Enabling customers to make efficient and timely bill payments using credit
UX Research
Stakeholder Interviews, User Research,
Competitive Analysis, A/B Testing
UX Design
Wireframes, Design System, User Flow, Prototyping
Duration
10 weeks
01
Background
Zest Money is a leading Indian fintech company known for its "buy now, pay later" model, promoting financial inclusion and flexible payments for users.
​
As a Product Design Intern, I helped create the Bill Pay feature on their app, focusing on creating a more intuitive and user-friendly experience. This case study covers the research, design, and implementation that resulted in a more seamless payment solution.
How
might
we
enhance the relevance of the Zest app in users' daily routines and familiarize them with the buy now, pay later scheme ?
02
Objective
Develop a comprehensive bill payment and management platform, leveraging ZestMoney's core "buy now, pay later" strategy, to provide users with a seamless and centralized solution for bill payments and credit-based transactions.
03
Why build it?
Develop a comprehensive bill payment and management platform, leveraging ZestMoney's core "buy now, pay later" strategy, to provide users with a seamless and centralized solution for bill payments and credit-based transactions.
1
To Increase the relevance of Zest in user’s day-to-day lives by active brand recall and thereby increasing user engagement
2
Build confidence and push product adoption of higher ticket sizes among new users in order to increase the loan-to-value of a Zest user.
3
New users can begin with small bill payments, gaining confidence in our services, and eventually explore our broader range of credit products
4
With the massive adoption of BNPL and competition from existing players, this acts as a differentiating factor aiming to improve retention.
04
Target users
Our target audience encompasses three distinct groups. Firstly, we have
-
Existing Zest users who already possess an active credit limit
-
Individuals seeking an efficient solution for bill payments while also requiring access to credit
-
Individuals who have previously experienced payment delays and incurred associated fees, with the goal of transitioning them into more efficient payment practices.
05
Insights
Six out of ten people are anxious about bills, and nearly half pay them late. In India, metro residents pay an average of seven bills online monthly, while those in tier 2-4 cities pay three to four bills, totaling around ₹700 per household. This makes bill payments a prime opportunity to engage millennial and Gen-Z users to utilize credit more often, positioning Zest as their go-to platform.
​
We also conducted a comprehensive review, interacting with users and analyzing common bill payment methods.
Contexual enquiry of other bill payment solutions
06
User flows
We divided the use cases for existing and new customers and mapped out their journey to illustrate the sequence of steps a user needs to take to complete a task or reach a goal.
For a new user
For an existing user
07
How would a new customer pay a bill?
To enhance user engagement and educate both existing and new users, we plan to introduce a new entry point within the top carousel on the homepage. By prominently featuring a novel icon accompanied by playful push notifications, we aim to encourage user adoption. Notably, the arrangement of icons in the carousel will be tailored to individual user preferences, ensuring that the "monthly bills" icon's placement varies based on each user's personalized experience.
08
Prompting user to autopay upcoming bills
Autopay handles bill payments automatically by deducting the bill amount from the user's available credit limit. This seamless process not only guarantees timely bill payments but also fosters user retention, encouraging them to stay with us for an extended period.
09
What's different for an existing user?
Existing users can easily access their complete payment history via Zest, which includes essential details such as payment dates, amounts, BBPS transaction IDs, and an option for assistance if needed. Additionally, custom reminders are available for payments where autopay has been disabled.
10
Raising a complaint and seeking help
To facilitate a user-friendly complaint process, simply navigate to the bill details screen and initiate a ticket request. Once raised, you can conveniently monitor the ticket's status by accessing the 'All Tickets' section.
.png)