I love Veem.
They enabled our international growth. Veem allows us to send payment requests to US-based clients while saving their money on needlessly expensive wire transfers.
I wish more people used Veem. But even though the product works like a charm, I believe they may have some difficulties to stand out in the world of sleek and shiny Fintech apps.
This is not another “How I would redesign X” kind of case study. These usually showcase the author’s UI design skills but lack the original context about branding decisions and constraints the product team had to face.
We’re taking a different approach.
Instead of revolutionary interface changes, we will start by solving UX low hanging fruits.
Let’s explore Veem’s website through the eyes of someone who sees the service for the first time. And do some optimization to help them choose Veem.
Here is what people see when they visit veem.com
After a quick look, we learn that Veem is a payment system for business.
General value prop communication revolves around a low entry barrier (sign up free), simplicity, and transparency.
What’s problematic is that I’m still now sure why I should sign up.
There are precisely 18 items clickable items on the screen right now – that’s a bit overwhelming.
I don’t feel convinced to click any of those yet.
Let’s see what we can do about it.
1.1 Headline and messaging
The headline sounds a bit vague and too modest. To make it punchier, let’s be bold, show the real value prop and speak to the customer. How about:
“Your simplest way of sending and receiving global payments”
“Focus on running your international business. Let Veem take care of payments”
“The starting point of all great copy is a solid understanding of your customers’ dreams, pains, and barriers. The truth is your customers don’t care what YOU think. They care about what you can do for them.”Source: Growth.Design
We learned from the video (I’ll revisit that later) that Veem offers lots more than just simplicity and free sign up.
Looking below the title, I’d love to see some of these key bulletpoints.
- invoicing and tracking features
- extra small transfer fee ($1!)
- securely encrypted payments
- no subscription, set up, hidden fees
1.2 Social proof
Before we check the sign-up process, let’s think of the crucial factor that encourages us to do it in the first place.
Recognized and Regulated label is spot on. It reassures before signing up that Veem is not another half-baked MVP, but a full-fledged fintech product.
But, do we really need to have this learn more button here? That’s another distracting call to action – let’s make the label itself a link.
On the right-hand-side, users can spot Trusted around the world label and yet another CTA to read reviews that sit on Trustpilot.
Whoa, that’s a heck of an excellent score – 4.6 average based on almost 1000 reviews!
Sadly, the topmost review is 1 star that entirely overrides the high average’s first good impression.
Some moderation will come in handy. Let’s tweak the social proof section below the sign-up form.
Looks much better now – I’m sold, let’s sign up!
I hit the sign up button and it takes me to a subpage
Let’s break down what we have here
- Three sign up options,
- login link
- need help link
Lots of empty real estate makes me think that maybe we can cut this step and embedd the form in the hero section?
Let’s give it a shot
This is a useful pattern that reduces the extra step and provides better conversion rates
You may notice the video is gone, though. We pushed to a section below for a good reason – why would someone even launch it and invest their time until it’s clear what Veem can do for them?
It makes more sense to show the video once people are already curious and want to learn more.
To recap the sign-up changes, here are the benefits of quick sign up forms in the hero section
- Most users will probably look for it right there
- It’s super convenient for returning users to log in
- It signals the ease of usage and low entry barrier (1 field/1 click)
Thanks for reading thus far! We would love to hear your feedback!
We are going to publish part 2 soon – you can ensure you won’t miss it by subscribing below 🙂