Quick Transfer - Payment Flow
Optimizing ETpay’s payment experience to boost conversion rates and enhance user satisfaction.
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Context
QuickTransfer is ETpay's core product that enables digital merchants in Mexico to integrate a simplified bank transfer payment method directly into their e-commerce checkout process.
User problem
Mexican digital commerce users were faced with a fragmented and complex online payment experience. The existing flow created a frustrating journey that forced customers to navigate multiple screens, manually select banks, and complete complicated transfer instructions, ultimately interrupting their experience. These confusing steps generated user friction and led to high payment abandonment rates.
Business problem
As a new player in Mexico’s fintech market, ETpay faced critical challenges threatening its growth and market positioning. The inefficient payment flow negatively impacted user experience, leading to a low 30% conversion rate. This hindered the company’s ability to attract, retain, and build trust with merchants. Moreover, the lack of a seamless solution risked damaging ETpay’s reputation and its ability to compete in an intensely competitive financial technology landscape.
The Solution
I led the redesign of the payment flow, strategically simplifying user interactions while working within existing banking infrastructure. By introducing clear, step-by-step transfer guidance, minimizing visual complexity, and optimizing for both SPEI and CoDi transfers, ETpay created a more intuitive payment experience. The redesign prioritized user-centric design principles, reducing friction and improving overall transaction reliability.
Overall conversion rates soared to 70% monthly, with successful payments growing by 145%. The average number of payments per user rose from 2 to 3, while individual transfer methods showed significant improvement: SPEI conversions increased from 58% to 72%, and CoDi conversions from 34% to 55%.
While the results on the B2C side were highly rewarding, the surge in payment activity revealed a new challenge for merchants: managing this growth efficiently. Merchants needed tools to track, analyze, and reconcile payments seamlessly. Recognizing this, we shifted focus to redesigning the merchant dashboard.