Emotional Wallet
Brief
Our digital wallet app faces high user drop-off due to a non-premium and unfamiliar user experience. This impacts retention and competitiveness. Our goal is to enhance the app’s intuitiveness and create a memorable, premium experience to boost user engagement and retention.
User Problem
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Functional but Not Familiar: Samsung Wallet is functional and minimal but lacks familiarity and a premium experience compared to competitors like Apple Pay.
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High Drop-off Rates: Research revealed that high drop-off rates were linked to user anxiety and a lack of clear feedback.
Project Goals
Our aim was to revamp the UPI experience by enhancing personalization, elevating the premium feel, and creating an emotionally engaging user experience.
Research
User Interviews: Conducted in-depth interviews with Indian users to understand pain points and build trust.
Surveys: Gathered quantitative data on user behavior and preferences.
Usability Testing: Observed user interactions to pinpoint friction points and identify drop-off rates during UPI transactions.
Competitive Analysis: Analyzed top competitors like Google Pay, PhonePe, and Paytm, as well as other national and international apps.
Key Differentiators:
User Experience: Competitors excel in providing smooth, intuitive experiences with quick confirmation and minimal friction.
Visual Design: They use clean, modern aesthetics with consistent branding, making the app feel premium and trustworthy.
Animations & Feedback: Competitors incorporate smooth animations and immediate feedback, which reassures users and reduces anxiety during transactions.
Visual References
We curated visual references from platforms like Pinterest, Dribbble, and Behance to understand current design trends. This analysis allowed us to identify what defines a premium visual language, ensuring our design was both modern and aligned with user expectations of premium quality.
Design Language and Principles
Soft Feathered Edges
Defining the Material and Properties
Calming color, easy on the eyes
Smooth Animation
Old UPI experience
Final Prototyping
Please be advised that this section is under a non-disclosure agreement (NDA). For further details, please schedule a meeting to discuss.
Collaboration
In-House Design Team
Researched Samsung’s UI visual language and design system, ensured ecosystem-wide consistency, integrated motion references to enhance user experience, and collaborated with cross-functional teams to align designs and secure approvals from Samsung HQ in Korea.
Developers Team
Shared precise Lottie animations, created detailed animation guides with accurate motion specifications, and optimized designs to ensure smooth, consistent experiences across high-end and lower-end devices.
Product Managers
Aligned the Samsung Wallet design with business goals to deliver a premium user experience, boosting engagement and supporting market growth in the competitive UPI space.
Business Impact
With India handling over 700 million UPI transactions daily, and major players like Google Pay, PhonePe, and Paytm leading the market, Samsung Wallet seeks to carve out a significant share. By offering a premium and emotionally engaging UPI experience, Samsung aims to enhance user trust, drive higher adoption, and strengthen its position within the competitive landscape.
My Impact on Future
Samsung wallet Features
Money Sending Experience via UPI
Money Sending Experience via NFC
Revamp of the Payment Sheet
Thematic Loader
