Project background.
When blim was first launched users could sign up with their email and pay with their credit card or through their internet provider iZZi. More providers soon signed up and as we expanded our reach across Latin America new deals were struck with even more local service providers.
Challenges.
While all of this is good news to our users, the existing Sign Up flow was getting crowded with options. Additionally, ongoing research revealed a cultural reluctance in Latin American countries to share credit card information on the web, this barrier was limiting our reach among potential customers.
To solve this the Product Team and the Payments Department had a brainstorming and design session where we pitched alternate payment methods (such as prepaid codes) and embarked on emphasizing the security of our payments system during the Sign Up process to alleviate user concerns.
User journey
Various flow charts developed to map every step of the journey.
Process.
We started hands on work once we identified that the type of Payment Method was what characterized each member's Sign Up experience. Since we did not want users filling out additional data they didn't need to, we first present a dropdown selector where users choose their Payment Method of choice or service provider (this selection is filtered by country so that users in Argentina, for example, don't see Peruvian cable providers that are not available in their country). Once they have selected a Payment Method the next step is dynamically populated based on their choice.
Once the wireframes were finished we tested this out with user groups. Designs were quickly updated and iterated and during this process we polished the communication to mitigate concerns regarding payment charges and security.
Next we documented all the behavior and interaction as a Design Requirements Document and handed this off to the UI team, who headed by Luis Espinoza, made sure it looked great and visually reflected our brand and identity.
Final design developed by the UI team headed by Luis Espinoza.
Results.
This solution has helped blim integrate many more service provider options without additional development, translating into more users on more countries.
Prepaid Codes have been crucial to our business model with 20% of our user base now using this payment method and growing every month.
Revisiting our registration flow as part of this feature also allowed us to improve our input forms reducing errors such as password or email mistakes, these errors were one of the top 5 complaints to our call center and now they have virtually disappeared.
My role in the project.
User Experience Design Lead. Responsible for coordinating interviews, wireframing, prototyping, testing, iterating and feature documentation.