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Crafting an enhanced user journey for a fintech startup
Project Overview
Project Overview
Client: Ezee Payments, a young Jamaican fintech, specializing in online payment services (QR codes, payment links, and API integrations) catering to micro, small, and medium-sized businesses. Project commissioned by DAI (Development Alternatives Incorporated), an international development company aiming to bolster the economic development of Caribbean countries.
Timeframe: 3 months
Role: Protect Manager and Behavior Researcher
Team: David Arellano - UX Designer
Challenge: Despite their valuable offerings, Ezee Payments faced a challenge—limited client onboarding completion and a low conversion of free users to paying clients. Our project aimed to unravel the reasons behind this and, using behavioral science, provide recommendations to enhance the onboarding process and increase paying clients.
Methodologies:
Behavior mapping: A design visualization tool that maps the necessary steps, barriers, and enablers a user faces to complete the desired behavior.
EAST and COM-B behavior science frameworks
Idea validation: Evaluate a new features or improvements through experiments.
Project Journey
Project Journey
Embarking on this project posed a dual challenge: not only was it my inaugural role as the behavior design specialist, where I felt like a bit of a novice, but we also encountered a shifting landscape. The project's original scope had to adapt as Ezee Payments was in the midst of a technology transition, implementing a new onboarding process. This prompted a departure from the conventional method of investigating and mapping the current onboarding process, and instead, we charted new territory by adapting the behavior mapping process to design the ideal onboarding process proactively.
On a personal note, fostering a warm and supportive relationship with Narda and Kyle, the commendable founders of this impactful startup, was a true delight. Our connection extends beyond the project, and it's gratifying to stay in touch, celebrating their ongoing successes and milestones.
Research Phase: A Collaborative Journey
Taking a coaching approach from the start, we facilitated sessions where we imparted the basics of behavior science and worked collaboratively with the Ezee Payments team. Identifying the key behavior, the linchpin for subsequent work, proved to be a meticulous process, involving several iterations. Once established, we mapped both their existing analog process and the envisioned future process, setting the foundation for a robust understanding.
To deepen our behavioral analysis, we encouraged Ezee Payments to interview users, uncovering barriers and potential motivators. This qualitative insight was complemented by known biases and heuristics, enhancing the behavioral perspective.
Research Plan:
Interviews with founders and employees
Interviews with current and former clients
Product testing and review
Desk research on user and context
Co-creative behavior mapping
Design Phase: Crafting Possibilities
The design phase unfolded with an ideation session, employing the EAST framework—making behavior easy, attractive, social, and timely. Through iterative idea sessions, we generated 13 concepts, later refined collaboratively with key stakeholders in a prioritization session using an impact vs feasibility matrix.
As our journey neared its end, we wanted to ensure the practicality of implementing these ideas into Ezee Payments' business. To achieve this, we conducted two coaching sessions on experiment design and developed three experiments—fully quantitative, mixed, and fully qualitative.
Design Process:
Ideation using the EAST framework (Easy, Attractive, Social, Timely).
Prioritization using an impact/feasibility matrix.
Behavioral science and experiment design coaching.
Experiment design for idea testing.
Delivery of implementation recommendations.
The Deliverables
The Deliverables
In our final deliverable, we wrapped up the essence of our research with key insights, provided a comprehensive explanation of the behavior map, detailed insights into the 13 ideas primed for future development, and three ready-to-implement validation experiments.
Given our emphasis on equipping Ezee Payments with the knowledge and tools to seamlessly implement our recommendations, we included an extensive Appendix where we shared behavioral science and UX design insights. This approach ensured more than just delivering solutions—it empowered Ezee Payments with the essential tools and knowledge to sustain the impact of our collaborative efforts.
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