Project
Poof Payments
Client
Poof Payments
Overview
Poof API revolutionizes payment integrations by offering a fast, lightweight, and simple REST programmable solution. With its seamless connection to a built-in store page feature, users can create custom payment flows, accept payments, and automate transactions across popular systems and gateways.
Goal
Redesign the product store creation experience from the ground up. (HUGE undertaking, I know.) But here are some of the big questions that guided the design process:
- How might we make the process simple enough for a first-time buyer to navigate?
- How can we use data and AI to build an intelligent system?
- How might we find balance between speed and deliberation, considering the complexities of getting a mortgage?
- How can we push limits and innovate, while staying compliant with lending regulations?
Role & Process
Over the course of 9 months, I worked as the primary designer to take the initial idea of Poof Payments product store creation page through concept development and many rounds of iteration. As the sole designer, my responsibilities also included product management, research, and all design needs for marketing and fundraising.
*Creating the consumer experience was only one part of the puzzle. Check out my other projects to see how the consumer mobile app fits into the greater Bee ecosystem.
I spent a lot of time on research at Poof as a part of my design process and to provide insights/resources to the rest of the team. I maintained a research wiki with competitor analyses, trends, and secondary research I had compiled. I also led efforts to interview or test prototypes with users as needed.
In the early stages, I established the high level information architecture and primary user flows for our users. We iterated on this over time as requirements and assumptions were validated.
Before a product manager was brought on board, I maintained documentation and defined requirements for all aspects of the app. I worked in Excel, Miro, and Confluence as much as I worked in Figma to communicate not only how the app should look but also how it functioned to our team of developers.
With growth and scalability in mind, I established a design system with the developers. This was not an easy task as we often wanted to code fast in the beginning, but the implementation of components and templates in the website paid off over time.
It was crucial to adhere to regulations when working in the fintech space. We made sure compliance was top of mind when defining requirements and also had regular design reviews with the legal team.
Solution & Impact
Version 1 release of the website included the core features needed to support application through closing:
- Instant pre-approval with integration to third party data providers like Plaid
- Various changes to streamline the uploading process
- Looking into adding multiple items at once for a user's store
- Integrated onboarding through various updates
In early May, the Onboarding designs were shipped and A/B tested with the previous launch in order to control for variables when testing conversion rates. We saw a 20% increase in conversions throughout the month up to end of May.