Scaling UI customization for a better user experience2022

Improve customer satisfaction by optimizing our conversion rates in several user flows

Bridge provides interfaces allowing their customers’ users to:

• synchronize a bank account to get their transactions, accounts information, KYC information, etc.
• make a payment by wire transfer

These interfaces were Bridge-branded and one of the most asked improvements was the ability to customize it to customers’ brand. It had two main advantages:

• from customers side: ability to use features in white label mode, without heavy development effort
• from users side: ability to perform stressful actions in a fluid and homogeneous experience

This project aimed to improve customer satisfaction while improving conversion rates in user flows.

Make the customization tool advanced enough, yet easy to use

Interface customization involves: images, colors, fonts, font sizes, margins, etc.

Key insights from customer conversations and user testing:

• Customers want fully customized user journeys with their brand, but aren’t prepared for heavy development effort
• Users sometimes get lost between Bridge and customer interfaces, but typically don’t pay close attention

Solution and results

Since I was working with an external part-time designer, I handle the whole process except for UI.

We decided to allow light customization from the customer dashboard.

As a result:

• Less negotiation talks with leads who wanted to use tour interfaces in white label
• 3 different user journeys were impacted with the customization and the 3 conversion rates improved