Our Project Goals:
We wanted to simplify our rent payment workflow to increase adoption for our online payment platform. To do this we set out to decrease the time-to-task completion, increase the conversion rate, and improve the customer satisfaction score.

Why I'm highlighting this project:
This was a full-team (Product, Design, and Engineering), top-to-bottom user experience overhaul using every UX tool at our disposal. This workflow is responsible for nine figures in annual revenue so we interviewed, researched, collected qualitative and quantitative data, reviewed user sessions, designed, iterated, user-tested, iterated, beta-launched—iterated some more—and finally did a full release of the new payment workflow.

This software is proprietary and my designs cannot be shown publicly. Shoot me an email and I'll send you a private link to the project details.
Spoil​​​​​​​er Alert: We were able to decrease time-to-task completion by 26%, increase conversions by 13%, and raise customer satisfaction between 3–26%.*
Solution
The Product, Design, and Engineering teams came together to discuss solutions. Among other issues with the current workflow was that it could require as many as 12–16 clicks to submit a single payment! After analyzing the data and compiling the most common payment behaviors, we decided upon a simplified form that would allow over 90% of our users to make a payment with a single click. We hypothesized that this change would decrease time-to-task completion, increase conversion rates, and improve customer satisfaction.
Process
Using the data analysis, known user behavior, and foundational design principles, the UX Design team created an all-new, single-click, payment experience. The initial designs were reviewed by other UX Designers outside the scope of this project for their unbiased feedback and viewpoints.
After multiple tweaks and iterations, a clickable prototype was created and user testing began. Nearly two dozen user tests were performed in groups of four or five. After each series of tests, results were discussed and analyzed, and adjustments were made to the design as needed.
The user tests were encouraging and showed a significant drop in time-to-task completion and positive user sentiment. What the tests couldn’t accurately gauge was a real conversion rate, but based on these preliminary tests, we were confident that the improved experience would increase conversions.
We released a beta version of “One-tap Pay” to a small, select group of clients to collect data, view actual users using the product, and make any additional adjustments before launching it for all clients across our portfolio.
Results
After the limited release, we used FullStory and Pendo data to track and measure results. We were able to quickly find a back-end logic issue that was causing a poor user experience and negatively skewing conversion rate data. Once that issue was corrected all of our tracked metrics began to improve.
• Time-to-task Conversion was reduced by 26%
• The conversion rate improved by 13%
• CSAT was improved by 3% (When reviews from customers that ONLY considered the actual payment workflow the CSAT improved 26% over the standard workflow—not an easy thing to do when the experience is making a monthly rent payment!)
Some of the comments we received from users:
“User-friendly!”
“It was so fast and easy.”
“Submitting payment was completely seamless.”
“Fast, responsive, and easy to navigate.”
“Very easy to pay rent with this app.”
“… it makes my life easier than ever!”
Conclusion
We were excited by the success of our "One-tap Pay" workflow. As we move forward, we recognize the need to make adjustments to better accommodate the increasing amount of user data and feedback from residents. We are currently in the process of designing and testing some of these changes.
The outcome of our efforts was largely positive and we were able to achieve our initial objective!
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