COMPANY
CoinDCX
YEAR
2022
Overview
Built user trust and reduced panic during INR deposit process by creating a transparent, self-service payment tracking experience that provides clear status updates, estimated timelines, and actionable guidance.
My role
Challenges
Our previous payments experience was a major source of user frustration and panic. Once a deposit was initiated, users had no visibility into its status, leading to:
Uncertainty & panic:
Users didn't know the current status of their funds or when they would arrive, causing anxiety and a loss of trust in the platform.
Information void:
The system provided no estimated timelines or reasons for delays, leaving users in the dark.
High support volume:
This lack of transparency drove a significant number of users to contact customer support with repetitive queries, increasing operational costs and distracting our support team from more complex issues.
Solution
We designed a comprehensive payment tracking system that prioritized transparency, clarity, and user self-service. Key user stories and design features were developed to ensure users were always informed and in control:
Clear, real time status updates:
Previously, we only had 'In progress' , 'Rejected' , 'Completed' as the upfront status that was shown to users. We added new ones for different steps/cases of the deposit journey like 'Refund initiated' , 'Refund completed' , 'KYC needed' , etc. This way, user always broadly knew the current state.
Always showing ETA upfront:
We decided to show a conservative estimated time left (to successfully credit a deposit) upfront with the payment status. Even if this time was more than the industry standard, or in cases there was an abnormal delay due to issues outside our control, we decided to always show an ETA to reduce anxiety at users’ end.
Showing step-by-step progress:
In the payment details screen, we added a step indicator, showing all steps in the journey and where it is at currently, giving users more visibility into what goes on behind the scenes and a clear timeline.
Self service remediation:
We provided relevant information and remedial actions at each step of the process. If a transaction was stuck due to missing details, the user was prompted to edit or add the necessary information directly from the product, reducing the need for manual support.
Transparent reasons for status:
For rejected, delayed, or refunded payments, the system provided a clear, concise reason for the issue.
Accessible transaction details:
Users could easily view and cross-check all transaction details to keep their records straight, like a reference number/ transaction ID in case of refunds, so that users can verify it with their bank.
Guided support:
When a user decided to contact support, we showed an intervention which addressed the most common concern they could have depending on the payment status, and provided clear explanation or actionable for the same, without restricting them to contact manual support if they needed more help.
Outcomes & impact
The new payment tracking experience transformed user perception and delivered significant business value:
Increased user trust:
By providing clear status updates and estimated timelines, we were able to gracefully manage user expectations, even when payment processing times were high due to external factors like banking partner delays.
Significant reduction in support queries:
The self-service design allowed users to resolve most common issues on their own, reducing customer queries/tickets about deposits significantly. Users could now understand why a payment was stuck and take necessary actions independently.
Increased scalability:
The new system was designed to be scalable and could easily accommodate different payment methods with varying ETAs or steps of completion.
