RAZORPAYX

DEMO MODE

ROLE‍Product Designer
TEAM‍Product Manager, Product analyst, Front End Engineer X2
DURATION 6 Months (2021)
Status Live V1

BACKGROUND

RazorpayX is a neobank that provides payment solutions for businesses. It is a high consideration product, in a new category from a new brand. Scaling acquisition for a product of this kind requires two things: easy way to do trials and high push effort to market the product In this note, we are attempting to solve the first problem.

PROBLEM

There is no easy (or friction free) way for our customers to understand how the product works and can make financial operations easy for them.

GOAL

Reduce the consideration effort of potential customers by enabling them to do an easy trial of the product which will in turn increase sign-up conversion.

SUCCESS METRICS

Immediate outcome: Signup to KYC submitted ratio of users who experienced the solution being built here should be greater than 10%.
‍
Eventual outcome: The number of MTUs from users who experienced this solution should be at least 5 in a period of 45 days of launching this feature.

defining target audience

The solution proposed should help these identified target audience in order of sequence.

target audience 1

Low affinity,
High intent users
These are users who have clear pain points but are not sure if they can use RazorpayX to solve them.

target audience 2

Low affinity,
Low intent users
These are users who are not that familiar with RazorpayX as well as don’t have clear use cases to use the product.

target audience 3

High affinity,
Low intent users
These are users who trust Razorpay (Payment gateway) but are unclear of how RazorpayX can help their business.

target audience 4

High affinity,
High intent users
These are users who have well defined use cases and would like to use RazorpayX to solve them.

STUDYING HEATMAPS (Insights)

Users need to take at least 10 steps before they land onto the dashboard.

New users who sign-up with the platform seem to be lost due to dashboard complexity.

USER RESEARCh‍Hotjar Recording
Shadowing Sales calls
Interviewing customers

shadowing sales demo call (insights)

Demo calls run fast and users request a 'free mode' where they could test the product with their team.


interviewing customers (insights)

Users highlighted areas on every screen where they needed more clarification before committing to the product.

Users need help understanding the product offline before submitting KYC details

solution direction

‍We analyzed potential solutions by conducting quick round of user testing with founders from our RazorpayX maker club. We finally decided to build demo mode and add it as part of growth asset.

direction 1

Integrating Typeform
Cons: Linear flow, no dynamic prompts

direction 2

Figma Prototype
Cons: Hacky solution, lacked finesse

direction 3

Video Based Demo
Cons: Didn’t produce desired results

direction 4

Demo Mode
Cons: Production time (dev. effort)

solution feasibility

‍We decided to build a proof of concept and called it '0.5 version' before investing into the product. The scoping for this version included demoing only one product offering (Payouts flow) from our suite.

We built demo cards to stick on top of each screen guiding users about the use case of each feature inside RazorpayX Dashboard.

These helper cards are added on top of a cloned RazorpayX dashboard in order to save tech development effort.

solution

‍Live Link: https://x.razorpay.com/demo/

RazorpayX Demo Mode UI Prototype _madhurasekar
conclusion‍Impact assessment was conducted after 45 days of launching the demo mode proof of concept.

outcomes

23% of users who view the demo mode welcome screen continued till the end screen.

Time taken for KYC submission for demo mode users was significantly lesser than non-demo mode users.

Signup start to signup complete ratio improved significantly.

There were 2 MTUs from demo mode users in 45 days.

future

Go deep: Optimize the demo mode funnel for better conversion rates.

Go wide: Increase top of the funnel traffic to the demo mode dashboard.