You just remembered to return your mom’s call, quickly you grab your phone, tap the contacts app, search for her number and call her. Pretty much in every app, customer journey consists of screens, elements (inputs, forms, buttons), interactions (taps, clicks, scroll) and experiences which help customers get specific jobs done. I will be using the term job which you can interchange with a need or problem or goal, whichever works for you. In this case, “call mom” is the job. I will also be using the term customers over users because eventually, we all pay for the products we consume using money or personal data.
Every interaction reveals a good or bad customer experience. A product with a great customer experience gets the job done with fewer interactions, making the engagement more natural and memorable. Always get the customers to the core value of the product as fast as possible. With multiple screens & elements plus lots of taps and scrolls to get a simple job done, your product puts customer experience at risk.
I believe focusing more on the job and its interactions and less on the overall product will help you piece together a product that delivers a great customer experience and gets the customers to the core values as fast as possible.
Experience of Sending money via Mpesa
The cellular phone has come a long way from what it used to be. Today, the device has more jobs than just making calls, sending text messages and browsing the Internet. Its ability to send and receive money has changed the economy of my country, Kenya. Mpesa alone has over;
- 20 million registered customers
- US$ 11 Billion in total transactions in 2016
- 20% of all its transactions are person-to-person or P2P
This shows how important the job of sending money (core value) is to the population and why its experience matters. The experience of sending money via Mpesa mobile application is not as straightforward as it should be. There are 5 screens, 9 elements (inputs, buttons, modal and list item) and 12 interactions to send money flow.
- 1 screen
- 1 button (send money)
- 1 tap (to open send money screen)
- 1 screen
- 2 inputs (Phone number and amount)
- 2 buttons (Search icon and next button)
- 4 taps (type/paste phone number, enter amount, tap search icon to open contacts app screen and tap next button to open confirm screen)
Contacts (External App)
- 1 screen
- 1 list item (contacts list)
- 2 taps (type contact name and tap contact name to pick the number)
- 1 scroll
- 1 screen
- 1 modal (with transaction details)
- 2 buttons (send and cancel)
- 2 taps (to send money or cancel transaction)
Enter PIN (External App)
- 1 screen
- 1 input (PIN)
- 1 button (Ok)
- 2 taps (type PIN number and tap Ok button)
… and of course the SMS screen confirming the transaction.
Improving Send Money Customer Experience
The current app is asking a lot from the customers, all those screens and interactions just to send money? We have got so used to this to a point we no longer notice the number of unnecessary steps we take to send money. Of course, there is enough room for improvement. So I took the opportunity to break this habituation by redesigning the send money experience.
My goal is to minimize the number of screens, elements, and interactions making the experience a bit more straightforward, delightful and memorable. To achieve that I will group the core step of sending money which is entering the amount and its related elements which are the contact name, contact picture (new), and phone number into one component instead of spreading them across different screens and interactions. I will also address some other customer needs within the experience;
When am sending money, I want to..
- see my current balance, so that I know if I have enough funds
- see the transfer fee before I send money, so that I know how much I will be charged
- see the withdrawal fee and ability to include it to the amount, so that I can incur the fee and not the receiver
- be able to reverse the transaction if I have to, so that I can get my money back instantly
I wanted the customers to send money from 1 screen with the least minimal interactions. To achieve that, I designed around contact card bringing down the interactions from 12 taps to 6 taps, all on 1 screen. It takes, 1 screen (contact card), 1 input (enter amount), 1 toggle (for withdrawal fee) and 1 button (to confirm, send and loading state) to send money.
Send Money Screen
And this is how it looks on a send money screen.
Pick from Previous Transaction
Another way to reduce keyboard interactions is to allow the customer to pick an amount from a list based on her previous transactions.
Most of the time, we tend to send money to the same group of people. By allowing customers to group their contacts in either favourites or family, we can bring down the number of keyboard interactions when searching and scrolling.
- Breakdown your product down into jobs to be done and identify the ones that are your core customer values
- Create user flows by listing the screens, elements, and interactions for each job
- Identify the bottlenecks in the user flows
- Redesign the experience
- Test with users to get feedback and iterate
Products that we hold dear in our lives have been designed to seek less attention from us yet guide us to achieve our goals quickly. We eventually form an intimate bond with them that they tend to disappear from our subconscious and weave themselves into our everyday lives.
Be more mindful of your customers’ jobs to be done and less of your product.