With every new feature launch, there goes enormous amounts of efforts in researching and then working out things according to our user, that is, the retailer. When it comes to micro-merchants, paying heed to the fact that they belong to a completely different sector helps a lot in setting the boundaries especially when it comes to the journey of the user on the app. Design plays a very important role in defining this journey and plays an integral part in the user experience.
A few months back we decided on a new app feature on which our design team has been working extensively since then. The membership plan features have been one of the most challenging yet exciting projects.
Our design team has a unique approach every time they set onto designing something for our retailers, and it always starts with some group activity/ teamwork.
Before directly plunging into the design there are a series of brainstorming sessions, setting boundaries, design discussions later leading to design decisions.
Here are the steps that our team followed in order to build an easy to use and appealing app feature.
- The goal here was to make a number of services available to the retailer under one roof.
- With membership plans the retailer will now be getting access to various services without having to purchase each one of them separately and that too with extra benefits.
- Make it easy for the retailer to buy these services for him to not be entirely reliable on the distributors or the Relationship Managers.
For the Membership Plan feature, this time we adopted the SPRINT Method.
They carried out this experiment in a group, where they all noted down the problems first and then addressed solutions one by one.
Basically, a SPRINT method is the one that can solve/test new ideas in a period of 5 days. It cuts down the endless lengthy process of developing a product/service into 5 days with better results and solutions.
During the process, each of the team members came up with one problem and a way to solve that problem.
The flow of the sprint method is such:
DAY 1: MAPPING
On day 1, we mapped out the problems that were present in developing membership plans on our platform.
Following were the things that we noticed:
- The first one was to design a stronger, more convincing UI/UX for the retailer than the existing one.
- The next one was to figure out if the merchants would want to pay more for a plan as they already had service kits.
- The last one was to come up with justifiable prices for these plans.
Our USP here was…
- An active customer support.
- Good merchant network.
DAY 2: SKETCHING
Day 2 was all about sketching a basic look of the membership plan pages based on all the problems and its solutions that we had mapped out on the previous day. According to the Day 1 activity we figured out that the following elements on the page would help lead the retailer to a smooth user experience.
The features were as follows:
- Mentioning all the details each of the plan came with for him to gauge which plan suits his business the best.
- Help Button: A help button for the retailer through which he could directly solve his queries by getting in touch with our customer care executive.
- We also decided on having a ‘Compare Plans’ feature at the click of a button so that he could easily figure out what all services were important to him and accordingly choose a plan.
DAY 3: DECIDE
After a series of trial and error and sketching out the basics we decided on the following flow:
DAY 4: PROTOTYPE
The screen below shows the prototypes that we came up with and tested them out on a field survey.
DAY 5: TEST
With the prepared prototype module we carried out an on field survey where we showed the module to a few of our retailers. We listed down all the changes they wanted us to make-right from things to discard and things to add.
On Field Survey and Research:
The main agenda of carrying out this research was to understand the user behavior as that would give us a framework and to figure out the do’s and don’ts so as to build something that the retailer finds easy to use and also appealing.
During our research, we interrogated our retailers about how the inclusion of a membership plan would affect their businesses.
In the process, we figured out the merchant’s response to basic membership Plan module that we had in place and what changes would they want us to make according to their convenience.
We asked them the following:
If they were happy with the current service kits or if they would like to subscribe to a membership plan where they get all the services with additional benefits.
The answer to which was that they would want to enroll in a membership plan since it came with benefits and extra commissions. After a week of ideation, solving and testing we finalised the final look and flow of our membership plan page on the Pay1 app.
The following diagram explains and compares the user flow in case of a service kit vs membership plans.
Following are the features & benefits of the Pay1 Membership Plan:
- Compare Plans in one click.
- Earning Potential with an average of 10 transactions.
- Increased Commissions.
- One time activation charges for a year.
- No rental on devices mPOS and DPOS.
- Additional benefits like: Certificate and Free Shop branding.
With all the response that we have gotten from our retailers on the field survey we believe that making a subscription based module along with kits have proven to be of great benefit to the retailers as well as to us and we look forward to adding more features in the near future.