CY.SEND Case Study

Industry: Digital Goods
UI/UX, Editorial, Social Media
Aug 2023 - Present
Geneva, Switzerland

Overview

CY.SEND is a digital platform providing a vast range of digital products and services (57K+ Digital Products), including mobile airtime, data top-ups, and gift cards across 253 countries and territories, with more than 400 Mobile Operators. The website aims to offer seamless shopping experiences.

1.0 Research and Discovery

Objective

The goal of the CY.SEND website redesign was to improve user engagement and conversion rates through a more intuitive and user-friendly interface, and fixing the out-dated website design.

My Role

As the designer, my responsibilities included user research, creating wireframes and prototypes, planning UX strategies, tracking user journeys, designing email templates, developing editorial content, managing social media and blog posts, and managing the front-end project for CY.SEND (which included leading the front-end part of new features we had to implement).

2.0 Analysis

Strategy

The project started with a deep dive into CY.SEND's brand identity and strategic goals. We started by analyzing the brand's vision to ensure that the website redesign aligned perfectly with the business objectives.

Target Group

The target audience for CY.SEND includes expatriates, travelers, and individuals looking to support family members abroad by topping up mobile data and purchasing gift cards. This diverse audience needs a highly adaptable and accessible platform.

2.1 Implementation

Pain Points

There were several key issues identified: difficulty navigating through the wide range of products due to missing filters, the absence of a cart feature forcing users to purchase products one at a time, confusion over the rewards and cashback system, and mobile responsiveness issues that negatively impacted the shopping experience across different devices.

Implementation

I used Hotjar to analyze the main problems users had with the website. After taking notes, I started fixing these issues. I created wireframes for both current issues and new features. Once these were approved in meetings, I moved on to high-fidelity designs.I then had a meeting with front-end developers to distribute tasks and was in charge of creating the tickets for the devs. The process went smoothly. After implementing the new features, I ensured they were tested thoroughly. Once everything was correct, we published them.

3.0 Wrap-up

Sitemaps and Flows

Detailed sitemaps were developed for the new site structure, ensuring that users could find products more intuitively. Flows were also refined to minimize the number of steps from catalog to purchase.

4.0 Conclusion

Mission Accomplished

The CY.SEND UI/UX redesign successfully addressed previous usability issues, offering a more engaging user experience. This project showcased the importance of understanding user needs and continuously evolving the digital landscape to meet those demands.

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