Led the redesign of IME Pay Product Website, transforming user experiences through human-centered design, stakeholder collaboration, storytelling, and iterative prototyping, resulting;
Revamped IME Pay's Website Architecture, with user-centric subdomains structure and with new Information Architecture, How to sections, Reducing Support Queries by 40%
Optimised content architecture with storytelling approach for features, content blocks for promotions and offers, improved user engagement by 20%, with average session duration 2 min 15 secs.
Mobile visitors increased by 35% after first quater as a result of the mobile-first design, localization and streamlined cross page links through CTA.
Translated high-level executive vision into actionable design insights through design thinking workshops, interviews, persona development.
Role
Product Designer
Project Co-ordinator
Scope
Strategic Design Planning
Information Architecture
UX Research
Visual Design
Product Owner
Timeline
4 Months, Launched in mid 2022
6 sprints of Development
Company
IME Digital Solutions
2 Designers / 3 Engineers / 1 PM
Before
After
"With over 3 million users, the challenge was to maintain the trust of existing customers while appealing to a new demographic through a comprehensive website redesign."
Challenges
Optimizing content architecture of the website for user engagement.
Repositioning the brand from its remittance-focused image to appeal to tech-savvy youths as a lifestyle app while also catering to the rural remittance users.
Before diving into design, I needed to understand the company, its goals, and its audience. IME Pay was already making an impact by providing users with the ability to send and receive money, pay bills, and perform many other tasks. But the website didn’t match this vision—it was cluttered, hard to navigate, and lacked a clear structure.
Stakeholder interviews with departments ranging from customer support to CEO, field studies, and user interviews formed the basis of our insights.
Problem
Analysis revealed that users faced challenges navigating the site due to an outdated information architecture and insufficient personalisation, leading to a 40% of support tickets and a significant drop in mobile engagement.
The existing corporate website did not effectively cater to its product, IME pay, and its youth-oriented audience resulting in a lack of engagement and a high volume of customer support inquiries.
Competitors had successfully tapped into this demographic, while IME pay's website lacked a vibrant representation of its features.
Translated high-level executive vision into actionable design insights through design thinking workshops, customer journey mapping, interviews, persona development.
Research
6 stakeholder interviews with key individuals form different departments (CEO, product lead, customer support team, and developers) to understand the business goals and internal challenges.
10 semi-structured user interviews (5 traditional remittance users, 5 tech-savvy users) to identify pain points and preferences.
Analysis of 500 customer support tickets to identify recurring user issues, and the reason behind it.
Competitive analysis of 3 leading digital wallet platforms targeting tech-savvy users. What are they doing right?
Heuristic evaluation to identify design issues and measure usability of the website.
Analysis revealed that users faced challenges navigating the site due to an outdated information architecture and insufficient information, leading to a 40% of support tickets and a significant drop in mobile engagement.
We got to know our personas, Sita Maya and Ravi Kumar, through our user interviews and a day in life study.
With distinctive two user personality having pains form language barrier to transaction failures. The pain and preferences were clear.
Connecting young demographics and educating about product features, walk throughs (How to's …? ) through clear and concise infromation in Nepali and English.
Insights to design
Redesign the information architecture to prioritize user needs and create clear paths for individual users and businesses.
Introducing Nepali Language in website was a new and vital decisions to connect with rural community.
Introduce a storytelling-driven homepage to engage users and reduce navigation friction.
A dynamic how to section, with videos in youtube contains sections for educating and informing the user.
Add interactive and visually appealing elements, including 3D icons and animations, to cater to a younger demographic.
Optimize the website for mobile-first navigation, ensuring responsive layouts and faster load times.
"The journey begins with understanding the core."
Subdomain Architecture
Users can intuitively find the services they need without feeling overwhelmed.
Each subdomain supports focused storytelling tailored to its audience.
Subdomain Architecture.
"The first step was crafting a clear information architecture (IA) that mapped out the app features and content with users journey from start to finish."
Information Architecture
We introduced three primary menus: "Send and Receive,"
"Pay with IME Pay," and
"IME Pay for Business."
The new IA aimed to cater to individual customers and businesses, presenting relevant information concisely and utilising two-level menus in the footer.
Information Architecture Diagram with content blocks.
"The whole product is about sending and receiving money, the essential and innate transactional aspect of currency."
Users use the app to pay for products and services physically or online. And the businesses who want to tap into digital finance and give their users a hassle-free payment method.
This is the whole scope of the product, which the stakeholders felt needed to establish IME Pay as an app that can perform digital transactions and a part of their lifestyle.
Navigation
We introduced three primary menus: "Send and Receive,"
"Pay with IME Pay," and
"IME Pay for Business."
The new IA aimed to cater to individual customers and businesses, presenting relevant information concisely and utilising two-level menus in the footer.
Streamlined navigation with clear user pathways
Before
After
Two-level menu structure in footer.
Visual Design
Incorporated 3D icons for playful appeal.
Maintained consistency using Volte font across website and mobile app
Added interactive elements and animations targeting younger users
Clean, minimal design approach while maintaining functionality
Content Blocks
With low cognitive load, consise information, micro animation and relatable media content block were made for different use cases.
Features Awareness, USPs
Promotion, Offers, CTA's
Educational, How to section
I worked closely with the content team to rewrite the website copy, ensuring it told a cohesive story—clear, direct, and engaging.
Content blocks for promotions, features, USPs and offers
Development
I worked closely with the development team to ensure every interaction was smooth and the design was faithfully translated into code.
The development took three months, and we used Angular for the front-end, ensuring fast load times and scalability. It wasn’t just about delivering the design—it was about creating a seamless experience that could grow with IME Pay.
User Testing
Moderated usability testing with 8 participants. The participants included a mix of traditional remittance users and tech-savvy individuals to reflect our diverse target audience.
A/B testing of key pages with users to test content blocks and the new navigation structure.
A 2-week beta testing period with 30 loyal customers, focusing on real-world use cases and getting feedback on features like mobile optimization and ease of use.
Key Metrics
Time on tasks: Reduced by a 40% on average.
Time take by users to find key information from the website. (e.g., sending money, paying bills).
System Usability Scale (SUS) Score: Increased from 45 to 81, indicating a significant improvement in user satisfaction.
A/B testing though with two small group of 4 each, we iterate on the navigation with timed task to get information.
Navigation Iterations
Because the information architecture and approach towards it changed during the process because reviews got mixed reaction. We needed to differentiate more.
V1: Based on traditional corporate language.
V2: Storytelling approach, focusing on the user and usecases.
Hero Section Iterations
V1: Activity Based with interactive widget from where user can send and receive money, connected to the web app.
Reason: Technical constraints and the product roadmap priorities, we didn't explored the activity based hero section.
V2: Corporate Based, Minimal, clear value proposition, social trust and use of human figure with video, app ui elements.
Reason: Change in information architecture apporach of story telling, usecase driven.
V3: New Navigation, Focus on mobile app, and VISA card and introduced get app button which handles the flow depending on the device.
Content Blocks Iterations
Previous: Large Paragraph nobody reads, outdated app mockup, CTA not Prominent. This doesn't invite you,
V2: Corporate Based, Minimal, clear value proposition, three ways to send money. Clear CTA's, invite to send money. Use of webapps interface, ui elements and video thumbnail.
V3: 3 ways to send money. We split the send money content into three individual blocks for wallet transfer, remittance and bank transfer. Use of 3D icons, ui elements gif animation and a clear one CTA.
Stakeholder Reviews
The redesign earned strong approval from key stakeholders:
CEO: “This navigation is the perfect blend of functionality and simplicity—it’s exactly what we needed to reposition IME Pay.”
Marketing Team: “The interactive storytelling elements align beautifully with our brand’s goals of connecting with younger users.”
Product Support Team: “The improved information architecture will significantly reduce support tickets, saving both time and resources.”
User Feedback
– Ravi, 25, tech-savvy professional
– Sita May, 35, House Wife
"Our success wasn’t just measured in metrics—it was seen in how users interacted with the site."
The user experience had improved significantly, and the metrics reflected that. But beyond the numbers, the feedback we received from customers told the real story—IME Pay was now seen as more approachable, trustworthy, and easy to use.
+35%
Mobile visitors increased by 35%
-40%
Support tickets due to lack of information on website reduced by 40%
Key Results
Mobile visitors increased by 35% after first quater as a result of the mobile-first design and streamlined user flows.
Average session on website increased to 2 minute 15 secs, with users spending more time on key pages like "Send Money", "How it works" and "Pay with IME Pay"
Support tickets due to lack of information on website reduced by 40%, reflecting improved information consumption form all touchpoints, blog, website and marketing.
What could be better?
Sample size for A/B testing could have been expanded to increase statistical validity.
Testing navigation and content blocks with different user segments, like first-time users vs. frequent users, tech-savvy vs. traditional users, would provide more tailored insights.
More comprehensive data collection through heatmaps, session recordings, and real-time analytics could provide deeper insights into user behavior and friction points that are harder to capture through traditional usability testing.
Key Learnings
Not all stakeholders are equal; prioritizing key decision-makers will make your work easier.
Always advocate for your users, cause even you educate, evangalize human centered design, its our job.
Domain knowledge helped in making decisions along with stakeholders communication that aligned with the users' emotional needs and experience expectations.
It is challenging to get storytelling right, its easier said than done. Comming up with engaging narratives in an entrerprise setting is easier if you have support form key stakeholders who value ux.
Get feedback, not suggestions—maintain authority in offering the solution.
What next?
Deeper Analytics and Metrics: For conversion, retention and personalization with implementation of Clevertap.
User journey tracking: User behaviour and patterns in different touch points needs to be accessed for omnichannel experience.
Ongoing Stakeholder Engagement: Continuous feedback loops with stakeholders should be established to keep the design aligned with business objectives, as still the Business and other parts are still needs to be developed.
