CLOVER CASE STUDY

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Clover is a point-of-sale (POS) and business management platform that provides solutions for merchants and businesses. The Clover platform offers a range of POS hardware and software solutions, allowing businesses to accept payments, manage inventory, and streamline various aspects of their operations.

For 2023, Clover's leadership strategically identified the potential for accelerated company growth by placing a heightened emphasis on Value Added Services (VAS). The decision to prioritize VAS is part of Clover’s commitment to providing comprehensive solutions beyond just traditional point-of-sale offerings.

Within VAS, Rapid Deposit was selected as one of five key opportunity areas to drive growth and revenue for Clover.

Role: Lead Designer

Methods: Interaction design, Service design, Research

Project: 1+ year

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Drive growth and revenue through Rapid Deposit

To gain insights into the pain points surrounding Rapid Deposit, I started my research by diving into chat support messages from merchants. Analyzing these interactions provided valuable firsthand accounts of user experiences, allowing me to identify specific pain points and challenges faced by merchants in the context of the Rapid Deposit feature. This qualitative approach laid a foundation for a user-centered design process, ensuring that the redesign efforts were informed by the actual concerns and needs expressed by the user base.

Main pain point: Eligibility requirements

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Opportunities to achieve objectives

To comprehensively understand the user journey of a merchant utilizing Rapid Deposit, I worked with my Product Manager to outline each stage of a merchant in relationship to the feature. By closely examining the merchant's journey, from the early merchant experience to a long-term veteran merchant, I gained valuable insights into pain points, user behaviors, and opportunities for improvement, laying the foundation for an informed and user-centric redesign.

Understanding the distinct needs and operational nuances of different merchant profiles helped me brainstorm new ways to cater Rapid Deposit more effectively.

From the chat support synthesis and the merchant user journey, I identified two areas of focus to enhance the Rapid Deposit experience:

1. Increase the number of opportunities to make a Rapid Deposit

2. Decrease the friction in becoming eligible to use Rapid Deposit

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Part 1: Audit of RD Scheduler

Taking an audit of the different avenues to make a Rapid Deposit, I identified the RD Scheduler as an opportunity area to increase the number of Rapid Deposits. I examined its functionality, usability, and overall performance. Only 12% of merchants who use Rapid Deposit take advantage of the RD Scheduler, making it a prime opportunity area for growth.

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Part 2: User Testing

To validate the effectiveness of the initial redesign of the Rapid Deposit scheduler, I conducted user testing sessions that involved direct engagement with a diverse group of merchants. Participants were given hands-on interactions with the redesigned scheduler, allowing me to observe their navigation patterns, gather real-time feedback, and assess the overall user experience. The insights gained from these user testing sessions gave me direction in refining the redesign, addressing usability concerns, and ensuring that the updated scheduler would be a true value-add in meeting the merchants’ needs.

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Part 3: Refined redesign

Leveraging the insights gathered from user testing, I refined the redesign of the Rapid Deposit scheduler, incorporating valuable feedback and addressing identified usability enhancements. This collaborative process between user feedback and design adjustments ensured that the final product for development not only addressed initial concerns but also maximized usability, responsiveness, and overall user satisfaction.

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Part 1: Why don’t we just tell them?

Based on my findings from synthesizing the chat support data, I worked with my engineer to analyze the back-end technical flow and the friction points merchants mentioned in becoming eligible to use Rapid Deposit. I identified three of the eligibility bottlenecks merchants had described and started exploring potential solutions for: completing 12 transactions.

My first thought was “Why don’t we just tell the merchant to complete 12 transactions? And track their progress to 12 with a progress bar of some sort?” In digging into things, I found out the risk team wants users to hit 12 transactions to prevent fraud in Rapid Deposit. What's interesting is they prefer to keep this rule unknown to merchants, as a way to curb potential troublemakers.

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Part 2: What do we currently tell them?

Conducting an audit of the error message flow revealed a significant pain point. The "Get funds now" call-to-action conceals the 12 transactions error message: “You need to conduct more transactions to be eligible.” The misleading nature of the CTA, coupled with an uninformative error message simply stating "conduct more transactions," made it clear why merchants were frustrated.

• How will they know when they have conducted enough transactions?

• Will they just continue to click “Get funds now” after every transaction to no avail?

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Part 3: Tell them, without telling them

I knew we needed to find a way to tell them their progress without compromising the security of the requirement. I enhanced the visibility of the eligibility requirement messaging by surfacing it prominently, eliminating its concealment within an error modal. To provide a more engaging and informative experience, I replaced the misleading "Get funds now" CTA with a dynamic progress bar. This innovative feature allows merchants to track their progress in real-time towards the 12-transaction threshold for enabling Rapid Deposit. Once the milestone is achieved, the progress bar seamlessly transforms into an active CTA, signaling to the merchant that they've met the criteria and can now initiate a Rapid Deposit transaction. This modification ensures a transparent and user-friendly journey while promoting a sense of accomplishment for the merchant.

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Throughout my work, my main focus has been on the delicate balance between meeting business objectives and prioritizing user needs. Acknowledging that the success of any redesign hinges on user satisfaction, it was imperative to ensure that the enhancements to the Rapid Deposit experience not only aligned with Clover's overarching business goals but also addressed the specific pain points and expectations of the merchants. This commitment to keeping user needs at the forefront was embedded in every stage of the design process, from extensive user research to iterative testing and refinement. By striking this equilibrium, the resulting redesign not only met the strategic objectives of the business but also delivered a more intuitive, user-friendly Rapid Deposit experience for merchants at Clover.