Owner:
Treinta
Year:
2023
Skills:
Evaluative Research
Information Architecture
Usability testing
Interface Design
Interaction Design
When Treinta started introducing new paid products and services to its user segments, we identified two main issues in the payment process. First, it was slow and difficult to use, and second, the available payment methods didn’t match users' typical payment habits.
Together with the team, we redesigned and streamlined the checkout process for all Treinta products and services, making it significantly faster and integrating payment options like Nequi to better align with user preferences.
Owner:
Treinta
Year:
2023
Skills:
Evaluative Research
Information Architecture
Usability testing
Interface Design
Interaction Design
When Treinta launched paid products, we started receiving multiple alerts from the support team regarding issues users were facing. Specifically, 1 in 5 users (35%) experienced problems when trying to complete a payment.
The two main reasons were that the process took too long to finish and technical issues forced users to restart the process.
Together with the research team, we focused on understanding the key causes and scenarios contributing to delays in the payment process.
We worked closely with both users and development team to identify technical issues and gain insights into the payment methods used and online payment behaviors.
We conducted interviews with 65 users who had completed an online payment process.
40% of users reported never seeing the payment details, leading them to either restart the flow or abandon the process entirely, opting for a different provider.
80% of users indicated that Nequi (a virtual wallet) was their preferred method for online payments, whether for products or bills. Additionally, 85% of participants revealed they were unbanked or did not have access to financial products like credit cards. Only 8% (5 users) were familiar with using credit cards for online payments.
8% of users who interacted with a payment gateway in Treinta reported being asked to provide the same information multiple times. Furthermore, they found the gateway interfaces confusing and the payment processing times slow, leading to user frustration.
The initial product logic had implemented a separate checkout flow for each product, which caused database queries to exceed 15 seconds. This resulted in a sluggish experience for the entire user base.
Decrease payment flow abandonment by 30% within the first 3 months.
Reduce average payment process load time to under 5 seconds.
Increase the use of Nequi by 50%.
Boost the payment completion rate by 20%.
Our team decided to refactor the entire checkout process for improved efficiency and to reduce the effort spent on fixing bugs in the legacy system. We centralized everything into a single module that differentiates product types and payment methods, optimizing the system’s performance.
Additionally, we introduced new payment methods, including Nequi, Cash on Delivery, and payment with Treinta Points, a rewards system where users earn points by completing certain tasks in the app and making various payments through Treinta.
When we took on the project, Treinta had two products that were starting to see a rise in sales: point-of-sale terminals for micro-businesses and a wallet top-up service that allowed shop owners to sell mobile, streaming, and gaming credits, among other services.
Considering the business objectives and sales margins we needed to meet, we prioritized enabling all new payment methods for the sale of point-of-sale terminals. This decision was based on data dashboards showing that this product experienced the highest drop-off rates during the payment process.
For other services like "Ingresos extra" and "Surte tu inventario" we set up the full technical infrastructure for the checkout process but were dependent on updates to certain services and instances managed by other teams. As a result, we decided to proceed with the payment methods already implemented and schedule the improvements for the next quarter.
With the goal of meeting the company’s OKRs, we collaborated with one of the teams to implement the option to redeem Treinta Points as a payment method in the checkout.
This team had been conducting research and defining the Treinta Points program for several months, aiming to increase engagement with new users.
Based on the results of the research our team had been conducting, we launched two new payment methods—cash on delivery and Nequi (virtual wallet)—along with the refactor for the card reader sales service.
After completing the entire refactoring and improvement process with the development team, and supporting the design efforts to enhance the user experience, I can conclude that:
- Introducing payment methods like Nequi and cash on delivery, which align with users' everyday practices, highlights the importance of understanding user habits to offer relevant solutions. In the first two months, the abandonment rate decreased by 23%.
- Centralizing the checkout into a single module optimized performance by speeding up the process and reducing query times. This decision not only enhanced the user experience but also increased technical efficiency, minimizing the number of bugs and issues caused by a fragmented system.
- Delaying the implementation of certain payment methods to the next quarter shows the importance of iterating and adapting to priorities, ensuring an agile delivery without compromising quality or functionality.
