PACE PAY 2.0

Redesigning the
"buy now pay later"
experience

A CASE STUDY

BACKGROUND

Pace Pay is an app that provide buy now pay later payment in-store and online. This project aim to redefine and redesign Pace Pay mobile app to align with company objective and strategy in 2022.

Here is the case study. Enjoy!

MY ROLE

Lead Product Designer

SETUP THE FOUNDATION

High level project strategy
and business goal

HIGH LEVEL PROJECT STRATEGY

strategy-1
I started by focusing on defining the business objective, KPI's and the desired outcomes in collaboration with stakeholders.

After ensuring alignment between the design team and stakeholders is settled, I proceed to conduct a thorough analysis of the app's current state and performance.

This comprehensive analysis was done in both qualitative and quantitative data research to collect valuable insights. This information serves as the foundation for crafting more realistic user personas and achieving a deeper understanding of user challenges and needs. All this process is cruical to guides us to get the optimal solutions

BUSINESS OBJECTIVE AND KPI

GMV-Strategy

After multiple meetings with stakeholders and the CEO, the primary objective of this redesign has been defined: to increase repeated transactions and reduce customer acquisition costs.

The desired outcome is the increase activity within app, ultimately positioning the Pace app as the top-of-mind choice for both shopping and payment method with pay later.

The new app iteration is designed to make the shopping experience when using pay later is more enjoyable. We hope that this will encourage users to choose Pace for their shopping needs.

UNDERSTANDING THE CURRENT STATE OF PACE APP

In the redesign project, it's crucial to know what should be keep and what requires improvement from the existing product.

research

QUANITATIVE RESEARCH

"What challenges are users encountering with the Pace app?" What features do they like from Pace" "What is not working?"..

To address these questions, we conducted series of user research, which involved user observations, email questionnaires to hundreds of users from various demographics and locations, as well as in-depth interviews with a select group of active users.

qualitative-

QUALITATIVE RESEARCH & DATA ANALYSIS

We do data analysis by collaborating with the data team to collect information from user activity, profile and behaviour.

This dataset allowed us to capture valuable insights into user behavior and buying patterns, serving as a foundation for creating our user personas.

At the end we compile this feedback and insights and present it to the stakeholders, as these are not only invaluable to the product team but also to other departments within the organization.

RESEARCH ANALYSIS

Defining user persona and
identify problems

user-persona-pace-1

CHAMPION USER PERSONA

Using the insights gained from data analysis, we developed proto-user personas, which we then validated through user interviews with similar profiles.

The outcome of this exercise has provided us with more realistic user personas, serving as valuable guidelines as we start on exploring optimal solutions later during the ideation process.

We then use this user persona to find users with similar charateristic to do depth user research, interview and oberservation.

Research-result

KEY HOLISTIC PROBLEMS

Based on our user research, we've identified some key recurring issues:

  1. Users lack the motivation to open the app unless they're making an in-store transaction.

  2. Many are unaware that they can use the Pace app to make online purchases. This lead to huge lost of potential transactions.

We've consolidated these initial problem and our hypotheses, which will serve as our guiding principles as we move forward with the design exploration and ideation in the next phase.

THE QUESTION

How can we organically boost users activity and increase transactions within the app?

FINDING THE SOLUTION

Design sprint, design exploration
and ideation

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DESIGN SPRINT

I conducted 2 days design sprint with stakeholders from different departement to align our findings and explore design solutions.

The outcome of this exercise is to bringing together different stakeholders helps in achieving alignment and consensus on the problem definition, potential solutions, and the way forward. It ensures that all voices are heard and considered in the decision-making process.

During the sprint we done several activity such as customer journey mapping, finding the problem statement, ideation, sketching and wireframing.

EXPLORATION, RESEARCH, IDEATION

Now is time for us do design research and experimenting, start with competitor analysis, visual research, features exploration, and information architecture.

This divergence process of finding as much as possible inspiration and reference we can gather, this research activity was build upon the insight by our previous findings.

design-exploration
typography
components_01

DESIGNING NEW DESIGN SYSTEM

On the side, made the decision to develop a new design system to complement the new app design. The previous design system is not well organize and is not able to catching up with new features as the product grow really fast. 

To avoid this mistake in the future, we formulated three core design principles to serve as our guiding framework:

  1. Hyperlocal
    The design system should be suitable for different countries with different culture and languages.

  2. Flexible
    The design system should be easy to adjust to cover different use cases and can be implemented for different products (website, mobile application, plugin etc).

  3. Scalable
    As we are growing fast, we want to make sure the design system is scalable for future features and use case.

THE FINAL RESULT

Implemented solution for
the new Pace app

Personalization and recommendations 

We redesign the whole information architecture and the homepage of the app to give a new experience with personalized contents (Store, deals, etc) and recommendations based on user preferences and behavior, encouraging more engagement.

We also simplifying the flow and informationarchitecture by remove footer and move some menu into the homepage. With this new design the app will focus on shopping experience and stores discovery.  

BNPL-Homepage-1
Enhance user experience

01. Store page

Throughout our research, we received consistent feedback about users facing challenges while attempting to shop online through the Pace app. This was because of lack of information and a confusing UX structure in the previous design.

To overcome this issue, we revamped the store page, offering more clear information and better structure, thus improving the online shopping experience.

Store-page-types-2

02. In-Store Payment

To make in-store payment with Pace, user has to scan the QR code to splitting the payment before making the purchase. Often done during peak hours and crowded times, our research reveal that users tend to skip reading the content and proceed with the payment anyway. This has resulted in misunderstandings and misinformation.

To fix this problem, we've streamlined the content, displaying only essential information, simplifying the scanning process, and aiming to provide users with more payment-related details.

BNPL-Payment-page-2x

03. Sign up process

The sign-up process can be challenging as users need to navigate through multiple steps involving identity verification and risk assessment. This long process often leads to frustration among users.

To smooth this process, we redesigned the entire journey by creating a simplified interface and incorporating visual aids to guide users through each stage. Additionally, we introduced clearer information and an extensive FAQ section to address common queries and concerns users might have.

BNPL-Sign-up-v3
Gamification and Rewards

Pace Perks

We introduce some gamified elements such as rewards and Pace Perks to app usage or transactions. This hopefully will incentivize users to interact more frequently and conduct transactions.

Pace Cards

We also enhance the Pace Card features to make it easier for user to purchase and automatically split their payment and get bigger rewards.

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Impact

The new design has increase the online transaction by 18% and user spend time in app jumping almost 50% with most the activity is mainly in the homepage, merchant and voucher page.

Let's talk!
istiko[at]gmail.com

DESIGNED BY ISTIKO RAHADI