The story of Trustly Express
This initiative aimed to integrate a new payment option into the Swedbank Pay checkout, providing added convenience to our merchant partners.
What is checkout?:
The Swedbank Pay checkout is an online payment solution used by over 5,000 merchants across various industries such as grocery stores, gaming, and retail. It offers a digital payment solution that is easy to integrate and supports multiple popular payment options in the Nordics.
What is Trustly Express?:
One of the payment options that we sought to integrate is Trustly Express. Trustly is an open banking payment method that allows customers to shop and pay directly from their online bank account, without the need for a card or app. Trustly Express facilitates faster payments for returning customers by remembering their information.
By integrating Trustly Express into our checkout system, we aimed to improve the user experience for our merchant partners and their customers.
The Problem
The purpose of this analysis was to compare Trustly's account-to-account payment solution with Swish and determine its potential benefits for customers and merchants.
Analysis: Trustly's payment process is currently perceived as longer and more complicated compared to Swish, resulting in lower conversion rates. However, Trustly claims that returning customers can complete deposits twice as fast using their service and increase the number of deposits by 40%.
Target audience: Bank payments are generally preferred by customers due to the flexibility to choose different bank accounts.
Recommendation: The shortened payment flow of Trustly's solution is likely to make it a more attractive payment method, particularly for returning customers who expect to be recognized.
UX PROCESS
Definition of a problem
We had the opportunity to implement Trustly Express for our customers but encountered a few initial challenges. Firstly, we were uncertain whether there was sufficient market demand for this product. Secondly, we lacked a design solution for integrating Trustly Express with our checkout process.
To address these challenges, we conducted market research and made assumptions that our merchants and their users could benefit from using Trustly. As Trustly had become a successful competitor to Swish, we believed that integrating Trustly Express could attract more merchants to use our Swedbank Pay checkout product. This presented a promising business opportunity.
Research
The research was a critical aspect of this initiative as we lacked proprietary data to analyze. I conducted sessions with sales, customer service, and other business units while simultaneously exploring how other companies leveraged Trustly Express and examining legal and accessibility considerations. To begin, we wrote user stories to identify where to focus our efforts. Next, I analyzed the flow used by our merchants who use Trustly and designed an assumption flow for new and returning customers. Benchmarking companies that use Trustly Express and Trustly was another important step. Through this research, I was able to create an assumption-based user flow to present to stakeholders and address any questions my team and I had gathered. Following this process, I had a more solid foundation on which to base my decisions and continued to develop various solutions for the checkout while gathering feedback.
User Stories, Flow assumtion
Benchmarking and Customer flow
Desk reasearch
Findings and Questions to stakeholders
User Stories
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I and the PM wrote the user's stories together
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Trying to cover all possible outcomes and needs from the business and design side.
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Made from assumptions
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This helped both me and my PM do continue our work from separate sides.
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User flow assumption and Current design
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In the UX design case, the subsequent phase involved evaluating our existing Trustly flow and creating assumed user flows for both new and returning users.
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To develop the assumed user flows, I referred to a Trustly user case from one of Swedbank Pay's merchants, specifically ATG, who expressed interest in implementing Trustly Express.
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As a result of this analysis, it broadened my comprehension of the subject matter, raised additional user-centric scenarios, and prompted further inquiries for the business and architects involved.
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Swedbank Pay current design for Trustly
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Swedbank Pay checkout in ATG
Benchmarking
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During the benchmarking process, my aim was to examine the usage of Trustly Express by various companies and understand the functionality and visual presentation of their flows. It became evident that the majority of companies implementing Trustly Express were in the gaming/gambling industry, offering users a quicker payment option. However, as I explored these flows, I noticed a lack of options for opting out of data storage or clear instructions on how to delete personal information.
Desk research/ secondary research
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During the desk research or secondary research phase, my objective was to gather as much information as possible about Trustly Express. The findings confirmed that gaming and gambling companies were the primary users of Trustly Express. However, I also came across articles or references from traveling companies discussing Trustly Express.
Wireframes and solutions
As I gained a stronger understanding and a solid foundation for making informed decisions, I proceeded to explore multiple solutions for the checkout process while actively seeking feedback.
Throughout this iterative design process, I generated numerous solution options and design variations. To ensure the validity of my choices, I collaborated with my design team, architects, business stakeholders, and product owners. Together, we evaluated and validated the proposed solutions, ultimately reaching a decision on the most suitable option for implementation.
Design Requirements:
Final Design - Prototype
Following input from the team, the final design was determined. At this stage, additional feedback highlighted the need for a user-friendly interface that enables users to delete their bank account information.
Returning user
First time user
Consumer portal
MY TAKEAWAYS
In this UX design case, I faced limitations in terms of resources for validating my decisions through usability testing or A/B testing. However, I successfully collected feedback from various individuals within the company, as well as from a prominent merchant and Trustly themselves. Despite the constraints of time and budget, I found that this process provided valuable insights into the workings of the Checkout from both a developer and business perspective, giving me a comprehensive understanding of the product. Through this project, I had the opportunity to connect with numerous colleagues and gained a wealth of ideas for further enhancing the product experience.
What went well: Communication, Feedback, Result, Quick changes
Could have gone better: Feedback from merchants/market, Brought in architects earlier
What would I do differently: Validating design solution with more research (usability testing)