User Research
Market study to understand app based digital payment ecosystem for merchants
Overview
With the introduction of multiple app based payment solutions, a research was conducted in Tier 1 ad Tier 2 cities to understand merchant behaviour, their cognitive interaction with the app, needs, problems and aspiration.
Role
Define research goal, Design Questionnaire framework, Manage and execute research
When
Oct 2019 - Nov 2019
Goal 1
Identify and understand the different payments app being used by the merchants.
Goal 2
Understand the reasons for new app adoption
Interviews
Once we finalized the goal and direction of the research, the next step was to identify the cities that had to be visited. We planned to visit 5 cities that saw considerable drop in their monthly transactions through Paytm. Since our headquarter is based out of Noida, we ran a pilot in Delhi NCR to vet the direction and improvise if needed.
Target City Persona
Total number of in-depth Interviews: 120
Methods:
1. 120 interviews across 5 cities
2. Guerrilla Research
Synthesis and Analysis
After gathering data from the interviews, we started doing Affinity diagramming to get clear buckets of data which will then take us to insights. This exercise then led us to our Themes.
Outcome
Research gave us an understanding about the following
Perceived notion with regard to accepting money though Paytm and other apps
Brand or type of QR that merchants want to display in their shops
Value propositions that creates merchant's affinity towards any Payments app .
Difference between people's perception of money when we move from one city to other accordingly merchants'
Which brand is more visible across India
Which brand is more popular for which all reasons
Which is considered faster QR scan
Understanding of cashback
Need and nature of loyalty program
Reconciliation
Perception about Print ads
Field executives effectiveness
Frauds that affects merchants