Wpay

Project overview

Wpay is a fintech start-up within WooliesX that helps business owners run their online & instore businesses. As part of the Innovation team it was my role to lead the Human Centred Design approach for multiple B2B & B2C products. This included end-to-end HCD activities from early stage research to design & implementation.

Discovery research

The goal of Wpay was to understand participant’s business, how they make decisions and pain points & opportunities. I led research workshops, planning & recruitment, then conducted interviews with 35 business owners both in person & remotely. I then synthesised into a coherent story, personas & journey maps then presented to the broader team and senior stakeholders.

Challenge:
Aligning the team with HCD principles was key. As some stakeholders were not familiar with qualitative research methods.

Insights & recommendations

Having a clear view of the customer wants, needs & behaviours helped the team prioritise and keep the customer front of mind. It helped with the go to market strategies for multiple products and reinforced our product decisions to senior stakeholders.

Experience principles

We needed principles to help align the team and guide the design of the product. I led workshops with the team & senior stakeholders on goals they had for the project. I then compiled into a deck and presented to the team, iterated on as we learnt more.

Result:
This gave the team a ‘north star’ and aligned everyone on what we want to achieve from an experience perspective.

Concept design

Taking what we had learnt from merchants to design a concept website that portrayed the customer value proposition. I took key insights and turned into customer facing features & benefits and mocked up multiple landing pages. I then led customer research to test these concepts to see what resonated.

Results:
This turned the work we’d done into an asset we could test, learn and iterate upon. It also helped internally with making the project tangible which helped with team engagement.

Flows & wireframes

Taking customer insights into account we needed to create an online product that would solve their needs & pains points. Working with one other designer my role was to design a merchant portal from scratch. The Product & Engineering teams were heavily involved at every point from early flows to wireframes to high fidelity UI.

Results:
We were able build a portal iteratively that solved a customer need with feasibility being considered at all steps.

Usability testing

To test the experience we’d build, gather insights and iterate. I took the portal UI and built detailed prototypes. I then planned, conducted & synthesised all usability studies with participants to see what worked and what didn’t and how well the solution was solving a customer need. This gave the team customer ‘check-ins’ throughout the build phase.

Challenge:
Some of the interactions and scenarios were quite complex which meant the prototypes had to have many frames & variants.

High fidelity UI design

The goal was to have a sleek, easy to use interface. Working closely with one other Designer and an engineering team, I designed key flows and screens throughout the portal.

Results

Wpay (the company) launched in 2021 and currently has large clients including Marley Spoon, BWS, Dan Murphy’s & Pet Culture. Customers have told us they love the way the portal makes complex tasks simple and how it streamlines processes.

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