Context
In the Tala user experience, after users are approved for a loan, they can opt to receive their loan through cash pickup, bank transfer, or mobile money. Choosing your channel & waiting for your loan — this moment is a big make-or-break for customers. In January 2018, cash out was the top driver of customer service tickets in the Philippines. We prioritized this design opportunity as a company, and I led the product discovery & delivery to redesign this core flow.
Scope
Our goal was to provide users the right information at the right time, to cash out frictionlessly. To kick off the design process, we analyzed customer service tickets; set up mobile diaries; shadowed customers; and conducted rounds of concept & usability testing.
Sample mobile diary, for a new user claiming their loan.
The user journey at a padala (remittance) center.
We designed & tested the flow in multiple markets to support global design patterns and extensibility. Scroll through the slides to understand the old flow and various pain points; and to compare with the new experience.
Outcomes
Ultimately, we shipped a new flow that decreased cashout customer service tickets by 20%, reduced number of steps by 50%, and increased 7-day conversion during cashout by 5%.
