iMuthoot
Notification - Reminding to pay interest online
What's it all about?
Muthoot Finance is the largest gold loan NBFC in India, providing multiple financial service right through their app: iMuthoot.
The app sends a notification to their user, reminding them to pay their due monthly interest directly from their app.
So, what's the challenge?
Notifying the user on time to create a sense of urgency. And persuading them to use the iMuthoot app to pay their due interest on time.
BEFORE
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Solution?
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Effectively utilise the notification heading.
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Fix the notification timing.
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Users hate paying their interest. Use words that empathies with their emotion.
My Process:
1. Wrapping my head around the project:
I tried to understand the scope of the project by researching about the company, the users and the content goals.
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Here I used the 'Voice and Tone Design' questionnaire -- from the book "Microcopy: The Complete Guide" by Kinneret Yifrah -- to deep dive into the core.
2. Measuring the effectiveness of the current UX content:
Here I used a template to rate and analyse our current UX content based on criteria like accessibility, conversational, etc.​ Which helped me find UX issues from the content, like:
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​Accessibility:
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Content isn't available in the local languages.
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Due to unused heading section, screen reader is speaking out the company's name twice.
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Purposeful:
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Lack of connection between the user's emotion and company's goal.
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Conciseness:
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Use of cryptic words like 'T&CA' that penalises trust.​
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Conversational:
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No issue.​
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Clarity:
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The word "exciting rewards" ​is vague. If possible, should be replaced with something specific.
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3. Giving life to our user persona:
Persona: Rajesh
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Designation: Retailer
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Goal: Wants to grow his business by opening a new branch for his company at Kolkata.
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Pain Points:
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Being an immigrant, he is facing problem to avail loan.
Persona: Saima
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Designation: Homemaker
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Goal: Wants to get her son admitted to a reputed college, to help him follow his passion.
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Pain Points:
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Hard to keep up with the high interest rates asked by the commercial banks.
4. Building a voice and tone design:
Again using the voice and tone design questionnaire to derive three primary characteristics that iMuthoot reflects -- or wants to reflect -- through their content:
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Empathy
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Respect
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Trust
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...among which, 'Empathy' and 'Trust' are the most relevant one for our notification UI.
5. Clarifying the content:
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Chunking down the message:​​
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Pay your interest directly from the app.
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Avoid penalty fees by paying your interest on time.
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Get exciting prizes.
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Click on "Pay Now" to avail the offer.
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Digging in the flow:
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Before interacting with the UI: User getting interrupted by iMuthoot. Notifying them to pay the due monthly interest on time.
After interacting with the UI: By clicking on "Pay Now," the user is taken to the "check out" page to complete their due transaction.
The Final Drafts:
