MOBILE WALLET LAUNCH

Multi-country electronic payments platform
Nigeria and South Africa. 2014-2015

Summary
Launch of mobile wallet product to make payments for satellite TV and other services.

I conducted user research and ideated a solution to launch the product into the Nigerian and South African markets. The outcome was the product launch in both countries, and a strategy to target service intermediaries in addition to the end users.

The brief
To advise on the design of mobile wallet enabling payments for various services for PayU, a company owned by Naspers, a media and Internet group with presence in more than 130 countries. 

Challenges
Identifying the right user groups.

Liaising with stakeholders such as satellite TV providers in multiple countries.

Designing around barriers to access such as slow uptake and lack of trust in electronic payments.

Approach
In defining the product launch strategy I liaised with the satellite TV providers who partnered up with my client to provide the mobile payment service.

I looked at the TV subscribers’ payments data and identified the context and users to be observed, which were retail shops where people pay bills, buy airtime and send and receive money without having a bank account.

I immersed myself into the payment experience of users, conducted in-depth interviews and kept record of my observations while they queued at the retailers, mapped the user journey with touch points in the experience of paying, and looked at additional services that could fit into the current payment model.

I developed a strategy to reach out to untapped users and advised on the product launch in South Africa and Nigeria. 

Outcomes
Ideation of concepts and a workshop with the CEO, the marketing director and the product lead to decide on the mobile wallet roll out strategy.

The launch of the mobile wallet where users could make payments for satellite TV.

Strategy buy in at executive level outlining how to expand the product adoption by targeting non-primary user groups. 

The business started collaborating with retailers in order to cater for the needs of the bottom of the pyramid so that they could pay for a wider range of services whilst shopping.

The project raised awareness about ways of reaching out to users such as targeting their intermediaries who could benefit from a quicker and easier payment system.