Twid Pay
Client:
TwidPay
Platform:
Fintech
Role:
Senior UX Designer
Scope:
Revamping the reward conversion experience and Emailer Marketing.
The Challenge
Twid's initial website faced issues with cluttered design and unclear branding, causing navigation fatigue for users and hindering their reward maximisation.
Recognizing this disconnect, we partnered with Twid to embark on a user-centric transformation, crafting a platform that would not only guide users on their reward journey smoothly but also solidify Twid's unique identity in the digital landscape.
Existing Web UI
The current experience places unnecessary cognitive load on users due to the absence of a clear visual hierarchy, making it difficult to identify the most important information and actions at a glance. As a result, users must invest additional mental effort to understand the interface and complete even routine tasks. Furthermore, the lack of visibility into upcoming tasks limits their ability to anticipate what comes next, reducing confidence and making the overall workflow feel less predictable and less efficient.
The reward selection feels unnecessarily heavy, particularly in scenarios where only a single reward option is available. Users are still required to navigate through the same decision-making process despite having no real choice to make, which introduces unnecessary friction and slows down task completion. Simplifying this flow for single-option cases would create a more streamlined experience, reduce cognitive load, and better align the interaction with user expectations.
Outdated and visually cluttered, making it difficult for users to quickly understand and navigate the interface.
The information hierarchy is weak, with insufficient distinction between primary and secondary content, causing everything to compete for attention.
The excessive use of multiple colors reduces consistency and creates a fragmented visual experience, ultimately weakening the product's visual identity.
Old UI
New UI
