un-doi Payment Centre
Digitalising the utility bill payment experience for users in the Romanian market used to paying cash at machines or on supplier websites.
Centralising & simplifying all essential financial services in one place.
I've researched & designed the app's whole service offering: utility bill payments, taxes, SIM top-up, car insurance & Property owners' tool to manage bills with rentees.
Losing physical bills. Paying cash. Manually sending bills to over 30 renters & checking paying status.
What a pain, reading it, right?
This is the behaviour of Romanian users when it comes to paying their utility bills. Let alone, property owners to manage their 20+ apartments rented out and manually checking the payment status of each rentee.
Through my research and observation, I noticed that most Romanians have a "deeply-rooted" consumption behaviour when it comes to paying utility bills: they either wait for the physical paper bill to arrive by post, pay it on the supplier's website and manually check each website for each location/apartment they own.
It shows a huge gap in the market for digitalising and improving this experience.
Competitive landscape & its lack of user focus.
To see how un-doi can differentiate itself in the local market & understand what competitors do well/ not so well, I've conducted extensive research in the local & international payment market. The user flows were confusing and did not seem to be a better alternative to existing user behaviours.
So, I started conducting various user interviews with users in various categories (renters & property owners) to figure out their true pain points & needs with the utility bill payment experience.
What do users really need? What are their pain points?
I've carried out various surveys & user interviews to determine user pain points that the app can cater to.
I've determined 3 types of client types paying bills:
- Students paying only a few bills (max 4)
- Users paying their own bills & helping out a family member
(around 8 bills)
- Property owners with multiple locations & managing multiple bills (could go up to 30 bills a month)
As a result, we've decided on 3 subscription packages to meet all these user segments.
User Journey mapping
By taking the end need/ desire of the user, I've mapped out essential user stages to be included in the app's user flow based on the essential info needed by third parties to finalise a payment, such as Tax payment, utility bill payment & SIM top-ups.
Throughout these stages I've also taken into consideration how the user feels at each stage and how through design, we can improve & induce a positive feeling through rewards, visuals & friendly messages.
Wireframing then transposing it to Figma
Based on the user journey, I've started wireframing how the screens would look like as an initial step followed by creating the screens with the components I've created.
I would run through the wireframes with the stakeholders & tech team to ensure that all essential information is covered.
UI Screens, Components & Prototype
After the wireframes were agreed, I've transposed them in Figma and with the help of the BA (Business Analyst) we have covered each user instance that could happen and created UIs for each user case. Eventually, I've recreated the wireframes with the final screens in Figma & also prototyped each flow.
User tested prototypes:
Each prototype I would test with 10 power users and iterate the corrections they've suggested or improve the parts they would get lost in, to ensure that the product is good enough for launch.
