uLink SuperApp

Project

Company: uLink
Industry: Cross-Border Remittance, SaaS, Fintech
Scope: SuperApp UX
Market: 70+ Multi-country
Role: UX Lead
Focus: Core transfer flows, transactional clarity
Impact: Improved flow consistency and system scalability

Overview

Rebuilding the core global money transfer experience. uLink SuperApp is a digital remittance platform that enables users to send money internationally to 70+ countries via bank deposit, cash pickup, home delivery, and e-wallets. In addition to that, it also offers services such as sending money abroad, reloading phones, domestic e-wallet transfers, gift cards, paying bills, a rewards program, and more.

I led the UX for a full rebuild of the core transfer experience, focused on increasing completion rates, reducing user errors, and driving repeat usage in a high-stakes financial environment.

The Challenge

The existing transfer journey was functional but fragmented. Users encountered:

• Multi-step flows with unnecessary friction
• Confusion during beneficiary setup
• Errors during payout selection
• Limited clarity in confirmation and status tracking
• Drop-off in critical transactional steps

In a remittance product, friction directly impacts revenue. Every incomplete transfer is lost trust and lost volume.

Solution

I led a full rebuild of the primary transfer flow, restructuring it around user intent and task clarity.

The redesigned experience:

• Consolidated fragmented steps into a cohesive journey
• Simplified beneficiary setup logic
• Clarified payout selection and cost visibility
• Reduced cognitive load during high-risk inputs
• Improved confirmation states and status transparency
• Strengthened repeat-recipient management

The rebuild prioritized clarity, predictability, and trust at every step.

Onboarding

My Contribution

As UX Lead, I partnered with Product and Engineering to define and execute the new transfer architecture.

My contributions included:

• Flow restructuring and step sequencing
• Error prevention and recovery design
• Information hierarchy within transfer steps
• Status visibility and confirmation logic
• UX documentation for implementation

This was not an incremental iteration, it was a structural redesign of the core transactional engine.

Impact

The rebuilt experience delivered measurable improvements:

• Increased transfer completion rates
• Reduced user errors during setup and payout selection
• Increased repeat transfer usage
• Shortened primary transaction journey length
• Reduced drop-off in multi-step flows

By simplifying the core journey, the SuperApp strengthened both performance metrics and user trust.

Website

In addition to the app experience, I led the design and development of the uLink website to support acquisition and brand positioning. 

The website was designed to clearly communicate value, drive downloads, and reinforce trust in the product. I focused on simplifying complex financial messaging into clear, benefit-driven sections while maintaining visual consistency with the app experience. 

The structure prioritizes clarity, credibility, and conversion across desktop and mobile. The goal was to translate product functionality into a compelling, easy-to-understand digital narrative.

Outcomes

✔ Faster, clearer global transfers
✔ Explainable costs and payout options
✔ Fewer errors during setup
✔ Seamless repeat transactions
✔ Greater confidence in transaction tracking