Redesigning Veems B2B Payments Workflow
Company
Veem, popular payment gateway(Fintech).
Product
Global payment platform for businesses to handle digital transactions.
Role
Team
I was the only designer on this project, I was the lead for every research plan, workflow decision, and handoff to engineering.
1 PM, 3 DEVs, 2 Customer Service Reps.
A company objective for the quarter.
The key result for the quarter.
Increase B2B transactions by 10% to drive revenue growth and market expansion.
Improve product features based on customer feedback to enhance user experience, aiming for a 15% increase in customer satisfaction scores.
Opportunity
No Major update in 2 years.
How might we find the signal in a lot of noise?
A backlog of support calls, vague "improve X or Y" requests, and no clear read on what was really costing conversions.
Buried in that noise was a workaround that was a bit too common: customers were splitting business names into fake first and last names just to get a payment through the system.
Finding the handful of real blockers hiding inside a pile of customer noise.
Cross Org Collaboration
B2B Payments touched every part of Veem.
I collaborated with 5+ teams.
We have two primary B2B payment use cases.
Get Paid
Many business’ use Veem to request B2B payments.
Pay
Majority of business’ on Veem use Veem to make B2B payments.
Customers
Research
Veem is better positioned to help small and medium businesses (SMB).
Biz owner
“Solo business”
Open to adopt new tools
All-in tools needed
Enterprise
“Accounting team”
Well-established process and tools
Rarely uses Veem
Customer Research
Gathering a baseline
Research
Jobs to be Done
Problem
Veem’s Global Payment Transformation
Prioritizing the top issues
Narrowing down to the most significant issues
The payment workflows were convoluted, resulting in low success rates and frequent user abandonment.
I focused on improving the confusing workflow, information architecture, and clarifying what information was required vs optional.
For Veem, these improvements are crucial to ensure secure, swift financial transactions, build user trust, and maintain a competitive edge in a market where user experience can significantly influence user choice and loyalty.
Align
The project touched multiple teams.
Led collaboration across Veem to align on a direction.
3 Workshops
5 Teams
10 UX, PM, Marketing, CS, Dev
7 Product Council, Security Compliance
Weekly Q&A sessions with the DEVs and PM.
I would share research docs, prototypes, and insights with maximum details.
Designs were shared with DEVs from concept to launch.
Exploration
Design iterations of the “Pay” workflow
Step Counter
Guided steps to follow.
Long Scrolling
Continuous flow enhances engagement.
Reduces load times with fewer pages.
Concept Tested
Testing
Gathering insights from customers
Data Driven Design
Vendor Entry Challenges
“When entering a vendor we have to split the business name between first name and last name for it to go claimless.”
“We always need a contact name in every company, so we enter company name as the contact as a workaround.”
Data Driven Design
Merging Analytics with User Experience
3/5 customers let us know they already possessed the bank details of the recipient.
“In most transactions, we know our partners' banking info. It'd be great if the system could recognize and utilize that.”
“Most times, I'm sending payments to the same vendors. Having their bank details on hand, maybe, I could help speed things up.”
Direct Entry of Recipient's Bank Details.
Implementing an opportunity for the sender to enter the recipients bank info would expedite customer transactions and improve the overall transaction experience.
We needed to improved contact details scan-ability.
We had too much information showing.
Development Collaboration
Seamless Hand Off from Design to Development
A particular challenge arose with the implementation of the auto-suggest and predictive search feature. While the initial design was user-centric, it posed technical constraints.
Tested & Refined
After implementing the change, I gathered user feedback and made necessary adjustments.
"The overall responsiveness of search has gotten better. It seems like the system knows what I'm frequently looking for."
"Every time I use the search, it feels more tailored to me. Searches pop up instantly, making the whole experience seem very smart."
Considerations
Advertisement placement went from aggressive and distracting ➡️ appropriate and adding value.
Post Launch
Partnered with the dev team weekly after launch to monitor feature performance and address edge cases as they surfaced.
A Successful: 20% Surge in B2B Payments
The redesigned workflows led to a significant 20% increase in B2B payments, marking the project's success.
That's double the 10% target set at the start of the quarter.
The problems weren't hard to find, customers were telling us everything, loudly, in every support call. The hard part was resisting the urge to fix everything at once with a small dev team, and instead finding the two or three changes that would actually move the number.
20% boost in B2B payments
From -60NPS to 80 NPS
Successful feature launch