Over-hauling UPI onboarding journey for Amazon Pay
Background
An intuitive, personalized & persuasive APay setup and UPI registration process to guide new users through onboarding and completing a transaction.
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Customer journey pain points
Registration process
UPI awareness
Next steps post registration
Edge cases
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Apart from the voice of users, I also collaborated with researchers to unravel expert insights for onboarding journeys on APay.
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Presenting some findings here-
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Customers referred to UPI usage by the app name rather than the instrument itself. For example, they said, "I use Google Pay for fund transfers" or "I use PhonePe for shopping in stores." None of the customers naturally mentioned using "UPI" as an instrument.
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When asked to set up UPI on Amazon, customers were immediately confused. They didn't understand that linking a bank account with a phone number is referred to as UPI, which took some time to clarify.
Competitive analysis
The competitive analysis was based on four parameters
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Navigation
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Content
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Interaction
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Presentation
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Detailed analysis cannot be disclosed as this is WIP project
Step 2
Welcome & permissions page
Step 1
Interstitial banner
New user
Present onboarding journey- analysis
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Step 3
Bank selection page
Step 6
Success page
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Design tenets
​Following are the design tenets derived from the extensive research and analysis
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Awareness
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Easy to understand terminology in communication​
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Add a section explaining UPI & its various methods
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Trust
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Detailed permissions page with clear communication on how the data is being used​
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Convenience
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Keep the process short, guided and easy to follow for a new user​
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Keep the user informed of progress status at all times
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Action
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Action oriented design to encourage user to complete one UPI transaction​
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Design for next best action at every stage- edge cases too
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Proposed task flow
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Wireframe
Animation illustrations
This project includes usability testing and hi-fid designs delivery to tech.
For more details on the status of project, feel free to connect!