Adding a Recurring Transaction Feature to the Existing Venmo App
Role: UX Research, UI/UX Design
For this case study, I explored the process of adding a recurring transaction feature to the existing Venmo app with the goal of creating a more seamless experience for repeated transactions between users.
Note: This project was conducted as a personal exploration and is not affiliated with Venmo.
The Final Product
How Did It All Start?
A common complaint that comes up in my conversations with friends is forgetting to request roommates for recurring shared expenses. These requests are typically made through Venmo, an app that allows users to make payments and requests to and from their peers.
Recognizing this common struggle I decided to explore the need for a recurring transactions feature in Venmo.
The Process
Step 1: Empathize
Validating Whether or Not There is a Need for a Recurring Transactions Feature on Venmo
The first step was to validate my hypothesis regarding the need for a recurring transaction feature and gain deeper insights into users’ sentiments while engaging in repeated transactions. To do this, I conducted in-depth interviews with four Venmo users, targeting individuals within the 25-34 age bracket – the demographic characterized by the highest user presence on the platform.
Some things that were said:
“I’m not super consistent with when I charge my roommates for utilities. I’ll do it when I remember.”
“My rent is sent to my roommate automatically. I found that helpful just so I didn't have to think about it every month.”
“The way Zelle does recurring payments is pretty good. I like that I can choose the exact date I want to send my payment.”
After conducting the interviews, I created an affinity map to help sort through my findings.
My key takeaways were:
Interviewees expressed liking auto pay for reasons including:
avoiding consequences such as late fees or bad credit
ensuring payments are made on time
Interviewees expressed not liking auto pay for reasons including:
wanting to be able to audit what they are being charged for
wanting to have a mental note that the transaction was completed
accidentally paying for a good or service they do not want
Many interviewees split utilities with roommates through Venmo and are making the same transaction regularly
Interviewees expressed interest in a recurring request/payment feature in Venmo
Understanding how Competitors Have Integrated a Recurring Transaction Feature
In addition to conducting user interviews, I also analyzed other peer-to-peer payment platforms that were mentioned in the interviews and their abilities regarding recurring transactions. This involved:
Identifying whether or not a recurring feature existed on the platform
Identifying strengths and weaknesses of the platforms that did have a recurring feature
Comparing form field selections associated with the recurring features.
From my findings and competitive analysis, I validated my hypothesis of the need for a recurring transaction feature in Venmo and gained insights into user preferences and effective UI design for a recurring feature in a peer-to-peer payment platform.
Step 2: Define
Defining the User and Project Goals
Based on the insights gathered in my interviews, I was able to define who I was designing for and what their needs and frustrations were.
With my persona defined, I outlined the business and user goals to better communicate the desired impact of this added feature.
The Problem Statement
Once my hypothesis was validated and the persona and project goals were defined, I was able to solidify the problem statement.
How might we help Venmo users maintainin consistency and efficiency when making repeated transactions to ensure requests and payments are not forgotten about?
Step 3: Ideate
Ideating How to Address User Concerns with the Added Feature
In my interviews, users expressed concerns with requests/payments being sent out automatically for various reasons such as wanting a mental note that the transaction was completed and wanting to audit the transaction.
To address this, I added an option for the user to be notified at their selected frequency to confirm prefilled details before manually sending out the transaction.
This addresses the issue users have about forgetting to make a request/payment while taking into consideration concerns about the visibility of the details for the transactions.
The notification option in the high-fidelity wireframes.
Mapping Out the Intended User Flow
My next step was to map out the intended user flow for the task of setting up a recurring transaction. This helped drive clarity about the different decision points a user might face and how they would navigate the app.
When mapping out the user flow I took into account Venmo’s existing request/pay flow to maintain consistency within the Venmo user experience.
Sketching Out Low-Fidelity Wireframes to Visualize How the Added Feature Integrates into the Existing Screens
From there, I sketched low-fidelity wireframes to work through what components were needed to complete the user flow and how they might be laid out.
Bringing it all into Figma to Create Mid-Fidelity Wireframes
Next was to bring this framework into Figma and continue working through how the recurring feature screens would look and integrate with the existing brand identity of Venmo. This involved taking into consideration the flow of the screens, layout, button styles, colors, etc.
Step 4: Prototype
Prototyping to Create a Realistic Depiction of How the Recurring Transaction Feature Integrates Into the Existing App
With the bones in place, I continued to flesh out the screens with more details and worked on prototyping how the screens would interact with one another.
Click here to interact with the prototype.
Step 5: Test
Testing the Product to Uncover User Sentiments about the Added Feature
Now that I had my working prototype, I recruited five Venmo users between the ages of 25 and 34 who expressed a need for a recurring transaction feature in the app. I had them complete the task of setting up a monthly recurring request between three friends.
Results from the user tests
Step 6: Iterate
Incorporating Feedback to Enhance the User Experience
Based on the feedback I received from the usability tests, I made adjustments to the screens to reflect a less overwhelming user experience. Below are the adjustments:
Revisiting the Problem Statement
How might we help Venmo users maintainin consistency and efficiency when making repeated transactions to ensure requests and payments are not forgotten about?
This problem was addressed by adding a recurring request/payment feature to Venmo. The user is either notified at their desired frequency to address the recurring transaction or will get a confirmation when the transaction has been automatically sent out. This eliminates the need to remember and manually create the same transaction over and over again.
Next Steps
If I were to continue with this project, my next step would be to run another round of usability testing to see if the revisions yield better feedback. Depending on technical constraints, I would explore the possibility of having a user respond to a recurring request with a recurring payment and create the user flow and screens accordingly.
Learnings
When adding a feature to an established product, it is important to get to know what already exists and how the product functions. Beyond the stylistic choices, there is also the consideration of how screens interact with one another. By understanding and implementing these existing rules to the new feature, a seamless integration can be achieved.
Knowing who your target audience is and conducting research with that demographic in mind is important. To be able to address issues users might be facing, you have to ask the users.