A Hub For Users' Financial Management Needs
In early 2021, GoPay, the payment platform of Gojek, opted to launch a standalone app independent of the Gojek app. Previously, Gopay solely facilitated payments within the Gojek ecosystem. However, this strategic decision presented a chance for the team to transform public perception, and position Gopay as a comprehensive hub for users' financial management requirements. This case study delves into the step-by-step approach and valuable insights gained while establishing Gopay's foundation as a robust financial management platform.
My Role
I closely partnered with GoPay's Design Lead and guided an entry-level designer throughout this project. I closely collaborated with cross-functional teams across Product Management, Business, Engineering, QA, Marketing, Legal, Security, and Risk departments.
Research and Insights
Collaborating closely with our research team, we conducted an extensive study involving 17 participants from diverse backgrounds. We discovered that users' financial management journey often commences with tracking expenses and managing budgets for monthly fixed costs like rent, bills, and education. Subsequently, unpredictable expenses are assessed based on their current financial situation. While some users diligently record their expenses, many find it challenging to maintain the habit consistently, leading to gaps in recording. Moreover, tracking and reviewing past expenses was a common pain point.
Furthermore, our analysis of Gopay Diary data revealed that a summary of spending breakdown sent via email resonated with approximately 10% of recipients who opened it for insights into their spending patterns. Social media engagement also showed significant interest in this feature, with users sharing their expense summaries on platforms like Twitter, raising awareness about effective financial management.
How might we create a financial management platform that allows users to track expenses and manage budgets effectively, promotes consistent expense recording, and positions GoPay as a hub for all financial management needs, thus gaining public confidence and engagement?
What does success look like
Users adhering to their budgets
Improved brand perception rating
App store and social media reviews
Final Design
Following the initial beta versions, we embarked on a six to eight-month endeavour to enhance our approach, guided by user feedback.
Impact
Although we are currently in the data collection phase for assessing budget adherence, we've observed encouraging signs of engagement and received positive reviews across various platforms, including social media, the Google Play Store, and the Apple App Store. Users' feedback and comments have provided valuable insights into their experiences with our app.