Onboarding redesign

Type: eCommerce, B2C
Name: Microapps Primer for GPay
Business sector: Financial technology
My role: Senior Product Designer
Timeframe: April- May 2020
Team: 1x Flatter Developer, 1x Tech Lead, 1x Project Manager

Project vocabulary:
The spot is a mini-application that runs within Google Pay, allowing users to perform specific tasks or access certain services without leaving the app.
Primer is the initial screen that marks the transition from the core Google Pay experience to the Spot. It serves as the introductory screen that sets the context for the user before entering the Spot experience.

Our users:
Age: Google Pay users are typically adults aged 18 and above, who are tech-savvy and comfortable using mobile devices for financial transactions.

Gender: Google Pay users are equally distributed across genders, with no significant gender bias in usage patterns.
Geographical Location: Google Pay is available in multiple countries, and its user base is spread across various regions globally. However, our focus was on the Indian market.
Income Level: Google Pay users belong to various income brackets, from low-income earners to high-income earners. However, the platform is more popular among middle and upper-middle-income earners.
Tech-savviness: Google Pay users are generally comfortable using mobile devices and technology. They are more likely to adopt digital payment methods and prefer to avoid the hassle of carrying cash or cards.

Project context

+ For each spot the first-use experience involves viewing a primer and taking an explicit action to engage with this spot.
+ Until the user has taken action on the primer, the spot isn’t available.
+ The primer step also provides the option for a 3P to add specific terms that need to be accepted by a user before engaging with the spot.

Problem statement: User engagement with Spot was low (CTR is around 35%). Research showed that users are not fully aware of what Spot does and Primer is often seen as a misleading step (the amount of text makes users think that it's an error screen).
To address these issues, we aim to create a more attractive and useful Primer design that effectively communicates Spot's features while reducing the amount of text on the screen.

Goals

+ Increase user engagement with Spot by improving the Click-Through Rate (CTR) from the current level of 35% to 40% within the next month.

+ To reduce the drop rate of Spot's features by 20% within the next six months. (Onboarding redesign was our initial strategy)

+ Develop a more visually appealing Primer design that effectively communicates Spot's features, while reducing the amount of on-screen text by half.

Design Process

1. Research and Analyze:
The first step is to gather as much information about the product, the users, and the market as possible. This includes analyzing the current user behavior, and the reasons behind low CTR.

2. Define goals and KPIs:

Set clear and specific goals for the design process, based on the research.

3. Develop the Design Strategy:

Using the research findings and goals, developed a design strategy, focused on enhancing user experience, and achieving the desired goals. This includes deciding on the visual aesthetics, tone, and messaging to communicate the product features effectively.

4. Develop Wireframes and Prototypes:

Created wireframes and prototypes to visualize the proposed design, tested the usability, and gathered feedback from users.

5. Test and Iterate:

Conducted usability testing with a group of users and evaluated the design's effectiveness. Use the feedback to refine the design.

6. Implement and Monitor:

Once the design was finalized, I've done a couple of rounds of implementation reviews. The next step was to closely monitor the results to ensure that the KPIs were met.

Results
The project aimed to improve the CTR of Spot from 35% to 40% within the next month. In the first month after the redesign, CTR increased to 41% and stayed the same for the next 6 months.

The project aimed to reduce the drop rate of Spot's features. By the end of the project, the drop rate was reduced by 8%, which was a good start to the drop rate improvement strategy.