"I hate paying bills!”

Case Study: Spectrum Quick Pay

Client

My Spectrum App

My Role

Design Lead

Overview

Create a new payment flow

Introducing

Spectrum's Quick Pay Feature

Creating the best experience for our customers by listening to them.

The Problem

Stakeholders approached my team with concerning an alarming amount of drop off with customers paying their internet bills through the mobile app.

Our Process

Typically my design process entails the Double Diamond approach to solving certain problems through Discover, Defining, Develop and Deliver.

Discover

In our Discovery phase, we had the advantage of looking at data from our live customer flow. We were seeing a significant drop-off around the pick date screen. We also took a qualitative angle and got great feedback from Surveys, Call Center feedback, and usability videos from our current bill flow.

Some customer comments that came out of our research were:

"It takes too long to pay on the phone I would rather call.”

"I wanna pay my bill today. Why do I have to always pick a date?”

"I hate paying bills.”

* We also had the advantage of working with Analytics and the most interesting "nugget" we go from them is that our customer behavior for paying this bill was the that most of our customers paid their bill the day it was due in FULL.

For Context, here’s the original flow that we analyzed. This is a 5 step click process where we give the customer all the flexibility and up front.

Define

Taking in our research we came up with a new task to make the bill paying process as quick as possible. Paying bills is never fun and the process needs to be quick and painless.

Develop (the fun part!)

This is where my designer and I took to white-boarding and brainstorming our new payment flow. We filtered down our designs to two different kind of flows: "Hub and Spoke" approach and a linear path approach.

Hub and Spoke

The hub and spoke approach happens all on one screen. User clicks makes selections straight from the screen, never leaving it.

Linear Flow

Our linear flow guides the user in one direction with one selection on each screen. 

Usability Testing

We took both of these flows into usability testing. The results were close but the Linear Flow came up as our winner. Most users thought the linear flow was straight forward and less "jarring" than the Hub and Spoke approach. 

The Final Result

We took the below flow into A/B testing. The test went so well, we ended earlier and are using this flow as our primary flow throughout other apps and websites. First quarter where this was completely live we took in over $8 million in payments and call center calls decreased over 10% for internet payments. 

Success Results

➤ Increased payment success rate by almost 20%.

➤ Collecting over 8 million dollars in payments the first quarter.

➤ Internally, we are implementing this concept in all our payment accepting web/app products.