How would you improve Google Pay ? | Google Favourite Product

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How would you improve Google Pay? What's your favourite Google Product and How will you improve it?


                                        Image Credits: Google Images

Interviewer: How would you improve Google Pay?

Shailesh: Sure, that’s a great question, give me a minute so that I can structure my thoughts
Interviewer: Sure 

Shailesh: Before jumping on to the solution, I want to first understand the question in detail. Can I ask some clarification questions about the problem?
Interviewer: Sure, let’s go ahead

Shailesh: First I want to clarify my understanding of Google Pay, Google Pay is an online payment service app where you can transfer money to your friends and acquaintances, you can pay your utility bills etc. You connect your bank with Google Pay and pay via UPI. Google Pay earn money via commission and targeted advertisement. Also, a lot of other applications like Amazon, have an option of in-app payment via Google Pay as well. Is my understanding okay or do you want to add anything?
Interviewer: Yes this is it, you can go ahead with this.

Shailesh: Sure, the next thing I want to do is to narrow down the scope of the problem because making improvements on Google Pay is very broad. What exactly do we want to improve? As I understand there can be multiple things to improve on like the Improvement in experience of New user onboarding, Improvement in Customer Retention, Improvement in Customer Acquisition, Monetisation, Improvement in Payment experience or overall user experience. All of them are great things to improve upon, I would like to improve the payment experience on Google Pay. Do you have anything else in mind?
Interviewer: Sure, for now, let’s go ahead with the payment experience and if time permits we will focus on how Google Pay can improve monetisation.

Shailesh: Perfect, let’s focus on improving the payment experience and if time permits let’s focus on improving the monetisation as well.
Interviewer: Sure 

Shailesh: Do we have any kind of constraint in terms of bandwidth, resources, time etc.? I am asking this question because it will play an important role in prioritisation and coming up with a GTM plan.
Interviewer: No you are not bounded by any such constraints.

Shailesh: That’s great, so the way I would like to go about this problem is first we will see why it is important to improve the payment experience on Google Pay, then we will drill down onto the customers, their pain points in terms of payment experience on the google pay, the solutions and then finally some metrics to track if we launch the feature in A/B. I hope you are with me.
Interviewer: Yes that’s on point.

Shailesh: Okay so why it is important for Google to improve the payment experience of Google Pay Because in India there are other competitor players as well like PhonePe, Paytm, Amazon Pay, Whatsapp Pay and other players are now coming with UPI payment options and people have kind of low switching cost. So if Google Pay provide a suboptimal payment experience in that case, people will churn out from Google pe which will eventually hit Google Pay’s transactions and revenue. So Google Pay has to deliver a good experience to retain their customers.
Interviewer: Yes that is true.

User Persona for Google Pay

Shailesh: Coming onto the customers segment, there are two broad customer segments users (who pay) and Merchants (who receive). We will focus on the customer segment who use Google Pay for sending money. In that segment, there can be Following personas:

  1. Students: They are the ones who are tech-savvy, they have high internet and they have started using online payment for all their Needs. Their transaction value is not so high, also they don’t do very frequent transactions or recurring transactions. They use online payment for their small day-to-day chores. They are not very financially independent and they rely on their parents for money. They also don’t have good knowledge about how to manage your money.
  2. Professionals: They are the ones who are also tech savvy but they are using UPI payment almost for all their needs. They are using UPI for utility bill payments, rent payments etc. They are doing large value transactions and also recurring transactions like rent payments at the end of the month. 
  3. Homemakers/Non-Techies: They are the one who has just started using UPI after their children have taught them to use it. They are always afraid of losing money online, they generally don’t trust easily and do very selective transactions. They also find it difficult to navigate apps, so they are always in some anxiety while using them. Although a very small number of them use mobile apps for transactions.

I think We should prioritise the user persona “Professionals” as they are the ones who are very high in number in using Google Pay and their worth value of transaction will also be very high. This will not only retain them in Google Pay but also add more revenue to the company. What do you think?

Interviewer: Good point, We primarily focus on value-worth transactions rather than the number of transactions. Go ahead.

Shailesh: Sure now we have finalised the user persona to target, What we can do is lay down the user journey to get into the user’s shoes which will eventually help in finding pain points while making payment using Google Pay.
Interviewer: Okay

User Journey for Google Pay

Shailesh: The typical user journey would be something like this

  1. Open Google Pay using face Recognition etc
  2. Lands on the Google Pay Homepage
  3. Scan the QR code or Search for Contact
  4. Enter the amount to be paid and the bank 
  5. Enter the Pin and wait for Successful Transaction
  6. Review/Share the Payment Receipt
  7. See/Redeem the rewards unlocked

I think this is it, please let me know if we have missed anything.
Interviewer: This is a comprehensive user journey.

User Pain Points and Frustrations

Shailesh: Now let’s see the different pain points for the users

  1. Visibility of unwanted Contacts upfront on Homepage: As a user, I am not able to find my favourite contacts to whom I do the transactions regularly which increases my efforts to always search for them. Although on the homepage, there are contacts listed they are the recent contacts, not the bookmarked ones. [Medium Intensity] [High Frequency]
  2. Frequent Transaction Failure: As a user, I feel anxious every time my transaction fails as I don't have any alternative. I see more transaction failures in Google Pay in comparison to any other online payment app. [High Intensity] [High Frequency]
  3. Inadequate Rewards System: As a user, I feel that the rewards which got unlocked are useless and inadequate. I am not able to discover it when in need or while making payment to others, it always goes wasted. [Low Intensity] [High Frequency]
  4. Poor Payment Expense Management: As a user, I am not able to track and manage my payment expenses which leads to poor financial management. [Low Intensity] [Low Frequency]

Now if I have to prioritise the pain point in terms of frequency and intensity of the pain, I would certainly prioritise #2 and then #1. I think #3 and #4 are pain points but the intensity is not that high.

Solutions to the Pain Points

Solutions to the pain point 1

Favourites Contact / Frequent — The user should be able to have frequent contacts or favourite contacts which help the user to pay via Upi with less effort.

Solutions to the pain point 2

Gpay Wallet — Gpay can introduce a wallet that can be recharged on a periodic basis or can auto-maintain the minimum balance to pay even in the offline mode or with low internet bandwidth.

Metrics

North Star Metric — Number of Value worth Transaction per day

Primary Metrics 

  1. User Retention — DAU/7-DAU
  2. Number of Transaction Failures per Day


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