An approach to data informed design @ria

Help Ria transfer funds effortlessly with an enhanced user experience, ensuring smooth and error-free transactions.
Problem context

Reduce user drop-off after creating a transfer

Through analysis of the user drop-off in money transfer journey, we found that users struggle to understand errors related to money transfer limits, leading to multiple transactions for sending higher amounts.  The goal was to address this, by optimizing the user experience to reduce drop-off rate..

Our approach

User customer insights and available data to improve the user experience to increase conversion rates, with reduced development time.

Quantitative & qualitative data used

- User interview insights
- Customer click through fall off rate
- Observation reports of user sessions facing this error
Omniversity platform

Roadmap to data informed design process

Defining the problem
Design Strategy
01. Identifying users and breaking down the problem
  • Analyzing the drop-off of click through rate in the transaction funnel.
  • Impact analysis
02. Outlining concrete user needs and frustrations
  • Analyzing the live user journeys of active users using the app.
  • User interviews.
  • Mapping user needs and frustrations.
03. Setting objectives and exploring viable solutions
  • Analyzing user behavior and preferences .
  • Outlining design explorations based on defined user needs.
  • Identifying constraints.
04. Ideate and design
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  • Competitor research and benchmarking.
  • Establishing important heuristics to focus on.
  • Create mockups based on user journeys.
Work strategically, identifying where the issue is and what the user needs
Defining the Problem

Analyse current drop off in click through

During product workshop, I analyzed the transaction creation funnel and came up with three concrete use cases that we could explore: limits on calculator i.e payment or delivery method error, country based limits and tier based limits on individual. Breaking down and exploring individual use cases, enabled easier execution, evaluation, and refinement.
I filtered users focusing exclusively on active users with at least one transaction, ensuring there is no issue due to compliance requirements. Mapped drop-off in click-through rates from login to transaction creation
Omniversity platform
This graph represents the user drop-off at various stages in the money transfer funnel.

Insight gathering

Analysis: Aimed to pinpoint specific points in the payment flow where users might be dropping off or experiencing hurdles. Assessed the percentage of users who followed through by completing a transaction.
Tools: Amplitude & Logrocket

Observation

User Drop-off: Identified a drop-off in payments flow for active users logging in more than once a month.
Within the last 60 days, there was a 32.7% drop after the user creates the transaction and before it gets accepted and processed by the app

Drop-off between the last two stages, Quote calculated: when the user confirms the transaction and Quote confirmed: when the transaction is approved by the app.

Analyzing User interviews

Mapped user interview insights related to transaction issues and affinitized them to draw a relationship between them and bucketed them to a different type of user needs and issues.
Omniversity platform

Key insights

Based on the user interview insights I shortlisted key insights to focus on
User Research

The error message is vague and does not inform the user if the transfer limit is on the payment or delivery method.

The user does not know the various kinds of limits on transaction i.e payment & delivery method , country based and tier based limits.

User does not know they can change the payment or delivery method to send higher amount.

Optimizing the calculator based limits; based on the research insights we define the problem statement and areas of improvement.
Design Strategy

Data driven approach within design process

We also realized that the scope of this issue was large and had to be simplified. To address the extensive scope of this problem, the team opted to streamline the approach by breaking it down into two distinct parts.
  • Part 1: Calculator based limits: Which involved informing the user about transfer limit based on the payment and delivery method.
  • Part 2: Analyze different types of limits based on country and individual tier based limit.

How might we

  • Improve the messaging so that the user clearly understands what kind of limit is exceeded on their transfer amount.
  • Improve the user journey so that the users know they can change the payment or delivery method to send higher amount.

and hence improve the user experience and reduce the drop-off rate.

Leveraging analytics

We leveraged analytics to gain insights into user preferences and dig deeper into user behavior for the purpose of optimizing the overall experience. We conducted an in-depth analysis of user preferences, examining the consistencies and inconsistencies in relation to shifts in payment and delivery methods.
What we looked for
During product workshop we used used analytics to explore user preferences and identified primary trends that shape user behavior.
User Preferences

Examined how users prefer to make payments.
Analyzed user expectations related to delivery methods.

Consistency Across Methods

Investigated if preferences remained consistent across different payment and delivery options.

Observation

Inconsistent for some payment methods

This graph represents that approx. 61% of users using “pay in person” as their payment method in the last 90 days change their payment method.

Consistent for user using bank transfers and debit cards as their payment method

More than 50% of our users used bank transfer and debits cards as their primary payment method for money transfers.
Digging deeper into their user journeys revealed only 5.87% users using debit cards and 11.6% of users using bank transfers changed their payment method.

This graph represents consistency in user preferences in selecting their payment method in the last 90 days.

Competitor analysis

Competitive research played a pivotal role in understanding industry trends and identifying best practices. This step allowed me to benchmark our app against competitors and identify opportunities for improvement within our flow.
Omniversity platform

Ideate and design

In crafting the designs, I laid the groundwork by establishing heuristics, providing a framework for the design solution. Leveraging insights from user research, analytics, and competitor analysis, I iterated on layouts to enhance the overall user experience, fostering a more intuitive and user-friendly platform.
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Building on insights from user interviews, CTR reports and competitive research, I established the following design goals:

#1 User control and freedom

We aimed to improve the user experience by introducing two buttons that allow users to easily correct the limit issue by adjusting the transaction amount or changing the payment/delivery method.

#2 Clear messaging

Clear error messages were introduced to inform the user of where the limit is and guide users on how they can resolve the issue.

#3 Easy to understand

Ensure that users clearly understand payment method and delivery method limits individually.

Components created

After getting a basic feel for how this website should look, some quick scribbles were made. This was followed by making sample wireframes that would  allow me to outline the structure and layout of the website. These wireframes were iterated upon to optimize the user experience incorporating all the learnings from UX evaluation and research.

Modals

Featuring concise error messages and intuitive buttons for effortless resolution of limit issues through adjustment of transaction amount or modification of payment/delivery method.

List

Showing only the available option based on the amount entered which is good practice for error prevention.

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Key user journeys

Resolving payment method error

Clear error messages show max transfer limit for chosen payment method. Resolve issues easily with buttons to adjust amount or change payment method. Opting to change method reveals a list of available payment methods based on transaction amount, while selecting amount redirects to the calculator.

User journey for payment method error flow

Omniversity platform

Resolving delivery method error

Incorporated clear error messages displaying the maximum transfer limit for the chosen delivery method. Users can resolve limit issues by adjusting the transaction amount or changing the delivery method through provided buttons. Choosing to modify the delivery method reveals a list of available options based on the transaction amount, while opting to adjust the amount redirects users to the calculator.

User journey for delivery method error flow
Omniversity platform

Reflection and conclusion

In conclusion, the design outcome effectively addresses the user goals identified through comprehensive research, aligning  with the established heuristics.

Clear and concise messaging ensures that users easily understand the issue.  
Simple error resolution to make the app more user-friendly.

Implementation and next steps

Currently only the messaging has been implemented and next steps are to introduce the buttons for error resolution.

Next steps:

Conduct a usability test with the following sucess metrics:

1. The user reads the message.
2. The user understands the message and clicks on a CTA.
3. User is able to resolve the issue and sends money.

Leverage data to measure success in error resolution.

Review impacted user journeys in the calculator to check if issues related to error resolution have reduced and if the users are able to resolve issues and continue to send money.

Work on the error resolution for

1. Country based limits
2. Tier based limits
This is will require digging deeper into compliance requirements based on the senders and receiver's country as well as verification.

Conclusion

Successful implementation that aligns with UX goals.

Enhances user experience through control, clear messaging, that’s easy to understand.

Simple error resolution to make the app more user-friendly.

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