Jamtara vs Airblack :

Jamtara vs

Airblack :

Building trust

Building trust

Building trust in payment

in payment

in payment

This case study explains how we enhanced trust and awareness in the payment link which is shared by an admission manager to the new learner who is purchasing an Airblack course for the first time

This case study explains how we enhanced trust and awareness in the payment link which is shared by an admission manager to the new learner who is purchasing an Airblack course for the first time

Project

Project

web

mobile

ux

ui

My Role

solo product designer

Team

airblack product team

Shipped

december 2022

TUDDUM!!!!!!!!!!!!!!

On 10 January 2020, Netflix released the TV show "Jamtara: Sabka Number Ayega"

You might be wondering
what does this have to do
with the case study
We’ll get to it.
We’ll get to it.
But first, let me quickly explain the plot of the show if you haven’t watched it. No spoilers! Promise.
But first, let me quickly explain the plot of the show if you haven’t watched it. No spoilers! Promise.
But first, let me quickly explain the plot of the show if you haven’t watched it. No spoilers! Promise.

About Jamtara

Jamtara is an Indian crime drama web series that focuses on events of phishing scams in the small town of Jamtara in Jharkhand, India.

The series depicts how a group of young scammers engage in various types of online phishing scams to con people online.

Jamtara is an Indian crime drama web series that focuses on events of phishing scams in the small town of Jamtara in Jharkhand, India.

The series depicts how a group of young scammers engage in various types of online phishing scams to con people online.

A report reveal that the cases of UPI related fraud increased especially after Covid as more and more people shifted to cashless online payments.

Based on government data, there were
77,000 cases of UPI fraud in 2020-21,
84,000 cases in 2021-22 and
95,000 cases in 2022-23

Based on government data, there were 77,000 cases of UPI fraud in 2020-21. Which increased to 84,000 cases in 2021-22 and 95,000 cases in 2022-23

Based on government data, there were
77,000 cases of UPI fraud in 2020-21,
84,000 cases in 2021-22 and
95,000 cases in 2022-23

source: times of india

About Airblack

Airblack Academy offers exclusive courses in beauty, baking, and beyond. Its learners engage in interactive online workshops and access additional resources through the Airblack app

Airblack Academy offers exclusive courses in beauty, baking, and beyond. Its learners engage in interactive online workshops and access additional resources through the Airblack app

Airblack’s personalised approach

Airblack’s

Airblack’s personalised

personalised

approach

to enrolment

to enrolment

approach to enrolment

Airblack Academy employs a personalised approach to enrolment, where potential learners express interest by filling out an application form. The admission process involves direct communication with an Admission Manager who guides the interested applicant through the process. This includes providing pricing details, arranging a payment link, and enabling course access upon successful payment.

Airblack Academy employs a personalised approach to enrolment, where potential learners express interest by filling out an application form. The admission process involves direct communication with an Admission Manager who guides the interested applicant through the process. This includes providing pricing details, arranging a payment link, and enabling course access upon successful payment.

Here’s where Jamtara and Airblack’s story

Here’s where

Here’s where Jamtara and

Jamtara and

Airblack’s story

Airblack’s story starts

starts getting intertwined

starts getting

getting intertwined

intertwined

No matter how great the conversation with the admission manager might have gone, when the applicant is sitting alone or with their loved ones and looking at the payment link, the skepticism creeps in and they start fearing if they are getting scammed or not

No matter how great the conversation with the admission manager might have gone, when the applicant is sitting alone or with their loved ones and looking at the payment link, the skepticism creeps in and they start fearing if they are getting scammed or not

Which brought a great deal of problems like...

Which brought a great deal of problems like...

Which brought a great deal of
problems like...

payment screens:

by Airblack

by Airblack

Problems faced by users

Problems faced

Problems faced

problem 1

Security Concerns

Applicants might be wary of clicking on payment links due to concerns about online security and potential fraud.

problem 2

Ambiguity in benefits
of payment

Lack of clarity about post-payment benefits can cause applicant uncertainty & hesitation

problem 3

Lack of familiar
payment gateway

Unfamiliar payment gateways can induce unease and hesitation among users

payment screens:

by Airblack

by Airblack

Problems faced by Airblack

Problems faced

Problems faced

problem 1

Doubts about payment link leading to lower
conversion rates

problem 2

Reduction in organisation's monthly generated revenue

problem 3

Customer queries on
support confirming their course benefits

Evaluating the problems

Evaluating

As a designer, I initiated a comprehensive evaluation of the entire course purchase process when these issues were brought to my attention. My focus turned towards scrutinizing the role of product design in facilitating the payment process. Upon clicking the payment link, users initiate a payment flow within their browser. Here are those screens and their potential concerns

As a designer, I initiated a comprehensive evaluation of the entire course purchase process when these issues were brought to my attention. My focus turned towards scrutinizing the role of product design in facilitating the payment process. Upon clicking the payment link, users initiate a payment flow within their browser. Here are those screens and their potential concerns

the problems

highlight 1

Lack of academic
brand signfiers

Lack of academic
brand signfiers

highlight 2

Reader missing out on inclusions due to crowded information

highlight 2

Razorpay’s old unfamiliar payment UX

I was given a very clear problem statement
from the start which was

I was given a very clear problem statement from the start which was

I was given a very clear problem statement from the start which was

Doubts about payment link leading to lower
conversion rates

Lack of Verified Information

Security Concerns

Lack of familiar payment gateway

Missing the course criteria in app

Refund requests stating discrepancy in what was promised by Admission Managers


Lack of familiar payment gateway

USubstantial reduction in the organisation's generated revenue

USubstantial reduction in the organisation's generated revenue

Enhance trust in buyers mind by showcasing authenticity at every step of the purchase flow

IWhich means that at every step of the purchase process, where Airblack communicates with the applicant, the applicant should feel confident that they are buying the course from an authentic point of contact from Airblack. And the points of contact where product design played a major role are highlighted below.

Which means that at every step of the purchase process, where Airblack communicates with the applicant, the applicant should feel confident that they are buying the course from an authentic point of contact from Airblack. And the points of contact where product design played a major role are highlighted below.

Now let’s dive into the design results.

Now let’s dive into the design results.

Which brought a great deal of
problems like...

Before user enters the payment flow

Before user enters
the payment flow

Before user enters
the payment flow

design update 1

Official WhatsApp Display Picture generator for all Admission Managers

A user-friendly tool where the Admission manager uploads a professional picture, and we automatically generate a DP with Airblack’s logo applied.

Seamlessly integrated with our internal software ensuring that all Admission Managers set up their WhatsApp DPs during onboarding.

This strategic move aimed to project a trustworthy and professional image for our managers when communicating with applicants & potential learners.

design update 2

Confirmation message from Airblack’s official WhatsApp account

This confirmation message, received from Airblack’s official WhatsApp account, boosts trust in the payment link shared by the Admission Manager, affirming their authenticity

User enters the payment flow

User enters
the payment flow

User enters
the payment flow

design update 3

A Confirmation screen with all inclusions

A dedicated confirmation screen giving confidence in the purchase and increasing awareness about the course inclusions

Added brand signifiers here to increase trust in the payment process

Added social proof like Google Business ratings

design update 4

Confirming user details to increase authenticity and create anticipation

Details pre-filled to reduce friction in the
payment process

Enhances the user's emotional connection with the product experience

Increases the authenticity of the process as an entry into an academy

design update 5

Better Checkout Screen

Better information hierarchy providing clear information to the user

Added brand signifiers here to increase trust in the payment link

Added options for payment gateway for the user to use their familiar mode of payment

design update 6

Faster payment gateway integration for UPI apps

Automatically detects installed UPI apps on the phone

Directly open the installed UPI app

Option to share just the payment link with a loved one to complete payment in behalf of that person

After payment

After payment

design update 7

Payment status screen with next steps

More use cases

More use cases

design update 8

Token Payment use case

Token Payment is specific use case where often a nominal sum, used to signify a transaction or to demonstrate an intention to make a full payment before the batch starts

Makes the user aware that their membership will be activated only after completing the full payment

Makes the user aware that the token amount is non-refundable with proper reasons so that it does not give any anxiety before payment

design update 9

EMI Downpayment use case

EMI downpayment is another specific use case when the applicant has opted to take loan from one of our financial partners

Makes the user aware that their membership will be activated only after their loan gets processed by the bank

Informs the user about what will happen if their loan does not get processed

Impact & results

Increase in conversion due to increased trust and more awareness

+15%

+15%

Increase in conversion

due to increased trust

and more awareness


-25%

Decrease in customer

queries confirming their

course benefits

Decrease in customer queries confirming their course benefits


-25%

Ending words

Ending words

In the world of online payments, trust is super important. This case study focused on making the payment experience feel safe and also from a authentic source. People can be unsure or really careful when paying online. Its the responsibility of the design to make sure the user feel safe and is fully aware of the transaction details. Keep in mind that as technology evolves, scammers also get smarter, so the design also need to be updated from time to time to beat the scam industry and keep the users safe.

In the world of online payments, trust is super important. This case study focused on making the payment experience feel safe and also from a authentic source. People can be unsure or really careful when paying online. Its the responsibility of the design to make sure the user feel safe and is fully aware of the transaction details. Keep in mind that as technology evolves, scammers also get smarter, so the design also need to be updated from time to time to beat the scam industry and keep the users safe.