PayFlow
How PayFlow Increased User Engagement by 46% After Redesign
Company Overview
PayFlow is a fast-growing fintech company that offers a mobile app for personal finance management, budgeting, and peer-to-peer payments. Founded in 2019, they serve over 250,000 users across the United States and Canada.
The Challenge
After two years in the market, PayFlow was experiencing concerning metrics: high user churn (28%), low session duration (under 2 minutes), and declining engagement with key features. User feedback indicated that the app felt cluttered, confusing, and outdated compared to competitors. The product team needed to redesign the app but was concerned about making changes that might alienate existing users or introduce new usability issues.
The Solution
PayFlow used Litmusly to test multiple redesign concepts before committing to development. By creating detailed mockups of their proposed redesigns and testing them with AI personas that matched their target demographics, they were able to identify the most effective design direction and refine it based on feedback.
The Approach
Identifying Pain Points
The team first used Litmusly to test their existing app with 8 different AI personas representing their core user segments. This helped them identify specific pain points in the current design, including confusing navigation, information overload on the dashboard, and hidden key features.
Testing Multiple Concepts
Based on the initial findings, the design team created three distinct redesign concepts. Each concept was tested with the same set of AI personas to ensure consistent feedback. The personas interacted with the mockups and provided detailed feedback on usability, visual appeal, and feature discoverability.
Iterative Refinement
After identifying the most promising design direction, the team went through three rounds of iterative testing and refinement. Each iteration addressed specific issues raised by the AI personas, from color contrast problems to confusing terminology and button placement.
Final Validation
Before committing to development, PayFlow conducted a final validation test with an expanded set of 12 AI personas, including edge cases like users with accessibility needs and those less familiar with financial apps. This comprehensive testing gave them confidence in their final design.
The Results
Increased Engagement
+46%
Average session duration increased from under 2 minutes to nearly 3 minutes.
Reduced Development Time
3 weeks saved
By identifying issues before development, the team avoided costly rework.
Cost Savings
$18,500
Saved on traditional user testing and avoided development of features that wouldn't resonate.
Reduced Churn
-15%
User churn decreased from 28% to 13% within three months of the redesign launch.
Litmusly was a game-changer for our redesign process. Instead of guessing what users wanted or spending weeks on traditional user testing, we got actionable insights in days. The AI personas uncovered issues we hadn't even considered, and the final design has resonated with our users beyond our expectations.
Sarah Chen
Head of Product, PayFlow
Key Insights
The most significant engagement improvements came from simplifying the dashboard and highlighting personalized insights.
Users strongly preferred a bottom navigation bar with clear iconography over the previous hamburger menu approach.
Financial jargon was a major pain point; simplifying language improved comprehension and feature adoption.
Color-coding transaction categories and adding visual graphs significantly improved financial data comprehension.
The AI personas identified accessibility issues that might have been missed in traditional testing, particularly around text size and color contrast.
Conclusion
By leveraging Litmusly's AI personas, PayFlow was able to completely reimagine their app experience while ensuring the changes would resonate with their user base. The redesign not only improved key metrics like engagement and retention but also positioned PayFlow more competitively in the crowded fintech market. The product team now uses Litmusly for all major feature releases, making it an integral part of their product development process.
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