Decrease 34.8% drop off rate of a B2B payment tool
Decrease 34.8%
drop off rate
of a B2B payment tool
Impact
Impact
Led the pivoting action items for UX project to ensure measurable progress; upskilled 11 stakeholders at leading roles
Led the pivoting action items for UX project to ensure measurable progress; upskilled 11 stakeholders at leading roles
Role
Role
UX Intern
UX Intern
Time
Time
Oct - Nov 2022
Oct - Nov 2022
🔒 Due to the Non-Disclosure Agreement, certain details will be omitted.
🔒 Due to the Non-Disclosure Agreement, certain details will be omitted.
New payment product launched as the strategy to build our ecosystem
New payment product launched as the strategy to build our ecosystem
GoFreight Pay streamlines payments for end customers, generating transaction fee revenue for GoFreight.
Most importantly, it reinforce the business connection for our enterprise users.
GoFreight Pay streamlines payments for end customers, generating transaction fee revenue for GoFreight.
Most importantly, it reinforce the business connection for our enterprise users.
Problem
Problem
Unexpectedly low usage rate
Unexpectedly low usage rate
The PM was concerned about the lower-than-expected usage rate of this product they had worked hard to build, so they collaborated with UX team to investigate.
The PM was concerned about the lower-than-expected usage rate of this product they had worked hard to build, so they collaborated with UX team to investigate.
Solution
Solution
Verify the reasons then improve it
Verify the reasons then improve it
Having no research database, we need to figure out which manageable parts to investigate and deal with limited resources and the nature of B2B business.
Having no research database, we need to figure out which manageable parts to investigate and deal with limited resources and the nature of B2B business.
Scale project for achievability: dealing with drop off rate upon landing
Scale project for achievability: dealing with drop off rate upon landing
We lacked the resources to compile data about 2B-Pay's users, so we turned to Google Analytics and focused on a specific journey where 80% of users left the landing page.
We lacked the resources to compile data about 2B-Pay's users, so we turned to Google Analytics and focused on a specific journey where 80% of users left the landing page.
To reduce the drop off rate
To reduce the drop off rate
Understand user perceptions and motivations around using GoFreight Pay especially on its landing page
Understand user perceptions and motivations around using GoFreight Pay especially on its landing page
Evaluate whether or not the touch points align with users’ current behavior and expectations
Evaluate whether or not the touch points align with users’ current behavior and expectations
Expected procedure should be…
Expected procedure should be…
Collect user feedback from Customer Success team
Collect user feedback from Customer Success team
Plan and conduct in-depth interviews with current users after a pilot interview with internal experts
Plan and conduct in-depth interviews with current users after a pilot interview with internal experts
Spot opportunities on users’ mouse recordings
Spot opportunities on users’ mouse recordings
Gathering voice-of-customer through on-site surveys
Gathering voice-of-customer through on-site surveys
But we hit a wall: Rethinking strategy when attainable goals aren't enough
But we hit a wall: Rethinking strategy when attainable goals aren't enough
Make evidence-based assumptions through XFN workshop
Make evidence-based assumptions through XFN workshop
Sadly, our participant recruitment and surveys were not as successful as anticipated due to industry characteristics.
Instead of passively waiting for responses, we adopted Lean UX and decided to validate assumptions with less effort on development.
Thus, I initiated and facilitated a 1-hour workshop to bring stakeholders’ knowledge about the users and product into brainstorming possible solutions.
Sadly, our participant recruitment and surveys were not as successful as anticipated due to industry characteristics.
Instead of passively waiting for responses, we adopted Lean UX and decided to validate assumptions with less effort on development.
Thus, I initiated and facilitated a 1-hour workshop to bring stakeholders’ knowledge about the users and product into brainstorming possible solutions.
Selected UX/UI improvement
Selected UX/UI improvement
1
Build reliable image
1
Build reliable image
Reduce buttons “visually”
Reduce buttons “visually”
Thanks to the marketing manager, we have reduced friction elements that distract users from deciding what to do next, such as "why sign up," log-in buttons. and messy paragraphs according to the MECLABS Methodology.
Thanks to the marketing manager, we have reduced friction elements that distract users from deciding what to do next, such as "why sign up," log-in buttons. and messy paragraphs according to the MECLABS Methodology.
2
Sense of security
2
Sense of security
Add trusted financial partners
Add trusted financial partners
To build trust, we added Visa, Master Card… and promised them to keep users’ information protected and confidential.
To build trust, we added Visa, Master Card… and promised them to keep users’ information protected and confidential.
3
Animated guide
3
Animated guide
Show simple steps they need to take with payments
Show simple steps they need to take with payments
To reduce uncertainty compared to the platform they are used to, we added a simple animation, separate from the input area, to manage their expectations.
To reduce uncertainty compared to the platform they are used to, we added a simple animation, separate from the input area, to manage their expectations.
Show simple steps they need to take with payments
Show simple steps they need to take with payments
To reduce uncertainty compared to the platform they are used to, we added a simple animation, separate from the input area, to manage their expectations.
To reduce uncertainty compared to the platform they are used to, we added a simple animation, separate from the input area, to manage their expectations.
Impacts: More than 34.8% decrease in month-over-month drop off rate
Impacts: More than 34.8% decrease in month-over-month drop off rate
🤝 Forge better connection when diving into users' intent with teammates
🤝 Forge better connection when diving into users' intent with teammates
After launching the new version of the landing page for 1 month, we received positive feedback from people attending the workshop and also from the product itself:
After launching the new version of the landing page for 1 month, we received positive feedback from people attending the workshop and also from the product itself:
"Cannot imagine the workshop to be that good. I even want to try holding one for another project next week!"
"Cannot imagine the workshop to be that good. I even want to try holding one for another project next week!"
—— Product manager
—— Product manager
Reflection: Pivot quicker instead of sticking only to the plan
Reflection: Pivot quicker instead of sticking only to the plan
I would have done A/B testing on different designs to reduce the risk, if there were no technical or legal impediments.
I would have done A/B testing on different designs to reduce the risk, if there were no technical or legal impediments.
It is important to be curious about the validity to avoid misinterpretation, such as the data on Google Analytics; when choosing to go lean, the team should understand the risks for skipping and its limitations.
It is important to be curious about the validity to avoid misinterpretation, such as the data on Google Analytics; when choosing to go lean, the team should understand the risks for skipping and its limitations.
Special Shoutouts—
Kyle Hsia, Design Lead
Yuting Huang, Product Manager
Fang Lo, UX Designer
Special Shoutouts—
Kyle Hsia, Design Lead
Yuting Huang, Product Manager
Fang Lo, UX Designer
Next Project
Next Project
Largest cross-market UX research project @SHOPLINE
Largest cross-market UX research project @SHOPLINE
Beatrice HU
Beatrice HU
