Client

Brandi Inc.

Services

UI & UX Design
Brand Design

Industries

E-commerce

Date

March 2022

Fast Pay

Fast Pay

Digital Payment UX

Digital Payment UX

Fast Pay is a mobile digital payment solution developed by Brandi Inc Group, aimed at delivering a faster and more seamless checkout experience. This project focused on optimizing the user journey by identifying key friction points in mobile payments and designing intuitive, efficient interactions. The result is a simplified and user-friendly payment flow that enhances both usability and user trust.

Fast Pay is a mobile digital payment solution developed by Brandi Inc Group, aimed at delivering a faster and more seamless checkout experience. This project focused on optimizing the user journey by identifying key friction points in mobile payments and designing intuitive, efficient interactions. The result is a simplified and user-friendly payment flow that enhances both usability and user trust.

Overview

Fast Pay is a mobile digital payment service launched in 2022 by Brandi Inc., integrated across Brandi’s platforms—including Brandi, Hiver, Seoulstore, and Plare—the service streamlines the payment process.

Fast Pay is a mobile digital payment service launched in 2022 by Brandi Inc., integrated across Brandi’s platforms—including Brandi, Hiver, Seoulstore, and Plare—the service streamlines the payment process.

User Pain Points

The existing payment system presented significant friction for users, requiring multiple steps to complete a transaction. This complex and time-consuming process often led to frustration, resulting in abandoned purchases and higher bounce rates. Our research involved analyzing user behavior and collecting feedback from a variety of sources, including surveys, user interviews, and data analytics from the payment flow.

Key findings revealed that:

  1. Complex Checkout Process
    Users were overwhelmed by the number of fields and steps required, leading to confusion and decision fatigue.



  1. Inconsistent Payment Experience


    The checkout process was inconsistent across each platforms, leading to a disjointed user experience.



  2. Time-Consuming
    Many users abandoned their carts due to the time it took to complete the payment process, especially for returning customers who had to re-enter information.

The existing payment system presented significant friction for users, requiring multiple steps to complete a transaction. This complex and time-consuming process often led to frustration, resulting in abandoned purchases and higher bounce rates. Our research involved analyzing user behavior and collecting feedback from a variety of sources, including surveys, user interviews, and data analytics from the payment flow.

Key findings revealed that:

1. Complex Checkout Process
Users were overwhelmed by the number of fields and steps required, leading to confusion and decision fatigue.

2. Inconsistent Payment Experience


The checkout process was inconsistent across each platforms, leading to a disjointed user experience.



3. Time-Consuming
Many users abandoned their carts due to the time it took to complete the payment process, especially for returning customers who had to re-enter information.

Solution:
Fast Pay - A Simplified Mobile Payment System

To address these pain points, we introduced Fast Pay, a mobile digital payment solution designed to streamline the payment process. The goal was to make it simpler, faster, and more intuitive for users. The solution was informed by the following principles:

As-Is

The previous payment process involves multiple steps, resulting in a complicated and inconvenient user journey. Users are required to enter numerous details, leading to friction and frustration. This complexity often leads to increased bounce rates, with many users abandoning their transactions before completion.

The previous payment process involves multiple steps, resulting in a complicated and inconvenient user journey. Users are required to enter numerous details, leading to friction and frustration. This complexity often leads to increased bounce rates, with many users abandoning their transactions before completion.

To-Be

With Fast Pay, the payment process has been streamlined into just two simple steps. After users register their credit card information through the Fast Pay system, the only action required for payment is to swipe to pay. This significantly reduces friction, making the payment experience faster, more efficient, and user-friendly.

With Fast Pay, the payment process has been streamlined into just two simple steps. After users register their credit card information through the Fast Pay system, the only action required for payment is to swipe to pay. This significantly reduces friction, making the payment experience faster, more efficient, and user-friendly.

Results

  • Minimize Steps
    By integrating a one-click payment option and reducing the number of required fields, we aimed to shorten the checkout flow significantly.



  • Improved Trust & Security
    We incorporated secure authentication methods such as biometric verification to boost trust and ensure a safer transaction experience.



  • Cross-Device Consistency
    The mobile payment system was designed to offer a seamless experience across different devices, ensuring users had the same smooth transaction process, whether on mobile or desktop.



  • Time-Saving
    With a focus on returning users, the system pre-filled payment details when possible, saving time and reducing friction.

• Minimize Steps
By integrating a one-click payment option and reducing the number of required fields, we aimed to shorten the checkout flow significantly.



• Improved Trust & Security
We incorporated secure authentication methods such as biometric verification to boost trust and ensure a safer transaction experience.



• Cross-Device Consistency
The mobile payment system was designed to offer a seamless experience across different devices, ensuring users had the same smooth transaction process, whether on mobile or desktop.



• Time-Saving
With a focus on returning users, the system pre-filled payment details when possible, saving time and reducing friction.

The implementation of Fast Pay resulted in a 30% reduction in bounce rates during the checkout phase and a 25% increase in completed transactions, confirming the positive impact on user experience.

Logo

To visually express the speed and efficiency enabled by Fast Pay, an arrow graphic motif was introduced. The arrow originates from the letter ‘y’ and extends outward, symbolizing a swift and seamless user journey.

To visually express the speed and efficiency enabled by Fast Pay, an arrow graphic motif was introduced. The arrow originates from the letter ‘y’ and extends outward, symbolizing a swift and seamless user journey.

Logo Usage

While the Fast Pay logo is used consistently across all platforms, it is designed to coexist with each platform’s identity, highlighting diversity without compromising brand uniformity.

While the Fast Pay logo is used consistently across all platforms, it is designed to coexist with each platform’s identity, highlighting diversity without compromising brand uniformity.

To maintain brand integrity, the Fast Pay logotype is consistently used across each platform’s payment UI and should not be modified without approval.

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