Bala Arun.
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Case Study
Payswiff SET Merchant Onboarding.
Payswiff primarily focused on products like Payment Gateway and POS for SMBs.
Team
Duration
- UX/UI Designer- Personas, Ideation- Brainstorming - Wireframes - Style Guide- Usability Testing
Lead Designer & 2 UI/UX Designer
8 Months
Role & Responsibilities
Business Brief
Market Analysis (2018)
Where did we start?
Paynear One
Competitor Analysis
Challenges
User Personas
User interviews and Surveys
Focus
Selling the idea to the management
Technical challenges
Final Designs
The first problem “Decrease onboarding and device activation time”
Initial process (High level) - 15 Days Minimum
New process (High level) - 15 Minutes Maximum
User Persona 1
User Persona 2
User Persona 3
1. EMPATHY
2. DEFINING the problems
3. IDEATION
4. WIREFRAME/DESIGNS
The Inception
Payswiff is an Indian payments company which is primarily focused on products like Payment Gateway and POS for SMBs. They also does device and software white labeling for banks and PSPs.
“The small and medium businesses (SMEs) in India include 63.4 million units and accounts for nearly 30% of India’s GDP, employing about 460 million people. The sector also makes up for 33.4% of the India’s output in manufacturing, giving employment to around 120 million Indians, according to CII” - Google
We started off with design thinking process, EDIPT
“The government of India has set a target of 25 billion retail digital transactions for the year 2017–18 and is pushing all agencies to work towards this goal. This is an ambitious goal when one considers that India had only 9.6 billion retail digital transactions in the year 2016–17” - Google
As the idea was in place we went out into the market to understand, if this idea gonna workout. Soon we figured out they is a need for such kind of product / service. But putting all the payment methods at one place is just not the only problem the merchants were facing.Here are the issues we figured out. - Takes very long time to get a POS machine with manual documentation and easily takes 15 to 60 Days - Payment failures - Settlement delays - Service issues - Managing with multiple PSPs - No portable mobile based software
All the all above players are into POS sales, few also has tech play. Few of them has deep penetration into the market and others has enough to survive. Everyone has some USP different business models. We understood that no one is yet addressing the mentioned problems. It didn’t not take long time for us to understand our problemstatements.
India POS terminals market stood at $ 235.57 million in 2016, and is forecast to exhibit a CAGR of more than 11%, in value terms, during 2017-2022, to reach $ 724.14 million by the end of 2022, primarily owing to increasing government focus and initiatives aimed at digitising the country’s economy.
Source:https://www.techsciresearch.com/report/india-pos-terminals-market-by-type-by-end-user-competition-forecast-opportunities/1162.html
Paynear one is a companion app for Payswiff mPOS used by 20,000 merchants across India. It connects to a mPOS device using bluetooth and completes the transaction. It also has features like Recharges, Bill payments and Bus ticket booking as well.
- Verifone India Sales Pvt. Ltd. - Ingenico International India Pvt. Ltd. - Ezetap Mobile Solutions Pvt. Ltd. - Mswipe Technologies Private Limited - MobiSwipe Technologies Private Limited - PayU Money - ePaisa - Pine Labs - PAX Technologies Pvt. Ltd.
- Decrease onboarding and device activation time - Decrease payment failures - Faster settlements - Respond fast to the service requests - Omni channel payment collection - All these should happen in a mobile app
In this stage we were trying to understand our users to find out their thought process and how they think. Based on what saw and understood we have created a few merchants users profiles. Here is how our typical users look andthink like.
We have conducted surveys about the problems we found. A survey conducted by us with nearly 100 merchants with phone calls to loyal customers, non customers using our inside and on foot sales teams. 90% of the surveys returned back with the same problems we found. We understood that we are going in the right direction.Few more challenges and findings from surveys: - Payswiff had a bad brand reputation for customer service, payment failures and settlement issues - We had to bring back our brand name ser the users expectations right.After all this, we found out that I am going to play bigger role than I was expecting. I wasa bit excited a bit nervous ;)
Although we have found multiple problems that should be solved we would not be able to solve all the problems at a time. We had to chunk it down to multiples Sprints. But as per design we have taken all the problems into consideration and designed for all the problems.
We had to go back to the research again to solve this problem. We understood whole manual process in detail. We did a time and moment study. We have create work flows how current onboarding is happening and how it can be made simpler.
5. USER TESTING
We did testing internally using our team and also with non-technical staff in our organization. We got lot a of feedback and we iterated multiple times to make it usable.
At each level we had different technical challenges that are really worth a mention. - Lot of third party integrations like a) PAN / GSTIN verification b) Bank account verification c) On the fly Agreement generation and OTP based signing d) Liveness check using selfie - Built back up for all services if failedWith this clarity we moved on to design
With all the problems we found and data we presented it was easy for us to convince the management with the idea. They were also excited.But the biggest hurdle team building and timelines. All our tech team is involved in other internal and external projects. We had to convince team managers to pull few resources to get this a team. We managed to do it. Now there was no turning back.
As the digital india initiative has started, all the transactions are turning more and more digital. Every one from children to grand parents started using smartphones. From small merchants to big enterprise’s everyone today, is accepting, debit and credit card based payments, QR and other digital payment methods. Payswiff wanted to increase their POS sales and merchant base to get a piece of cake in the game. While me and my manager were brain storming what to do, we were struck with the idea of making an omni channel payment collection app.Thus was born the idea of making Payswiff (Formerly Paynear) SET an omni channel payment collection application for small and medium merchants, where they can collect payments from different payment methods like Debit and Credit Cards, UPI, PhonePe, Wallets, EMI, Pre-auth and Khaata. With extra perks like Recharges, Bill payments and Bus ticket booking etc.
Personality
Interests
Skills
Tech Suaveness
- Cares about his customers.
- News
- Can Speak Telugu and Hindi, and understands a bit English as well
- Can use smartphone
- Already has a POS device
- Watches YouTube videos in free time
- Accepts digital payments
- Sales Guy
- Make sure his food tastes good.
- Cricket
- Wants to offer good service to their customers.
- Movies
- Wants to offer different payment methods to customers.
- Business Opportunities
- Does not want to have a cash flow problem.
Name: SrikanthAge: 36Gender: MaleLocation: HyderabadBusiness: Runs a Veg-restaurantEducation: 12th Passed
Personality
Personality
Interests
Interests
Skills
Skills
Tech Suaveness
Tech Suaveness
- Cares about his customers.
- Cares about his customers.
- News
- News
- Can Speak Telugu and Hindi
- Can Speak Telugu and English
- Can use smartphone
- Can use smartphone
- Already has a POS device
- Already has a POS device
- Has smart tv at home and shop
- Has smart tv at home and shop
- Accepts digital payments
- Accepts digital payments
- Sales Guy
- Sales Guy
- Insecure about cash
- Insecure about cash
- Increase customer base
- Increase customer base
- Do not want to pay taxes
- Do not want to pay taxes
- New technology
- New technology
- Getting digital now
- Getting digital now
- Business Opportunities
- Business Opportunities
- Does not want to have a cash flow problem.
- Does not want to have a cash flow problem.
Name: MohanAge: 45Gender: MaleLocation: HyderabadBusiness: Runs a Mobile shopEducation: 10th Passed
Name: VijayAge: 37Gender: MaleLocation: HyderabadBusiness: Runs a Fertiliser shopEducation: B.Sc Agriculture
Merchant calls for a device raises a request for a device / Our sales person approaches the merchant in their shop
Sales person goes to the merchant
Device is activated
Merchant convinced about the features and rates
Downloads SET in merchants smart phone
A device activation team will and activate the device
Our executive goes and collects different documents (Based on business type)
Very Minimal documentation.Information is verified on the spot.1. Business and person verified using PAN andGSTIN.2. Bank account verified using penny drop3. Agreement generation and OTP based signing.
Our executive goes and gets the agreement signed, device is handed over to the merchant
A verification team verifies all his documents
Activate the device instantly and complete the first transaction
Once documents are verified an agreement is generated
Results and Achievements
- 5000 Downloads within 15 days of the app release with 0 marketing budget. - 100K+ Downloads till date without marketing budget. - Onboarding time decreased from 15 Days to 15 minutes. Hell of an achievement. - Calls to our customer support reduced by 50%. - We rebuilt the brand’s trust back in the market. - Nearly 10 banks in India use our white labeled solution. - The app became the face and of the company. - Before the app the a sale people used to sell maximum 7 to 8 devices in a month after the app is released they started selling nearly 30 devices per month (380% increase in sales). - People from different languages and semi illiterates were also able to use the app without any issues. (People from villages first started using it :). - We are first in the market to introduce same day settlement and holiday payouts as well. - Everything of this one mobile app.
We made people believe “SET hai toh business SET hai!”
App Live in Playstore: https://play.google.com/store/apps/details?id=com.payswiff.set.app
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