eCash App
​Accelerating the future of digital payments
Introduction
Ecash is an Australian based mobile financial platform that allows users to load funds into their wagering account using a linked bank or debit card. It functions as a digital wallet for mobile devices, with features including contactless transactions to casino slot machines via NFC technology. A true cashless experience.
My Role
I led the design, research and user testing of this project from end to end. I collaborated with product and design directors during the early ideation stage and the lead product manager throughout the entire project.​
Problem
The app felt like a collection of different tools rather than one cohesive experience. By pulling in proven design patterns and effective copy, we turned a confusing task into a seamless digital wallet.
Goal
Enhance the user experience and improve the discoverability of key features. Highlighting the main functionality of what the product has to offer.
Research
I analyzed fund transfer flows from fintech leaders like Venmo and CashApp to identify mental models’ users already have for digital transfers. This ensured all transfers felt as natural as sending money to a friend with Apple Pay.
Applying Design Principles
To ensure the interface felt both intuitive and efficient, I aligned the redesign with established
design principles.
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Applied Frameworks
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Fitts’s Law: I improved the scale and positioning of transfer actions, ensuring the most frequent user tasks are immediately accessible.
Law of Proximity: Balances and transfer functions were consolidated into a unified interface component to improve visual consistency.
Visual Hierarchy: I prioritized the balance and transfer component as the primary focal point that streamlines decision-making and minimizes cognitive load.
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The Outcome: A "Bottom-Nav-Free" Experience
​By centralizing these core functions into a high-visibility dashboard component, I was able to eliminate the bottom navigation bar in the previous design. This strategic consolidation did two things:
Streamlined the UI: I eliminated the cognitive load of switching tabs
Increased Efficiency: Users can now manage their entire session from a single, persistent location within the home screen.
Testing
​I conducted unmoderated usability testing via Maze with 15 paid participants. My primary KPI was an 80% or higher direct success rate for key features. ​
The Friction Point: "Tap On" vs. User Expectations
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The initial task of transferring funds to a slot game yielded a usability score of 79, falling short of our KPI with only a 66.7% success rate.
The Data: Participants averaged 16.9 seconds to complete the task with a high 23.9% misclick rate.
The Insight: The "Tap On" label failed to communicate the action of a fund transfer.
The “Aha!” Moment: A/B Testing for Clarity
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The "Tap On" label failed to resonate with any participants during the testing phase. This data allowed me to pivot the UX copy to "Transfer to Game", resulting in a 94% success rate.
High-Performing Flows: Deposit & Withdrawal
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In contrast, the simplified navigation for core financial actions exceeded our KPIs:
Deposit Funds: Achieved a 93.3% success rate with a fast average completion time of 4.7 seconds.
Withdraw Funds: Outperformed all tasks with a 94.4% success rate and a 1.6 second completion time.
Heatmap data confirmed that users intuitively identified these persistent actions without hesitation.
User Sentiment & Final Outcome
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Post-test qualitative feedback was largely positive, with one user noting, "The tasks line up with the bank I already use, making it easy to find what I need."
By identifying these friction points early, I was able to:
Simplify Messaging: Replace industry jargon with action-oriented language.
Optimize Speed: Reduce cognitive load to make transactions quicker.
Final Designs​
Before the redesign, the design was cluttered, it had a lack of focus on the core features. Now, the product has a fresh new modern look and a better experience.
To bridge the mental model gap found in testing, the final design uses new components and relevant language.
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I also integrated haptic-feedback confirmation to give users physical reassurance that their money moved successfully mimicking the tactile feel of a physical slot machine.
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Key Takeaways​
The stark contrast between the 94% success rate for "Deposit" and the 66% success rate for "Tap On" proved that industry-specific jargon creates immediate friction. ​ By shifting to action-oriented language like "Transfer to Game," I aligned the interface with the user’s existing mental models.
High-Frequency Actions Require Persistence
Testing confirmed that users expect financial "floor behaviors” like depositing and withdrawing to be instantaneous. Moving these functions from a nested menu to a persistent UI element resulted in completion times as low as 1.6 seconds, validating the need to prioritize utility over aesthetics.
Zero is a Powerful Metric
With none of the participants selecting the original label of “Tap On”, A/B testing provided conclusive evidence for a pivot, proving that early research is essential to aligning with user mental models.