Introduce Apple Pay and Google Pay with creating a Scalable Payment Widget
Embedded Files
Introducing Apple Pay and Google Pay as new payment methods for Intuit customers. Also since wallets is the new type of payment method, need to think and design a scalable payment widget which can used for new as well as current customers. This project include stratagic thinking, Reserach and Usability studies with qualatative and quantative data study by using Intuit's D4D (Design for Delight) methdology.
Company: Cognizant, Intuit
Client: Intuit
Role: Leading UX Research & Design, Usability Studies
Team: 2 UX + Dev Architect and other Dev teams
Duration: 9 Weeks
Overview
Overview
This project focused to introduce Apple and Google Pay to all Intuit customers who used other payment methods for One and Done as well as Subscription based products. This will also reduce the payment failures which directly connects to the revenu genration.
Customers case is they want their preffered payment method as Apple Pay and since its not available, they have forcefully use other methods for subscriptions. Also this is an easy option for customers since all the details like Card number, Address etc are already pre-filled in their Apple Pay Wallet which can directly fetch. This lead to increase GNS score and make the quick, easy, secure payments.
The Business Problem:
The Business Problem:
Conversion was flat. The fix was obvious. So why hadn't anyone done it?
Conversion was flat. The fix was obvious. So why hadn't anyone done it?
Intuit's GBSG checkout had been losing customers at the payment step for years. Wallet-based payments were the standard fix across consumer commerce and the projected lift was significant. But every B2B SaaS competitor we benchmarked had explicitly chosen not to do this. That was the question I had to answer first.
54%
54%
Credit/Debit Card Customers
29%
29%
Bank Transfer Customers
17%
17%
PayPal Customers
The project outcome after introducing Apple Pay / Google Pay as wallet pay methods was unavoidable. The number was "+25% mobile conversion." The number in my head was: if it's that easy, why is nobody else doing it?
The data source from GBSG US & International projections:
The Strategic Twist:
The Strategic Twist:
Every B2B SaaS competitor had said no. Intuit had to say yes.
Every B2B SaaS competitor had said no. Intuit had to say yes.
Sage, Xero, Zoho, FreshBooks, Microsoft, HubSpot none of them offer Apple Pay or Google Pay at checkout. I dug into why, and built the counter-argument for Intuit.
We made some compititors research of how an ideal checkout experiecne can be in Apple Pay/Google Pay scenarios. We had multiple discussions with Apple Pay and Google Pay teams from their side towards how can we improve the overall checkout experience, but we couldnt able to convince them as P0/P1 items since it was not in their roadmap for next 2 years.
Most B2B SaaS companies don't accept Apple Pay because their buyers are procurement teams, not individuals and the Pay Sheet can't handle multi-seat, mixed billing subscription complexity. Intuit's customer mix is different, a meaningful slice of users are solopreneurs and small business owners where the person is the company, and for them the consumer wallet experience is exactly the right fit.
Framing the Design Problem:
Framing the Design Problem:
What looked like "Add a button" was really three problems stacked.
What looked like "Add a button" was really three problems stacked.
When I was sketching out some of the explorations or braindump on whiteboard, I found there are 3 more sub problems are there for the providing ApplePay as payment method.
These were due to ApplePay expeirence guidelines and I found even the other compititors were facing similar problem.
Current Payment Widget includes fields like Card number and the company address. Company address need to enter for taxation since the tax will be calculated based on the state address.
ApplePay is the Single Click Checkout process where user have to click on the Pay with ApplePay button which is owned by ApplyPay. Its a mandate to use their button to trigger the Apple Paysheet which is also owned by the ApplePay. Also there is no scope to enter the company address in their widget.
So now the problem statement become,
"Bring a one-tap consumer wallet into a B2B subscription checkout without losing the company, taxation, and consent data that one tap was designed to skip."
Ultimate Goal,
"Launch Apple Pay for subscription payments to improve GNS conversion in US and International Regions, by providing a seamless one-click checkout experience"
So now the problem statement become,
"Bring a one-tap consumer wallet into a B2B subscription checkout without losing the company, taxation, and consent data that one tap was designed to skip."
Ultimate Goal,
"Launch Apple Pay for subscription payments to improve GNS conversion in US and International Regions, by providing a seamless one-click checkout experience"
Page updated
Google Sites
Report abuse