Redesigning Malaysia's loyalty and digital payment mobile app to increase growth and build user trust.
2018 - 2020
Mobile
eCommerce
Payment
B2B2C
Presto pioneers a social commerce ecosystem in Malaysia, offering a versatile eWallet and lifestyle services within a single mobile app. During its significant redesign, I contributed across multiple design facets, ensuring a user-centric experience and acting as a critical bridge between users and the development process.
Problem
Presto's mobile app suffered from low brand recognition and a poor user experience, characterized by a cluttered UI and confusing navigation. This resulted in a dismal low signup rate, indicating a disconnect between the app's value and user perception, and a staggering 90% cart abandonment rate, highlighting severe usability issues and lost revenue.
Solution
To address the app's critical issues, a comprehensive revamp was executed, encompassing a new design identity and strategic UX optimization to enhance usability and navigation. Furthermore, key 0 → 1 features were developed, including vending machine payments, eKYC, loans, food delivery, gift cards, notifications, rewards, and the core PrestoPay eWallet, enabling seamless transactions.
Results
30% increase in user engagement.
The app revamp significantly boosted Presto's brand recognition in Malaysia.
Significant sales growth of 15.7K Gift Cards Redeemed and over RM 1.8M in total transactions.
The native mobile UI library streamlined development and catered a seamless user experience.
"Charmaine joined our team at a pivotal moment, when we were iterating on the initial MVP version of our e-wallet app, Presto. One of the major challenges of our product market was the need to expand to multiple service verticals, and cram all of those services into a single app, and Charmaine played a key role in taking on that challenge and optimising our app's UI/UX for such an app."
Jensen Bryan Ching
Project & Tech Manager, Presto