Redesigning the Bill PaymentService at Setare Aval
Redesigning the Bill PaymentService at Setare Aval
Redesigning the Bill PaymentService at Setare Aval
April
2023
April
2023
Role
Role
Product Designer
Product Designer
Product Designer
Platform
Platform
iOS & Android
iOS & Android
iOS & Android
Industry
Industry
Telecom
Telecom
Telecom
Scope
Scope
End-to-End Design
End-to-End Design
End-to-End Design
At the time of writing, the redesign has been handed off to development but not yet implemented in production.
At the time of writing, the redesign has been handed off to development but not yet implemented in production.
At the time of writing, the redesign has been handed off to development but not yet implemented in production.
Setare Aval, the fintech arm of MCI, provides digital payment and financial services. As part of a five member design team, I led the end to end redesign of the bill payment experience.
Setare Aval, the fintech arm of MCI, provides digital payment and financial services. As part of a five member design team, I led the end to end redesign of the bill payment experience.
The bill payment is critical, and it was broken
The bill payment service is one of the most frequently used features in the app. after a spike in user-reported issues, the team decided to investigate and act.
The bill payment service is one of the most frequently used features in the app. after a spike in user-reported issues, the team decided to investigate and act.
A three months analysis of support tickets and BI data revealed a pattern of recurring problems that couldn't be ignored.
A three months analysis of support tickets and BI data revealed a pattern of recurring problems that couldn't be ignored.
49%
Of users experienced a failed payment
Of users experienced a failed payment
Of users experienced a failed payment
88K
Users paying bills per month
Users paying bills per month
Users paying bills per month
105K
Failed transactions per month
Failed transactions per month
Failed transactions per month
"Failed payment" was defined as the first screen a user encounters after the payment gateway when a transaction doesn't complete.
"Failed payment" was defined as the first screen a user encounters after the payment gateway when a transaction doesn't complete.
"Failed payment" was defined as the first screen a user encounters after the payment gateway when a transaction doesn't complete.
The data also showed that 79% of users rely on saved bills for repeat payment, making the bill saving experience a direct lever for retention and success rates. The majority of mobile bill failures were linked to Hamrah Aval (MCI) bills specifically.
The data also showed that 79% of users rely on saved bills for repeat payment, making the bill saving experience a direct lever for retention and success rates. The majority of mobile bill failures were linked to Hamrah Aval (MCI) bills specifically.
Research methods
To go beyond the numbers, I combined qualitative and quantitative methods to understand both the scale of the problem and the human experience behind it.
To go beyond the numbers, I combined qualitative and quantitative methods to understand both the scale of the problem and the human experience behind it.
User interviews
User interviews
Surveys
Usability testing
Competitor analysis
Note: Analytics tools like Clarity, Hotjar, and Google Analytics were not set up on the product. All data came from the call center and BI team, a constraint that shaped how we gathered behavioral insights.
Note: Analytics tools like Clarity, Hotjar, and Google Analytics were not set up on the product. All data came from the call center and BI team, a constraint that shaped how we gathered behavioral insights.
Note: Analytics tools like Clarity, Hotjar, and Google Analytics were not set up on the product. All data came from the call center and BI team, a constraint that shaped how we gathered behavioral insights.
Five pain points emerged
Combining ticket analysis, interview findings, and usability test observations, five consistent problem areas were identified:
Combining ticket analysis, interview findings, and usability test observations, five consistent problem areas were identified:
Combining ticket analysis, interview findings, and usability test observations, five consistent problem areas were identified:
Forced bill saving.
Users were required to save a bill and give it a title before proceeding creating unnecessary friction, especially for one time payments.
Visually similar icons.
Several service icons looked alike, slowing down users' ability to identify and select the right option. (Hick's Law)
Disorganized input layout.
The "Enter bill details" screen had a cluttered, inconsistent layout that confused users during data entry.
Unclear SMS reading feature.
The option to read the bill from an SMS message was poorly explained and rarely used correctly.
Failed payment experience.
The post payment failure state was abrupt and gave users no clear path forward, contributing to abandonment.
What we redesigned
Based on the research, three main design changes were made to address the most impactful issues:
Based on the research, three main design changes were made to address the most impactful issues:
User fllow
User fllow
The bill-saving input was moved out of the main payment flow and repositioned as an optional action after payment, removing the mandatory save step and reducing friction for first-time or one-off payments.
The bill-saving input was moved out of the main payment flow and repositioned as an optional action after payment, removing the mandatory save step and reducing friction for first-time or one-off payments.
