Redesigning Veems B2B Payments Workflow

Company

Veem, popular payment gateway(Fintech).

Product

Global payment platform for businesses to handle digital transactions.

Overview

Role

Lead Product Designer

Problem

Veem’s Global Payment Transformation

Prioritizing the top issues

Narrowing down to the most significant issues

Concept Design

Research

Data-Driven Design

User Testing

Development Collaboration

After implementing the change, I gathered user feedback and made necessary adjustments.

Another primary challenge was creating forms that met the company's data requirements without sacrificing user experience.

My iterative solution prominently displayed required fields, while optional ones were nested within dropdowns. This approach ensured a user-centric design that effectively balanced data collection with a seamless user journey.

Results

Team

1 PM, 3 DEVs, 2 Customer Service Reps.

I was hired to redesign Veem’s “Pay” and “Get Paid” features. The payment workflows were convoluted, resulting in low success rates and frequent user abandonment.

I focused on improving the confusing workflow, information architecture, and clarifying what information was required vs optional.

For Veem, these improvements are crucial to ensure secure, swift financial transactions, build user trust, and maintain a competitive edge in a market where user experience can significantly influence user choice and loyalty.

By offering a diverse range of solutions, from the structured guidance of a step wizard to the fluidity of a long scroll, and the innovative blend in the hybrid concept, I ensured a comprehensive approach to address the core issues

I presented 3 drastically different design directions to solve these issues.

Initial Direction

After conducting research interviews with 5 customers, to better understand their jobs to be done, I resolved the confusing workflow by cutting the steps from 8 to 4.

The workflows information hierarchy was improved with content organization and type weights to distinguish information and improving the customers focus.

I prioritized required information as the initial input fields and presented optional data through expandable carrot drop-downs.

Merging Analytics with User Experience

The Customer Service team was frequently employing "workarounds" to aid businesses in the sign-up process.

Through testing, I identified a need for a specialized workflow to enhance the payment information process, the goal was to streamline customer interactions and elevate their experience.

Improving Transaction Speed through Testing

A particular challenge arose with the implementation of the auto-suggest and predictive search feature. While the initial design was user-centric, it posed technical constraints.

Seamless Hand Off from Design to Development

"The overall responsiveness of search has gotten better. It seems like the system knows what I'm frequently looking for." -Veem customer

"Every time I use the search, it feels more tailored to me. Searches pop up instantly, making the whole experience seem very smart." -Veem customer

Tested & Refined

Balancing User Experience with Data Collection

A Successful: 20% Surge in B2B Payments

The redesigned workflows led to a significant 20% increase in B2B payments, marking the project's success.

  • 20% boost in B2B payments

  • Positive user feedback

  • Successful feature launch