PlanPay
Optimising the Checkout Process for Higher Conversions
I led the initiative to enhance the payment plans checkout flow and its integration with the merchant's environment.
| Year | 2023 |
| Role | Lead Product Designer |
| Sector | Finance / Payments |
About the company
PlanPay is a flexible payment platform designed to enhance how individuals experience life's offerings. By allowing users to spread out their expenses into manageable, upfront instalments.
Problem
PlanPay integrates into the e-commerce flow of businesses, offering their customers a novel way to pay in pre-set instalments. We achieve this by providing a checkout widget where users can customise and establish their payment plan.
However, our widget doesn't integrate seamlessly into merchant environments. The user interface is confusing, and the checkout flow is disjointed, leading to decreased conversion rates and negatively impacting business performance.
Research
Both qualitative and quantitative data were instrumental in boosting our conversion rate by guiding us to make informed decisions.
Customers
We conducted a series of user tests to collect feedback, understand users' perceptions of the checkout flow, and identify usability issues.
Merchants
We researched merchant websites to seamless integrate in their environment and user experience. Additionally, we gathered their requirements and needs regarding the inclusion of PlanPay as a payment method.
Competitors
We studied how other innovative payment methods tackle complex challenges, integrate with merchant websites, and engage with customers.
Internal Stakeholders
We held discussions about technical constraints with the team, including product management, engineering, and solution consultants. The goal was to understand what is feasible and to brainstorm ideas that could add value to the business.
Findings
After our research, we proceeded at full speed with high confidence that we were on the right track and understood the potential impact of the improvements.
Brand Trust
Due to inconsistencies in the user interface and an outdated look & feel, users perceived a lack of trust in the brand.
Communication Hurdles
Certain terms and concepts in the UI were confusing for users. Specific topics, such as the amount of the initial instalment and the timing of subsequent payments, were not clearly communicated.
Flow Frictions
We identified numerous usability challenges in our checkout flow. For instance, error messages lacked clarity, and at times, PlanPay was unavailable at checkout due to business logic reasons. Additionally, there was inconsistency in UI elements like buttons and messages, and significant opportunities existed to enhance the flexibility of plan creation.
Seamless Transition
A major concern was the disjointed transition from the merchant's website to PlanPay's payment plan creation process. After a user opted to create a plan from the merchant's site, they were redirected to a login page without any context about the specific purchase or merchant in question.
Clarity in Costs
Transparency was a paramount requirement for users. Having a clear understanding of fees and refund policies is crucial for them to consider using any payment method.
Solution
We overhauled the method for creating a PlanPay payment plan during a merchant's checkout. By refining our checkout widget, which is embedded in the merchant's payment method selection, we not only enhanced its visual appeal but also introduced customisation features and ensured clear communication about fees and refund policies.
Moreover, we optimised the user experience post-selection of PlanPay for checkout. Rather than diverting users to a login page, we rolled out a contextual sub-checkout process. This new approach offers a seamless guide for both new and existing users to establish their payment plans effortlessly.
Flow Enhancement
We devised a more streamlined flow for customers by incorporating context about their purchase and addressing usability concerns identified during our research.
Wireframes
To facilitate preliminary testing and gather feedback from business stakeholders, I crafted a simplified version of the proposed flow.
A/B Testing Insights
Through multiple A/B testing iterations, we gleaned valuable insights early on. This iterative feedback bolstered our confidence in making informed decisions regarding user interface components and the overall purchasing journey.
The Revamped Checkout Widget
Our new widget allows customers to customise their plans easily. It also clearly displays feed details and refund policies for greater transparency, all without leaving the merchant's purchase environment.
Comprehensive Purchasing Flow
Our new payment plan creation process empowers users to formulate a plan without the necessity of account creation or leveraging social logins. We've integrated elements that amplify trust in our solution, such as an improved aesthetic, contact options, and visible affiliations with available card payment providers.
The culmination of these enhancements has markedly boosted the conversion rate from the purchasing perspective.
Conclusion
This was my inaugural project with PlanPay, and it provided a deep dive into understanding users, the industry, and the intricacies of payment methods.
We excelled in rolling out the new version of the checkout process. The transition was seamless, marked by outstanding collaboration and a tangible impact on the business.
Additionally, we implemented a strategy to measure user interactions and the impact of this flow. This empowers us to continually refine and enhance our offerings for both customers and merchants.
Next Steps
Enhanced Customisation for Merchants
Expand the capabilities of the checkout widget to cater to individual merchant needs. This includes allowing customisation of colours, fonts, and specific callbacks or functions tailored to each merchant's requirements.
Seamless Payment Plan Creation
Introduce a feature that enables users to set up a payment plan without ever leaving the merchant's website. This would involve auto-populating customer information from the merchant's process, ensuring a streamlined experience.
Optimising the Initial Experience
Refine the process for customers setting up their inaugural payment plan. The goal is to smoothly guide them towards obtaining the PlanPay app (for retentions and upselling) where they can manage their plans effortlessly.
Robust Analytics for Conversion Optimisation
Ensure comprehensive tracking of all events and establish a set of key performance indicators (KPIs) to continually enhance the conversion rate for the payment plan creation process.
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