Created flexible payment system for Amtrak users by combining points and dollar
Created flexible payment system for Amtrak users by combining points and dollar
MAY 2023
Key goals
Things to Keep in Mind!
Things to Keep in Mind!
Goal 1
Goal 1
Provide more flexibility to the Amtrak Users by providing options to utilize points and dollar combination payment
Provide more flexibility to the Amtrak Users by providing options to utilize points and dollar combination payment
Goal 2
Goal 2
Increase customer loyalty and encourage repeat business by better usage of points and dollar
Increase customer loyalty and encourage repeat business by better usage of points and dollar
opportunity
How could we offer a more flexible payment option to Amtrak users through a combination of reward points and dollars?
How could we offer a more flexible payment option to Amtrak users through a combination of reward points and dollars?
Development
Potential Fixes
Potential Fixes
Iteration 1
Introducing the points and dollar reward system, in the form of a slider, at the end, only at the payment screen
Introducing the points and dollar reward system, in the form of a slider, at the end, only at the payment screen
Iteration 2
Introducing the points and dollar reward system, at the beginning, at the Fare Finder screen
Introducing the points and dollar reward system, at the beginning, at the Fare Finder screen
want a qucik skim?
Here's a 1 min TL;DR version
Here's a 1 min TL;DR version
My Role
Product Designer — designed the User Experience, created mockups and High-Fidelity Prototype
My Role
Product Designer — designed the User Experience, created mockups and High-Fidelity Prototype
Cross Functional Team
2 Design Interns, 2 Design Managers
Cross Functional Team
2 Design Interns, 2 Design Managers
Duration
2.5 months to
design
Duration
2.5 months to
design
Users often lack enough points to cover an entire ticket and are forced to pay fully in cash. They need a flexible payment option that allows them to combine points and cash, giving them more convenience and control over their purchases.
Users often lack enough points to cover an entire ticket and are forced to pay fully in cash. They need a flexible payment option that allows them to combine points and cash, giving them more convenience and control over their purchases.
*Recently Released
*Recently Released
Development
Followed an Interative Process
Development
Followed an Interative Process
Development
Followed an Interactive Process
USABILITY test
What do the User's Prefer?
What do the User's Prefer?
87% users preferred the Second Flow as it helped them make informed decision
“Make it clear from the beginning of the flow that I can use cash, points or a combo of cash and points”
The Dilemma
According to User Testing, users preferred the second iteration with the Points and Dollar system being introduced earlier in the user flow
However, after discussing with the engineering team and product owners, we recognized the technical difficulties the feature would lead to
According to User Testing, users preferred the second iteration with the Points and Dollar system being introduced earlier in the user flow
However, after discussing with the engineering team and product owners, we recognized the technical difficulties the feature would lead to
The Dilemma
According to User Testing, users preferred the second iteration with the Points and Dollar system being introduced earlier in the user flow
However, after discussing with the engineering team and product owners, we recognized the technical difficulties the feature would lead to
Solution
What would i change
Key learnings
Key learnings
During Usability testing, I realized it is essential to make sure the prompt provided is not biased as it can sway the users opinion
I learnt that designing the right feature is not about easy of use, it has to be the right balance of business requirements, user needs, experience and technical feasibility in given time
I learnt that designing the right feature is not about easy of use, it has to be the right balance of business requirements, user needs, experience and technical feasibility in given time
