CASE STUDY JULY - SEPT 2020
Venmo Mobile Redesign:
Revisiting the “search” experience functionality &
exploring the idea of creating recurring payments in the app.
Challenge
Venmo mobile app serves as a digital wallet that allows users to pay and request payments from other users and businesses easily. As a frequent user of this app, I often use it to split expenses with friends and pay rent and utilities.
The simple and straightforward interaction with the Venmo app is favorable; however, there are two aspects that I struggled with that I believe could be improved within the existing platform and overall experience. First, finding specific past transactions, people, and businesses is not a smooth and easy experience. Secondly, I find myself making payments on a recurring basis but having to keep track of the payment deadline with my hectic life and entering the same information each time becomes cumbersome. After validating these pain points with several of my friends, I was determined and excited to take upon this challenge.
User Research
Understanding Venmo and its Target Demographic
The social media like quality that Venmo uniquely possesses allows users to personalize their transactions and stay connected to their friends and family. Being able to scroll through friends’ transactions, liking comments, and using emojis appeals to younger generations. Venmo’s target user demographic consists of Millennials and Gen Z. They appreciate the simple concept of the app while also being able to make their transactions informal and playful.
User Interviews
In order to better understand Venmo users’ needs, I conducted user interviews with seven participants that fairly represented Venmo’s target demographic. My objective was to empathize and understand what works well for them and what pain points they face while interacting with the app.
6/7 users were dissatisfied with having to scroll to find a past transaction
5/7 users used Venmo to make scheduled payments and expressed desire to have something that would automatically pay in a timely manner
4/7 users saw that the autosuggestions given to them were not very helpful when finding people or businesses
Research Analysis
I created an affinity diagram to analyze the research I gathered from the user interviews. Through the affinity diagram, I was able to organize the data and dissect core themes that needed to be improved within the current platform.
Problem Statements
1) How might users be able to find and be presented with relevant information more efficiently?
2) How might users be able better stay on track with their scheduled payments and save time?
Optimizing the “Search” Functionality
Before digging right into the design solution, I wanted to gain a more in depth understanding of “search.” From the research, I can confidently say that a foolproof “search” function is integral to app adoption and increase in business value. Search is a big deal - fundamental to any successful application.
I wanted to further analyze and dissect “search” as a functionality in mobile apps, so I conducted an audit to see how other successful apps like Uber and Google Maps implemented it.
“Search” Feature Audit
“Search lets users control their own destiny...and escape hatch when they are stuck.”
UX Design
Search Flow
I then looked at current entry points to “search” versus opportunities to bring prominence to this feature. Rather than hiding it in the hamburger menu, I wanted to bring “search” front and center since this is a feature that I know my friends and I would use frequently.
User Flow for “Search”
Expanding the Scope of “Search”
Providing More Relevant Search Suggestions
One of the main reasons I got frustrated with the search experience is that when I tried to look up someone, the search suggestions presented were not very helpful.
After sketching and evaluating several ways to address this problem, this is what I thought would be the most viable solution that would align with the existing design of Venmo.
When the user clicks on the search icon (magnifying glass) in the top navigation, the search screen will be presented with helpful auto suggestions
Added in a “Recents” as a search suggestions filter that would show the last five people or businesses that the user has searched
Presenting the user’s recent search queries aligns with the basic usability rule of respecting the user’s effort
“Top People” or “Top Businesses” would filter based on the most frequent number of transactions made with someone/business within the past one year
Quickly Find Past Transactions
The current platform displays 2 filters when searching - “People” and “Business.” I created a new filter called “Me” that would help the user to quickly look up specific past transactions based on their search query. It will also have a filter for “upcoming payments” which I will delve deeper into into the second half of this case study, so stay tuned.
UI Design
Turning Up the Fidelity
Once I figured out the structure and layout of the Auto Payments feature, I went ahead with the visual design while maintaining the existing Venmo design language. Scroll down to take a look at this feature.
“Search” feature in top navigation while still keeping original global feature as an option
Present helpful “search” auto suggestions with the new “Recents” & more relevant “Top People”
Find specific past transactions easily through the “Me" filter and improved search autosuggestions
Introducing Auto Payments
Competitive Analysis
In order to determine how to integrate the auto payment feature into Venmo, I wanted to first understand how other fin-tech apps, such as Cash App, Citibank, and Google Pay, implement recurring payments. Through the competitive analysis, I was also able to further justify the need for auto payments. As a financial app, recurring payments are crucial in helping users manage and monitor their scheduled payments.
Competitive Analysis
UX Design
Ideation and Sketches
Thinking with a divergent mindset, I sketched out several iterations of how to integrate this feature into the app. Aligning with Venmo’s information hierarchy, I placed this feature into the hamburger menu along with “Notifications” and “Incomplete” options. Another entry point to create auto payments would be sewn into the pay/request functionality while the user is in the process of paying someone. The low-fidelity wireframes are shown below.
Setting Up an Auto Payment
From the hamburger menu, the user will be able to click on “Auto Payments” and will then be presented with “search” to select the recipient. I made sure to implement the “search” I had designed in this project to maintain the congruence of “search” throughout the entire app. Once the user selects the recipient, they will be able to fill out the details for the auto payment.
Option to Make a Regular Payment an Auto Payment
The second entry point I want to highlight is when a user is about to make a regular payment, an option to convert that specific payment into an auto payment will be presented.
UI Design
Turning Up the Fidelity
Once I figured out the structure and layout of the Auto Payments feature, I went ahead with the visual design while maintaining the existing Venmo design language. Scroll down to take a look at this feature.
Create an Auto Payment for recurring payments
Use the toggle switch to make a payment an Auto Payment
Takeaways
As my first design project, not only was the experience incredibly rewarding, but it helped me gain valuable exposure and knowledge on the design process. Since UX design is an iterative and continuous process, the next steps would be to conduct usability tests and further design reiterations.
Thanks for reading!