FinTech company accelerates global product launch through international usability research
The Challenge
A FinTech company was preparing to expand their financial product into new global markets as part of their international growth strategy. With FinTech projected to become a $1.5 trillion industry by 2030 and regions like APAC and EMEA representing significant opportunity areas, the stakes were high.
The team needed to identify and resolve usability and compatibility issues across diverse international markets before launch—while maintaining pace with their rapid development cycle. The specialized international recruiting requirements exceeded their in-house research team's capacity.
They turned to AnswerLab for both research execution and global research operations support.
AnswerLab’s Approach
AnswerLab designed an international usability testing program that could scale quickly as the client expanded to new markets.
Global participant recruitment and research operations
Our Research Operations team partnered with specialized recruiting vendors to reach qualified participants in target markets. Financial product studies often require highly specific recruiting criteria, which can make recruitment difficult. Our team worked closely with the client to refine criteria when necessary to keep research moving while still meeting study goals.
International usability testing across markets
We conducted task-based usability interviews with more than 200 participants across 14 countries, including India, Brazil, Germany, Japan, Nigeria, France, and Indonesia. Sessions were moderated by local researchers in each market alongside AnswerLab UX researchers. For non-English sessions, we provided simultaneous translation so client stakeholders could observe live or review recordings later.
Rolling research program to support rapid product development
What began as testing in a few markets quickly evolved into an ongoing global research program. As the client expanded into new regions, we continuously delivered insights aligned with their development cycles and launch timelines.
Key Insights & Results
Sign-up and onboarding friction
Testing revealed confusing sign-up flows and areas where users struggled to complete onboarding successfully.
Identity verification challenges
Participants encountered friction during ID verification steps. We identified specific points of confusion and recommended improvements to streamline the process.
Language and comprehension issues
In several markets, translation and terminology created misunderstandings around key product features and financial concepts.
Platform compatibility and bugs
Testing uncovered technical issues that affected usability across devices and platforms.
Market-specific expectations
Competitive analysis and user feedback highlighted differences in how people expected financial products to function across regions.
Business Impact
Resolved critical usability issues before launch
By identifying usability issues early, the product team was able to implement improvements before rollout and reduce risk during international expansion.
Improved onboarding and identity verification flows
The program ensured the client wasn't losing loyalty from the start of the process, but onboarding smoothly and increasing retention.
Addressed translation and localization problems
By focusing on international nuances, we were able to highlight slight changes that made big difference to users.
Identified market-specific expectations and opportunities
No segment was the same. Ensuring we captured sentiment across the market meant our client could make decisions that connected to the real people using their technology.
Supported a successful global product rollout
The research program helped the client launch into new markets with greater confidence.
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