Bringing emotional connection to money transfer products
In a crowded remittance market where “cheap, fast, and secure” dominates, ETC. by BT saw an opportunity: build a product that addresses not only utility, but the human connections behind every transfer. Working with Somo, we explored how to make sending money feel personal, thoughtful — even joyful.
To uncover new angles for innovation, we conducted two rounds of in-depth research: 13 interviews across 9 countries, plus 4 family panel sessions to understand the broader emotional and relational context of sending money.
Our findings revealed key unmet needs:
We complemented our interviews with desk research and competitor analysis. Most players focused on the transaction — slick, fast, and secure — but emotionally distant. Brands like Wise and Remitly delivered on functionality, but felt impersonal and cold.
We looked to outliers like Klarna and Novi, who were experimenting with more inviting tones and friendlier UX. These became benchmarks for a new kind of experience: more human, less transactional.
Before jumping into wireframes, we mapped full user journeys — for both remitters and remittees. These helped us spot emotional drop-offs and areas of opportunity.
Key design moves included:
We ran task-based user tests with 9 participants across both sender and receiver flows. Feedback confirmed we were on the right path:
We incorporated feedback into a second prototype, tightening flows and refining copy to ensure clarity without losing personality.
ETC. by BT left the project with a validated, distinctive product direction and a high-fidelity prototype that stakeholders loved. The work not only extended their contract — it unlocked new collaboration with Somo, proving the value of emotionally intelligent, user-first design in fintech.
