Design of a relevant and engaging digital service based on a deep understanding of users.
OBJECTIVE
Ingenico, one of the leading global players in payment services, is immersed in a digital transformation process with the dual objective of creating added value for its customers worldwide and achieving operational efficiencies.
In this context, we are jointly undertaking a project with a twofold objective.
On one hand, to enhance the experience and therefore the loyalty of customers and users (store owners) through the design of a scalable digital tool that allows them to manage all aspects related to their payment terminal.
On the other hand, to significantly reduce the costs of technical support and incident management by digitizing various services for assisting these user
DELIVERABLES
End-to-end deliverable in digital format (Figma) for access and consultation by various stakeholders at different phases and specific deliverables of each phase:
- User relationship and service behavior reports in different markets.
- Roadmap of prioritized service improvement initiatives for each market.
- Navigable prototype for fine-tuning the design in different regions where Ingenico operates (EMEA, APAC, USA, LATAM…).
- Final designs for architecture, navigation, flows, and screens.
- Design system: Foundations for its creation for the efficient growth of the digital ecosystem.
DURATION
15 Weeks
PROJECT FOCUS
The project began with alignment between the marketing and sales teams, responsible for increasing customer loyalty and generating value-added services, and the operations team, responsible for operations and management costs, as well as incident resolution with users. Until this point, incident resolution was done solely over the phone, and personnel had to be physically dispatched to the point of sale for installations or issue resolution.
The next step was to design and conduct exploratory research with point-of-sale owners in different markets: Australia, the UK, and Spain, to gain firsthand insights into their relationship with the terminal and Ingenico in their daily operations and to understand, from their perspective, the optimal way to digitize some of the services.
Based on the insights from that research, and together with Ingenico, we designed a roadmap of prioritized initiatives based on three key dimensions:
- Business impact (loyalty and cost reduction)
- Relevance for users (varies for each market)
- Resources and time required to implement them (budget, time, technological implications).
With a clear roadmap in place, both teams, always iterating with users, got to work designing the digital services that continue to evolve and improve to this day.
Some relevant
data.
USER INTERVIEWS
30
DIGITAL SERVICE IMPROVEMENT
Areas of Expertise
- Exploratory research: With end-users and internal stakeholders.
- Digital service design based on a mobilizing and relevant value proposition grounded in research.
- Strategic design: Identification of opportunity areas, ideation, and a roadmap with prioritized and scheduled initiatives.
- Digital product design: Native app and responsive web.
Project
Overview
In our projects, we take great care in the quality of deliverables; that is why we want you to join us on a visual journey through some of the most outstanding outputs we produce.
Navigation designs.
Journey, Blueprint and initiatives to implement at each touchpoint.
My Ingenico App.
Key
Learnings
Every project is filled with challenges, successes, and obstacles that provide us with very valuable insights.
Aligning objectives from the beginning is the foundation for approaching the process efficiently and pushing everyone in the same direction.
Working throughout the process, from the beginning, is important when conveying the needs of the end user to the digital service and product.
No matter how much is said, it will never be enough. The user must be at the center of the design. Only that ensures designing a compelling digital product that generates recurring use.
Of course, having the user at the center of the design, but if it’s aligned with business KPIs; the product must generate improvement in business terms. This has to be one of the fundamental keys in business decisions.
It is very interesting to find the quest for balance between adapting to different international markets while maintaining a solid foundation for the digital service and product.
Digital B2B relationships involve cultural and relational components that need to be taken into account when designing for them, and it’s very enriching to understand.
Method & Phases
Working throughout the process, from the beginning, is important when conveying the needs of the end user to the digital service and product.
01
Alignment
It proved to be very relevant to align and coordinate business objectives with operational objectives and identify a series of common territories. Likewise, meetings with top-level executives were crucial to ensure that this project was framed within the company’s overall transformation strategy.
02
Research
We obtained and analyzed all the key information to approach the project from the users’ perspective:
Strategic exploratory research
This allowed us to understand the relationship between store owners and the company, with payment methods, income and expense management applications, the role of the POS system itself, and its relevance in their operations. Likewise, it enabled us to create a service journey that served as a foundation to later be adapted to different markets.
Ideation
We compared a series of features and services with the users for their assessment and prioritization based on their relevance; they also provided us with ideas from other service providers that they found relevant.
Benchmark
We identified some key aspects from other companies that users considered as references.
Internal stakeholder interviews
We included in the analysis a series of interviews with key teams from the following departments: marketing and sales, operations, incident resolution and facilities, call center, and Business Intelligence.
03
Digital service design
Based on the in-depth analysis carried out in collaboration with the Ingenico team, we designed a digital service that is relevant for customers and efficient and cost-effective for Ingenico (resulting in fewer interactions with the call center and installer visits). This service encompassed the entire customer relationship process, from the welcome email as users to the resolution of day-to-day issues.
Similarly, through constant iterations with merchants from different markets via testing, we adapted this service to the specific characteristics of Ingenico’s key markets.
04
Roadmap initiatives per market
Once the global digital service was designed, it was time to bring it to life in each market. To do this, we defined, for various countries, a roadmap of prioritized initiatives based on three key dimensions: business impact (loyalty and cost reduction), relevance to merchants (varies for each market), and the resources and time needed to carry them out (budget, time, technological implications).
05
Digital design of the different steps of the process
After detailing the service and the roadmap, it was time to get to work on the digital product design in Figma, always considering a scalable and efficient growth of the digital ecosystem. For this purpose, we laid the foundations of a Design System.