Simplifying RummyCulture Withdrawals: A product design case study
In the past, withdrawing cash meant a trip to the nearest ATM, often accompanied by the hum of machinery and the wait for bills to appear. But now, imagine a world where the need for physical cash has all but vanished. Picture a seamless, digital landscape where transactions are effortless and instant. With our innovative system, you can access your funds with the tap of a button, watching as your account is magically updated within seconds. No more standing in lines, no more handling cash — just pure, fluid convenience as your money flows directly into your digital account, ready for you to use at any moment. Welcome to the future of effortless financial freedom.
In the dynamic world of gaming, where skill meets entertainment, the landscape of payments differs significantly from traditional e-commerce platforms. In this article, we delve into the transformative journey of redesigning our payment system, focusing on enhancing conversion rates and crafting a seamless withdrawal experience for our users.
Enhancing Conversion: Central to our redesign strategy was optimising the conversion funnel to streamline the process of adding funds to user accounts. We employed user-centric design principles to enhance accessibility and intuitiveness, ensuring a frictionless payment experience. Key initiatives included:
- Simplified Payment Flows: We revamped the payment interface, eliminating unnecessary steps and reducing cognitive load for users.
- Personalised payment mode Recommendations: Leveraging data-driven insights, we tailored payment suggestions based on user behaviour and preferences.
- Seamless Integration: Recognising the diverse preferences of our user base, we integrated multiple payment methods, UPI and bank transfers. This holistic approach catered to varying user needs, fostering inclusivity and accessibility across demographics.
📄 Understanding the core problems
Ambiguity in communications ✋
Effective communication is essential for smooth user interactions, especially in financial transactions like withdrawing money. It’s crucial to explain the need for Know Your Customer (KYC) verification before a user’s first withdrawal. This article discusses our approach to clearly communicating this requirement, helping users understand the process and proceed confidently.
Lack of trust 🎩
In business, trust is key to success. At RummyCulture, we know trust is more than a word; it’s the foundation of our platform. In this article, we’ll share how we build trust with our users and address their concerns.
Status awareness 💼
At our platform, we recognise the paramount importance of providing users with timely and transparent status updates, ensuring a seamless and anxiety-free experience. In this article, we explore our approach to managing transaction statuses and communication, aiming to alleviate user concerns and foster confidence in our platform.
Lack of transparency 👓
Users benefit from clear guidance. Lack of transparency creates confusion. Before our product redesign, users thought they could instantly withdraw money, which was true for over 90% of them. However, the rest lacked context, leading to issues. This confusion increased calls to our support team.
📗 New user core flow (KYC verification )
Before doing the first withdrawal, the user has to verify his KYC to proceed. This is a government mandate from a regulation perspective. In this process, we request the user to upload their PAN card and bank account in order to verify that it’s a genuine account. The verification usually takes a maximum of 48 hours. For 90% of cases, it happens within 60 seconds.
🤑 Placing first withdrawal request
Once the user verifies the KYC verification is done successfully, the user will be able to withdraw money from his account. The user lands on the page, where there is withdraw-able balance is shown along with the saved payment method and the new method addition. We have the support of UPI and IMPS for adding a new withdrawal account.
🏦 Payment method selection
We have 2 types of methods to link the bank account. One is UPI and the second one is the IMPS. From our data there is almost 80% of the users choose UPI and the rest 20% prefers IMPS when they add any method. 98% of our users make transactions via the saved method irrespective of it’s UPI or IMPS.
💵 Withdrawal successful status
Once the request is made, the probability is 90% that the money will be deposited in the respective account successfully. To show the confirmation, we display the information that are relevant to the transaction. The user can check the past history of all the requests he has placed in the withdrawal landing page.
⚠️ Withdrawal failure status
There is still 10% of the total daily transactions that are not completed within 60 seconds and it may take up to 48 hours. So to tackle the anxiety of the users and avoid the unnecessary calling to our customer care, we try to solve this in the front end by giving them the exact context of why it’s getting delayed.
Now, by showing the status on the withdrawal page made the call volume zero? The answer is “ No “ but the volume has decreased significantly since the users are informed via in-app, SMS and email.
⛑ Edge cases — We got it covered
Circuit breaker: When there a high volume of transactions for a particular day and it has exceeded our limit then as a next step, we don’t allow further withdrawal. The users will be notified and they can continue withdrawal the money the next day.
Cash game suspended (>₹1 Lakh): When the state government doesn’t allow the cash games in their location, then we communicate the same to our users to withdraw money ₹1 Lakh at a time.
Cash game suspended (<₹1 Lakh): When the state government doesn’t allow the cash games in their location, then we communicate the same to our users to withdraw the entire amount.
📊 Final outcome with the data
The final phase of the redesign is to roll out the withdrawal release and make it live periodically. With the 100% live status, we got our overall conversion improved by 11% starting from taping on the withdrawal touch point to placing a withdrawal request.
We also managed to achieve metrics like, the overall success rate of 98.4% and the rest of the 1.6% of failure cases were driven by the payment gateway or the bank server issues.
Almost 92% of users were able to get their money deposited to their account in under just 60 seconds and in addition to that 6% of users were able to get the amount in less than 15 minutes. For the rest of the 2% of our users, it took a maximum of 48 hours for the same.
🙋♂️ So, What’s next?
Next up, we’re jazzing things up by enabling multiple withdrawals for our users! Right now, you can only withdraw once a day, but we’re about to shake things up. We’re testing two, three, and even four daily withdrawals with different user groups because it’s one of your top requests.
Thanks a bunch! If you have any questions or need help, just give us a shout. Happy reading! 💟
