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Companies
Google (Google Pay India)
A Bit of Background
An annual growth rate in digital payments in India is estimated to be (CAGR 2018-2028) of 11.4%. It has been primarily driven by factors such as the rising need for faster payment modes and a strong push from the Government and regulators toward the adoption of digital channels. GPay in India has a lot of potential to tap into the growing user segment by offering competitive advantage over other players like Paytm and PhonePe.
My Contribution
I was one of the product designers for this project. My responsibilities included brainstorming growth areas for GPay, building site map, user flow, wireframes and high fidelity prototype and user testing.
The Problem
In 2020, GPay was lacking behind in Indian digital payment market, even though it was the top digital payment app with respect to the acquisition rate. But it was not performing up to the mark when it came to engagement and retention rates of the users.
The Solution
GPay was looking for horizontal growth opportunities by leveraging the existing vast merchant and user base and tapping to the market trends. It decided to offer social group buying platform under the promotion section of GPay. The aim was to increase user engagement and retention through a gamified shopping experience that also resonates with the users existing offline shopping behaviour.
The Expected Impact
The feature has been launched in January 2023 in India as a beta version in 5 big cities with an estimate to lead to 15% growth in the engagement rate on GPay.
'Save & Share' social buying on Google Pay
Growth Strategy Building
How might we better connect consumers and merchants on GPay by providing a gamified 'Group Shopping' experience, increasing engagement and retention of users?
Analysis: GPay is losing the market with respect to consumer engagement and retention.
Generative Design Research
Phase I: Foundational Research
Foundational Research was divided into two parts. The first part was primary research to understand the online shopping behaviours of users. Street intercepts were conducted with 50 participants from 5 different cities and this was followed by focused group discussions with 20 participants. The second part was desk research to understand the competitive landscape and key players in Indian market space with respect to social buying.
Analysis 1: Consumers prioritize Pricing/Discounts/Deals, Brand and Consumer Reviews while shopping online.
Generative Concept Testing
Novice Internet User Profile
Bio
Sudha, 34yrs old, Woman
She bought her first smartphone in 2020 and for the first time she has been using the internet. She knows the basics of smartphone like placing phone calls and clicking pictures.
I have just bought a smartphone because the world is moving using the internet. But I have been struggling to use it. I have very limited knowledge about this mobile. I want to be good at using a smartphone.
Traits
Digital literacy - Low
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Digital confidence - Low
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Awareness of internet value - Low
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Goals
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Be independent while learning smartphone
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Feel safe while using smartphone
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Gain confidence while exploring smartphone
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Able to learn about all the features of smartphone
For more details on our user profile research please follow the link of the initial report : https://nextbillionusers.google/
Phase I: User Research
Interviewed 30 participants to understand the user flow adopted by NIUs to successfully do digital payments and pain points at specific action points. The research helped us to refine our concept by truly keeping in mind the user needs.
User Need #1:
Easy accessibility of the QR code scanner
User Need #2:
Easy searchability of the digital payment app
User Need #3:
Robust list of digital payment apps at one place
User flow
Phase II: Wireframe Testing
Conducted a workshop with 15 NIUs in order to know the first impressions and perceptions around the two concepts.
Entry Point 1: Lock screen
This is a helpful feature as one can open the scanner without unlocking the phone. This is better as otherwise, we have to unlock the phone, look for the app and then open it.
I like how the lock screen icon is right in front of me and I do not need to search for it.
Entry Point 2: Quick Setting Tab
It is an all-in-one feature as all apps can be used from one place....I like the options because if the shopkeeper has Paytm, I’ll use Paytm and likewise.
I would tell them I have additional payment methods with this feature. It is fast, it is convenient, it is easy. It is a positive addition.
High-fidelity Prototype
Screens were designed based on the user flow defined in the rough wireframes, also presented as storyboards for Phase II research process. User needs were kept in focus to make the journey intuitive and easily accessible.
Feature Entry
No. 1: Lock Screen
No. 2: Quick Setting Tab
Lock screen
Lock screen
Quick setting panel 1
Quick setting panel 2
Scan & Pay Feature Screens
Landing page
Scanner camera screen
App carousel screen
App landing page
Usability study: A/B testing
The aim was to test the discoverability, first impression and use cases of the new 'Scan & Pay' feature. A/B testing was the methodology adopted to conduct research with 16 participants: 7 rounds of diary studies and 1 exit interview.
Key Insight 1: Noticeability - Discoverability - Post Discovery Usage
Performance of Cohort B (the group that was not aware of the feature)
Noticeability was high through Quick Setting Panel, but discoverability was high through lock screen.
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'Powered by Google' tagline on the landing page altered the first perception of the feature.
Post awareness of the feature, users preferred the lock screen entry point over Quick Setting panel tab.
Key Insight 2: User flow when the phone is locked - Lock screen icon being preferred
Key Insight 3: User flow when the phone is unlocked - Quick Setting tab being preferred
Screen Iterations
Iteration 1: Scanner Landing Screen
Before
After
Instructional text was provided to enable a clear directional and purposive sense of the feature.
"Powered by Google" tagline was embedded within the information icon. In order to avoid perceived association with Google Lens and Google Pay.
Iteration 2: Quick Setting Panel Tab
Before
Before
After
After
Enhanced the visibility of Quick Settings Panel entry more visible through a single drag action.
Impact
Release of the feature
In August 2022, the feature was introduced as part of Google Pragati OS as well as the Android 13 update.
Feature adoption
As of March 2023:
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1.2% of GPay users entered via the 'Scan & Pay' feature.
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12% adoption rate was observed for the Android 13 update.
JioPhone Next performance
As of March 2023, Reliance has been able to reach to 429.5 users i.e. 85.9% of the total target potential market.
Personal Takeaways
Movement within a step defines direction for progress
Within every step of the design process, there is a lot of movement. But ultimately that movement should define the direction for the next step. It's that direction that leads to progress in driving growth and positive change. Movement is a powerful tool for progress and it must be harnessed effectively and purposefully towards the desired outcomes.
Design and Development: Collaborating for Innovation
Designers need to constantly work with developers in order to ensure that design and technical considerations are aligned seamlessly. The Quick Setting Panel iteration was not possible from a coding point of view and hence, wasn't taken forward with me. It is reassuring to witness that success of a product often depends on the synergy between design and development teams.
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