We identified a 52% attrition rate at a key step in our remittance process and hypothesized that this was due to a confusing, non-linear flow. To solve this, we restructured the application into two distinct stages: a Customer Verification (KYC) flow for fixed, sensitive information and a Remittance Application flow for variable, transaction-specific details.

Following a partner’s policy change request, the introduction of complex and variable fees made MOIN’s pricing structure difficult to understand, reducing user trust and resulting in a 44% decline in existing user transactions. By simplifying the fee and exchange rate structure and introducing a clear comparison feature, we improved transparency and restored trust — increasing conversion by 21% among existing users.