later led a major UX iteration to simplify the purchase flow and improve usability through data-driven decisions.
Product
Product
Product
Website
Website
Website
Skills
Skills
Skills
Product design
Stakeholders management
Interactive prototyping
User research & testing
Product design
Stakeholders management
Interactive prototyping
User research & testing
Product design
Stakeholders management
Interactive prototyping
User research & testing
Role
Role
Role
Design lead
Design lead
Design lead
The Challenge
The Challenge
The Challenge
Foreign currency exchange was typically addressed late in the travel journey, often at the airport or through banks, which limited service adoption and user engagement.
The challenge was to reposition Global Exchange earlier in the traveler’s journey, clearly communicate its value proposition, and transform a rigid, reservation-based flow into a flexible, trustworthy digital experience.
Foreign currency exchange was typically addressed late in the travel journey, often at the airport or through banks, which limited service adoption and user engagement.
The challenge was to reposition Global Exchange earlier in the traveler’s journey, clearly communicate its value proposition, and transform a rigid, reservation-based flow into a flexible, trustworthy digital experience.
Foreign currency exchange was typically addressed late in the travel journey, often at the airport or through banks, which limited service adoption and user engagement.
The challenge was to reposition Global Exchange earlier in the traveler’s journey, clearly communicate its value proposition, and transform a rigid, reservation-based flow into a flexible, trustworthy digital experience.
Research & insights
UX decisions were driven by data, expert evaluation and continuous user feedback.
UX decisions were driven by data, expert evaluation and continuous user feedback.
UX decisions were driven by data, expert evaluation and continuous user feedback.
The research aimed to understand where users dropped off, why they hesitated, and how early cognitive overload and unclear value communication impacted conversion.
The research aimed to understand where users dropped off, why they hesitated, and how early cognitive overload and unclear value communication impacted conversion.
The research aimed to understand where users dropped off, why they hesitated, and how early cognitive overload and unclear value communication impacted conversion.
Methods
Methods
Methods
UX audit conducted with Flat 101
Behavioral analysis using Google Analytics and Hotjar
Continuous qualitative feedback from real users
UX audit conducted with Flat 101
Behavioral analysis using Google Analytics and Hotjar
Continuous qualitative feedback from real users
UX audit conducted with Flat 101
Behavioral analysis using Google Analytics and Hotjar
Continuous qualitative feedback from real users
Key insights
Key insights
Key insights
High cognitive load caused by too many required decisions upfront
Unclear value proposition during the early stages of the journey
Friction concentrated in the reservation-based flow, especially in legally constrained steps
High cognitive load caused by too many required decisions upfront
Unclear value proposition during the early stages of the journey
Friction concentrated in the reservation-based flow, especially in legally constrained steps
High cognitive load caused by too many required decisions upfront
Unclear value proposition during the early stages of the journey
Friction concentrated in the reservation-based flow, especially in legally constrained steps
These insights revealed that conversion issues were driven less by pricing or trust, and more by early cognitive overload and poor value communication — particularly in the reservation flow.
These insights revealed that conversion issues were driven less by pricing or trust, and more by early cognitive overload and poor value communication — particularly in the reservation flow.
These insights revealed that conversion issues were driven less by pricing or trust, and more by early cognitive overload and poor value communication — particularly in the reservation flow.
UX strategy
The redesign aligned user needs, business goals and long-term scalability, ensuring the experience could evolve alongside the product.
The redesign aligned user needs, business goals and long-term scalability, ensuring the experience could evolve alongside the product.
The redesign aligned user needs, business goals and long-term scalability, ensuring the experience could evolve alongside the product.
Key strategic principles
Key strategic principles
Key strategic principles
1.
1.
Storytelling before conversion
Storytelling before conversion
Explain the service and its value before asking users to commit.
Building value before asking for action.
2.
Scalable platform
A design built to grow with the business.
3.
Consistent value
Trust maintained throughout the entire journey.
4.
Guided flow
Clear progression with no friction.
5.
Continuous support
Value that goes beyond the purchase.
2.
Modular and scalable platform
Design a flexible structure ready for growth and future services.
3.
Value proposition as a constant
Reinforce trust, pricing clarity and benefits throughout the journey.
4.
Reduced friction in a constrained flow
Guide users through mandatory steps with progressive disclosure.
5.
Support beyond the transaction
Consider user needs before, during and after the trip.
1.
Storytelling before conversion
Explain the service and its value before asking users to commit.
2.
Modular and scalable platform
Design a flexible structure ready for growth and future services.
3.
Value proposition as a constant
Reinforce trust, pricing clarity and benefits throughout the journey.
4.
Reduced friction in a constrained flow
Guide users through mandatory steps with progressive disclosure.
5.
Support beyond the transaction
Consider user needs before, during and after the trip.
Restructuring the homepage as a storytelling-driven entry point
Restructuring the homepage as a storytelling-driven entry point
The homepage became the scalable expression of the new entry point.
The homepage became the scalable expression of the new entry point.
Once the new purchase logic was defined, the homepage was redesigned to support it at scale: introducing the service, explaining its value and progressively guiding users toward conversion.
Once the new purchase logic was defined, the homepage was redesigned to support it at scale: introducing the service, explaining its value and progressively guiding users toward conversion.
Before
Before
After
After
The previous homepage introduced the service through a transaction-first approach, forcing users to make decisions early without fully understanding the value.
This resulted in high cognitive load, limited trust and early friction.
The previous homepage introduced the service through a transaction-first approach, forcing users to make decisions early without fully understanding the value.
This resulted in high cognitive load, limited trust and early friction.
The new homepage works as a guided entry point, building understanding and trust before users reach the purchase flow.
The experience follows a clear narrative:
What — What the service is and the value it delivers
Why — What sets Global Exchange apart
How — Clear steps to complete the challenge
When — Contextual, actionable CTAs
The new homepage works as a guided entry point, building understanding and trust before users reach the purchase flow.
The experience follows a clear narrative:
What — What the service is and the value it delivers
Why — What sets Global Exchange apart
How — Clear steps to complete the challenge
When — Contextual, actionable CTAs
This structure sets expectations early and prepares users for a smoother, more confident purchase journey.
Restructuring the homepage as
a storytelling-driven entry point
The homepage became the scalable expression of the new entry point.
Once the new purchase logic was defined, the homepage was redesigned to support it at scale: introducing the service, explaining its value and progressively guiding users toward conversion.
Before
The previous homepage introduced the service through a transaction-first approach,
forcing users to make decisions early without fully understanding the value.
This resulted in high cognitive load, limited trust and early friction.
After
The new homepage works as a guided entry point, building understanding and trust before users reach the purchase flow.
The experience follows a clear narrative:
What — What the service is and the value it delivers
Why — What sets Global Exchange apart
How — Clear steps to complete the challenge
When — Contextual, actionable CTAs
This structure sets expectations early and prepares users for a smoother, more confident purchase journey.
Solution
The experience was redesigned as a guided, user-centered ecommerce journey, replacing a rigid reservation-based form with a modular and scalable solution aligned with user needs and business goals.
The experience was redesigned as a guided, user-centered ecommerce journey, replacing a rigid reservation-based form with a modular and scalable solution aligned with user needs and business goals.
The experience was redesigned as a guided, user-centered ecommerce journey, replacing a rigid reservation-based form with a modular and scalable solution aligned with user needs and business goals.
Currency selection
Clear value from the first interaction
Simplified entry point supporting multiple currencies and transparent pricing.
1
Delivery method & date
Flexible delivery, adapted to real travel contexts
Home Delivery, Click & Collect and Correos introduced early in the journey.
2
Personal data
Less effort, fewer errors
OCR scanning and auto-fill were introduced to reduce manual input, minimize errors and streamline completion of legally required personal data.
3
Additional data & payment
Continuity without repetition
Reused data, smooth flow, trusted completion.
4
Selección de moneda
Clear value from the first interaction
Simplified entry point supporting multiple currencies and transparent pricing.
1
Delivery method & date
Flexible delivery, adapted to real travel contexts
Domicilio, Click & Collect y Correos integrados desde las primeras etapas.
2
Datos personales
Less effort, fewer errors
OCR y autocompletado para reducir fricción y entradas manuales.
3
Additional data & payment
Continuity without repetition
Reutilización de datos para un proceso fluido y sin interrupciones.
4
Selección de moneda
Clear value from the first interaction
Simplified entry point supporting multiple currencies and transparent pricing.
1
Delivery method & date
Flexible delivery, adapted to real travel contexts
Home Delivery, Click & Collect and Correos introduced early in the journey.
2
Datos personales
Less effort, fewer errors
OCR scanning and auto-fill were introduced to reduce manual input, minimize errors and streamline completion of legally required personal data.
3
Additional data & payment
Continuity without repetition
Reused data, smooth flow, trusted completion.
4
Swipe
Swipe
Swipe
Evolving the
purchase flow
UX decisions were driven by data, expert evaluation and continuous user feedback.
UX decisions were driven by data, expert evaluation and continuous user feedback.
The research aimed to understand where users dropped off, why they hesitated, and how early cognitive overload and unclear value communication impacted conversion.
The research aimed to understand where users dropped off, why they hesitated, and how early cognitive overload and unclear value communication impacted conversion.
Initial approach
Initial approach
Single-page reservation form
Too many decisions upfront, resulting in high cognitive load.
Too many decisions upfront, resulting in high cognitive load.
Multiple required actions (office, date, personal data, legal acceptance) led to early abandonment before users understood the service value.
Multiple required actions (office, date, personal data, legal acceptance) led to early abandonment before users understood the service value.
Intermediate approach
Step-based visual redesign
Visual structure improved clarity and reduced initial friction.
However, competing information still distracted users and weakened focus, limiting the effectiveness of the flow.
Visual improvement, structural limitations
Final approach
Guided four-step purchase flow
A guided flow that structures complexity and supports confident decisions.
Progressive disclosure and information reuse reduced friction, especially in legally constrained steps, improving completion and clarity.
Clarity, focus and confidence
Intermediate approach
Step-based visual redesign
Visual structure improved clarity and reduced initial friction.
However, competing information still distracted users and weakened focus, limiting the effectiveness of the flow.
Visual improvement, structural limitations
Final approach
Guided four-step purchase flow
A guided flow that structures complexity and supports confident decisions.
Progressive disclosure and information reuse reduced friction, especially in legally constrained steps, improving completion and clarity.
Clarity, focus and confidence
Evolving the
purchase flow
UX decisions were driven by data, expert evaluation and continuous user feedback.
The research aimed to understand where users dropped off, why they hesitated, and how early cognitive overload and unclear value communication impacted conversion.
Initial approach
Single-page reservation form
Too many decisions upfront, resulting in high cognitive load.
Multiple required actions (office, date, personal data, legal acceptance) led to early abandonment before users understood the service value.
Intermediate approach
Step-based visual redesign
Visual structure improved clarity and reduced initial friction.
However, competing information still distracted users and weakened focus, limiting the effectiveness of the flow.
Visual improvement, structural limitations
Final approach
Guided four-step purchase flow
A guided flow that structures complexity and supports confident decisions.
Progressive disclosure and information reuse reduced friction, especially in legally constrained steps, improving completion and clarity.
Clarity, focus and confidence
Outcome
Outcome
From a rigid reservation system to a scalable, user-centered ecommerce experience
From a rigid reservation system to a scalable, user-centered ecommerce experience
From a rigid reservation system to a scalable, user-centered ecommerce experience
The final outcome was a transactional experience that successfully moved currency exchange earlier in the travel journey — transforming it from a last-minute task into a confident, planned decision.
The final outcome was a transactional experience that successfully moved currency exchange earlier in the travel journey — transforming it from a last-minute task into a confident, planned decision.
The final outcome was a transactional experience that successfully moved currency exchange earlier in the travel journey — transforming it from a last-minute task into a confident, planned decision.
The redesigned flow replaced a dense, reservation-based form with a guided, step-by-step purchase journey, reducing cognitive load and helping users understand pricing, delivery options and requirements progressively. This structure allowed users to move forward with clarity, even within a legally constrained process.
The redesigned flow replaced a dense, reservation-based form with a guided, step-by-step purchase journey, reducing cognitive load and helping users understand pricing, delivery options and requirements progressively. This structure allowed users to move forward with clarity, even within a legally constrained process.
The redesigned flow replaced a dense, reservation-based form with a guided, step-by-step purchase journey, reducing cognitive load and helping users understand pricing, delivery options and requirements progressively. This structure allowed users to move forward with clarity, even within a legally constrained process.
Beyond the purchase flow, the experience evolved into a flexible and scalable ecommerce platform, capable of supporting different traveler profiles, delivery contexts and future service expansion — while reinforcing Global Exchange’s value proposition and trust signals throughout the journey.
Beyond the purchase flow, the experience evolved into a flexible and scalable ecommerce platform, capable of supporting different traveler profiles, delivery contexts and future service expansion — while reinforcing Global Exchange’s value proposition and trust signals throughout the journey.
Beyond the purchase flow, the experience evolved into a flexible and scalable ecommerce platform, capable of supporting different traveler profiles, delivery contexts and future service expansion — while reinforcing Global Exchange’s value proposition and trust signals throughout the journey.
The result is a clearer, more trustworthy experience that aligns real user behavior with business growth goals.
The result is a clearer, more trustworthy experience that aligns real user behavior with business growth goals.
The result is a clearer, more trustworthy experience that aligns real user behavior with business growth goals.
Impact & results YoY
Measuring the business impact of a guided, user-centered ecommerce experience.
Measuring the business impact of a guided, user-centered ecommerce experience.
Measuring the business impact of a guided, user-centered ecommerce experience.
Measurable business outcomes:
Measurable business outcomes:
+200%
+200%
+200%
Organic user growth
Organic user growth
Organic user growth
x8+
x8+
Conversion rate increase
Conversion rate increase
+100%
+100%
Increase in total
transactions
Learnings
Learnings
Key UX principles reinforced through a high-impact, legally constrained redesign
Key UX principles reinforced through a high-impact, legally constrained redesign
Key UX principles reinforced through a high-impact, legally constrained redesign
Structuring complexity beats removing it
Structuring complexity beats removing it
Structuring complexity beats removing it
Removing steps wasn’t an option in a legally constrained flow.
Removing steps wasn’t an option in a legally constrained flow.
Breaking complexity into clear, progressive steps reduced cognitive load and helped users make confident decisions without feeling overwhelmed.
Breaking complexity into clear, progressive steps reduced cognitive load and helped users make confident decisions without feeling overwhelmed.
Timing matters more than information volume
Timing matters more than information volume
Timing matters more than information volume
The issue wasn’t too much information, but when it was presented.
The issue wasn’t too much information, but when it was presented.
By revealing pricing, delivery options and requirements progressively, users could focus on one decision at a time, improving comprehension and conversion.
Trust is built through clarity, not reassurance
Trust is built through clarity, not reassurance
Trust is built through clarity, not reassurance
Trust signals are most effective when embedded naturally in the journey.
Trust signals are most effective when embedded naturally in the journey.
Clear summaries, transparent pricing and predictable steps proved more powerful than adding extra reassurance messages.
Data points direction, insights shape solutions
Data points direction, insights shape solutions
Quantitative data showed where users dropped off.
Quantitative data showed where users dropped off.
Qualitative insights explained why—enabling confident UX decisions and meaningful iteration.
Qualitative insights explained why—enabling confident UX decisions and meaningful iteration.
Let's talk
Crafted with care - fueled by curiosity and coffee
®2026 Andrea Espinal
Let's talk
Crafted with care - fueled by curiosity and coffee
®2026 Andrea Espinal
Let's talk
Crafted with care - fueled by curiosity and coffee
®2026 Andrea Espinal