Azimo

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Design
Engineering

Azimo is a money transfer service where users can send money to 190 countries from their mobile phones and desktop computers. We simplified the money sending process, and helped them to improve the emotional interaction of the service users.

 
 
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In times of crisis personal money transfers represent the most efficient way to help communities in need and helping to lift families out of poverty. Most importantly, they help maintain a remote social connection alive for immigrant workers.

Azimo is a money transfer service where users can send money to 190 countries from their mobile phones or desktop computers, with instant transfers to 50 of these countries. Azimo has been operating since 2012.

Azimo brought in Impossible to humanise this money transfer experience and improve the emotional interaction of the service users.

Consumer research commissioned by Azimo had revealed an empathy gap as a problem in the process of money transfer. For many regular money transfer service users - senders and receivers - the process of money transfer is something of a ritual. It is often a deeply unpleasant experience, even though it is done out of love, duty and responsibility towards family members in need of financial support.

 

Bridging an emotional gap in money transfers

One of the biggest challenges we had to face was that Azimo’s competition were investing heavily in advertising, whereas Azimo wanted to differentiate themselves with an amazing product experience.

The main design problem we addressed was the emotional gap between the money transfer senders and receivers. How could a digital experience help bridge it? Would this even be possible? How can we minimise the stress of not knowing where the transfer is?

We set out to help create a validated new experience for Azimo. To start with, we had a week-long Duck Dive workshop (see a taster of it in this video) with Azimo to reimagine their product. During that week we explored the challenges that Azimo faced, sketched solutions together, and then prototyped and tested the solutions with real users. This is part of our evidence based approach to product design.

We knew from our user research that digital money transfer is like a black hole for the senders and receivers, where for both sides the stakes are high if something should happen to that money. Fear of pressing a wrong button often drives money transfer service users to brick and mortar shops where they can let other people take the responsibility.

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Why

Consumer research had revealed an empathy gap as a problem in the money transfer process. For many senders and receivers the process of money transfer is a deeply unpleasant experience.Though average amount of £100 per month, money sent home by migrants adds up to US$400 billion per year, and growing. This is one of the largest financial inflows to poor countries.

What

Impossible helped Azimo deliver a ‘more human’ and less stressful money transfer experience. Our work consisted of the initial Duck Dive, new UX and UI designs into functional prototypes, user testing, product management to MVP, a technical assessment and a validation of the product.

Wow

Conversational UI simplifying sending money, and a new experience bridging the emotional gap between the sender and the receiver. The reimagined service makes sending money a meaningful and stress free process, which no other money transfer service offers.