Payment user flow
revamp to improve
the conversion rate

Desktop prototype

Mobile prototype

product management

user research

ux design

My role for this project was Product Manager. We mainly worked as a team with a Product Designer, I owned the problem definition phase, the user flows and wireframes and he owned the UI part. We lead user tests together.

Expand payment by wiretransfer
to new use cases

Expand payment by wiretransfer to new use cases

At Bridge, wiretransfer payment feature was mainly used:

to pay invoices in accounting softwares
for money recovery for e-shop websites

We wanted to expand our use cases to diverse our revenue. After some research with the marketing team, the new use case which seemed important and promising was providing a wiretransfer payment method for e-shop websites.

Our first version of the payment user flow had a low conversion rate: 33%.

Even if we don’t own the entire journey, we needed to improve this conversion rate (our product outcome) to improve customer and user satisfaction and to improve our profits by opening the feature to the e-shop use case (our business outcome).

Finding and defining the problem
we want to solve

Finding and defining
the problem we want
to solve

Methods

Data analysis with Mixpanel: which steps in the flow generate the most drop?

We drove several user tests, both on the live version and on the new one with a prototype to understand why users drop and what could be improved

Key learnings

One step was confusing and seemed unnecessary

Some users couldn’t find their bank (names not explicit enough or too many choices)

The biggest pain point was that on desktop, users needed to know their bank credentials to confirm the payment, while they only needed Touch ID or Face ID on mobile

How Might We?

Since desktop navigation is still predominant, especially for our targets, we decided to focus on the last key learnings and to work on the credentials pain point with this How might we:

⭐️

How might we remove credentials friction point and reassure the users so they can feel confident when making a payment with our feature?

Success metrics

We see a significative improvement in the journey conversion rate: at least 5%.

Exploring solutions

We had a brand constraint during this project because we also needed to revamp the interface with the new brand graphic guidelines.

We decided to proceed in 2 steps:

Revamp the user flow with the brand guidelines and less steps, simpler banks list and reassuring copy
Allow desktop users to switch to their mobile to confirm the payment

We had a brand constraint during this project because we also needed to revamp the interface with the new brand graphic guidelines.

We decided to proceed in 2 steps:

Revamp the user flow with the brand guidelines and less steps, simpler banks list and reassuring copy
Allow desktop users to switch to their mobile to confirm the payment

User flows

Users have to possibility to switch from desktop to mobile before having to log into their bank interface

Users have to possibility to switch from desktop to mobile before having to log into their bank interface

Wireframes

First wireframes I made for the first user flow on desktop

Mockups and prototypes

Made in collaboration with our Product Designer

Desktop prototype

Mobile prototype

Desktop prototype

Mobile prototype

Results

Conversion rate of this same flow increased from 33% to 43% ✅ 🥳

While this rate might still seem low, it is very dependent to several parameters: our customers use cases and number of banks compatible with this feature. In the future we need to be able to extract this rate per use case and per customer to have a more precise analysis.

Conversion rate of this same flow increased from 33% to 43% ✅ 🥳

While this rate might still seem low, it is very dependent to several parameters: mainly our customers use cases and number of banks compatible with this feature. In the future we need to be able to extract this rate per use case and per customer to have a more precise analysis.