DIGITAL PAYMENTS - CASE STUDY
Benchmarking digital payments user experiences to improve UX
INDIA
S•T•A•R
SITUATION
Amazon Pay is a digital payments platform in India.
The marketing objective was to drive growth by onboarding new users to the platform + build stickiness with existing Amazon Pay users.
S•T•A•R
TASK
Provide the client with pointers across the marketing elements of product, UX and communication to increase usership.
S•T•A•R
ACTION
Qualitative deep dive into understanding consumers’ drivers to use a payment App, needs and tension points. We zoomed into key codes of the category through a dimensionalisation exercise (example to follow).
We actioned an add on UX module to assess the performance of Amazon Pay and benchmark user experience of Amazon Pay vs. competition.
The highlight was a pre-task with a log of all digital payments made over 1 week to understand in the moment triggers to use 1 payment App over the other, experiences (positive/negative) and rewards/offers.
01
Prioritisation
Amazon Pay was able to prioritise its features and offerings basis an understanding of key drivers to use or prefer a digital payment App, dimensions of ‘trust’ and ‘ease’ in the digital payment context.
Benchmarking of user experience with competition highlighted challenges with Amazon Pay UI to be fixed on priority.
Types of rewards and offers liked provided direction for Amazon Pay’s rewards strategy.
Note: Given confidentiality, we can share only broad indications of results.
S•T•A•R
RESULT
WHAT OUR CLIENTS SAY
“We worked with Meraki on a strategic project which required a lot of quality checks and senior involvement. Latha and her team delivered a stellar job. Appreciate their efforts to deliver on time despite the challenges in recruitment. Really look forward to working with the team again. Keep up the great work!”
Rohini Bagchi
Customer Journey Insights (India/MENA/TR Lead), Amazon
