Designed a digital payment ecosystem for rural merchants

Experience Design

Designed a digital payment ecosystem for rural merchants

the client

A mid-size rural fintech in India

The client deals into creating digital solutions for rural India. They enable services that bridge the digital divide and improve connectivity and services across India. The client has been working with their merchants and are currently involved with Aadhar Based Payment Services (AePS) and Digital Money Transfer Currently.

the problem

How can we create a ubiquitous payment network to connect rural merchants with their customers?

The client had been working on a Waterfall methodology for their products and built on a war footing with several gaps in the user journey. Need was to create an ecosystem that would comprise of multiple products both offline and online.

our approach

An exercise to turn challenges into opportunities

We took a user first approach and empathized how the user feels. Conducted user research with interaction over 250+ hours and with a sample size of 320+ users and turned insights into actions.

Performed gap analysis and then tried to view it through the prism of the user; through a user-testing scenario, we tested the adoption with a limited set of adhikaris (sales folks) who showed a positive response and had feedback for us, helping us improve the designs and the product experience.

our strategy

We followed design strategy

our solution

Designed the platform considering these important aspects.

We designed an Initial Proof of Concept based on the ideas that we created based on the Proto Persona and Task profiles we had identified in our design thinking workshops. This was further expanded into Task Flows for the different Personas.

a look at our work

the outcome

We were able to achieve these outcomes after following our approach.

Ease of access

More than 70% of the pilot test users actively using the application after 2 months.

Better Payment Integration

Wallet payments occupy around 15% of the transactions made through the platform within 2 months.

High Competitive Advantage

80% of the users mentioned the in-app experience being better than competitors.