Amazon Pay
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Amazon Pay
INDIA
On 14 February 2019, Amazon launched Amazon Pay UPI (Unified Payments Interface) for Android users in partnership with Axis Bank. This service issue UPI IDs to its Indian customers to allow secure payments. The mechanism of Amazon Pay UPI is same as other UPI apps like BHIM, Paytm and PhonePe. Anyone with Amazon India app can access this service. After that Amazon Pay introduced Everyday use cases for customers to pay & recharge their utilities.
Year
Project Type
Role
2022
Product design,
Usability testing,
Stakeholders alignment
Senior product designer (Manager)
Project Overview
Amazon Pay – Improving the products usability (Everyday use-cases)
Amazon being one of the biggest players in this for years now, with a market share of almost 32% of the whole Indian online retailers, still its in-house payment portal ‘Amazon Pay’ contributes to only 1.83% (as of June 2021) of the total UPI market share in India.
While its competitors PhonePe, Google Pay and Paytm top the chart with PhonePe contributing to a whopping 46% market share in the month of June 2021.
Source: GadgetsNDTV
Little bit of Context (Problem) 🤓
For the variety of options and the convenience, 120mn+ customers prefer to shop online at Amazon. However, most of the users never felt comfortable using Amazon Pay (in-house payments channel) to pay their utilities bills and any sort of other payments because of the app's confusing information architecture and lack of a user-friendly interface.
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Objective
Increase monthly active users (MAU) by enhancing overall experience of everyday use-cases (EUC) categories which includes:
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Recharge categories
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Mobile recharge (Prepaid)
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DTH recharge
Pay bills categories
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Electricity
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Gas cylinder
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Mobile postpaid
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Insurance
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Broadband
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Piped gas
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Water
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Loan repayment
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Landline
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Cable TV
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Rent payment
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School fees
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Municipal tax
Finance categories
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Digital gold
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FASTag
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Mutual funds
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Strategy
As part of the CX strategy, Leadership was aligned to get started on the development of user-friendly interfaces and seamless experiences. The plan was to standardise the user experience across most of the EUC categories (No more new learning) and reduce the overall latency (Tech + UX strategies).
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My Role/Responsibilities
Stakeholders alignment
Define UX
Wireframes
User Interfaces & Prototyping
Motion & Interaction Design
Usability Testing
UX Governance & Experience Validation
UXBR & Hawkeye review sessions
Publish SOTE newsletter (Inside Amazon stories)
Discover
Understanding essentials
I was curious as to what kinds of CX difficulties Amazon Pay users had when using the app and website. I completed a crude study regarding Amazon users's digital adoption, Usage pattern, Competitor's app feedback, User's VOCs, Privacy & All. I was relieved to discover some important data from Amazon pay internal data sources. Here is a list of the data insights that I used.
Focus Areas
1. What are the most popular apps for payments being used in fintech right now?
2. Which categories are utilised most commonly in Everyday use cases (Electricity, Prepaid, or FASTag, etc.)?
3. What is the most used payment method?
4. Who now holds the #1 spot in the Payment experience domain, and what are the reasons behind this?
5. According to the Net Promoter Score-Feedback System, what is the highest possible NPS for Amazon Pay?
6. What is the age, gender of the people who use payment experience online (General and telco)?
7. What's the widely used payment app in India by volume of transactions?
Research
Competitive & Comparative Analysis
Competitive analysis was conducted to identify competitor's strengths and weaknesses to inform Amazon Pay CX, features and information structure.
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Non disclosure data
Design
Usability Study
Moderated Usability Testing was conducted for the selected users.
300+ Users of different backgrounds were selected.
Journeys - Discovery, IA, Dashboard, Recharge, Electricity, FASTag, Pay balance etc...
Channels - Microsoft Teams, InVision, Figma were used.
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Non disclosure data
ROI
Cooking up a better experience 🔥
