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Level One Octalysis Certification Submission | Google Pay India

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Octalysis Certification is provided to candidates who display an understanding and show application of the gamification framework to real world problems. This level one submission is about how to Gamify the Google Pay experience to improve business metrics.

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Level One Octalysis Certification Submission | Google Pay India

  1. 1. Octalysis Level One Certification Submission Devansh Doshi Google Pay India
  2. 2. About Google Pay ▪ Google Pay is a peer to peer payments app for India which does bank account to bank account transfer using UPI interface ▪ It is extremely simple and easy ▪ It intents to be an app that enables fast payments with no frills.
  3. 3. About Google Pay ▪ Send money home to your family, split a dinner bill with friends, or pay the neighborhood street side stall. Make all payments big or small, directly from your bank account with Google’s new digital payment app for India. ▪ With Google Pay, you can pay directly from your bank account, which means your money is safe with your bank and you’ll continue to earn interest. There’s no need to open a separate account or worry about reloading wallets.
  4. 4. About UPI Interface ▪ Google Pay uses BHIM UPI (Unified Payments Interface) ▪ UPI is a system that powers multiple bank accounts into a single mobile application (of any participating bank), merging several banking features, seamless fund routing & merchant payments into one hood ▪ It also caters to the “Peer to Peer” collect request which can be scheduled and paid as per requirement and convenience.
  5. 5. Features: Security ▪ A pin number for every transaction ▪ Your phone lock screen or a pin number for every login ▪ Google Fraud detection rules ▪ 24/7 support for any issues
  6. 6. Features: Tez Mode ▪ Users can send money without needing to share private details like phone number or bank account details ▪ This makes the transaction simple like cash but with more security ▪ This uses Audio QR code technology which only requires two devices to be near each other.
  7. 7. Feature: Social Payments ▪ There are icons of your friends always on tap with whom you have transacted with ▪ You can also find your friends from your contacts ▪ It shares a notification every time someone from your contact list joins the app ▪ It also has a chat feature where users can chat and request/pay money
  8. 8. Feature: Business Payments ▪ It enables direct payments for some utilities and insurance ▪ It is currently at a very nascent stage ▪ Customers can still use the UPI address for online payments on various businesses
  9. 9. Features: Referral ▪ Invite for new customers will fetch both the referrer and the referee Rs. 51
  10. 10. Features: Scratch Cards ▪ Post every transaction the user may or may not get a scratch card which contains variable rewards in INR ▪ He/she may again not win anything.
  11. 11. Current State Octalysis Analysis Score: 140
  12. 12. Core Drive Analysis CD1: Epic Meaning and Calling Score: 0 • The app provides fast and secure payments with a clean user interface. • Payment is mostly a factor in the customer’s transaction experience • All payment features can be commoditized CD2: Development and Accomplishment Score: 6 • Cashbacks in money value along with prize money which can be won in lottery adds a lot of economic incentive for the users.
  13. 13. Core Drive Analysis CD3: Empowerment and Creativity of Feedback Score: 1 • Suggested contacts are arranged in the order of transaction CD4: Ownership and Possession Score: 4 • The Cumulative cashbacks and prize money accounts for accumulation of wealth • Tez Mode allows users to have control over their identity taking care of privacy needs
  14. 14. Core Drive Analysis CD5: Social Influence and Relatedness Score: 3 •Google Pay always has icons of contacts with whom there is regular payments •It also had a chat feature now where users can communicate, pay, and ask for payments •Referral adds a sense of pride as the referrer is leading the discovery for his/her peers in discovering a payments app with cashbacks CD6 Scarcity and Impatience Score: 5 •Cashbacks not present in all transactions. There is an inherent scarcity in the design for earning rewards.
  15. 15. Core Drive Analysis CD7: Unpredictability and Curiosity Score: 7 •Scratch cards are not earned on all transaction •Not all scratch cards earn cashbacks •Also, the element of lottery adds to the unpredictability. CD8: Loss and Avoidance Score: 2 •Most features can be easily replicated by any competitor giving users no major reason to latch on to the app. •However, once a user is used to making payments on the app and has set up utility bills and UPI address details on other websites, the incentive to switch payment apps reduces. (Sunk Cost Prison)
  16. 16. About Google Pay India Business Goals ▪ Google Pay aims to capture a large share of the India’s payment market (approx. $1 trillion) ▪ It targets young users who are interested in cashbacks ▪ The app supports several Indian languages ▪ It has tied up with various banks to provide instant loans to users ▪ Google Pay might go the PayPal way by making small margins on each money transfer post developing a certain hold on the market
  17. 17. Business Objectives ▪ Primary Business Metrics: ▪ New users additions ▪ Value of transactions ▪ Volume of transactions ▪ Secondary Business Metrics: ▪ Integration with popular apps ▪ Number of referrals ▪ Numbers of active transaction pairs (at least one transactions between two users/user-business in the past one month) PS: These are inferences from the public material.
  18. 18. Desired Actions ▪ Acquisition ▪ Signup and link bank account ▪ Value and Volume of transactions ▪ Send money to friends and family ▪ Pay utility bills/partner websites ▪ Recharge your mobile phone ▪ Buy items in shops with your phone ▪ Pay your AdWords bills ▪ Engagement & Rewards ▪ Refer friends and family ▪ Avail scratch card benefits
  19. 19. Improvements Expense Share Merging Loot Design Solo Chain Combo: Google Pay Month
  20. 20. Improvements Expense Share: Sharing and Settling Expenses now made simple Merging Loot Design Solo Chain Combo: Google Pay Month
  21. 21. Expense Share ▪ The design is similar to Splitwise or any other app where users can keep account of spends made by their peers and settle expenses ▪ Here the expense settling will be done by Google Pay which will be one step beyond what the expense tracking apps are doing ▪ The apps is targeted for a group of users in these scenarios ▪ Sharing trip expenses ▪ Flatmates sharing bills and expenditure ▪ Splitting usual hangout expenses
  22. 22. Expense Share Features ▪ Split a bill with your peers and keep track of expenses individually made and settle using Google Pay ▪ You can create a group where expenses can be added and settled with just one person who owes/owns the maximum balance. ▪ Eliminates the need for multiple settlements between peers ▪ If one person is not involved in an expense then they can be kept out of it during the expense entry phase. ▪ If someone is not present on Google Pay then their name only account can be in place only for managing the expenses. ▪ The person will also be asked to join via the referral benefit ▪ Payments made via Google Pay can be easily added to Expense Share via UI
  23. 23. Expense Share Features ▪ Users can settle using other payment methods as well and just update in the account as ‘settled’ to clear the expenses. ▪ If the group decides to settle using Google Pay, then everyone earns a ‘Group Settlement Bonus’ scratch card ensuring at least one person in the group gets a cashback.
  24. 24. Core Drives Affected by Expense Share ▪ CD5 Social Influence and Relatedness ▪ Settling spends and expenses on trips or for roommates or a regular friend circle becomes easier than ever with the payment mechanism already present along with the tracking. ▪ Social groups which share expenses together are bound to be more socially connected. ▪ It will also help in bringing referrals as everyone would try to earn the ‘Group Settlement Bonus’ scratch card. ▪ CD7 Unpredictability and Curiosity ▪ Curiosity regarding who in the group will earn the cashback in the ‘Group Settlement Bonus’ scratch card. ▪ CD8 Loss and Avoidance ▪ Shifting to other payment apps/methods would mean losing the set-up of having all your expense settlement with friends ▪ It also affects everyone’s chances of earning the Group Settlement Bonus.
  25. 25. Improvements Expense Share Merging Loot Design: Now even your ‘Better Luck Next Time’ scratch card will earn you a reward Solo Chain Combo: Google Pay Month
  26. 26. Merging Loot Design ▪ Many a times, users receive a scratch card which says ‘Better Luck Next Time’ ▪ They are disappointed as they are at a very excited stage where they could be earning a potential cashback and then they don’t get anything. ▪ We can use a merging loot design where users can collect all the ‘Better Luck Next Time’ cards and they can exchange it for an assured cashback scratch card
  27. 27. Designing the Assured Cashback Card ▪ The design of the number of cards need to be collected (n) which can be exchanged and the minimum value of assured scratch card (x) that needs to be given needs to be calculated considering: ▪ Rate of earn of scratch cards ▪ User Interest ▪ User Journey Stage ▪ Cashback budgeting
  28. 28. Designing the Assured Cashback Card Rate of earn of cards o The current rate at which users are earning the ‘better luck next time card’ o At what point do we see drop off of users basis the number of such cards collected • n should also not be a high number (such as 10) as it might test the patience of the user User Interest o A user concept testing via in-app survey/in depth interview will help in understanding acceptability of such a feature. o It will help in determining approx. range of n and x variables. User Journey Stage o Past data analysis has insights on at what points in a user’s journey, exponential delight experiences are required & what strategy should be followed for each user based on their pattern
  29. 29. Designing the Assured Cashback Card: Cashback Budgeting ▪ Determine if the cashback needs to be budgeted within the existing promotion budget or will additional budget be added ▪ If the cashback needs to be funded from the existing promotion budget, then the value of cashbacks of scratch cards can be reduced by a small margin instead of the number of cards as users are still looking for instant cashbacks ▪ The value saved over the cards, can then be rechanneled via the assured cashback scratch card ▪ The minimum assured value needs to be at least twice the average cashback a user receives so that he/she feels that they have saved enough ‘better luck next time’ to earn a reward.
  30. 30. Core Drives affected by Merging Loot Design ▪ CD2 Development and Accomplishment ▪ Always having a win state while gathering ‘Better Luck Next Time’ cards ▪ CD4 Ownership and Possession ▪ Users feel proud about owning a ‘Better Luck Next Time’ card
  31. 31. Core Drives affected by Merging Loot Design ▪ CD6 Scarcity and Impatience ▪ It actually reduces the feeling of scarcity of rewards as every card can now lead to a reward. ▪ However, the perception of being an always rewarding app will improve top of mind recall. It will encourage users to seek this is as the payment method for most transactions ▪ Waiting for a reward will test patience of the users; mildly nullifying the above effect ▪ CD8 Loss and Avoidance ▪ Shifting to other payment methods will lead to a loss of rewards ▪ This builds a stronger sunk cost prison
  32. 32. Improvements Expense Share Merging Loot Design Solo Chain Combo: Google Pay Month
  33. 33. Google Pay Month ▪ Google can have a month-long solo chain combo design activity for each of its members ▪ This can be called the ‘Google Pay Month’ and can happen once every quarter ▪ All users will receive a personalized set of tasks called the ‘win list’ to be done in a fortnight of entering the competition in order to receive an assured cashback scratch cards/additional deals on the preferred partner ▪ There will be a countdown timer on the home screen to complete the win list ▪ The objective is to reward users for a mix of regular and new actions
  34. 34. Win List Items ▪ Settle bills ▪ Shop on one of the partner sites ▪ Referral ▪ Pay contacts ▪ Collect ‘Better Luck Next Time’ scratch cards ▪ Use Tez mode ▪ Using Expense Share ▪ Add a merchant/share a merchant lead ▪ Any other new feature that gets introduced
  35. 35. Win List Design Action a User Generally Takes 50% Action a User has not taken in the past three months 30% Engagement Avenues 20% These are easy wins where users engage with the platform and share more data about themselves This includes: ▪ In depth surveys ▪ Participation in contests ▪ Asking users for avenues where they would like to use Google Pay ▪ Suggest an additional feature and so on ▪ It can be feature not used in the past three months or features never used before ▪ This is important to improve usage of the platform ▪ A ~30% share of tasks makes it looks a doable stretch ▪ Rewarding users for regular actions which improves top of mind recall as an always rewarding app ▪ Also, stretch the number of times a user needs to take the action to potentially replace other payment methods being used
  36. 36. Core Drives affected by Google Pay Month ▪ CD2 Development and Accomplishment ▪ Achieving the final chain combo will lead to an assured cashback scratch card along with exclusive partner deals. ▪ CD4 Ownership and Possession ▪ Engagement avenues in solo chain combo will require users to express their opinion about the experience which when incorporated can make users feel in charge of the experience ▪ CD6 Scarcity and Impatience ▪ A list of tasks to be done in a fortnight along with a countdown timer will add a sense of urgency for the users ▪ CD8 Loss and Avoidance ▪ With half the actions being familiar and high frequency in nature for most users, not completing the solo chain combo will be perceived as a loss of an easy chance to earn rewards.
  37. 37. Final Octalysis Graph Score: 279 (+100%) ▪ Changes in Core Drives ▪ CD2: +2 points ▪ CD4: +2 points ▪ CD5: +5 points ▪ CD6: -1 point ▪ CD8: +5 points
  38. 38. Changes in Core Drives Core Drive Current Score Expected Score Added features 1: Epic Meaning and Calling 0 0 - 2: Development and Accomplishment 6 8 • Merging Loot will ensure cashbacks on all scratch cards • Solo Chain Combo’s Assured Cashback scratch card will increase rewards 3: Empowerment and Creativity of Feedback 1 1 - 4: Ownership and Possession 4 6 • Users feel proud about owning a ‘Better Luck Next Time’ card • Inputs from Engagement Avenues incorporated in the experience will make users feel in charge of their experience
  39. 39. Changes in Core Drives Core Drive Current Score Expected Score Added features 5: Social Influence and Relatedness 3 8 Expense Share will ensure peer groups being formed and used for expense settlements 6: Scarcity and Impatience 5 4 • Merging Loot and Solo Chain Combo design will reduce the scarcity of the cashbacks • Waiting for a reward in the merging loot design will add some impatience • Countdown timer in solo chain combo adds urgency 7: Unpredictability and Curiosity 7 7 Curiosity regarding who will earn the cashback in the ‘Group Settlement Bonus’ scratch card 8: Loss and Avoidance 2 7 Merging Loot, Solo Chain Combos, and Expense Share will ensure the user is invested and rewarded for their actions enough to not shift to other payment method; hence developing a stronger Sunk Cost Prison
  40. 40. Change in Before and After Improvements Before After
  41. 41. Thank You Devansh Doshi devansh1221@gmail.com

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