PayLater by Grab
OVERVIEW
PayLater by Grab offers bill flexibility: Split a bill into 4 interest-free monthly payments or pay it all next month with a postpaid plan.
Goal: To fix PayLater activation errors encountered by users.
On PayLater's activation screen, users received generic and outdated errors that added friction to the user journey. Users felt frustrated and needed a more contextual msg to understand why they cannot avail PayLater.
STRATEGY
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Conduct an audit with the Legal and Compliance team to identify the reasons for the number of calls going to the Help Centre.
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Categorise these errors to clearly and effectively communicate the setbacks, so that we can transform them into moments of understanding and resolution.
MY INPUT
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Built a strong relationship with our Analytics and Help Centre team to review and assess the per hour costs of calls made to the Help Centre associated with PayLater activation.
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Based on 14-18 calls per month, I developed a compelling business case that clearly demonstrated the consumption metric cost of these errors.
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Conducted activation scenario audits and validated our hypotheses by testing various scenarios with legal, compliance, and product design. This helped us contextualise user expectations with action-based steps for each of the use cases.
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Teamed up with the product marketing and the Help Centre team to synchronise CTAs with FAQs, making sure user entry points are relevant to their journey.
PROJECT STAKEHOLDERS
Product Marketing Manager, Product Manager, Product Designer, the Legal and Compliance Regulatory teams, and the Help Centre team.
CRAFT TARGETED ERROR MESSAGES
Once we completed the audit and validated various use cases, we knew what the users were thinking and feeling. Based on our findings, I combined a variety of tones and lengths to create a balance between precision and empathy. I also used the following 3 principles to craft the sticking points clearly and minimise user frustrations.
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AVOID: Find ways to help the user without showing them it's an error.
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ELUCIDATE: Clarify the issue for the user and provide them with information on how to fix it.
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OUTLINE: Describe the steps needed to resolve it. Make the steps as clear as possible.
FINAL DESIGN
Content and design were optimised after thoroughly understanding the prerequisites, looking at PayLater user profiles, existing data, and compliance requirements.
Before
Before
Before
After
After
After
Previously, there was no way to identify if a PayLater applicant was too young or too old. Implementing age validation error messages changed that.
Under-age
Over-age
REFLECTION
The positive impact.
These updated error messages significantly contributed to the activation conversion and PayLater adoption rates.
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Activation conversions went up by 60% (3.5 pp) in Singapore and Malaysia, and overall PayLater revenue increased.
SINGAPORE & MALAYSIA
For age validation checks alone, we identified the following number of users within a month of its implementation.
Under-age users: 1,210
Over-age users: 182
SINGAPORE & MALAYSIA
Our Help Centre team received 30% fewer tickets and made 15% fewer calls than last year.
SINGAPORE & MALAYSIA
What did we learn?
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A valuable lesson: Through effective communication, we improved user eligibility and addressed context-specific errors such as credit risk, past payments on Grab, or transactions in a defined span. This initiative made us realise the significance of articulating sensitivities accurately despite engineering constraints. It also encouraged us to push boundaries, foster strong cross-functional connections, and make a statement through words.
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We discovered that the FAQs on our website were not in sync with the app's error messages. After working together with the Help Centre team, we managed to revise most of these articles.