Global Exchange
How we turned a booking platform into a transactional ecommerce, with direct impact on conversion, user growth and business volume.
Ecommerce · Fintech · Currency exchange
Project Overview
Website
UX/UI Design Lead
Sole designer
Product Design
UX Research & Testing
Interactive Prototyping
Stakeholder Management
The challenge
The challenge was to position Global Exchange earlier in the traveler’s journey, clearly communicate its value proposition, and turn a rigid, booking-based system into a simpler, more trustworthy digital purchase experience.
01
Late adoption of the online service
Most travelers exchange currency at the airport or order it from their bank.
02
Unclear value proposition
Users didn't see the benefits of the service or why to use it before traveling.
03
Rigid, impersonal purchase flow
The process was built around bookings, not an optimized purchase experience.
Research & Insights
The research focused on identifying where users dropped off, why they hesitated during the process, and how early cognitive overload and an unclear value proposition were affecting conversion.
Research methods
UX audit with the agency Flat 101
Behavioral analysis with Google Analytics and Hotjar
Continuous qualitative user feedback through post-purchase surveys
Key insights
High cognitive load in the early stages of the flow
Unclear value proposition
Friction concentrated in the booking-based flow
Conversion issues weren't really about price or trust, but about early cognitive overload and ineffective value communication.
UX Strategy
The redesign aligned user needs, business goals and product scalability, allowing the experience to evolve consistently over time.
Clarity before conversion
Explain the service and its value clearly before asking users for any personal information.
Simplifying the purchase flow
Reduce cognitive load by guiding users through the process step by step.
Trust throughout the journey
Build trust at every step with clear information and a transparent process.
Home Redesign
The homepage shifted from a booking-first approach to an experience that explains the value of the service and guides users toward conversion.
Solution
A purchase flow redesigned to reduce friction, improve clarity and adapt to the user’s context.
Purchase flow
From a single form to a guided, step-by-step experience.
Results
A clearer, guided flow, combined with acquisition and CRM campaigns, led to significant improvements in conversion, usage and transaction volume in 2024.
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Organic user growth
Driven by clearer entry points, earlier value communication and targeted acquisition campaigns across channels.
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Conversion growth
The result of replacing a dense form with a guided purchase flow, alongside CRM improvements.
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Transaction growth
Thanks to new delivery options and reduced friction throughout the purchase process.
Learnings
Key decisions that guided the design in a complex, constrained environment.
Structuring complexity works better than removing it
Removing steps wasn’t an option in a legally regulated flow. Splitting the experience into clear, progressive steps reduced cognitive load and made decision-making easier.
Timing matters more than the amount of information
The problem wasn’t the volume of information, but when it was shown. Presenting content progressively let users focus on one decision at a time.
Trust is built through clarity
Trust signals work best when they’re a natural part of the flow. Transparent pricing and predictable steps proved more effective than added messages.
Data shows the way, insights define it
Quantitative data showed where the problems were. Qualitative insights explained why, enabling more precise decisions with real impact.