OmniMerchant
Industry
Payments
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Consumer Web
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OVerview & GOALS
OmniMerchant is an invoice management application similar to Quickbooks created by MiddlewareVar and Group ISO.
The goal of this release was to build an invoice payment flow that would enable businesses to collect more prompt payments from their customers. I focused on researching & quantifying common friction points in other popular products on the market, then iterating on payment experiences that allowed customers more flexibility and less stress.
Team & Timeline
As the sole product designer, I worked closely throughout the 4 week end-to-end development cycle with the CTO, CEO, sales manager, and 3 full stack engineers. The project needed to take <4 weeks total to successfully onboard a key customer.
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View Live Example
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I. Problem Discovery & Definition
To better understand the problem around late payments, I first mapped out the pre-existing user flows to identify friction points. I drew a preliminary flow based on input from the account executive, then refined the flow in a live call with anchor customers, engineering, founders, and sales.
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User Quotes
I often have multiple orders and invoices, and the total invoice balance can be more than I can pay at once.
— Shayla, Interior Designer
Sometimes my minimum balance can be over the credit limit of my business credit card.
— Rey, Auto Repair Shop
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II. Solution Ideation & Validation
Iteration
In the initial iteration I tested out my assumed customer flow for paying down invoices. I learned that contrary to my assumption, most customers only want to pay the minimum balance due on invoices to get their order fulfilled.
In subsequent iterations, I focused on:
- Making it easy to select due invoices
- Paying minimum balance by default, but also allowing easy flexibility to pay more upfront.
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Iteration
While testing an early iteration with 3 prospective business users, I learned that their customers often have trouble paying the minimum balance on 1 card.
To solve for this, I tested flows and interactions that would allow customers to split a balance across multiple cards and checking accounts.
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III. Impact & What's Next
In the 3 months after the release, the product saw a cumulative 30% reduction in the number of monthly late payments and 40% reduction in cumulative balance overdue across 3 fully adopted enterprise customers. As a result, their invoice payment users were able to pay minimum balances to get orders fulfilled more quickly.
This time we tackled 2 major pain-points in 1 release due to pressing deadlines, which made it more difficult to attribute the impact of a specific interaction in the new flow. In the future, I would isolate the rollouts of more complex interactions for more robust tracking of results and areas of improvement.
Victoria was very effective in crafting a polished and intuitive end-to-end experience. She immediately built rapport with our cross-functional team and anchor customer and helped us get to the crux of the invoicing problem to solve. We're all very proud of the result and the business impact.
— Michael Andemeskel, CTO, MiddleWareVar
