SILA - UAE TO INDIA REMITTANCE
SILA - UAE TO INDIA REMITTANCE
Helping UAE expats send money to India in under 15 minutes with a 3-tier KYC that asks only what each transfer needs
Helping UAE expats send money to India in under 15 minutes with a 3-tier KYC that asks only what each transfer needs
Helping UAE expats send money to India in under 15 minutes with a 3-tier KYC that asks only what each transfer needs
THE CONTEXT
SILA is a UAE → India remittance app with transparent fees, clarity at every step, and step-by-step KYC.
SILA is a UAE → India remittance app with transparent fees, clarity at every step, and step-by-step KYC.
The UAE to India corridor moves billions in remittances every year, largely from workers supporting families back home. I joined a founder as the freelance designer on his MVP which is a money transfer app built to feel fast and trustworthy rather than cluttered. I owned the design end to end, discovery through high-fidelity UI.
The UAE to India corridor moves billions in remittances every year, largely from workers supporting families back home. I joined a founder as the freelance designer on his MVP which is a money transfer app built to feel fast and trustworthy rather than cluttered. I owned the design end to end, discovery through high-fidelity UI.
End-to-end UX
UX writing
Compliance research
THE PROBLEM
What users and businesses face in money transfer apps
What users and businesses face in money transfer apps
Users problems
Users problems
1.
1.
Surprise fees
Surprise fees
"zero fees" apps hide the margin in the rate; less lands than expected
"zero fees" apps hide the margin in the rate; less lands than expected
2.
2.
A wall before value
A wall before value
ID and income asked in onboarding before even user experience the app
ID and income asked in onboarding before even user experience the app
3.
3.
Unexplained holds
Unexplained holds
No reason, no document named, no timeline clarified
No reason, no document named, no timeline clarified
4.
4.
Silence after sending
Silence after sending
Money enters a black box; "did it arrive?"
Money enters a black box; "did it arrive?"
Business problems
Business problems
1.
1.
Drop-off at the door
Drop-off at the door
Front-loaded KYC is the funnel's biggest leak
Front-loaded KYC is the funnel's biggest leak
2.
2.
Increased support tickets
Increased support tickets
"Where is my money" is the top support cost
"Where is my money" is the top support cost
3.
3.
Rejections lose users
Rejections lose users
Vague "verification failed" means retry blind, then uninstall
Vague "verification failed" means retry blind, then uninstall
4.
4.
Bad UX is compliance risk
Bad UX is compliance risk
confusing forms produce wrong answers and flagged accounts
confusing forms produce wrong answers and flagged accounts
Trust is the “product” in fintech
Trust is the “product” in fintech
Trust is the “product” in fintech
Onboarding drop-off
63–68%
63–68%
of users abandon fintech onboarding - Signicat, Battle to Onboard
The KYC leak
~70%
~70%
abandon identity checks that take over 3 minutes - Zyphe, Perspective AI
THE RESEARCH
The pain points, in users' own words
The pain points, in users' own words
Before designing, I read through App Store and Play Store reviews of the biggest transfer apps in the UAE
Before designing, I read through App Store and Play Store reviews of the biggest transfer apps in the UAE
Hidden costs
Hidden costs
Unexplained holds
Verification pain
Support
DISCOVERY
UX Problems identified
UX Problems identified
KYC acted as a wall, everything asked upfront, causing drop-off
Rates change mid-transaction & "Free" hides fees, cost shows up after sending
Transfers held for days, without clarifying reason, no timeline
Support goes silent when money is stuck
Verification feels endless, rules change every time
USER PERSONA
Meet Arjun, 27.
Moved to Dubai before 3 months . Sends money home every month.
Meet Arjun, 27.
Moved to Dubai before 3 months . Sends money home every month.
His situation
Relocated from India 3 months ago. Sends money to family once or twice a month.
Tech comfortable, low patience for friction. Currently finding the best apps to send money.
Price-sensitive as sending often means small rate differences compound over a year.
“Will my money reach home quickly & will I know when it does?”
"Am I getting a fair rate, or losing money to hidden charges?"
"Why do they need my KYC and salary proof before I can even see the rates and fees?"
CONSTRAINTS & KYC
Designing inside the rules
Designing inside the rules
Knowing which frictions are legally mandatory and which are lazy defaults is the whole game.
Knowing which frictions are legally mandatory and which are lazy defaults is the whole game.
Knowing which frictions are legally mandatory and which are lazy defaults is the whole game.
Constraints
Constraints
Identity must be verified
Identity must be verified
No anonymous accounts. ID, date of birth and address are legally required.
Every user is screened
Every user is screened
Sanctions and PEP checks run before onboarding completes.
Consent is explicit
Consent is explicit
The selfie is biometric data, it needs its own agreement, not a buried checkbox.
The selfie is biometric data, it needs its own agreement, not a buried checkbox.
Purpose must be recorded
Purpose must be recorded
A required question on every transfer, not optional data.
Declared plans set the baseline
Declared plans set the baseline
Monthly sending plans are what the system measures "unusual" against.
Monthly sending plans are what the system measures "unusual" against.
Thresholds trigger proofs
Thresholds trigger proofs
Above set limits, source-of-funds evidence is mandatory. No design can skip it.
Progressive KYC
Progressive KYC
Instead of demanding full verification upfront, I designed a three-tier model that asks only for what's needed to get started, then layers verification as the user's activity requires it. This lowers the initial wall while staying compliant.
Instead of demanding full verification upfront, I designed a three-tier model that asks only for what's needed to get started, then layers verification as the user's activity requires it. This lowers the initial wall while staying compliant.
KEY DECISIONS
Decisions that shaped the product
Decisions that shaped the product
1.
1.
"They receive ₹25,809" is the biggest number on screen
"They receive ₹25,809" is the biggest number on screen
Users think in what lands at home, not exchange rates. It even rides on the CTA.
Users think in what lands at home, not exchange rates. It even rides on the CTA.
2.
2.
Signup asks for 3 things
Email, Phone & MPIN
Signup asks for 3 things
Email, Phone & MPIN
KYC when Arjun is motivated, not at the door
KYC when Arjun is motivated, not at the door
3.
3.
MPIN, OTP, UPI name-check patterns Arjun already knows
MPIN, OTP, UPI name-check patterns Arjun already knows
His money habits come from GPay and PhonePe. No new behavior to learn
His money habits come from GPay and PhonePe. No new behavior to learn
THE USER-FLOW
See it in motion
See it in motion
The complete experience across onboarding, sending money, and the states
The complete experience across onboarding, sending money, and the states
The complete experience across onboarding, sending money, and the states
Flow 1 - Onboarding
Flow 1 - Onboarding
An account in under a minute
An account in under a minute
Contact and a PIN
Contact and a PIN
Email, phone, and an MPIN. Signup gets you an account; it doesn't verify you.
Email, phone, and an MPIN. Signup gets you an account; it doesn't verify you.
A step counter shows how far you are
A step counter shows how far you are
Four-step signup feels like four steps not an open-ended form.
Four-step signup feels like four steps not an open-ended form.
Auto save progress
Auto save progress
User can quit in between and come back anytime, start from where he left
User can quit in between and come back anytime, start from where he left
Rates visible with zero verification
Rates visible with zero verification
Tier 0 means a newcomer comparing three apps can judge SILA on price and speed
Tier 0 means a newcomer comparing three apps can judge SILA on price and speed
Flow 2 - KYC
Flow 2 - KYC
KYC at the moment of intent
KYC at the moment of intent
Triggered by the first send, not signup
Triggered by the first send, not signup
Verification lands when motivation is highest
Verification lands when motivation is highest
The ID scan does the typing
The ID scan does the typing
Name, DOB, address and nationality auto-fill from one Emirates ID scan.
Name, DOB, address and nationality auto-fill from one Emirates ID scan.
Verified instantly, or an honest 24h wait
Verified instantly, or an honest 24h wait
Most users see "You're verified" instantly. The rest see "Almost there" with a 24-hour promise
Most users see "You're verified" instantly. The rest see "Almost there" with a 24-hour promise
Flow 3 - Add recipient + Send
Flow 3 - Add recipient + Send
Send money to India
Send money to India
Follows UPI pattern
Follows UPI pattern
Recipients can be added by UPI ID or bank account + IFSC
Recipients can be added by UPI ID or bank account + IFSC
Rate, fee and total upfront
Rate, fee and total upfront
All amounts clear on one screen
All amounts clear on one screen
Dual input
Dual input
"Send 1,000 AED" or "they receive exactly 25,000 INR." Senders think in what the family needs.
"Send 1,000 AED" or "they receive exactly 25,000 INR." Senders think in what the family needs.
"They receive ₹25,000" leads everywhere
"They receive ₹25,000" leads everywhere
The biggest number on the calculator, the review, and the CTA itself.
The biggest number on the calculator, the review, and the CTA itself.
Expected by 9:55" becomes "in 14 minutes
Expected by 9:55" becomes "in 14 minutes
The success screen is a state machine, the app makes a claim, then shows its receipt. Trust compounds per transfer.
The success screen is a state machine, the app makes a claim, then shows its receipt. Trust compounds per transfer.
TIER 2 VERIFICATION
Sending more than the monthly limit
Sending more than the monthly limit
Bigger transfers need proof of income, a requirement under UAE regulation. The design job was to make it clear, early, and one-time.
Bigger transfers need proof of income, a requirement under UAE regulation. The design job was to make it clear, early, and one-time.
Shown before he pays, not after
Shown before he pays, not after
An amber note and a meter as he types the amount.
An amber note and a meter as he types the amount.
Never blocked
Never blocked
"Send AED 6,000 instead" his remaining limit, calculated for him.
"Send AED 6,000 instead" his remaining limit, calculated for him.
One document, one time
One document, one time
Salary certificate or 3-month bank statement. Named upfront, so he knows what to look for.
Salary certificate or 3-month bank statement. Named upfront, so he knows what to look for.
EDGE CASE
When the document is rejected
When the document is rejected
In cases like this, SILA shows the reason and the fix rather than generic "verification failed" and leave the user guessing.
In cases like this, SILA shows the reason and the fix rather than generic "verification failed" and leave the user guessing.
The reason is specific
The reason is specific
"The photo was too blurry to read" never "invalid document".
"The photo was too blurry to read" never "invalid document".
One fix, in plain words
One fix, in plain words
Rest the document on a flat surface and hold your phone steady.
Rest the document on a flat surface and hold your phone steady.
Rejection reasons, with its fixes
Rejection reasons, with its fixes
PROJECTED IMPACT
What should improve
What should improve
Signup completion
Signup completion
Three inputs instead of a KYC wall
Three inputs instead of a KYC wall
First-transfer conversion
First-transfer conversion
Rate and fees visible before any sensitive ask
Rate and fees visible before any sensitive ask
"Where is my money" tickets
"Where is my money" tickets
Every hold answers what / how long / where
Every hold answers what / how long / where
RETENTION
RETENTION
Return loops designed in
"Send this again next month?"
Appears only at delivered. One tap from a scheduled monthly transfer.
2026 Rajvi Patel
Built with
& lots of coffee!
LEARNINGS & NEXT STEPS
Designing for trust is a different problem!!
Designing for trust is a different problem!!
Learnings
The worst screen sets the tone.
The worst screen sets the tone.
Along with good success messages, users remember is what the app said when their money stopped.
Along with good success messages, users remember is what the app said when their money stopped.
Regulation made the design easier, not harder.
Regulation made the design easier, not harder.
Once I knew which rules were real, every field had a reason I could point to. "This exists because of a threshold" ends debates
Once I knew which rules were real, every field had a reason I could point to. "This exists because of a threshold" ends debates
Clarity is a feature, not a finish.
Clarity is a feature, not a finish.
Step counters, named documents, live status, none of these are visual polish. They're the product doing its main job - telling the user the truth about where they stand.
Step counters, named documents, live status, none of these are visual polish. They're the product doing its main job - telling the user the truth about where they stand.
What I would do next if still working on the product
KYC step-completion rate
KYC step-completion rate
per step, to find the exact drop-off point
per step, to find the exact drop-off point
Time-to-verification
Time-to-verification
against the ~3-minute abandonment threshold
against the ~3-minute abandonment threshold
Re-upload rate
Re-upload rate
the document step is the highest-leverage lever
the document step is the highest-leverage lever
Transfer completion vs. cancellation
Transfer completion vs. cancellation
split by where users drop
split by where users drop
“A remittance app has to manufacture the trust a bank inherits”
“A remittance app has to manufacture the trust a bank inherits”
2026 Rajvi Patel
Built with
& lots of coffee!