Digital Payment on Delivery
At a glance:
This groundbreaking digital payment solution tackles users’ cash reliance by offering diverse payment methods. Collaborating closely with cross-functional teams, I ensured alignment with user needs, incorporated clear messaging for user confidence, and facilitated partnerships with global clients. This solution transformed online shopping, significantly boosting digital payment adoption rates in the UAE.
How might we build customer’s trust in making digital payment for e-com purchases?
Background:
Despite the availability of digital payment methods, it is concerning to note that 50% of people in the UAE still prefer to pay in cash. This is largely due to the lack of customer trust and confidence in digital payment methods. Addressing this issue and promoting the benefits and convenience of digital payment solutions is crucial to encourage a shift towards their adoption. By increasing trust in these payment methods, businesses and individuals can benefit from streamlined transactions, reduced physical cash handling, and enhanced security. It is essential to promote and educate the user about the safety and reliability of digital payment methods to promote their wider adoption.
Customers’ Voice / Pain Points:
- I don’t trust apps to save my card details in them
- I want to be sure of the product I receive (see/feel/touch the product) before paying
Somehow the online shopping experience fails to win the same trust as there could be several steps when something goes wrong, many different partners selling products and many different fulfilling the order.
Data & Insights
50% people in UAE still pay in cash when digital payments are available
Solution
The solution involved shifting customer behavior from cash to card by providing friction-free digital payment experience and building trust. Learning customer pain points through extensive research and solving for trust with data and transparency.
The solution provides many innovative options of shopping online and paying later with a credit/debit card using regular POS, soft POS, QR and 3rd party wallets. The solution is designed to work seamlessly for multiple e-com businesses from food delivery to e-com giants like Amazon.
Customers enjoy the simplicity of a physical shopping and payment experience that is receiving ordered goods, checking and then paying along with the convenience of an e-com shopping experience where they save time and effort.
User Journey
Sara is scrolling through a fashion app while sitting in her living room. She spots a beautiful top that she would love to add to her wardrobe. Excitedly, she places the order and selects her preferred payment method as ‘pay by card on delivery’ for a hassle-free transaction.
Sara keeps an eye on her order status and eagerly awaits its arrival. When the delivery arrives, she inspects the top to ensure it meets her expectations, and then completes the payment through one of the following methods:
- Soft POS solution: Consumer initiated payment tapping credit card to the POS
- COF with/without pre auth: Consumer initiated payment using a card on file
- OTP Delivery: Delivery person initiated payment
- Third party payment app: Consumer initiated payment using a digital wallet
Outcome
By using the Digital Payment on Delivery method, Sara was able to save time and avoid the hassle of arranging cash when her delivery arrived. She enjoyed the convenience of shopping from the comfort of her home and the security of making a digital payment, all while still being able to inspect the product and confirm its quality before making payment. This gave her confidence in the transaction and ensured a smooth shopping experience.
My Role:
The implementation of the card on file feature proved to be essential in meeting business requirements and overcoming operational challenges. As the Co-Creation Design Manager, I worked closely with various stakeholders to gain a comprehensive understanding of the functional and technical requirements of the solution. To build customer confidence, I incorporated clear messaging in the UX design. Additionally, I successfully onboarded both business and technical teams to encourage customers to save their payment card on file by incorporating incentives.
Impact:
Thanks to the success of this project, there was significant client engagement which allowed me to convert the project’s assets into a sales kit. This sales kit empowered our business development teams to engage prospective clients more effectively, resulting in increased efficiency and success rates.