Fivestars
Mobile Pay
Launching the MVP handheld loyalty and payment app for small and medium businesses
As shopping trends shifted in COVID there was a rising need for flexibility in where payments took place. The traditional checkout counter was replaced by tables at the window and curbside service. Fivestars needed new hardware that could serve these new market demands.
My mission was to take our two device in-store experience (merchant app + consumer tablet) and ideate the MVP single device, Fivestars loyalty and payment app.
ROLE
Lead Product Designer and Design Manager
Led design for the ideation and MVP flow before handing off the project to a designer on my team
When
Platform
The problem
Covid changed how and where payments take place and merchants are no longer tied to the counter.
Merchants without brick and mortar locations need to be able to process payments and still want loyalty features.
Restaurants owners want to be able to take a payment terminal directly to the table or outside for curbside pick up.
The opportunity
By unifying our in store experience on one device, we will be able to lower our fixed costs per merchant and unlock new verticals.
Company KR: Reach $1 billion dollars in GPV. We hypothesize we can do this by increasing our TAM and lowering unit costs by offering a one device loyalty + payment solution.
The goal
Build an MVP handheld payment device that will enable Fivestars to capture signups and payments on the go while maintaining quality standards.
Check out speed is crucial. The product should empower merchants to quickly take payments and keep their check out line moving.
Success metric: Transaction Duration for the 50th percentile is ≤50 sec
Check out speed is crucial. The product should empower merchants to quickly take payments and keep their check out line moving.
Success metric: Device Uptime (≥95%) and Crash Rate (<0.2%)
Check out speed is crucial. The product should empower merchants to quickly take payments and keep their check out line moving.
Success metric: 50% Signup Rate
UX explorations
User flow
Initial explorations focused on how to sequence merchant and consumer driven tasks in this single device approach.
Early feedback from users
Cashiers felt uncomfortable handing the device to consumers
Instead of handing the device to consumers, the cashiers would read or show the consumer facing screens (while still holding the device). Cashiers were afraid that customers would break or steal the device. They would rather show customers the screen and have them tap instead of passing them the device.
Proposed solution
Prioritize the merchant driven experience
Taking early feedback into account, I optimized the primary user journey for the merchant driving the reward redemption flow while still having safeguards for the consumer driven edge case.
Design explorations
Design handoff
At this time, I handed the MVP flows over to a designer on my team to refine, define edge cases, and ship.
Transaction history
Reconciliation tools were needed as a part of the Minimum Marketable Product launch while I was working on our mobile payments dashboard. I designed a cohesive reporting experience that would carry merchants from their payment terminal to their back office payments dashboard.
Conclusion
The impact
transaction duration
Goal: 50 sec at 50th percentile
Crash rate
Goal: <0.2%
Signup rate
Goal: 50%
Learnings and next steps
Merchants reported that their
experience was easy and intuitive
- Intuitive to learn the flow
- “Product is fantastic and easy”
Form factor is limiting signups
- Iterate to make the signup flow more approachable
- Drive users to the Fivestars Consumer Mobile App to sign up and view reward progress
- Several consumers asked if there was a way to see their rewards before reaching the cashier to make it easier for them to select.
