My Work at PayMe, HSBC
I research, design, facilitate workshops with teams to co-create end-to-end experience for users to interact with product, service and the brand.
The Company
Launched as a Fintech start up in 2017, PayMe is a Peer to Peer (P2P) and Person to Merchant (P2M) payment service application, based in Hong Kong. As the leading social payment, PayMe has grown to 2.7 million user base and scaled from paying a friend, to being able to pay 2k merchants of all types of size. Citizen with a national identity card is eligible to create an account and top up with a) Bank account or b) Credit card to make an instant payment to peers or business.
The Products
PayMe for Consumer App
Pay a friend/ Pay a business instantly, anywhere, anyitme.
Launch: 2017
Number of user: 3M+ (Hong Kong)
PayMe for Business
Products
PayMe for Business app; Merchant portal.
Launch
2019
Number of merchants: 20k
Collect payment from 3M PayMe users, or manage the financial account through merchant portal.
Projects
PayMe Mobile App
As the research owner for PayMe for Consumer app (3M+ Users), most of my works involved helping design and product team to conduct research with customers to a) Enhance existing feature, and b) Ideate and Testing new concepts. This includes setting research objective, drafting interview guide, usability testing, synthesise data into actionable insight for the team to make research informed decision. Some of the projects include:
e-Laisee
Data indicates social circle already existed in PayMe, we see the potential to evolve PayMe to a Group payment, i.e. from paying a friend to paying a group of friends.
In additional to conducting research, I guided, facilitated and hosted design challenge and invited design and product team to co-design the group payment feature in PayMe (MPV & Long term). In the end, I hosted interview and usability testing with customer to investigate how to best design the payment experience to giving and receiving group Laisee in e-payment, as the MVP feature of ‘Group payment’.
Recognition
Increased +500% download, with 5.3M Lai-see sent in 2022, valued at $84M, the highest among Hong Kong’s e-wallet in February 2022.
Group Payment
Biometrics
Design for facial verification experience in PayMe
As the research owner for Biometrics, I assisted the team to conduct mix UX research (Guerrilla; Interview; Usability testing) to investigate how to design and implement facial recognition as an acceptable standard for new and existed users (1M), with the objective of maintaining monthly active rate and limiting drop off.
I worked closely with UX, UI Designer, Copy and Product teams in the E2E process, from defining research objective, conduct research, synthesise data, giving recommendation, to feature development, pilot and post launch.
Reward Campaign
Spin and Win
As Payme is introducing a reward campaign for the first time, I assisted the team conduct research (Interview; Usability testing) to design for the campaign.
My objectives included investigate the driver and limitation of consumer’s P2M behaviour across different types of merchant and make research informed decision about the mechanic of the campaign (Reward value; Marketing), and how to make PayMe to be the preferred payment for merchant in long term.
NPS
As the research owner of NPS, I partnered with release team to send out the NPS survey to Consumer and Merchant (Full base) on a regular basis. In addition to the survey, we also ask customers to send an email to PayMe Research Inbox if they have additional comments.
Upon receiving all results, I work closely with Data team to analyse the possible cause of the increase or decrease of score by different types of user group across different journey, and provide product and service recommendation for short and long term implementation to different team (Design; Product; Marketing; Tech; Leadership).
Achievement
Customer satisfaction elevated by +13 NPS score from 2020 to 2021 in Consumer app.
Research Article
PayMe Branding
With the introduction of Endorsed Brand strategy by HSBC’s Global Branding Team in 2021, I assisted the team to conduct research (Interview & Usability testing) to investigate if the inclusion or reduction of logo as a branding element will impact user perception and experience when using the product. If so, in what scenario and how.
Recognition
The research article was featured on HSBC’s Create website.
Sea Turtle Elite Club: Interactive Reward Platform
As there is a glowing trends of Chinese students who study overseas and return to China every year, I assisted HSBC International Education Team (China; UK; India) to design for a new value proposition targeting the group of returnees in the Chinese market, through using Design Thinking as a new methodology.
My main responsibility involved not only conducting mix UX research (Internal and External with Agency), but educated and facilitated Design Thinking as a test and learn approach to guide the team to ideate, conceptualise and validate the concept, through designing interactive design crash course and co-design workshops.
Recognition
Project being featured as case study in HSBC’s design thinking toolkit and customer centric design online training.
Workshops
Depends on program needs, Cx team facilitate co-design workshop with different stakeholders to ideate short and long term concepts, as well as diagnosing our internal program operation to improve communication and working process.
