EximPe Website 2.0
How a Website Revamp Powered Eximpe.com's Success in the Global Marketplace.
Overview
Eximpe.com is a leading cross-border payment platform that allows businesses to send and receive international payments seamlessly. As part of its effort to enhance its online presence and differentiate itself in a competitive market, Eximpe sought to revamp its website. The goal was to improve user experience, strengthen brand visibility, and communicate key advantages like their industry-leading low platform fees of 0.75%. My role as a product designer was to craft a design solution that would address these goals, ensuring a seamless and engaging user experience that would also adhere to the Payment and Settlement Systems Act (PSSA) guidelines.
Problem Statement
In a highly competitive space filled with major players like PayPal, Payoneer, and Xflow, Eximpe faced the challenge of standing out. The website needed to emphasize its key differentiator—low platform fees—while also providing users with an intuitive and transparent user experience. Traditional financial institutions were often opaque about their pricing, so Eximpe’s challenge was to communicate its pricing structure clearly and position the brand as trustworthy and user-friendly.
Design Approach
1. Collaborative Ideation
The first step was collaborating with cross-functional teams, including product, marketing, and board members, to ensure alignment on business goals, user needs, and design vision. This collaborative approach helped define the design direction and ensure that the website would not only look good but also meet the core business objectives.
2. Competitive Research & User Insights
I conducted extensive competitor analysis to understand what leading platforms like PayPal and Payoneer were offering. The goal was to uncover opportunities to differentiate Eximpe through design, content, and functionality. Insights from user feedback also shaped the website’s functionality, particularly the focus on transparency and the need for an intuitive experience.
3. User-Centered Design
The design process focused heavily on the user journey. I aimed to make the website easy to navigate, with clear calls to action and intuitive content structure. A key challenge was to make the complex concept of cross-border payments simple and digestible for users without a deep technical background. I ensured that the layout was clean, minimal, and mobile-friendly, as many users would access the platform from their phones.
4. Transparency through Design
One of the standout features I introduced was a fee calculator, which allowed users to compare Eximpe’s transparent pricing with that of competitors. This tool not only aligned with Eximpe’s value proposition but also fostered trust by addressing a pain point for users in the cross-border payment industry—hidden or unclear fees. The calculator was designed to be easy to use, with a clean and interactive interface.
Key Design Deliverables
1. Homepage Redesign
The homepage was completely revamped to focus on Eximpe’s unique value propositions, including the transparent 0.75% platform fees and the fee calculator. The design prioritized readability and visual hierarchy, ensuring that key information was accessible immediately. I incorporated customer testimonials to build credibility and added vibrant imagery and icons to make the page engaging.
2. UI/UX Improvements
I streamlined navigation and optimized page layouts for a clean, minimalistic aesthetic that supported a seamless user experience. Clear CTAs, such as "Calculate Your Fee" and "Get Started," were placed strategically throughout the site. Mobile responsiveness was prioritized to ensure the site was fully functional on various screen sizes.
3. Content Strategy and Optimization
Collaborating closely with the content team, I ensured that the website’s copy was concise, informative, and aligned with user needs. We focused on educating users about cross-border payments, explaining how Eximpe stands out in the market, and providing actionable next steps. I helped structure the content in a way that encouraged users to explore the platform further, using easy-to-understand language and simplified visuals.
4. Brand Consistency
To maintain brand integrity, I adhered to Eximpe’s brand guidelines throughout the design process. The website’s color scheme was designed to convey professionalism and trust, using a combination of #24A686 and #038886 for buttons and CTAs. The gradient shades of #141E30 and #243B55 added depth to key sections without distracting from the core message.
Challenges & Solutions
Differentiating in a Competitive Market:To stand out, I focused on showcasing Eximpe's industry-low fees in a way that was visually engaging and easy to understand. The fee calculator tool, paired with simplified explanations, directly addressed user concerns about pricing transparency.
Building Trust:Transparency in pricing was key to building trust with users. I designed the fee calculator to clearly showcase how Eximpe's pricing compared to competitors, making it easy for users to see the savings. Additionally, I incorporated trust signals like customer testimonials and success stories to enhance credibility.
Ensuring Mobile Compatibility:Given the increasing importance of mobile users, I ensured that the design was fully responsive, optimizing for various screen sizes and devices. The UI was tested on mobile to ensure smooth interactions, such as easy form submissions and quick access to pricing details.
Results
Initial feedback and early metrics indicate a positive impact on user engagement and perception. Users have praised the simplicity of the design and the clarity of information, particularly the fee calculator. While comprehensive data analysis is ongoing, early indicators show that the website has successfully enhanced brand perception, driven more sign-ups, and improved the overall user experience.
Conclusion
The Eximpe website redesign highlights the impact of thoughtful, user-centered design in a competitive industry. By focusing on clarity, transparency, and intuitive navigation, I helped Eximpe differentiate itself from competitors while delivering a seamless experience that both educates and converts. This project not only reinforced Eximpe’s value proposition but also positioned it for continued success in the global cross-border payments space.
