At Coles group, I spearheaded the green field project for Flybuys called “Flypay”. Flypay is an innovative online payment service designed to revolutionize the online shopping experience by offering speed, convenience, and safety, all while earning Flybuys points with every transaction. The aim of the project was to create a seamless checkout process that enhances user experience and encourages customer loyalty through the Flybuys program.
… Quick and easy. I used the “let us know when you’re in your way” option and parcel was waiting ...
The challenge presented was to develop a user-centric online payment solution that streamlines the checkout process, reduces friction, and provides added value to customers by integrating seamlessly with the Flybuys rewards program. Additionally, the design needed to prioritize user privacy and security while ensuring ease of use across various devices and platforms.
Domain
Domain:
Payment app
e-Commerce
Loyalty Rewards
Notify real-time experience
Payment Gateway
Areas:
Enterprise B2B2C
Shopping experience
Loyalty Points
Omnichannel experience (Mobile and In-store)
Skill and Expertise:
Competitor research
Usability Audits
User interviews and testing
User flows & Empathy maps
Flybuys and Flypay integration
Kmart, Target and Officeworks Flypay experience
Low-Hi Fi prototypes
Qual and Quan research
Key deliverables for this project included
- Flypay App design.
- Responsive website for flypay
- Integration experience with Flybuys and Coles checkout
- Coles group wide flypay experience including (Kmart, Target and Officeworks)
- Working with third party internet payment gateway and cross functional teams to facilitate with UX architecture
- End to end customer experience using Flypay
User Research:
The project kicked off with comprehensive user research to understand the pain points and preferences of online shoppers. Through surveys, interviews, and usability testing, we gained valuable insights into user behavior, motivations, and expectations when it comes to online payments and loyalty programs.
Conceptualization:
With a clear understanding of user needs, we ideated various concepts for the Flypay service, focusing on speed, convenience, and security. We envisioned a frictionless checkout experience where payment and address details are prefilled and securely saved for future transactions, enabling users to “fly through” the checkout process effortlessly.
Design Iterations:
The design process involved iterative prototyping and testing to refine the user interface and optimize user flows. We prioritized simplicity and intuitiveness, ensuring that even first-time users could navigate the Flypay service with ease. Clear visual cues and micro-interactions were implemented to guide users through each step of the checkout process.
Integration with Flybuys:
One of the key features of Flypay is its seamless integration with the Flybuys rewards program. Users have the option to link their Flybuys account to Flypay, allowing them to earn points with every purchase made through the platform. This integration adds value to the user experience by incentivizing loyalty and driving engagement with the Flybuys program.
Security and Privacy:
To address user concerns regarding security and privacy, robust measures were implemented to safeguard sensitive information. Secure encryption protocols and authentication mechanisms were put in place to protect user data, ensuring a safe and secure checkout experience.
Outcome:
The launch of Flypay marked a significant milestone in redefining the online shopping experience for Coles customers. By offering a fast, convenient, and safe payment solution integrated with the Flybuys rewards program, Flypay has garnered positive feedback from users and contributed to increased customer satisfaction and loyalty. The project exemplifies Coles’ commitment to innovation and customer-centric design in enhancing the digital shopping experience.
- Prioritize user-centric design principles to create intuitive and seamless experiences.
- Seamlessly integrate loyalty programs to incentivize customer engagement and loyalty.
- Uphold stringent security measures to safeguard user data and ensure trust and confidence in the platform.
- Continuously iterate and optimize the service based on user feedback and evolving industry trends.
- In conclusion, the Flypay project represents a successful collaboration between design, technology, and business teams to deliver a best-in-class online payment solution that enhances the overall shopping experience for Coles customers.