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02 / james delivery
Year
2021
Market
Groceries
My role
UX research
Information Architecture
User experience
User interface
Usability test
Considering how the company operates with shoppers and couriers (complex scenario with different pillars) and the legacy of the products, users just had a credit card as an option to pay for their orders. Add to this the fact that, in the Brazilian market, people have a lot of payment methods available to make their purchases in supermarkets daily.
So which way of payment should we build in our app that will provide more value for the users (e.g., rewards, discounts, cashback, etc.) and less friction for the company's operation?
My team and I start our discovery by looking at external research (about payments in general and in the delivery market) to help us extract key findings and to guide our process. We understand that the Brazilian market is continuously changing, and the future vision will be a greater acceptance of instant payments.
To understand these changes considering our users perspective, we conducted UX research about payment methods and how this could impact the volume of orders. We divide our users into two groups: hard users (people who order two times or more per week) and occasional users (people who buy in our app once per month or less). Then, we asked them which payment method would be better for them, and the results were:
Pix it’s an instant payment ecosystem that enables people, companies, and governmental entities, to transfer funds between transactional accounts in a few seconds. The main benefits are security and greater financial control.
As a product team and our stakeholders, we decide to work with Pix as a new payment service option for our clients. However, to make it happen, we had to work closely with different teams and gather all insights into a solution affordable to our operation.
During the iterations with the customer service, logistics, and retail teams, a fact caught our attention: more than 80% of the orders have price changes after collection by the shopper and at the Point of Sales (PoS). It would make our challenge even more significant, resulting in users being charged more than once for the same order. As our operation involved many agents, we needed to map the flow from when the user pressed the 'order' button to when the products arrived at their home.
We designed this blueprint to cover all points of contact and the people involved and to clarify our gaps and what the MVP would look like. We realize that Pix would impact in three distinct phases: checkout, after PoS, and after delivery.
To field our first version, we conduct a usability test with 38 users of our app. We called them our ‘beta testers,’ and they were essential to evaluate our ideas and assumptions using the perspective of real users. In addition, they could classify the overall experience and highlight some difficulties that helped us improve the flow and the designs.
This is what the final prototype looked like after a round of testing and design iterations. Some major design changes were:
01) Payment selection at checkout: our solution covered two possibles scenarios in this phase, users that already have a credit card saved and users that is ordering for the first time (as you can see on the side)
02) Price Update at PoS: this scenario covers orders that have a price update, and the users choose to pay the additional after picking
It was a huge responsibility to help Multicoisas with this product. A lot of stores, employers, and everyone was counting on a new solution. In spite of the short time, I was really pleased with the result. When the e-commerce was launched, around May of 2020, it was through this product that the stores were able to maintain sales and not have greater losses - in this period the company reached a total of R$300,000.00 in online sales.
Furthermore, after the product was launched, Brazilian media highlighted the innovation and the changes that the company had been going through.
You can read it here (in portuguese)