Design Case Study • Mobile Recharge
EXECUTION
Product Walkthrough
UNDERSTAND
Context
The project is a minor part of a larger design exercise that aims to capture the various use cases on which foodpanda riders in the Philippines spend their digital money during the course of the day.
The meaning and value of money differ greatly across countries, and in other contexts, people of different personas have a very different views of what money means and what it is worth. At the end of the day, however, it is how much people take home after earnings that matter. With the help of this project, we look at the mobile load requirements of foodpanda riders and provide them with an easy way to act while taking into consideration their preferences at the same time.
Problem definition
Basically, the user problem can be summarized in the following way:
As a new service in the HeroCash ecosystem, Airtime top-up enables us to redirect our riders to conveniently load top-ups via HeroCash when their salary is paid into their wallets when they receive payment. As a recurring product with a high transaction frequency and a high volume of transactions, this would result in the following:
An increase in the number of MAUs
Transactions could increase by a significant amount
An increase in the retention of customers
RESEARCH
Discovery
Foodpanda riders are required to own a mobile phone in order to accept orders and perform deliveries on behalf of the company. As a result of our research, we discovered that most PH customers (96.7%) use mobile prepaid due to the fact that it gives them better control over their budget and expenditures. The majority of these people (61%) not only load top-ups for their own numbers every month, but they also load top-ups for others (most commonly their family members) every month as well.
We know the following based on a survey we conducted among riders of foodpanda Philippines:
It is estimated that riders buy loads three times a week on average
There is an average load amount of PHP 160 per transaction on the network
The most common method of purchasing loads is through GCash
It was mentioned by one of our riders who uses GCash that they disliked the additional 1% transaction fee that GCash charges when you are unable to top up your mobile numbers because you don't have enough funds in your wallet. As a result, riders would then have to go to nearby 7-11s in order to purchase load top-ups, which could prove to be frustrating for them, as well as time-consuming.
DESK RESEARCH
Competitor Study
In order to gain a deeper understanding of the landscape of competitor apps, I plotted the user flow and the user emotion graphs for several apps that the end-user is likely to come into contact with in the APAC region. As you can see above, I got the list of apps from the survey results I shared earlier. Our considerations went to the following apps:
G-Cash
PayMaya
Coins.ph
GrabPay
PhonePe - Although PhonePe as an app is not used by delivery riders, it is a dominant player in the Indian market and has a superior experience within the Indian ecosystem, and stands out as a super app in the Indian marketplace.
According to the emotion graph, one of the insights that I was able to create based on my analysis was that there was a sudden decline in user expectation when the phone number carrier could not be detected compared to when it could be detected automatically and the user did not have to select it from a list.
Prepaid SKUs and mobile load options
I also mapped out the various mobile load companies available on GCash, PayMaya, GrabPay, and Coins.PH to help me better understand the issues ahead.
For the purpose of grasping the depth of the SKUs offered by each of the mobile carriers, I simply plotted the list of all the SKUs available in the region of the Philippines for each of the mobile carriers in the PH region.
POLISH
Designs + Prototypes
In the next step, I polished the designs and made a quick prototype after deciding on the interaction model and design direction for the project.
OUTCOME
Results
Successful 🚀 – Launched in the Philippines 🇵🇭 as a pilot project among 150 riders in a successful launch on this market
Improved experience – The rider's registered number operator was automatically detected by the system, which contributed to an improved customer experience. This is one of the things that GCash lacks in the PH region
Accounted for edge cases – Our team worked closely with partner teams before the pilot launch to ensure that all edge cases had been planned for before the launch of the pilot
Projects to explore
Enabling the foodpanda rider community to send, transfer and receive money on HeroCash
Converting high code efforts into low code interfaces for the developer community