ROLE
Research, Conceptualization, Design, and Handoff
TEAM
A Designer, a Product Manager, and 3 Developers
PLATFORM
Mobile(Android & iOS)
DURATION
1 Week (This was a part of a mobile app revamp)
Flexible Benefit Plan is a component of an employee's salary package that allows the employees to exempt taxes. The employees need to submit the bills for certain categories to prove that they have utilized for intended purposes so that they can exempt from tax liability.
The companies can deposit the employee’s FBP amount in the debit card that we provide and the employees can spend using that debit card. The transaction details will be stored in the De’tax app, a sub-app within Ncash. The employees need to upload the bills for tax-exemption.
Through Mixpanel analytics, we have found that users spend with the De'tax debit card but fail to upload their bills.
As a sole designer, I was responsible for conceptualize the ways to make the users upload bills and had to collaborate with my product manager and the developers to bring that live.
I didn't have the chance to talk to our end customers directly. I had to talk to Customer Success Partners to understand why the customers fails to upload the bills.
Customer looses the bill
Bills get defaced
3
Few customers doesn't know the benefits
In the current application, once a customer uses the detax debit card to pay, the transactions will get listed in the application. After that it's customer's intention to upload the bills.
We decided to create a sense of Fear of Missing Out (FOMO) on saving taxes which can make them upload bills in the mobile application.
I found there is no concrete benefit to show in the existing application which can motivate the users to upload the bills. The users can know the benefits only when they file their income tax.
We figured out that based on individual tax slab rate, we can calculate the taxes that can be saved by our users for a financial year. Following are the ways that we came up with to motivate users to upload bills,
Emphasizing tax savings per expense
This is a direct way to trigger FOMO by showing users the concrete benefit of uploading bills. Seeing the actual amount of tax they can save on each purchase can effectively incentivize the user to take action.
This was one of the things that I asked my product manager that why didn’t we show actual amount of tax that can be saved while I had a knowledge transfer sessions in the first week of joining.
Progress bar for tax-saving visualization
This gamifies the process and provides a sense of accomplishment as users upload more bills. The progress bar fill up can motivate them to reach their full tax-saving potential.
Reminder on loosing bills
From Customer Success Partners team, I got to know that many users loose their bills or get damaged. So, we decided to send a reminder notification to upload bills after a debit notification. This nudges them to upload the bills.
Social comparison
We did come up with a idea of leaderboard which motivates the user to upload bills but this was dropped as comparing users with different FBP amounts and tax slabs in a leaderboard could be unfair.
I learnt about Octalysis framework by Yu-kai Chou and how companies gamify things to drive human behavior.