Orka Pay - Empowering shift workers with Enhanced Financial Visibility and Predictability
Leading Orka Pay's growth from a simple wage access service to an advanced financial empowerment tool, I collaborated closely with a diverse team including a project manager and 3 engineers. Together, we reshaped the platform through a carefully crafted four-phase strategy, focusing on what users needed. This approach led to a doubling of user retention, a significant jump in new sign-ups, and recognition in our industry, all while boosting the team spirit and engagement of both our users and team.
Shift workers feel frustrated by unclear pay schedules and uncertain income, making it hard to plan their finances
Shift workers using Orka Pay faced several issues, including ambiguous pay cycles, unclear withdrawal processes, lack of time tracking, uncertain future earnings projections, and concerns about financial stability. Crucially, workers identified a gap in the system: our app required substantial improvements in user experience and functionality.
Frustrated workers
Financial unstability leads to demotivation
Goals
From Confusion to Contentment, Orka Pay's Journey to Empower Workers
We had to reconsider the app's capabilities to make Orka Pay a platform that genuinely empowers workers and leaves them satisfied with their earnings. Challenging this, I redirected our team towards a concentrated emphasis on the addition of new features. Guided by user feedback and an awareness of workers' confusion stemming from an incomplete feature set, I formulated a comprehensive four-phase strategy. This goal was to enhance the platform by improving transparency in pay cycles, simplifying the withdrawal process, implementing time tracking and earnings forecasts, and offering tools to facilitate better financial planning and stability.
Rather than committing to a large lift, it was best to approach a new feature with only the most important needs of Orka Pay’s target users. We could then move forward with more ambitious feature sets depending on success/failure.
Solution
Introducing new features with a steadfast commitment to a user-centric approach, enhancing workers' financial security while providing improved clarity and foresight.
Through collaboration with our product manager, developers, QA testers, data analysts, and customer support team, we transformed the features of Orka Pay from a challenging experience into a user-centric solution, resulting in increased worker satisfaction, enhanced financial security, and improved clarity and foresight. My commitment to a user-centric ethos has been reinforced as I've grasped the paramount significance of prioritizing user needs within these features. This realization has deepened my understanding of our diverse user base and their unique demographics, emphasizing the profound impact it can have on the success of these enhanced features. This perspective has prevailed over the allure of trendy approaches that may appear appealing but might not align with our objectives. Sticking with a user-centered approach, with solid research and user feedback behind it, can make a big difference.
Shifting from Orka Pay being a challenging experience to a user-centric solution
Before
Limited features
After
Ability to review past meetings right away, see relevant suggestions on how to improve, and prepare with ease
After
Simplifying the user experience by replacing complex infographics with a more straightforward and comprehensible format following thorough research.
Preventing users from feeling overwhelmed by too much information
Less is more, keeping a user-centric approach
Before
A cluttered interface that displays current, expected, and pay cycles simultaneously, bombarding the user with an overload of information all at once.
After
By implementing a progressive reveal design approach, we unveil essential information step by step, ensuring users receive all the necessary details without feeling overwhelmed.
Results
Culminated in an impressive 100% surge in user retention and a substantial 60% increase in new sign-ups, further establishing our position as a notable presence in the financial services industry.
User feedback vividly illustrates the transformative impact of Orka Pay's enhancements. Many users enthusiastically praise the revamped experience for its seamless user journey, while others enthusiastically highlight the platform's improved clarity, transparency, and newfound financial planning tools, underscoring the tangible advantages they've enjoyed. A recurring sentiment resonates with the newfound financial security and control, equipping them to forecast earnings, monitor income trends, and strategically plan for the future.
Strategic phase 1 of 4
User interviews to gain insights into pain points and usability challenges faced by workers, for improvements and optimizations.
As a leader, I worked closely with the Product Manager and our engineering team to carefully assess the persistent issues causing worker frustration. This included looking at why some workers were leaving their jobs and why others were expressing dissatisfaction. We engaged in discussions to brainstorm and implement strategies aimed at retaining these workers and ensuring they are happier with our services.
Online Interviews
We opted for online interviews as our research methodology for several compelling reasons. First and foremost, we wanted to eliminate any financial or time burden on our valuable shift workers, ensuring that their participation was both cost-effective and convenient. Additionally, by conducting interviews online, we aimed to create a comfortable and open environment where our shift workers felt at ease sharing their concerns and challenges more candidly.
As an outcome of our in-depth user interviews, we identified the following pain points experienced by shift workers:
Ambiguous Pay Cycles: Users expressed confusion regarding the timing and consistency of their pay cycles, leading to uncertainty about when they could expect their earnings.
Unclear Withdrawal CTA: Users reported that they always struggle to find out how to withdraw earnings.
Lack of Time Tracking: Many shift workers mentioned the absence of a time tracking feature, making it challenging to monitor and manage their working hours effectively.
Uncertain Future Projections: Users were uncertain about their future earnings and lacked the tools or information to project their income accurately, resulting in financial planning difficulties.
Financial Stability Concerns: The interviews revealed concerns about maintaining financial stability, with users feeling that the platform's current features did not adequately support their financial well-being.
Strategic phase 2 of 4
I conducted a few brainstorming sessions, and we came up with a list of features and I then created a comprehensive product roadmap using the MoSCoW method. these features were sorted into four categories, including Must Have (P1), Nice to Have (P2), Surprising and Delightful (P2), and Can Come Later Features(P4).
They were sorted in the Xfn Collaboration session Value-Impact-Effort (VIE) framework based on how well they could help achieve business goals user needs and engineering efforts.Product Roadmap not only infused the project goals into our product but also ensured we prioritized the most important features in the development cycle.
Balancing the presentation of earnings statistics for a diverse user base, including middle-aged shift workers, while addressing concerns about accessibility and cognitive load.
During one of our collaborative sessions for P1, our Product Manager suggested incorporating graphical representations of earnings statistics to illustrate users' progress. This idea generated a high level of excitement within the team. However, I raised concerns about the potential compatibility issues with our diverse target market, particularly since around 50% of our shift workers fall within a middle-aged demographic.
My primary concerns revolved around accessibility and cognitive load. I stressed that, based on our user base's diversity, a text-based approach in the user interface typically offers better compatibility. Additionally, I highlighted that infographics can be visually demanding, possibly requiring users to process multiple elements simultaneously. This could lead to increased cognitive load, particularly for users with cognitive impairments or those unaccustomed to interpreting infographics.
Despite the initial enthusiasm for the infographic approach, I remained dedicated to prioritizing user-centric design principles. Following extensive deliberation and productive discussions with the team, I effectively conveyed the significance of adopting a balanced approach. Consequently, we arrived at a consensus to create two versions of the feature and proceed with an A/B testing strategy. This strategic decision will enable us to collect invaluable user feedback and data, ensuring that the feature caters to the preferences and comprehension levels of all our users, regardless of their age or background.
Transitioning from an unclear and incomplete feature set to a precise and comprehensive one.
Introducing new features
Payday Clarity: Providing a prominent display of upcoming payday dates for improved visibility and planning.
Streamlined Navigation: Implementing a clear and distinct separation between account management functions and the withdrawal process for enhanced user navigation.
Pay Cycle Insights: Presenting pay cycles in a user-friendly infographic format, allowing users to easily visualize their current and past earnings periods.
Earnings Forecast: Offering a feature that forecasts future earnings, empowering users with proactive financial planning.
Earnings Trends: Highlighting trends in earnings by showcasing the highest and lowest earning periods, providing valuable insights into income patterns.
Before
Unclear withdrawal option
No current earning information
After
Visibility on upcoming salary dates, transparent earning information, the ability to compare past and present income, forecasts of future earnings, and the convenience of easy withdrawals.
After
Visibility on upcoming salary dates, transparent earning information, the ability to compare past and present income, forecasts of future earnings, and the convenience of easy withdrawals.
Strategic phase 3 of 4
Validation
User preferences in A/B testing favored infographic-free features, validating our commitment to user-friendly design and satisfaction
Throughout our A/B testing process, we conducted multiple rounds to assess two versions of our features—one with infographics and the other without. Notably, a significant portion of our users, including middle-aged shift workers, consistently preferred the version without infographics, finding it more straightforward to understand. This outcome was particularly significant considering the demographic diversity within our user base. Furthermore, users expressed satisfaction with the additional features we introduced, such as payday clarity, streamlined navigation, pay cycle insights, earnings forecasts, and earnings trends. They also appreciated the placement of the withdrawal option near the balance card, which they found more intuitive and convenient. Additionally, users liked the contrast on the second screen, emphasizing our commitment to enhancing the user experience based on valuable feedback and user preferences.
Strategic phase 4 of 4
Beta Launch: Enhancing User Experience
During the beta launch of our project, we leveraged the valuable insights gathered from the soft launch to further refine the user experience of Orka Pay. The primary objective was to collect crucial user feedback on the revamped platform.
Users overwhelmingly praised the new features, including Payday Clarity, Earnings Forecast, and Earnings Trends. These features provided transparency and instilled a sense of hope for financial stability among our user base.
However, it became apparent that some users found the presence of separate tabs for account management and withdrawals to be an unnecessary complexity. In response to this feedback, I took proactive measures to enhance the user interface. The redesign involved the removal of tabs and the addition of a prominent withdrawal button located below the balance card. This streamlined user navigation and addressed the feedback directly, prioritizing user preferences and feedback review as integral components of our user-centric approach.
Before
Tabs to navigate between account and withdrawl
After
Removal of tabs and the addition of a prominent withdrawal button located below the balance card
Through this iterative process, we not only improved the Orka Pay platform but also strengthened our commitment to delivering a product that truly caters to the needs and expectations of our users.
Future steps
In our ongoing commitment to elevating the Orka Pay experience, we're excited to unveil a roadmap brimming with innovative product design features. These include a Shift Recommendation Feature to empower users with income-boosting opportunities, Income Stability Tools for goal-oriented financial planning, Budgeting Assistance to streamline financial management, and enriched Financial Education resources. To top it off, our User Feedback Loop ensures these enhancements remain perfectly in sync with our users' evolving needs and preferences. As we embark on this journey, our focus remains steadfast: crafting a financial empowerment tool that champions your financial well-being.
Also by implementing these future steps, we can further support our users in achieving steady income and financial stability while reinforcing our commitment to their well-being.
Shift Recommendation Feature: Implement a feature that suggests additional shifts or opportunities to users through the pay app if they are falling behind on their income or budget. This proactive approach can help users take control of their financial stability and plan their work schedule more effectively.
Income Stability Tools: Develop tools within the app that allow users to set income goals and receive insights on how to achieve them. This can include guidance on adjusting their work hours or seeking additional income sources.
Budgeting Assistance: Integrate budgeting tools and resources into the app to help users manage their finances more efficiently. This can include expense tracking, budget creation, and financial planning features.
Financial Education: Offer resources and educational content within the app to enhance users' financial literacy. This can empower them to make informed financial decisions and improve their overall financial well-being.
User Feedback Loop: Continuously gather user feedback to refine and enhance these features, ensuring they align with users' needs and preferences.
Reflection
Becoming a more influential and user-centric leader, advocating for what's best for users, and validating these choices.
Reflecting on this project, I've undergone a significant transformation as a leader who champions user-centric principles and advocates for the best interests of our users. This journey has reinforced the value of actively seeking user feedback and making data-driven decisions to enhance their experience.
I've learned to be more influential in steering the project towards a more user-friendly and inclusive direction. This shift has not only improved our product but has also fostered a more empathetic and collaborative team dynamic.
One of the key takeaways is the importance of challenging the status quo when necessary. Advocating for accessibility, clarity, and user-centric design, even in the face of initial resistance, has been a gratifying experience. It has solidified my commitment to always stand up for what is right for our users and ensure that our product genuinely serves their needs.
As I reflect on this journey, I'm inspired to continue championing user-centricity and advocating for positive changes that benefit our users. These lessons will guide my approach in my current role and any future endeavors, as I strive to create products that truly make a difference in the lives of those who use them.
