PM CHALLENGE CASE STUDY

Problem Definition:
As internet access and adoption are rapidly increasing worldwide, the number of digital
buyers is climbing every year. From a study conducted by Statista, there were 1.32 billion
digital buyers in the year 2014 and the number has climbed 2.43 billion buyers. In this, the
last 350 million buyers surge was after the COVID-19 pandemic. The global corona virus
pandemic is affecting consumer behavior worldwide. In the week ending June 14, online
traffic in the supermarket segment increased by 60.7 percent and spent 15.7% more time
per user session compared to the reference period in January and February 2020. 
This shift towards online payment channels is comping with their own sets of challenges that
a user experiences on the browser on both desktops and smart phones. Failed transactions
are one of the most common challenges that users face, a single glitch due to connectivity
issues, authentication, wrong data and balance can lead to a cascade of errors that
eventually hamper the complete transfer or exchange of money between the two parties
involved.
Apart from unavoidable downtime and updates of payment gateway and/or card
firm users face a critical issue with multiple gestures and redirection to gateways in order to
complete the transaction. Changes in payment patterns can hamper in the authentication
process whether it is a card, net banking, or a digital wallet transaction. It has been shown in
a survey that people face because they enter wrong data on the payment page to facilitate
transactions.
As the system is dealing with real money, it is very stringent when it comes to any false,
inaccurate, or missing data. Any transaction with mismatched credentials or incomplete
information is bound to backfire.  Also, an online payment transaction will be declined or
refused if any of the two instances take place: One, there is insufficient balance in the
cardholders bank account; and two the cardholder is purchasing beyond their credit limit.
To address the problems described above we need to sophisticate the transaction
experience on the payment page on the browser and reduce the multiple re directions
through the gateway channel and minimizing human gestures required for the payment. If
the UI-UX interaction is minimalized, this would give an added advantage to both the
stakeholders involved in the transaction. If there is one stop payment solution provided the
screen time of the user will be reduced and processing time will also fall which would
enhance the overall value.

Goals & Non-Goals:

In today’s world, every user wants payment options to be fast and easy to use. So our aim is
to streamline the user experience. Whenever a user gets redirected to a payment page, the
user sees many options for payment. The user can choose any option among them. Let us
assume that the user selects payment through a Debit card. Then the user has to enter the
card details (at least the OTP & CVV) for the successful completion of the transaction. But
this process is not user friendly as for the same repetitive transactions, the user is wasting a
lot of time.
Instead of this, we are providing payment through a single click with different
payment options on the browser itself through a pop-up. The pop-up icon will appear
whenever the user is on the payment page of any website and then our goal is to minimize
the redirection to multiple pages for the payment gateway and reduce manual/human
gestures during the course of transaction processing which will indirectly reduce the
processing time and will enhance the end-user experience. Apart from this, users also face
problems of accessing and managing multiple payment apps. So, our feature of the launch
icon will suffice that aspect as well.
 In this process, we have not mentioned the integration of payment gateways with
the browser, that will hold the payment API of different banks and financial institutions.

Feature Description

1) Just-in-time Registration 
It will show distributed payment options in the new UI at the payment page which will be
added to the browser. The idea is to add an authentication level before choosing the final
payment method. After entering the PIN, users will get the option to select a final payment
method. After selecting the payment option, the user can see the available credit limit and
Balance in the credit card and debit card respectively. Along with cards, the user can also
store their different digital wallet providers through a prior re-login. So that the user can
make an informative decision to process the payment. This registration will store the CVV
details and bank account details which are sensitive information but requires it a
password/fingerprint to access. In the desktop browser, it will be authenticated by a
password whose cookies will not be stored in the browser to enhance the security level, and
in the mobile application, it can be either fingerprint or password protected both.
Subsequently, the payment pop UI will enhance the user experience as there will be no
redirection to any other payment gateways and the transaction will be processed then and
there itself. In totality, the overall process will be secured with two-factor authentication,
one the pop-up UI pin, and the second one being the OTP which comes to the registered
mobile number, the same way as you do a normal card transaction. In the case of digital
wallets, it will be the pin/fingerprint authentication, the same as in the normal wallet
transaction. 
The pop-UI on the Microsoft Edge browser will have the information of payment
channels used by the user and will classify according to the type like Credit Cards, Debit
Cards, Digital Wallets. The UI will be also integrated with the respective API to fetch the
balance and Credit limit. Beneath each Credit Cards, the pop-UI will show the available credit
limit left, total credit limit, and the next billing date, for the Debit Cards it will show the
available balance in the bank account, for Digital Wallets, it will show the wallet balance.
With this information, the user can make an informed decision on the mode of payment.

2) Skip-the-sheet
It will improve the user experience by automatically showing the payment app under
appropriate classification like Credit Cards, Debit Cards, Digital Wallet, and Net banking in
the popup-UI designed. Also, if some application is preferred by the user then that
application will get priority. If the user has only one matching payment app, the browser
pop-UI will show that on the top in the subsequent transactions. This is the adaptive learning
of the pop-UI.
If the user has only one matching payment method, and the payment app has registered
with the browser its ability to do “authentication only”, then the browser automatically
authenticates. In this scenario, the payment app does not open its own Window. The entire
user experience —display of total amount and other transaction information, and the
prompt for authentication— is managed by the browser.

3) Multi Functioning Minimal UI

At the payment page, the payment pop-UI of the browser Microsoft Edge will list down all
your saved payment methods as the classification described above and after choosing a
suitable method a new small window will appear to enter the OTP/pin, fingerprint in case of
wallet transaction on mobile. The small window will show the amount, beneficiary, and
source details. After initial Authentication by pop-UI PIN, the rest authentication is dealt with
within the same pop-UI which will enhance the user experience.

4) QR Codes for Multi-Device Checkout

This feature will be useful when a user is on the checkout/payment page of any website and
they wish to pay via their phone, by using a QR Code communication. On the other hand, a
payment application at desktop can generate a QR code including transaction details which
can be processed by any payment application by scanning. On completion of payment, the
desktop browser will show the successful completion of payment. This will check the
location aspect as well for both the browser as well as mobile.

5) Web as an App

Installing a mobile app is a very familiar experience. In this, users will get first-party storage
access. This level of access would enable transaction processing like wallet transfer or bank
transfer to the beneficiary on the browser itself by launching the pop-UI from the ribbon.
This will be an add-on feature.

6) Loyalty-Points
All the payments processed through the pop-UI will hold a certain amount of loyalty credits
given to the customer and they can decide how to use that loyalty point based on their
convenience. The loyalty points can be used by the customer by taking vouchers on e-
commerce websites.

7) Authentication
There will be no cookies stored for the pop-UI pin authentication but to process the
transaction with a third party, cookies will be used. Geographical location will also be used
to track the transactions and an upper limit will be decided for the amount of transaction
which the user can process through this pop-UI feature designed. This limit will be chosen
after discussion with multiple stakeholders involved or if it is centrally decided by the
government. If at all the user wants to have a maximum cap as less than what financial
institutions have designed than that also can be incorporated into the setup phase of the
pop-UI. It will be up to the user’s discretion to store the CVV of their cards for the processing
of payment.
Success Metrics
The success of the features implemented can be gauged in many ways. The implemented
features will reduce the average transaction time. So we can measure the percentage
decrease in transaction time after implementation. Ease of usage will also increase the
number of users making payment through the browser. So, growth in the number of
transactions can also be used as a success metrics.
Also, we can measure the percentage of successful transactions that will determine whether
the payment service provider’s platform is functioning normally or whether technical issues
are causing payments to fail. 
The concept of loyalty points will help us to determine the frequency of usage as well as the
customer loyalty towards our product.
Workflow:

Start

On the Final Payment Page and

MS payment POP UI Payment

NO
NO
Go through Payment as provided by
Clicked website

Yes

Authenticate
through PIN

Yes
NO
Choose Mode of Payment

Establish
OTP/PIN
Yes NO

Transaction Successful Transaction Failed

End