uLink SuperApp
Rebuilt a cross-border money transfer app into one place to send money, pay bills and manage a wallet. Fewer steps, fewer errors, more repeat senders.
Project
Role: UX Design Manager
Team: My design team, working with Product, Engineering, Compliance, and Marketing
Market: 70+ countries
Timeline: 2023 to 2025 rebuild and launch, with continuous improvements since
Results:
Paid transactions grew from 387K (2022) to 4.7M (2025)
Sign-ups grew from 188K (2023) to 1.2M+ (2025)
The business problem
uLink lets people in the US send money to family in 70+ countries by bank deposit, cash pickup, home delivery, and e-wallet, plus bill pay, phone reloads, and a prepaid card. The core transfer flow worked, but it was fragmented: too many steps, confusing recipient setup, payout errors, and unclear status tracking. In remittances, every abandoned transfer is lost revenue and lost trust, so the company needed the core experience to convert better and bring people back.
What I owned
I led the UX strategy for a full rebuild of the app, not an incremental update. I set the direction, guided my team’s design work, and aligned Product, Engineering, and Compliance on one transfer architecture, while staying hands-on in the highest-risk flows. Since the 2025 launch, I’ve kept leading the app’s evolution as we add new products and features.
Key decisions
1. A shorter, simpler onboarding.
New customers had to get through sign-up and verification before sending their first transfer. We cut and simplified the onboarding steps so people could start using the product faster, supporting sign-up growth from 188K to 1.2M+.
2. Rebuild around what the sender wants to do, not around system steps.
We consolidated steps and reordered the flow so the sender chooses who, how much, and how it’s delivered, in that order. Result: a shorter primary journey and less drop-off in multi-step flows.
3. Show costs and payout options before the sender commits.
Hidden or late fees create distrust in remittances. We showed fees, exchange rate, and delivery options upfront, which reduced payout selection errors.
4. Design compliance into the flow, not around it.
KYC and recipient checks are required. I worked with Compliance to place them where they made sense to the user, keeping the flow compliant without adding friction.
5. Make repeat transfers effortless.
Most senders send to the same people regularly, so we strengthened saved recipients and shortcuts. Result: more repeat transfers.
Onboarding
Simplified onboarding: from download to first transfer in fewer steps.
How I led the work
Set clear design standards and review practices so the team delivered consistent work across app and web.
Translated business and compliance requirements into priorities the team could act on.
Partnered with Engineering on documentation and handoff so the rebuild shipped as designed.
Coached my team through the rebuild, helping each designer grow their skills and confidence in complex, regulated product work.
Impact
387K → 4.7M paid transactions
188K → 1.2M+ sign-ups
Between the start of the rebuild and 2025, paid transactions grew from 387K to 4.7M and sign-ups from 188K to 1.2M+, exceeding annual targets. Along the way, we saw higher transfer completion, fewer setup and payout errors, and more repeat senders.
The website
I also led the uLink marketing website, built to match the app experience and turn complex financial details into clear benefits that drive sign-ups.
What I learned
In money movement, clarity is a growth lever. When people understand exactly what they’ll pay and when their money arrives, they come back.
