Paidy is a fast growing fin tech start up which allows their users to shop online using just their mobile phone number and email address. With cashless payments becoming more popular in Japan, the business plans to eventually become a financial eco-system.
In order to support this vision, the current app had to be redesigned in a way that allows for new products and features to be easily integrated.
With the project being officially kicked off, it also meant that we had the opportunity to improve the current user experience of the much needed app and provide a better value proposition to our users.
1. Review the App
The first task we did together as a team was to review the entire app. This included looking at the analytics data, current information architecture, user flows and goals.
We already had a rough idea where improvements needed to be made but to make sure everyone was on the same page we help some workshops to review the app together with the product team. The workshop helped identify where the gaps and problems were.
2. Reviewing the Personas
Before we dived straight into the solution, we wanted to make sure that everyone understood our personas and that they were up to date. Because of the rapid growth of Paidy and the goal for the year, we created and added an extra persona.
3. Redefining The Problem Statement
The next step was to redefine the problem statement of the app. To help everyone write what they thought the problem statement should be and then to be discussed as a group, we used this format User > Needs > Because.
4. How Might We Questions
After defining the problem statement, we each broke the problem statement down into small questions by asking ourselves how might we? This was to help generate ideas for the next step.
5. Customer Journey
The most important step of this process was creating the ideal customer journey to deliver the best possible solution to our customers. There were a lot of edge cases at Paidy and it would have taken a long time to create a journey for every one of these edge cases so we only focused on happy path of what envisioned the experience to be.
6. Low Fidelity Brainstorming
After creating the customer journey together, we brainstormed for hundreds of hours on many different flows and solutions to improve the user experience of the app.
During our brainstorming sessions, we constantly included people from different departments such as engineers, product managers, customer support and marketing.
7. Usability Testing
Once the low fidelity prototypes were complete, we decided to create high fidelity mock ups for a usability test to validate our ideas and hypotheses.
We conducted 5 face to face usability tests which were 1 hour long. The usability tests were task based followed by open ended questions.
To record the user test we used an Apple Macbook pro with a custom bendable camera and OBS streaming software.
8. High Fidelity Mock Ups
After the usability test, we summarized the findings into a report and made the necessary changes needed for the app.
9. User Flows in Overflow
Once the mock ups were made we used a cloud based tool to create all our user flows and edges that could be use to easily explain to engineers and product managers.