Paytm’s payment gateway UX study

Challenge
To improve the user experience and usability of the payment gateway page. Make it fast and easy to use for everyone, everywhere.
The opportunity
Following my interest in UX, I got an opportunity to contribute towards extending and improving the current UX of Paytm’s payment pages. This blog talks about my personal journey and the research put in for the experience 2.0
Enhancements
Through the initial research I found out things that could be improved for a better user experience:

- Grouping payment methods together, Eg: Credit/Debit card field should be combined into ONE.
- Giving prominence to the Wallet balance field.
- Reducing white space on the right side of the payment methods.
- Frequent payment methods could be shown after the Wallet field.
The Solution
First: optimising the use of available space
It’s proven that when similar fields are clubbed together they present a clear picture and are easily comprehended. Following this, credit and debit card fields are clubbed together to have a better view and user experience.
The same type of fields are stacked together to utilise the space better, have a better and faster payment experience.
This results to a principle referred to as Principle of similarity, which says that when things appear to be similar to each other, we group them together. And we also tend to think they have the same function.

Second: the isolation
The idea here was to make Paytm’s wallet field a bit different from the other payment methods, i.e similar enough to depict as a payment method but different enough to look a bit different from the other payment methods (banks). So, you can use this wallet amount to pay off your order partially/fully.
This results in a principle called The Von Restorff effect, also known as The Isolation Effect, predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered.

Third: the frequently used methods
A commonly used way by which the user experience can be more enhanced is if the user is given their frequently used payment methods at the peak and not at the end or showing him all the methods that he had used.
This is a win-win for everybody and could enhance the Goal of faster checkouts.
This results in a principle called as Peak-End Rule, People judge an experience largely based on how they felt at its peak and at its end, rather than the total sum or average of every moment of the experience.
Conclusion
After combining all these efforts the resultant mockup would look like this:

Suggestions and feedback are welcome !!
Thanks for reading.
