The problem: Xe's outdated website wasn't built for the high-income global citizens it actually serves, undermining trust at the exact moment users needed to feel confident moving large sums of money.
The solution: I led the redesign of Xe's public website, creating a modern, premium experience tailored to high-income global citizens, lifting top-of-funnel conversion by 15% and sign-up rate by 22%.
Understanding the Xe User
Our continuous user research allowed us to identify the unique needs of Xe customers who manage large international transactions. In response, our design approach was to craft a secure and trustworthy solution, specifically tailored to handle these substantial money transfers effectively and reliably.
High income world citizen
Unlike typical remittance customers who transfer around $250 USD on average, Xe serves high-income global citizens. Our clients often transfer substantial amounts, averaging $6,200 USD per transaction, for activities like international living, property purchases abroad, and global business dealings. These individuals, earning between $100k and $500k+ annually, expect a premium, personalized service that aligns with their wealth optimization goals.
New horizons beyond banking
In response to user needs, our redesign emphasizes the financial advantages we offer over traditional banks, thereby enhancing trust in our service. Modern aesthetics, combined with the distinctive Xe brand curve, convey our global expertise in currency data and international money transfers.
Visual Exploration
Our visual direction is rooted in five core brand principles: Trustworthiness, Simplicity, Elegance, Premium Service, and timelessness.
The redesign of Xe's public website successfully improved our top of funnel conversion by creating a more modern, trustworthy interface that better communicates our value proposition to high-income global citizens. The enhanced user experience led to significant improvements across key conversion metrics.