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2021 / Innovatika /

Initial Challenge:
This project focused on improving the online payment experience by understanding and addressing behavioral barriers to cashless payments. Our key objectives were to:

  • Understand how e-commerce users behave when selecting payment options
  • Identify factors influencing the choice of payment methods
  • Recognize barriers and motivators for using cashless payments
  • Design a solution that would address the needs of three distinct stakeholder groups

The Method:

We followed a Design Thinking approach, starting with in-depth user research and finishing with a strategic assessment of high-potential solution areas. Our process included:

Prioritizing solution directions based on value to users and feasibility for business

  • Mapping pain points and customer behaviors
  • Creating user segments/personas (e.g., “Preventive Patricia” and “Traditional Tadeusz”)
  • Analyzing customer feedback, fears, and habits around online payments
  • Identifying the most pressing concerns (e.g., data security, failed deliveries, and low trust in new methods)

The Solution:
The final concept focused on three core solution areas:

  • Building trust in online payments – addressing user fears and increasing confidence
  • Enhancing the payment gateway interface – redesigning the payment selection screen for better clarity and flow
  • Improving communication around deferred payments – helping users understand how and when they will be charged

The solution was visualized with screen prototypes and tested through scenario-based validation.

My Involvement:
Role: Service Designer & Innovation Consultant
I played a central role in the project as:

  • Facilitator of co-creation and decision-making processes
  • Analyst interpreting user research and behavioral patterns
  • Strategist helping define solution directions aligned with business and user needs
  • Idea Generator contributing to concept development and interface design

I also co-developed user personas and collaborated closely on prototyping the redesigned payment interface.