Orange Money Europe

A helpful messaging feature in a money transfer app

Context

Orange Money Europe, formerly Orange Money France, was made available in France in June 2016. Users can use the Orange Money Europe mobile app to transfer money and mobile credit to their family and friends. Initially, the focus was on African destination countries catering to the African diaspora. Since then, Orange Money Europe has progressively expanded its services to other continents as well.

Challenges and pain-points

  • To design an MVP version of an in-app messaging feature which will be a new Help-oriented feature, enabling users to receive help in a more organised and structured manner

  • To design for the Android and iOS mobile apps

  • To allow users to send their queries quickly through messaging, and to be able to easily track their communication with Orange Money Europe

  • To enhance the existing Help section and to bring more visibility to the FAQ

  • Currently, a large number of users are frequently calling the Customer Service team for queries which can mostly be addressed using the FAQ. For the users, a messaging feature would mean they can seek help more conveniently, and for the business, it would mean the call handling load could drop significantly. 

Discovery

My role:

  • Benchmarked several direct and indirect competitor apps to understand how the same or similar feature is handled to make use of user familiarity and common key design patterns

Transform

My role:

  • Reviewed the existing Help section and reworked the information architecture 

  • Designed the wireflows for the messaging feature incorporating all the MVP requirements and gathered feedback from the stakeholders 

  • Managed multiple iterations of the wireframes to update the design concept based on the feedback gathered

  • Created a click-through prototype containing all the key wireframes

  • Proposed a feasible design concept for the MVP version

Initial wireframes

Developed wireframes for the entire feature

Make

My role:

  • Designed the UI for the Android and iOS mobile app screens

  • Completed the design handoff for the Android and iOS mobile app screens

  • Created a click-through prototype containing all the key finalised screens

  • Reviewed and tested the implementation shared by the developers and reported design feedback to them

Demo

Additional roles

  • Presented the design progress to the stakeholders weekly 

  • Pitched design ideas to the stakeholders 

Impact / achievements

  • The business data regarding Customer Services positively revealed the number of calls dropped significantly by introducing the messaging feature 

Business performance data: a 35% drop in queries and a declining rate of calls