WorldRemit's new app built from the ground up, was an opportunity to introduce a product-as-hero lens into the marketing mix, with a promise to make the app fit the consumer, not the other way around.
CONTEXT
• Cross-border money transfers are so significant they make double-digit % contributions to the GDPs of several countries around the world, and are one of the most important consumer financial services.
• For a vast majority of customers, sending money back home is akin to a monthly ritual. People send money to their network or family for a variety of reasons, using a host of payment services,
CONTRAST
• WorldRemit is a challenger brand that's been disrupting the traditionally expensive, slow, and inconvenient remittance market with a fast, low-cost and efficient digital remittance service serving millions of immigrant customers around the world.
• Relaunching a brand new app for WorldRemit was the first step to make money transfers as smooth as possible, with new feature launches and adjacent product expansions coming next, all through an app-first experience.
CONSTRUCT
In a commoditised category, expanding the product narrative to bring in new features builds a more distinctive narrative — SPOT, SEND, REPEAT
SPOT: Customers are incredibly price-sensitive > let's help them keep tabs on FX Rates for their preferred currencies.
SEND: Customers want to send money in a few taps – let's reimagine the send funnel so sending money over to more payment methods takes little effort.
REPEAT: Customers tend to send money to a network of people frequently – let's make it simple to resend money in a few taps.
