Semaai
Project type: Improvement
Semaai marketplace applications are facing challenges in increasing the use of bank transfer virtual account payment methods. The majority of users prefer cash on delivery over bank transfers, which is against the company's business goals.
Background
Semaai marketplace applications are facing challenges in increasing the use of bank transfer virtual account payment methods. The majority of users prefer cash on delivery over bank transfers, which is against the company's business goals. To overcome this, company plans to develop a payment filter coupon feature to encourage the use of bank transfer virtual accounts. This UX project aims to increase the adoption of these payment methods and achieve the company's business goals.
Problems Statement
Users in Semaai applications tend to ignore the virtual account bank transfer payment method and prefer the payment option on the spot. This is contrary to the company's business goals to maximize the use of bank transfer virtual accounts. Therefore, an effective strategy is needed to influence users to prefer and use virtual account bank transfers as the main payment method in applications.
Project Goals
With payment filter in coupon and interesting promo, pursue user using virtual account or buy now pay later as their payment method (BNPL)
Increasing user retention by 8% through interesting promo
Improve UI and visual of coupon design
How Might We
How might we increase user adoption using VA payment method?
How might we make user easy to understand the terms and condition of coupon based on payment method
How might we increase user attention to use coupon feature
Feature concept
Image : User journey
Design Wireflow
We should using human centered design principle for coupon interface, these all are the use cases in coupon and how the expected outcome should be achieved by user.
Use case 1 : If user choose coupon and match with payment method
Modal banner to encourage user choosing one of bank transfer method
Coupon is selected already
Edge case 1 : If user choose coupon and not match with payment method (Edge Case)
Confirmation pop up to make sure user want to continue different payment method with coupons T&C
Selected coupons will be disappear
Use case 2 : If user choose payment method first and match with coupon payment filter T&C
Edge case 2 : If user choose payment method and not match with coupon payment filter T&C
Coupon will be disable
Coupon Card High Fidelity Design and Cases
Payment method
Fixed amount discount
Buy now pay later
Virtual account
Expirations
No expiration
Close to expiry
Far to expiry
Applications
Loading state on Button
Success apply
Error to apply
P.s: When Tokotani is try to apply but the error is happened. Any error (API call etc)
Coupon state
Disable coupon
P.s: This could be happened if Tokotani are not
achieve buying min criteria.
Max discount number
Expiry in 1 day
Expiry in mins
Coupon Card benefits
Free delivery coupon
Free product coupon
Discount %
Lesson learned
I learnt that understanding the jobs to be done to be achieved & user intent in every journey in digital product is very important when we are in user PoV, that’s how we can design as seamless experience as possible. However, it turns out the most straightforward solution was the one that worked the best.
As I zoomed back into the problem and user journey, I realized that user only care about cash on delivery payment method, but they will put effort if they found big benefit when they use transfer payment, e.g huge discount or free delivery only for bank transfer payment method. The user only had one job, which was to complete the purchase.
Remembering the main jobs to be done and setting up the principles early on in the process helped me focus on the problem and not stray too far from there.