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Improving Repayment Rates

Description

📓 Project Brief

A multi-faceted approach to improving on-time repayment rates for new and existing users of LazyPay

⏳ Duration / Size

1 month / L

👩‍🔧 My Role

Assisted research team in identifying problem statements, ideated on multi-level solutions, applied a content-first design approach, and defined the product communication strategy

📝
Problem Statement

High repayment rates are indicators of trust among customers, and also reduce risk for the business. The rate was especially poor among new users, but improved with user maturity, showing a dip again for users who started paying in EMIs.

In fact, 45% of new users were not repaying on-time.

Out of these, 23% were opening the app during the repayment window but still not paying, while the rest were not even opening the app.

So, what exactly did they see on the app?
And, how could we get the rest to open it?

On deeper inspection, we found several more issues with our repayment flows and reminders, which we identified through research and data:

  • Users lack awareness and visibility of late fees and consequences of not repaying

  • Users know repayment is important but don’t consider it urgent, hence even when they see reminders, they ignore them or put them off

  • Users ‘feel’ we send late reminders, they don’t register the messages as they are boring and robotic

  • New users have the same repayment experience as mature users, even though they may not be familiar with the process

💰
Business Goals

Based on modelling done by our analysts, we defined our primary success metric as improvement in the overall On-time Repayment Rate by at least 10%

User Journey

A typical repayment journey for a LazyPay user (new + existing)

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💬
Solution Strategy

Finally, we reviewed our existing UI screens and notifications, and forged a three-pronged strategy that covers all touch-points of our users' repayment journey

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01.

Discoverability

Many users claim to not be aware of their dues and due dates. We noticed the current in-app notification is very missable, and blends in with the rest of the UI elements on the screen (see: left)

02.

Urgency

Some users reported having seen the reminders, yet ignored them or put them off for later. This means they knew it was important, but not urgent. There is also no noticeable difference in UI after missing the due date.

03.

Transparency

Late fees and consequences of not repaying on time is not given upfront. Also, the information hierarchy on the repayment page (see:right) is vague, leading to low comprehension of different product lines and no clear call to action.

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A Content-first Design Approach

First, we had to rethink the notification displayed on our homescreen.

3 issues we needed to address in the current component: placement on screen, visual treatment and information shown. I was tasked with applying a content design approach to the third.

What a user would want to know

  • Amount: how much?

  • Due date: when?

  • Due status: how urgent is this?

  • Penalties: why?

  • Count: how many dues / EMIs?

  • Product name: what type of dues /EMIs

Based on importance and scalability, I took calls on what information was essential in the component

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Inline Component

Remains till dues are cleared

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Bottom Sheet Component

Appears only when due date is breached and remains till dues are cleared

Old

New

New

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with multiple states
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Before due date (Inline component)

After due date (Inline component + bottom sheet)

Before & After due date

The "Big Red Button"

No, I don't mean a kill switch. In this case, what we needed was another kind of Big Red Button i.e. a large, bright, screaming Call to Action.

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