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India has over 50 million UPI merchants out of which only 6.8 million merchants own a Paytm Soundbox.
Paytm was chosen for this case study because of its merchant-centric approach and variety of services offered to users through UPI. It is also the first payment app in the country.
Objective:
This case study aims to increase merchant awareness of the Paytm Soundbox and simplify the salesmen's onboarding process for wider adoption.
Context:
The Paytm Soundbox is revolutionizing merchant transactions, but many remain unaware of its benefits, posing challenges for UPI salesmen during onboarding.
Understanding UPI: Overview
The frontstage and the backstage flows of the users using the UPI app in a scenario where the customer & merchants play a role in the front while the salesman, banks and the governing bodies play a role at the backend. This gave an overview of various possibilities in the user flow where an intervention can improve the UPI service.
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Potential scenario of intervention.
Unawareness of the UPI business app and ordering their own QR or soundbox becomes a hassle for the Vendors which results in the lack of payment tracking unless and until a Salesman visits their store to make them aware.
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User journeys & their pain points.
The user journey & emotion mapping of the three major stakeholders which were accessible to me -
the merchant/vendor, customer & the UPI salesman. The pain points of the users were then mapped according to where the emotions of the users were more on the negative side of the graph.
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Who are the stakeholders?
There are a lot of stakeholders involved in the front-end and the back-end of Paytm and these UPI services. My focus was mainly on the primary stakeholders which have less power but high interest/influence. According to the power-interest matrix below, the accessible stakeholders were customers, merchants, salesman and managers.
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Business model of Paytm & UPI.
Paytm bridges consumers and merchants with a robust digital payments ecosystem, earning revenue through payment processing, Soundbox subscriptions, and financial services like loans and insurance. It provides secure, fast payments for users and equips merchants with real-time transaction alerts, analytics, and financial tools. Key metrics include Gross Merchandise Value (GMV), active users, merchant adoption, and retention rates, reflecting its impact on digital payment adoption in India.
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Service blueprint of Paytm UPI.
This is the service blueprint of Paytm UPI for the following scenario where all three stakeholders, the customer, the merchant and the UPI salesman are involved. The service blueprint threw light on the awareness and the onboarding process of the stakeholders with respect to Paytm UPI.
Insights & Opportunities.
Interventions & Rapid Prototyping.
The prototype one or first intervention was made on the concept of referrals which is an existing feature but after testing it, the user feedback was negative - "I do not know how to plus do not have time to do so."
The second intervention was received better by the users as it targeted awareness & self service, made them feel independent.
User testing & feedback.
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Intervention 2 can be a better solution for us as it empowers self service as well as optimizes the search to locate a potential buyer (merchant) by the UPI salesman.
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