About the project
Lazada is the leading e-commerce platform in Southeast Asia with a user base of tens of millions. Lazada Wallet is the built-in digital wallet that allows users to top up balance and bind different financial assets to boost payment process and enjoy exclusive promotions. But as mentioned in the "Local payment enablement" case, the payment market in Southeast Asia is very fragmented, with almost more than 10 payment methods in each country. And a large portion of users are not bank account ready, so they find it hard to accept and enjoy the values by digital wallet.
Product and goals
There is a pathway by Alipay with Taboo in China market which Alipay is trying to duplicate to SEA markets. The overall proportion of wallet transaction is still very low so the most urgent business need is to attract more users to activate and use it in daily shopping.
User problems
In an end to end product check with other roles, though multiple iterations have been implemented to optimize Lazada wallet itself, we found that users just don't have enough awareness of it, not to mention all the values that come with it.
- The entry in as-is Lazada app for wallet is in a tiny space under "my" tab
- Most existing users get to use wallet because of promotional message in home page banners or noticing payment option in checkout
Exploration and results
We tried two design methods in parallel for visibility and functionality.
Firstly, we expose wallet entry with values for user education and attraction. All the values came from previous research in each country and are specific tailored and configurable. They come in short term and long term benefits on users' journey of shopping in Lazada. Plus, a dedicated animation is implemented carrying 3 different messages to stand out in the already-rich homepage.
Secondly, we practiced and keep optimizing core payment experience with wallet. That said, we focus on the usage of it instead of the optimization within the wallet itself. Shortened steps for top up funds and then pay are now top up and pay directly. Even more, we inject payment directly into checkout process, to make one-tap checkout possible in Lazada. (In those card-dominent markets, the practice is already there for years because of the simplified process of card. But in SEA, many methods requries more than 2 steps to finish. That's why it's difficult to achieve at first.)
The second design takes more time than expected because of the change in core payment system is really complicated. But the final result turns out great. We saw numbers of orders placed with Lazada wallet DOUBLED after 3 months. (Detailed numbers confidential)
