4% of revenue, and the product was not the problem.
Electronic payments were 4% of revenue. A UX rebuild moved daily transactions from 4,000 to 120,000.
120,000 daily transactions, up from 4,000
The problem
Paymentez had a secure payment platform that its core users would not use. Electronic payments accounted for just 4% of revenue, because the people transacting, many of them children and retired women, preferred cash.
Security was never the obstacle. The obstacle was that the flows presented every user with every option, and the relevant action was buried among the rest.
What we built
A redesigned payment gateway as a responsive web application in Ruby on Rails, with streamlined credit purchase flows for resellers, one-click purchasing, SMS payment, multilingual support, and business intelligence analytics.
CPO Miguel Ramirez described the change: "Today's user experience is completely different than it was in the past. Now users are presented with only the actions and flows that are directly relevant to them."
What happened
- LAN house resellers grew from 85 to 4,700 in one year
- Revenue from paying users went from $1.2M to $1.8M in six months, and $2.1M within a year
- Conversion rates increased 42% in six months
- Sales increased 30% in six months
- Daily transactions grew from 4,000 to 120,000
Delivery notes
Stack: Ruby on Rails, responsive web.
Capabilities applied: Product Design, Integrations and Data. Delivered as a committed scope, estimated in story points and priced before work began.
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