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What is the context and status quo of the opportunity |
It has been found that between the Payment and the Purchase steps in the funnel, Popeyes ES has scope for improvement in comparison with other markets (e.g.: Germany).
Popeyes ES abandonment rate is about the 11.8%
After analyzing the current flow (between the Payment and Purchase steps) and sync the findings in the Checkout discovered by the Fulfillment Team, our initial hypothesis of which could cause this rate were:
· Users may find unexpected and unclear errors when they are in the payment process.
· Users may feel that the actual payment process is slow.
· Users may feel that the actual payment process is complex.
🎯 Problem Statement
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Summary on the opportunity main findings and what is going to be addressed |
In the current card payment flow, there is no information about the cards we are accepting. This lack of information could lead the user to enter a non-accepted card and must repeat the entire process from the beginning with another card.
Moreover, the error message the user gets when entering a non-accepted card is so generic they may not understand what the error is and would try to repet the payment with the same card:
❔ Expected Outcome
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What are the goals the opportunity is going to address |
We think that having the visual accepted cards information in the card payment process will give the user guidance to enter an accepted type of card, avoiding preventable errors and provide a faster and easier payment process.
📈 Success Metrics
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List here which are the metrics to look at to define success for the solution implemented. Use those KPIs to define the current status |
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[Document here the main insights from research if applicable]
4️⃣ Competitor Landscape
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We look into other competitors to find out:
· How they show this information
· When they show this information
After analyzing 11 competitors, we discovered that only 4 of them are using thumbnails of the accepted cards, but in 2 different ways:
· Showing accepted cards + also the other payment alternatives. The Competitors that offer alternatives payments, show both cards and alternative payment thumbnails. Due to this, these thumbnails appear before they show the different payment option to select:
Showing the accept cards thumbnails. They normally show the thumbnails once the user has selected the card as payment method:
