Problem

In the last version, the success rate of activating direct debit was very low, although this method could've made it very easy for users to pay. Based on the result of our research we realized that most users did not notice the difference between this method and previous payment methods. Also, to activate this method, users did not have enough confidence to enter their bank card details, nor did they know the rules and policies of this method.

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Process & Solution

Overview

The following steps were made to redesign and improve the Direct Debit process.

1.Discover

Based on the findings collected from the data science team, only ~5% of users who enter the process of activating the direct debit converted, and the success rate for activating this method was 11%.  The goal of redesigning the direct debit was to increase these metrics and the revenue, due to the ease of use of this payment method.

In order to discover the problems, and get to know the real challenges and pain-points, we conducted a research using the methods below.

• Phone Interview
• Heuristic Evaluation

1.1 Phone Interview

In this step, the research team focused on non-converted users through a 130 phone interviews. Their main goal was to find out what errors and problems the user faced during activation. Below are the findings of the interview that was organized with the Affinity diagram method.

The findings showed us that the users gave up activating the direct debit because of following reasons:

1) Uncertainty or concern to provide access to their bank account details for to the application to use in future payments.

2) Due to the novelty of this payment method, the use was unsure about its functionality.

3) The amount to be paid could be greater than the limit of the direct debit method, leading to partial payment.

4) Gateway technical issues and down times.

1.2 Heuristic Evaluation

In this step we evaluated the UX process based on 10 heuristic rules. below are the summary of this step results:

2. Define

2.1 Defining User Persona

In the next step, based on the findings collected from the research and my assumptions, I defined the persona of this new method to better understand the users and document their needs and concerns.

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2.2 Mapping Customer Journey Map

After defining personas and creating the empathy map, we mapped the customer journey.

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3. Develop & Deliver

3.1 Competitors Benchmark

In this step, I checked the products below to get some insights.

3.2 Final Designs

On the last stage of the process I redesigned each step of the process based on findings and issues gathered from the previous steps. Following screenshots are summary of some of the main changes: