Work at VNPT Money
Improve the UI/UX of the Electricity and Water bill service payment flow
Problems
The Electricity & Water bill payment functionality stands out as one of the most utilized features on VNPT Pay e-Wallet, constituting 8.3% of wallet transactions. The age group predominantly utilizing this service falls within the 28-40 years old bracket, and members of this demographic express dissatisfaction with their current user experience. Commonly cited reasons for discontent include difficulties in usability, absence of essential features like auto-saving invoices and auto-payment, as well as unfriendly color schemes.
Solution
In response to user feedback, we opted to revamp the entire process of bill payment. Recognizing that, on average, a customer manages 2 to 5 utility bills and frequently tracks their bill statuses, we incorporated a feature enabling automatic saving of invoices and continuous updates on invoice statuses. Furthermore, considering that, on average, 6 out of 10 customers paying electricity bills also handle water bills, we introduced an additional cross-sell section offering related services upon each payment completion. The interface has been redesigned for simplicity, employing easily distinguishable contrasting colors and streamlining the payment process to reduce the number of steps required for a transaction.
Objectives and Goals
01. Build features according to user needs
Features automatic invoice saving, automatic payment,...
02. Increase the Conversion Rate and Drop Rate
Maintain the Conversion rate for Payment Successfully around 70%
The new Electricity and Water payment flow has been deployed since September 8, 2021 on the VNPT Pay application and other applications that integrate VNPT Pay as a payment tool.
The result
- After making changes to the electricity and water bill payment flow, the active user rate increased over the same period by 28.07% for the electricity flow (From August 8 - August 21, it was 19,717 and from September 8 - September 21 was 24,251), water flow increased by 41.87% (From August 8 - August 21 it was 5090 and from September 8 - September 21 it was 7221).

- Conversion rate increased from 70% to 76%

- Reduce drop rates from 15% to 12%

- Optimized user experience, average flow completion time is 1 minute 40 seconds
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