How is Market Pay Product Team always user centered?
Or how the product conception is focused on quality ?
At Market Pay, our client needs is the core of our product conception.
Every solution we build is made to answer those needs and better the client payment experience while offering qualitative products.
In order to reach these objectives, Market Pay has implemented certains methods and competencies.
That’s the reason why the UX design is from now key in Market Pay daily activities.
UX design & the design-thinking
What is UX design? What is its purpose ? Is it useful ?
UX Design stands for User eXperience Design. It is used in most industries and specifically in the Payment Industry.
In fact, UX Design purpose is based on client pathway optimization.
In Payment, it means offering the more efficient and quickest online or in-store pathway while ensuring the client data safety.
Most customers pay attention to the payment path and if it does not match their expectations, they end up abandoning their purchase.
In March 2020, Online shopping cart abandonment rate in most industries reach 88.05%. (Statista.com)
There are several reasons that justify this statistic among which are too expensive delivery fees, no answers from the payment page, no purchase resume or a lack of payment means.
These crucials points feed the UX Designer activity and creativity to elaborate new paths which can avoid these traps.
Therefore, UX designers have to optimize the client pathway while maintaining a certain level of norms and safety and ensuring quality.
UX design is based on 5 principles :
- Principle 1 : Empathy or the client identification
Do you well understand the customer needs and expectations ?
For this step, interviews are made with the persons mostly concerned by the project. It is often a guided conversation where the UX Designer takes down answers and gets detailed insights from the user.
- Principle 2 : Research or the knowledge of habits and pain point through the problematic formalisation
What are the critical points ?
Thanks to the former step, we also get the user pain points, what he/she considers as difficult or not appropriate to the user’s needs and his/her habits.
It conducts the problem elaboration.
- Principle 3 : Ideation or the solution proposal
What is your proposition value?
With all the insights collected and the problematic elaborated, the UX Designer conceives and creates a solution.
This process is also assimilated to the solution “design”, where creativity is at stake.
- Principle 4: Prototype or the solution design
Concretely what it means ?
Ideation is led by imagination whereas Protype is the solution implementation in reality.
Wireframes are mostly used to do so. It displays the functionalities and helps the visualization of the result.
- Principle 5 : Test or the role-playing in order to testify the solution eligibility
Is your solution feasible ?
Last but not least, the Test gives an overview of the solution.
It is presented to the user in order to validate the functionalities and ensure it answers his/her expectations.
If the solution matches effectively the user expectation and there are no other changes to realize then it can be sent in production.
In the other case, the UX designer gets back to the prototype process. This capability is called iteration.
This method is thought in an agile mindset that promotes quality and flexibility over deadlines and targets.
So this processus is key in our day to day activity at Market Pay. It helps to produce qualitative solutions as agreed with the user expectations.
And at a wider scale these solutions, which are completely adapted to the user’s needs, help to reduce card abandonment and improve the client satisfaction.
This method with our strong Retail DNA pushes our teams to always search for new qualitative and efficient products that answer user’s needs. This urge of quality and perfectibility is one of the Market Pay core’s.
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