OCharge

Empowering payments for value-conscious users.

A B2C mobile app where users in Kenya, Africa could recharge the airtime and earn points that were redeemed against vouchers for movies, restaurants, spa, etc. This also included the B2B mobile and web app for merchants/businesses to manage vouchers.

 
 

150K app downloads

300+ businesses onboard

Who?

Value-conscious users.

What?

Rewarding payments platform for emerging markets.

A payments platform that rewards users while helping merchants increase their sales.

Why?

Unfulfilled aspirational needs of users.

 
 

Research

  • What things do customers value?

  • Does my customer understand the product?

  • Does the user find any value in the concept?

Planning & Approach

  • 50+ active users

  • F2F interviews & calls

  • Customer segments

    • Sign up during app launch

      • never recharged

      • recharged, but never picked a deal

      • recharged 4-5 times, picked a deal, and redeemed once (inactive now)

      • Activated users*

    • Sign up influenced by recent billboard marketing

      • never recharged

      • recharged, but never picked a deal

      • recharged 4-5 times, picked a deal, and redeemed once (inactive now)

      • Activated users*.

    • Signed up using referral code,

      • never recharged or picked a deal

      • never recharged, but picked a deal & redeemed once

      • recharged, picked a deal, and redeemed once (inactive now)

      • Activated users*.

*Activated users: recharging, picking a deal and redeeming, engaging with the app.

 

Focus persona

Primary persona

The research narrowed down the target users.

Secondary persona

There were also some overlaps observed from these set of users.

 

Experience Mapping

 

User Journey

 

Improvements

  1. User-onboarding

    • Quickstep phone number verification process

    • Twitter sign up for social validation on deals

    • Capture customer name, email

    • Add guides for first-time users (walk him through the journey - push for activation on the first recharge)

  2. Recharge process

    • List past recharges for repeat users

    • Faster transaction completion. Save past transaction account details for repeat users. Provision to add more.

    • Easy recall of numbers for recharge to avoid accidental recharges on numbers not intended.

    • The payment completion process is to be simplified.

  3. Discover deals

    • New user: Nudge the user to go through deals soon after a recharge

    • Deal selection:

      1. click through open categories

      2. location

      3. sort (newest, high to low, low to high)

    • Like a deal, buy a deal

      1. redeem at store

      2. notify users for deals expiring (push notification)

    • Repeat users:

      1. Personalize deals

      2. Throw deals soon after a successful recharge (repeat deals for users who redeemed the same deal sometime back)

  4. Activated users flow

    • Deals

      • Rate an experienced deal

      • Share comments, images??

      • Share on Twitter

  5. Referral program for activated users

    • Reference challenges - cheerleader campaigns

    • Intuitive push points:

      • after 2 activation cycles

      • successful deal redemption for an ongoing limited offer.

 

User app

 

Payment loop for users

 

Deal cards

 

Alternate flow to redeem vouchers to address redemption issues due to poor network

Alternate redemption flow

  • Open deal details page

  • Redeem without scanning by sharing voucher code with the merchant at the counter.

  • Merchant enters the code in the OCharge business app and redeems

  • Alternatively, in the case of a better internet connection, users can redeem by scanning QR code.

 

User testimonials on Google Playstore