OVERVIEW.
ABOUT THE COMPANY
The project was conducted for Globalfy, a financial services company based in Miami, FL. Their core business helps non-US residents open companies within the United States, such as LLCs.
PROBLEM
Globalfy needed to address two main challenges:
• International Transactions: Users demanded the ability to transfer money to and from international accounts in local currency, which the company's existing systems did not support. This included the need to understand best practices and technical limitations for such services.
• Product Design Process: The company suffered from delays and negative feedback due to unclear scope and a lack of understanding of business, technology, or user needs in previous implementations.
TEAM AND TIMELINE
Guilherme Theodoro served as Product Design Facilitator from January to March 2023. His role was to lead and implement the product design process. The project process itself lasted a month and a half. Guilherme worked with a cross-functional team including Product Owners, Project Managers, Engineers, and other key stakeholders.
SOLUTION
The solution involved implementing UX / Design Thinking (Double Diamond) best practices to streamline the product design lifecycle. Key steps included:
• Discovery & Definition: Investigating international transaction best practices, creating customer journey maps, and conducting qualitative user interviews with 6 active users. This phase also involved competitive analysis of direct competitors like Wise, Nomad, and Mercury, and extracting a common user flow.
• Prototyping & Testing: Developing wireframes and a functional prototype integrated with the existing interface. This prototype was then validated through usability tests with 5 users.
• Delivery & Measurement: Refining the user interface and content (UX Writing), and defining the H.E.A.R.T. Framework to connect to KPIs and track new features.
IMPACT
The project successfully integrated UX / Design Thinking methodologies across Globalfy's product design, enabling the company to move towards allowing customers to receive and send money internationally in local currency. It also fostered better collaborative alignment among stakeholders, improving upon previous process issues.
