Just before I joined MoneyGram, they launched a new solution to make money transfers easier than ever. Theoretically. 

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FastSend let customers send money to their loved ones with just a name and mobile number. From there, recipients could click on a link in an automated text to log in and deposit money using their bank account, meaning the sender no longer needed to have the recipient's sensitive financial information on hand. 

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However, the name FastSend threw customers off. Did that mean that our other transfer methods weren't fast? They selected this receive method as a default to send cash to their loved ones quickly, only to encounter a failed transition when the recipients were prompted to set up a deposit online.​

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So, I worked with the research team to uncover the best name for this receive method. And it turns out that customers didn't want a fancy branded name at all - they just wanted to call it what it was: "Name & Mobile Number". 

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When the customer speaks, I listen. I worked with the UX team to build upon this straightforward approach and create a flow that finally made sense and clearly communicated the product to users along the way.