GoPay Later
0 to 1 of Gojek's Buy Now Pay Later (BNPL) product
The problem
Recharging GoPay (Gojek's e-wallet) used to be a struggle since card or bank transactions were too complex in Indonesia. The most common method of adding funds was through a driver or merchant outlet – hand over the cash, and they would transfer it to your account. We needed a solution that could simplify this process while promoting digital payments simultaneously.
My role involved collaborating with the team (1 designer, 1 UX writer, 1 researcher along with Product managers and engineers) in developing and refining this idea.
Finding the right target group
Our investigation, including numerous comprehensive interviews and questionnaires, identified two main issues and user groups we could focus on:
The objective involved devising a groundbreaking payment approach aimed at accelerating electronic transactions while simultaneously tackling liquidity challenges.
Initial ideas
We tested 3 approaches to solve this problem:
A post paid method to top up GoPay
An independent post paid payment method - BNPL
Negative balance in GoPay - overdarft
Explorations as a top up method and BNPL
BNPL was the clear winner after testing
GoPay Later v1
Note: Product was initially called PayLater and was later renamed to GoPay Later
Key features in v1
PayLater was offered to a prequalified segment
PayLater could be selected and activated at check out of various products within Gojek
We charged a small one time monthly fee to use a recurring limit based on the users credit worthiness
Results
An instant hit
PayLater was easily adopted by out power users and became the go to payment method for them
It had one of the highest retention rates ~ 86%
GoPay Later v2
Once the MVP was out we focussed on scaling the product and building variants within. We then came up with 2 variants for GoPay Later:
GoPay Later (monthly or akhir bulan)
GoPay Later (emi or cicilan)
Entry points and activation screen ⤴
GoPay Later Akhir Bulan home states ⤴
GoPay Later Akhir Bulan home states ⤴
GoPay Later Akhir Bulan receipts ⤴
Activating GoPay Later Cicilan (EMI product) ⤴
Detailed view and receipts for Cicilan ⤴
Key learnings
While GoPay Later did become an easy and convenient way for digital payments it did come with its fair share of problems. Users would often use GoPay Later because of the ease of use but would not realise the fees they'd be paying to use the total limit multiple times within the same month. To fight this, we had to introduce nudges/blockers later in the flows to make sure users understood that there's a fee associated.
This was a clear case of why adding friction in your flows matters some times, especially in financial products.
