In today’s digital world, ignoring user experience is like building a beautiful bridge without considering how people will actually cross it—eventually, everyone will turn around and find another way.

When usability is overlooked, even minor obstacles can drive users away, leaving behind nothing but frustration and lost revenue. Those who neglect UX optimization risk losing their customers to competitors who understand that seamless interaction isn't just convenience—it's survival.

Unistream Bank, an international financial services provider, noticed significant user frustration with their money transfer mobile app, especially among migrant communities. Negative feedback indicated users struggled to complete essential tasks such as sending money transfers, uploading documents, and filling out forms correctly. To address these issues, a targeted UX research project was initiated to diagnose the precise usability pain points and propose practical, impactful improvements—without requiring a full application redesign.

Defining the UX Challenges Clearly

Through detailed qualitative interviews and usability testing, our team identified several critical usability barriers impacting user experience:

1. Transfers via Phone Number

• Users failed to understand the purpose of certain buttons (like "Change data"), leading to confusion.

• The excessive number of document types created anxiety and uncertainty during the verification process.

• Errors in form validation appeared only after completing lengthy forms, frustrating users who had to redo processes multiple times.

2. International Transfers via Card Number

• Users regularly misunderstood whose personal information (sender or recipient) needed to be entered.

• Names were often entered incorrectly (e.g., using Cyrillic instead of Latin characters or swapping first and last names).

• Choosing a different transfer method caused previously entered information to reset, adding unnecessary friction and irritation.

Methodology: Conducting User-Centric Research

To uncover these problems, our UX research team employed qualitative methodologies, including in-depth user interviews and structured testing sessions. The research process wasn't without challenges: participants were often skeptical, language barriers arose, and weather conditions sometimes impeded field research. Nevertheless, the comprehensive approach enabled us to capture authentic user interactions and reactions within real-life contexts, ensuring relevant and accurate data collection.

Educational Insight:

For effective UX research, it’s crucial to test real-world scenarios with diverse user groups. Particularly when targeting international and multilingual audiences, recognizing cultural nuances and language barriers significantly influences research outcomes and subsequent solutions.

Actionable UX Recommendations

Based on our findings, we proposed three tiers of recommendations to the bank—categorized according to implementation complexity:

• Minor adjustments: Quick-win solutions with minimal code changes.

• Moderate updates: Adjustments requiring slight modifications to app logic and user flows.

• Critical priority: Fundamental issues urgently requiring attention for significant impact.

Among the most impactful recommendations implemented were:

• Real-time validation: Errors and validation issues are now displayed immediately during data entry, reducing user frustration and abandonment rates.

• Simplified document uploads: Clearer instructions and streamlined processes help users confidently select and upload required documents.

• Distinct sender and receiver roles: Clear labels and step-by-step guidance minimize confusion, especially for first-time users.

• Preservation of entered data: Preventing unnecessary resets when switching between payment methods significantly enhances user satisfaction and efficiency.

Tangible Results of UX Improvements

After the targeted UX optimizations were deployed, Unistream Bank observed measurable improvements, including:

• A notable decrease in incomplete transaction rates.

• Increased user trust and confidence in the app.

• Enhanced efficiency, reducing the overall time needed to complete transactions.

These improvements not only directly enhanced the user experience but also positively influenced the bank’s brand perception among migrant communities.

Educational Insight:

This case underscores the substantial impact achievable through focused UX research and incremental improvements. Companies don’t always need full redesigns to achieve better results—well-targeted, research-driven adjustments often deliver powerful outcomes.

Key Takeaways from the Case Study

• Targeted UX research can uncover subtle yet significant usability issues.

• Simple, incremental UX improvements often provide immediate and substantial benefits.

• Understanding the specific needs and challenges of your audience is critical, especially when dealing with diverse or international user bases.

• Prioritizing UX enhancements based on impact and feasibility can deliver impressive results with limited resources.

Ready to Optimize Your App’s UX?

If your users are frustrated and your app or website struggles with retention, we can help identify precise UX problems and provide actionable solutions quickly.

Let’s discuss your UX challenges together https://tally.so/r/3jElgx

Frequently Asked Questions (FAQ)

What is UX research, and why is it important?
UX research involves studying user behavior to improve digital products. It’s essential because a poor user experience often directly translates into lost revenue and customer dissatisfaction.

How quickly can UX improvements show results?
Significant improvements can appear within weeks after implementing targeted UX recommendations, especially if these enhancements directly address critical user pain points.

How do you recruit participants for UX research when the target audience is hard to reach?
We combine community outreach, social‑media micro‑targeting, and on‑the‑ground intercepts. When language or trust barriers exist (e.g., among migrant users), we employ bilingual screeners and offer session formats that feel safe and convenient for participants.

What’s the typical time‑frame for a focused UX study and quick‑win rollout?
A lean, problem‑specific study—including recruitment, interviews, analysis, and prioritized recommendations—usually takes 3–5 weeks. High‑impact fixes can go live immediately after, often within the same quarter.

Do UX improvements always require code releases?
Not necessarily. Many pain points can be resolved with copy tweaks, micro‑interaction adjustments, or clearer in‑app instructions—changes that design or product teams can ship without a full development cycle.

How do you measure ROI on UX fixes?
We track task‑completion rates, drop‑off points, and support‑ticket volumes before and after each change. For financial apps, metrics such as completed transfers, average transaction value, and session time provide clear ROI signals.

Can we run UX research remotely if our users are spread across countries?
Yes. We use moderated video sessions, unmoderated tasks, and remote diary studies. For sensitive cohorts, we add local community facilitators to ensure cultural alignment and richer insights.

What if we plan a full redesign later—should we still invest in smaller UX fixes now?
Absolutely. Quick wins relieve immediate friction, boost user trust, and provide validated insights that de‑risk the larger redesign. Think of them as stepping‑stones rather than sunk effort.