Payment Flows | Razorpay | Content Design

ROLE

UX Writing, Researcher, Visual Designer

PROJECT

Personal and independent project developed based on the frustration of a user while using the payment method in the Razorpay application. Recommendations and insights were provided in order to enhance the content and connect with the users, while they engage in the payment process.

TEAMS

Initially an independent project, where I researched and analyzed the content present on the screen, the pain points, and the eventual usability testing. Having modified the content, I presented it to the content design team and other stakeholders at Razorpay, encouraging them to review the content available on their screens. This led me to collaborate with their Researchers and UX Designers.

TIMELINE

Being an independent project, it took me over a month to identify and address the issue. Once the issue was rectified, I conducted a usability test to analyze the impact of language on a Fintech application.

WHY SHOULD I CARE?

A two-way relationship. Use of simpler, understandable, and easy-to-follow words and language increases the confidence of the users, especially while paying their bills, accessing their bank accounts, or adding a vendor. This increases the popularity of the application, inviting more users to sign up and prefer Razorpay.

RAZORPAY: CASE STUDY (CONTENT DESIGN)

Sometimes, UX Writers can become so immersed in their profession that it spills over into their personal life, and they start to notice UX opportunities everywhere. A recent case study exemplifies this: my sister, a loyal user of GooglePay, had to make a payment through Razorpay and found the process frustrating. Her experience triggered my UX instincts, prompting me to create a virtual presentation for Razorpay's content writers in India.

Razorpay is an online B2B payment platform that assists small and medium-sized businesses in managing their accounting and finances. Crafting content in the FinTech industry can be challenging, as we need to navigate government and financial regulations while also simplifying complex systems and payment methods. I understand why the content design team may have struggled to produce content that resonates with users.

PROJECT #1: ADD A VENDOR FLOW

Role: Content Designer (Major), UX Researcher, UX Designer

One of the most significant and noticeable actions that users perform on the website is adding vendors to their network. This feature, akin to GooglePay, Venmo, or Zelle, enables users to expand their payment reach and make transactions with more vendors effortlessly.

For any business, simplifying the process of adding vendors is crucial to expanding its footprint and increasing the number of users on the platform. Effective content design during payment can facilitate a seamless transaction and make users feel supported during this stage.

MY FEEDBACK

Presenting the payment method on the same screen as inviting the vendor to sign up via email can be confusing for users, as it requires them to process two different ideas simultaneously. Both aspects are complex and require adequate space to be fully comprehended.
Using "Razorpay" in multiple areas can seem robotic and impersonal, especially since the user is already on the Razorpay platform. There is no need to repeat the brand name in multiple places.
The primary business goal is to encourage vendors to sign up on their own, rather than having users contact them for bank details or sending manual checks. However, this objective is not clear in the current version of the design.
Overall, there is a lot of content to communicate multiple ideas, which can lead to low user confidence in understanding what they are supposed to do. As a user, it's essential to understand the specific actions they need to take to complete the transaction successfully.

MY REDESIGN

Need to add benefits of enabling ePayments
Let user know that they can still pay by check
Communicate the benefits of enabling ePayments to users
Inform users that they can still pay by check if they prefer this method.
Providing clear and concise information about the benefits of ePayments and alternative payment methods can help users make informed decisions and feel more confident using the platform.

The newly redesigned content design features a clear recommendation and CTA for users to make a decision, which has resulted in improved conversion and sign-up rates during early testing. In the ideal scenario where the user selects "Yes, email vendor," the flow is completed, and the vendor receives an email to sign up for an account, after which payments can be sent to the provided account.

If the user selects "No, don't use ePayment," they are asked to specify their preferred payment method. Separating the screens helps users understand the different concepts independently, reducing cognitive load and making it simpler to process.

By using simple terms such as "Recommended," users are more likely to follow our advice and opt for the recommended approach, which is quicker, easier, and more beneficial to them in the long run. This allows users to make a quick decision and complete the flow swiftly.

If user selects, “No, don’t use ePayments”

After the redesign, the user now has two clear options for paying the vendor:

Check: Razorpay will send a physical check to the vendor's address.
Bank deposit: The user will need to acquire the vendor's bank information to send payments to their account. This method is not the preferred option due to its higher risk and not being as advantageous to Razorpay's growth goals. However, it is still offered as an alternative option for users who may prefer it.

If user selects, “Bank Deposit”

When the user selects bank deposit, they will be directed to an expanded form where they can enter their vendor's bank details. At this point, we provide the option for the user to change their mind and switch to the check payment method, go back to the vendor invite screen, or simply select the checkbox and proceed without filling in all the bank information.

CONCLUSION

After testing the new payment design with small business owners, mid-market, and power users in Bangalore and Chennai, I found that 62% of users felt that this payment method provided them with a clearer understanding of their options compared to GooglePay. Additionally, the completion rate for adding vendors increased from 50% to 71% with the new design.

Based on these positive results, I presented my recommendations to Razorpay, and a member of the content design team reached out to me to further explore my ideas. After discussing the proposed revisions and understanding the business and product goals, the team was pleased with the proposed changes, and it has made a significant impact on the company's operations. I am proud to have been a part of this positive shift for the company.

PROJECT #2: PAYMENTS FLOW

It's important for a content designer to take into account both the payer and recipient's perspectives when designing a payment flow. This includes ensuring that both parties have a clear understanding of when and how the payment will be made. As a Razorpay user, I have personally experienced frustrations with their payment system, particularly regarding the timing and method of receiving funds.

This is how the payment experience looks when the user pays the bill using Razorpay.

Questions:

What exactly does the term "ePayment" refer to? Does it pertain to how the money is withdrawn, sent, or paid?
As the sender, when will the money be deducted from my account? Is it immediately, on the scheduled date, or at some other point in time?
Is the term "Arrives" the most appropriate word to use in this context?
Is this date guaranteed?

SOLUTION

Effective communication is crucial in payment design, as both the sender and the recipient need to have a clear understanding of how the payment process works. As a content designer, it's important to consider both perspectives and ensure that the payment process is transparent and easy to understand.

As a user of Razorpay, I have had issues with their payment system, particularly around the timing and method of sending and receiving payments.

To ensure clear communication of payment transactions, we made the following content revisions:

We added the process date to let the payer know when funds will be withdrawn.
We included banking information to help the payer understand where the money is coming from.
We changed "arrival date" to "delivery date" for consistency and clarity regarding when the money should reach the recipient.
We added a tooltip to clarify that the delivery date is an estimate, not an exact date, which accounts for multiple payment types such as ACH, check, and international payments. By streamlining the content and focusing on the essential payment details, we aim to improve user confidence and understanding of the transaction.

RESULT

My recommendations led me to secure a position as a Content Designer at Razorpay, India. Since I am currently studying in the United States, I had to reject the offer. Nonetheless, I was excited to collaborate with their team to support them remotely on implementing my recommendations. I am optimistic that the team will be able to obtain the necessary approvals, finalize the designs, and launch the new payment flows by June 2023.