My Version of Google Pay
How would you go about improving monthly frequency among monthly transacting users, by focusing on the UX?
G-Pay is a digital wallet platform and online payment system developed by Google to power in-app and tap to pay purchases on mobile devices.
Plan of Action (POA):
The way I would like to go about this would be:
- To Identify focus User Segments and Payment Types. (Finding Trees)
- Understanding User Pain Points and to prioritise one. (Picking dry woods)
- Defining Success Criteria. (What’s the warmth are we expecting from the fire)
- Proposing Potential Solution(s) to solve the User Pain points (How to light the fire)
- Defining Success Metrics and Kill Metrics. (To gauge the warmth of the fire, to also check no one gets burned)
There are mainly two types of users on the G-Pay platform;
- Individual Users
There are mainly two types of payments;
- Individual to Merchant
- Individual to Individual
Lastly, there are two use cases on a sky level, where Users use G-Pay for;
- Unplanned payments
- Planned payments
Assumption 1: For this problem statement, I will focus on individuals as most of the features will directly impact this cohort and secondly to make it more relatable. Here, I will restrict myself to Monthly transacting users (at least one transaction per month).
Assumption 2: I will consider both types of payments i.e Individual2Merchant and Individual2Individual to identify the user pain points, as the flow remains the same.
Assumption 3: Frequency can be increased with increase in rewards and cash backs which indeed is a delightful UX. However we would explore some other methods to improve the frequency. Given increased cash backs are no longer a motivation, I would focus on the Planned payments use case as the Unplanned payments is more co-related to rewards. (Zero cost to switch)
User Pain Points:
As a User whose transactions are mostly planned, Such transactions are generally repetitive and usually fixed in nature, especially those one need to pay monthly.
Example: Society fee, Gym fee, OTT Subscriptions, Utility bills, House rents etc.
One has to perform multiple steps to complete each transaction, and it takes a significant amount of time. Multiple Steps being:
- Searching whom to Pay
- Entering the amount every time I make a payment (which might vary or be fixed on monthly timelines)
- Click on the “Pay” Button
- Enter Pin
It takes 4*X hard steps for X number of transactions (After opening the App)
- At least 1 extra transaction per month per target user.
- Number of Steps should NOT be a function of Number of Transactions (X)
G-Rep: Introducing G-Repeat, where Users can customize their repetitive expenses (both fixed and variable) and pay at once. However, at the back-end, it will generate multiple transaction IDs for each unique payment output, resulting in users getting a chance to earn Cashbacks & Rewards for each unique payment output.
- The amount of all repetitive expenses can be paid at once.
- Users can Select/De-select the expense(s) based on needs.
- Users can add new expenses or delete any existing expenses.
- The last paid amount will be shown by default as these are generally fixed and repetitive. However, Users can edit the amount if needed.
Transaction success rate using G-Rep / Transaction success rate through conventional methodTo check if the feature is actually serving the purpose of saving time