Redesigning GoPay's Peer-to-Peer Payment Experience
At the start of 2021, GoPay, which is the payments platform of Gojek, made the decision to introduce a separate app that was not tied to the Gojek app. This move provided the team with the opportunity to review several years of research and insights and fundamentally rethink the entire payment process for their 20 million users. This case study examines the steps involved and the lessons learned during the process of redesigning GoPay's peer-to-peer payment experience from scratch.
My Role
I closely partnered with GoPay's Design Lead and guided two entry-level designers 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
Working together with the research team, we conducted a comprehensive study that involved 16 participants with diverse backgrounds in order to gain a thorough understanding of the pain points experienced by users.
Indonesia's banking customers face a number of challenges when it comes to mobile banking. They must navigate transaction fees that can be high, complicated user flows that make it difficult to complete transactions, anxiety over the safety of sharing bank account information with others, and uncertainty over transaction status. These pain points can create a frustrating and stressful experience for users, which can lead to decreased adoption and usage of mobile banking apps.
71%
of total transactions per day were GoPay to GoPay transactions
29%
of total transactions per day were GoPay to Bank transactions
58%
of total GoPay to Bank transactions were to made to users’ own bank accounts
50%
of users clicked on Search. Out of this, 35% sent money to new accounts
How might we create a mobile banking solution for Indonesia that minimizes transaction fees, simplifies user flows, ensures the security and ease of sharing bank account information, and provides clear and timely updates on transaction status to reduce customer anxiety?
What does success look like
Growth in number of transactions
Revenue earned per transaction
Growth in gross transacted value
Decrease in duration to finish transactions
Final Design
After various explorations and the initial beta versions, we embarked on a six to eight-month journey to refine our approach based on user feedback.
Impact
Within the initial 8 months following our app's launch, we achieved an impressive milestone of surpassing 40 million downloads and 20 million monthly transacting users. A significant majority of these users engaged in money transfers shortly after installing the app, making it the most prominent use case.
Furthermore, we observed a consistent month-on-month increase of 23% in the number of transactions when compared to the Gojek app. This indicated a growing preference for our platform for conducting financial transactions.
In only 2 months, the GoPay app arrived at almost the same daily Transfer GTV as the Gojek app.
Interestingly, while the time required to complete a transfer remained relatively stable, user feedback consistently highlighted the smooth and efficient flow of the process.