Baxipay

An iOS, Android & web-based application that helps making bills and services payments easily accessible to users. By providing users with a platform to make payments and manage expenses via their mobile phones and the web.

DELIVERABLES
  • Research
  • UX/UI Design
  • Strategy
  • Usability Tests
  • A/B Tests
PROJECT DETAILS
  • My Role /  Product Designer
  • Platform /  Web , IOs & Android
  • Industry /  Mobile Payments
  • Duration /  3 months
  • Client /  Capricon Digital
Project Overview

Baxipay was initially developed by Capricon digital for users to buy/sell different types of digital products and services. Baxipay offers a wide range of services users can pay for, bills, services, transfer money, and as well request payment.

Capricon digital reached out to me with the first version of their product (Baxipay). They’ve had it in the market for a while. They wanted to design some new features for the app but weren’t sure what to.

I was tasked to lead end-to-end design through research, wireframing, interaction design, visual design, prototyping, and cross-team collaboration. I worked closely with the Product Manager to identify user needs.

Problem Statement

The Baxipay mobile app started to experience a failure in retention. The product users had already started porting to other direct and indirect competitors like gomoney, Kuda, Paga e.t.c

Therefore, the need to stay competitive acquire new users, re-engage users & meeting both business and users goals became imperative.

The Goal & Objective

We had a lengthy conversation around the needs of the customers in lines with the goals of the brand to create interactions that are beneficial and meaningful to both the company and the users.

USER GOALS

Instant payments between wallets

Instant payments to and from bank accounts

Bills payment

Easy and fast self registration

Rewards

Budgeting & Planning

Security

BUSINESS GOALS

Increase users retention & aquisition

Establish trust and credibility through excellent service

Differenciate from competitiors through innovation

DESIGN GOALS

Understand user needs through comprehensive user research

Clearly communicate users task and actions

Delight users with modern aesthetics

UX Challenges & Constraints

While working on this project I was faced with a few challenges and constraints which I’d list out. All within the functional, non-functional and commercial constraints.

Key Metrics

Upon completion of this project. We decided to test with some users to get some useful feedback. We found the following while testing

Solution

After primary and secondary research was done, the solution was to redesign a new app. A total overhaul of the old app as well as adding new features

For a more in-depth look at my process, continue scrolling to see the full case study.

Key Features

Here is a glimpse at some of the key features of the app

Virtual Card

Shop on Asos, Amazon, and more with ease. Pay for Netflix, Apple Music & Spotify, and more

Split Bills

Split bills with flatmates, Collagues, and Family. We’ll do the maths

Pay for Bills

No long queues anymore. All your bills are in one place with no hassle.

Research and planning

My goal was to get a better understanding of the problem. This also gave me hard data that will help me make specific recommendations for where to focus the efforts of the redesign process. A tangible amount of information was gathered using the following UX research methodologies.

USER GOALS

Identify market trends

Analyze the strengths and weakness of potential competitors

Identify frustrations, motivations, goals, and needs of users

Easy and fast self-registration

Features users are expecting

What are users top tasks?

Competitive Analysis

I conducted competitive and market research looking at both direct and indirect competitors to identify current design conventions and prioritize product features as well as find opportunities to stand out and differentiate the product.

User interviews

I created an Interview Guide to facilitate the user interview process that helped find answers to open discovery questions, understanding users' tasks and activities, their opinions and attitude, and talking about problems and pain points.

7

Phone interviews
3

In-person interviews
10 minutes

Average length
“Signing up was a bit too stressful, especially with the BVN verification”
“I love to use it because I can split payments with my flatmates. So we don’t have to fight over house bills”
“I’d love to pay and manage all my subscriptions in one place”
“Is it free to use”
Provisional Peronas

To ensure sure that my decisions moving forward in the process are user-centered, I wanted to have a clear understanding of who Baxi users are.

Emphathy Map

To synthesize all the information I had gathered from the qualitative research, I created an empathy map for my provisional personas.

Heuristic Evaluation

My end deliverable is a redesigned mobile app, we evaluated the functionality, navigation, and design of the existing Baxipay app.

Key findings from primary & secondary research
Definition

Before making further decisions with sketching and building out wireframes, I wanted to figure out what product features mattered the most and what the journey would look like for customers trying to accomplish specific tasks.

Brainstorming

Having gathered tangible information on users, thanks to all the users that participated in both our primary and secondary research. I and the product manager had a brainstorming session with the aim to have a clear project vision and identify necessary features to include. We also implored a decision matrix as well to drive some decisions.

Product Roadmap

Putting into consideration the user and business goals. We created a product roadmap that included existing features, new features, nice to have features as well.

Information Architecture (Site map)

To show the hierarchy and navigation structure of the app I decided to design an information architecture that’ll show how users may transition from one task to another.

User Flow

To walk in the user's shoes, I created a user flow for each application section to think through how users might navigate the application. Below is an example of the Schedule payment flow.

Design

Having organized all my research and defined my solution, it was time to get the work done. From lo-fi wireframe sketches, mid-fi wireframes, and hi-fi designs.

Lo-fi Wireframe Sketches

I sketched out wireframes to visualize my ideas and flows. I always love to sketch my ideeas on paper. It then starts to make more sense.

Mid-fi Wireframes

It was time to digitize my sketches. I created the mid-fi prototype using Figma.

Hi-fi Designs

After I was done with the sketches and mid-fi wireframe, I started to work on my style guide as well as creating a mood board and finally firing up the designs.

A/B Test

I conducted some A/B tests with users and we were able to get some insights that helped with some design decisions.

Learnings and Next Step

This project was a lot of fun to work on. learned a lot while research mobile payments. I’ve been able to gain solid ground on payments and how it works. Also, I’ve learned that the best way to build a product is by observing and listening to users and as well using the right tools.

The App is currently in the beta phase. We’ve been doing a lot of analytics and still testing. I’ll be conducting more rounds of usability testing and iterate based on the patterns from users and do a proper dev-hands-off.

We’ll also be adding more features in the future. Also from most of our usability and focus group testing have been promising and we are highly expectant of;

Increased Engagement

Increase in organic traffic

Higher retention

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