Glossgenius Payments activation
Providing a seamless setup process for GlossGenius payments, making it effortless to start getting paid.
Role
Senior Product Designer
Skills
UX Research, UX/UI Design, Prototyping, Testing, Project Management
Timeline
Sep 2022 - Nov 2022
Background
GlossGenius is a vertical SaaS platform for small business owners across the salon and studio space. The GlossGenius app provides users a complete set of automated appointment scheduling, payment processing, same-business-day transfer, client management, and built-in marketing solutions designed to empower professionals to focus on being creators, not admins. Learn more about what GlossGenius does.
Project Overview
The Payments Activation project was intended to make it easier for new users to get started with payment processing on GlossGenius. The project aimed to simplify the onboarding process and reduce the time it takes for users to become fully activated and able to process payments.
The Challenge
By leveraging GlossGenius payment processing, users can streamline their business operations by eliminating the need for multiple platforms. This simplifies the workflow from client booking to checkout and reduces the complexity associated with managing various platforms. However, our investigation revealed that a significant number of users were solely utilizing the booking functionality and not taking advantage of the integrated payment processing feature.
Upon further analysis, we identified two main categories among these users. The first group had not initiated the payment processing activation process, while the second group had started the process but abandoned it after completing at least one step. Consequently, these users resorted to utilizing third-party payment processing platforms, which introduced additional complexities to their workflows.
As part of my responsibilities, I focused on enhancing the accessibility of payment processing for a broader user base. By doing so, we aimed to increase adoption, streamline transactions, and provide several benefits to businesses, including reduced transaction costs, improved cash flow, and simplified payment collection for customers.
The Research
Existing payment setup user journey
Post-signup to payment activation flow
Through user interviews, we uncovered the following problems with the existing payments activation flow for new users (shown above):
USERS WEREN’T PROVIDED ENOUGH GUIDANCE
At the conclusion of the onboarding flows, users were presented with two tutorials: one on how to create a booking and the other on how to check out appointments. However, after the completion of these tutorials, there were no further instructions provided in the app regarding the setup process for payments. As users often lack the time or mental energy to learn a new system or tool, they would frequently abandon the setup process since they had to search for the required steps. For users who were able to find the steps, they found the flow to have too much friction and ultimately decided to revert back to their previous payments processing platform due to familiarity.
We also found that some users who were part of the group that abandoned the payment activation process after completing the first step were not aware that they needed to complete "Step 2: Link your bank account". This led to confusion among some users who thought that the app was not accepting their verification information or that it was a bug keeping them blocking them from using payments processing.
USERS DIDN’T SEE THE VALUE OF USING GLOSSGENIUS PAYMENTS
We found some users were not clear about the value of processing payments with GlossGenius. Users were aware of the availability of the payments processing feature, but they did not fully understand how it could benefit their business especially when compared to the payment processor they were already using. This lack of understanding likely contributed to the low adoption rate of the payment processing feature.
The Solutions
SURFACE VALUE PROPS EARLY
By highlighting the advantages of utilizing the payment processing feature during the sign-up process, we can capture users' attention at a moment when they are already motivated to invest time in activating tools that enhance their business efficiency. This strategic approach enables users to grasp the benefits of the payment processing feature more effectively, increasing their likelihood of actively engaging with it.
INCLUDE DISMISSIBLE CTA REMINDERS IN PAYMENTS RELATED SCREENS
In case a user chooses to skip the payment activation during the sign-up flow, CTAs would serve as gentle reminders highlighting the significance of the feature. They also offer a convenient pathway to enter the activation process seamlessly.
ALLOW USERS TO SET UP PAYMENTS PROCESSING WITHIN THE SIGN UP FLOW
Instead of making users search for payment setup within the app, we would revamp the process by incorporating it as one of the initial steps during account creation. Offering guided instructions and a user-friendly interface for activating payments right from the start would help significantly boost the likelihood of users utilizing the feature, resulting in higher adoption rates.
CREATE SET UP CHECKLIST IN DASHBOARD
A checklist creates a low lift, high value opportunity to guide a user to the right actions in the application to not just set up payments, but also get booked for an appointment where they can check out their first client on GlossGenius Payments.
High Fidelity Screens
Because this project had a quick turnaround time, I went straight into high fidelity wireframes so that we could quickly test with users. These were the final shipped versions.
Value Prop Screens
Note: The screens above were designed by my PM partner due to limited bandwidth and tight turnaround on the project. All other screens are my design work.
To enhance the user experience, we integrated value proposition screens into the sign-up flow. These screens were customized based on users' responses to a segmentation survey, ensuring that they are presented with the most relevant and compelling benefits of utilizing the payment feature. By showcasing these screens during sign-up, users gain a clear understanding of the value offered by the payment feature, increasing their motivation to activate and utilize it.
Payments activation in sign up flow
Value Prop & Instructions
Business Type Selection
Verification via Stripe
(Embedded Web View)
Bank Account Info
After selecting “Get Started Now!” in the onboarding value prop screens, users are now led to a guided payments activation flow which highlights the benefits of using the feature and simplifies the onboarding process.
User success checklist
Checklist collapsed (0% progress)
Checklist expanded (0% progress)
Checklist (Progress)
Checklist expanded (Progress)
Regardless of whether users plan to activate the payment feature or not, the checklist aims to empower all new users in their journey within GlossGenius. Initially, we focused on actions that were expected to lead to the highest success rate for users, but the checklist will continue to evolve based on feedback from users about their experiences with the app.
Dismissable Payments CTAS
Dashboard
Menu
Appointment Calendar
Pending Checkouts
If users opted out of setting up payments during sign up flow, these served as gentle reminders to get set up. The CTA was displayed on any screen with high traffic or was related to the checkout flow (total of 12 screens) and messaging was tailored to the screen it was presented on. Once tapped, users were led to the payments activation flow (shown above).
The Impact
Each feature was released in phases with the final phase launched in November 2022. We opted to measure success by the amount of new users processing their first payment within 14 days of signing up with GlossGenius. Our goal was to increase from 6.25% to 8%. As of March 2023, we have surpassed our goal at 9.80%. 🎉