SecurePay is an online payment gateway and business of Australia Post. Although digital payments were continuing to rise across the country, SecurePay was experiencing a fall in customer acquisition and adoption. An outdated product, coupled with a highly-competitive market, meant customer expectations were no longer being met.
Working as Lead Product Designer, our goal was to uplift the discovery, sign-up and onboarding experiences, and make digital payments as easy as 1-2-3.
Role: Lead Product Designer
Gathering insights
The first phase of the project focussed on the marketing site – the main acquisition channel for new customers.
To understand how the current experience was performing, we gathered existing site data and conducted 10 discovery-based interviews with our primary user groups – business owners and web developers. Both had very different mindsets when visiting the site so we needed to get a clearer picture of their specific needs and behaviours.
Feedback from the research was distilled into 6 key insight themes. These were then used to inform the design decisions moving forward.
Synthesising customer feedback using Miro
These 6 key insights defined our design direction moving forward
Wireframing solutions
Wireframing in Figma allowed us to quickly prototype design solutions. Some of the things we were keen to explore during this phase included:
- Reordering the IA – Users had difficulty finding the information they needed. We looked at existing usage data and competitior sites to see how users might naturally browse and discover content.
- Simplifying the product structure – SecurePay had a complex suite of products which customers were struggling to understand. Working with the product owners, we explored consolidating them into 2 main products, 'Online Payments' and 'Billing.'
- Communicating value – Customers were equally confused with the pricing model and what they received for their money. We looked to simplify the model and communicate costs with clarity and transparency.
We then ran 5 additional usability sessions with business owners (previous research had shown they were the key decision-makers) to help validate and refine the solutions.
Mid-fidelity prototyping using Figma
Bringing the UI to life
As we moved into a visual design phase, we started to explore how to bring more personality to the product and increase its appeal amongst small business owners. We also needed to align with the recently-launched Design System, one of the first Australia Post products to adopt this new style.
Some key areas of focus here were:
- Visual representation – How could we visually depict a product that was so intangible? UI mock-ups helped bring the product to life and contextualise how it could be used for a range of user types.
- Communicating process – Research had shown customers were confused by how they could start using the product. Step-by-step guides, video tutorials and infographics helped to set expectations.
Creating a single sign on
Piggybacking on existing functionality, we used a single sign-on (SSO) to fastrack users into the product. Users of other Australia Post products were also able to reuse their existing credentials to avoid duplication.
A stepped sign up process catered to new customers and detected existing ones
Streamlining onboarding
The original onboarding experience required users to complete a detailed single page form. They had no way of creating an account and no way of saving their progress. This also meant the business had no way of retargetting a user, if they dropped out of the flow.
To solve this, we created a SecurePay ‘Launchpad’ – an authenticated experience, where users could activate and configure their payment gateway before going live. The launchpad was contextual to a users needs and aimed to guide them through the setup and integration process.
Growing the feature set
During my time working on the SecurePay product, I was also involved with the launch of various new product features. One of these included the addition of international payment methods and digital wallets, such as WeChat Pay and ApplePay.
Customers were able to activate various payment methods from their Launchpad
Outcome
The improved experience was well received by customers, leading to a 35% increase in sign ups and usage.