Simplifying Payments and Beyond through User-Centered UX
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The Bluecode project was carried out by ENNOstudio, part of the AOE Group, in 2024.
Services: UX Audit, Customer Insights, Ideation, UX/UI Design, Product Design
Project link: www.bluecode.com
Challenge:
The Bluecode app had become too complex due to function expansion, losing user-friendliness.
Outcome:
The solution was a user-centered UX/UI development process with continuous validation.
Outcomes
Intro
Bluecode is a mobile payment app for current account-based payments that do not use a credit card. It offers data protection, security and benefits, such as discounts and cashback. The app is a cost-effective card payment alternative; suitable for retail, petrol station and leisure facility payments, as well as for merchants.
Challenge
Refocusing on Users after Expanded Number of Functions
Bluecode has developed considerably over the years and continuously expanded its range of functions. However, this has resulted in a complex product that had lost some of its user-friendliness.
Challenge I – Optimizing the Payment Function: Carrying out an intuitive, user-friendly integration of new payment options into an existing ecosystem with technical dependencies, and overcoming the hurdle of communicating the added value and functionality of the new payment methods to users in an understandable way.
Challenge II – Implementing “Beyond Payment” Service: Bluecode wants to attract its users, not only with the payment function, but with additional services too. It was crucial, therefore, to identify the best “Beyond Payment” service concept and integrate it seamlessly into the existing payment process.
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Solution
Problem Definition Based on Explorative Research
At the beginning of the discovery phase, we analyzed existing focus groups and user interviews to identify current challenges and problems with the Bluecode app.
In a subsequent co-creation session, we defined challenges and requirements in conjunction with the Bluecode product team. We then outlined existing processes in flow diagrams and analyzed potential for optimization.
Ideation & Wireframing on the Basis of Co-creation
We initially developed wireframes – based on the co-working sessions – that were refined in co-creation with the Bluecode design team. In the final prototypes, we reduced complexity and cognitive load by intuitively integrating various payment options. We also created various interactive options to identify the optimal payment method.
Feedback Through Context-based User Research
We relied on realistic tests for obtaining feedback based on authentic interaction between users and the prototype,
Wizard-of-Oz Testing: We tested the new payment processes with actual Bluecode customers at a simulated checkout, creating an authentic environment from which to analyze checkout behavior and various flows.
Undercover Testing: We placed the prototypes in real shops to test the comprehensibility of the new functions for cashiers, and to uncover potential hurdles and blind spots.
The test feedback was continuously integrated into the flow, and the prototypes were refined through further user tests. The revised designs were then integrated into the Bluecode app.
Definition & Prioritization of "Beyond Payment" Service
For Challenge II, we conducted a competitive analysis to identify and define potential “Beyond Payment” service features already in use.
Our user research team conducted an in-app survey of 132 current Bluecode users to prioritize the most important “Beyond Payment” service features, and to sharpen Bluecode’s USP. The survey provided valuable insights into usage drivers and barriers, and also helped create a roadmap for further development. The result: the digital loyalty card for collecting points and bonuses proved the most attractive to users.
Seamless Integration of Digital Loyalty Cards
Digital Loyalty Cards UX Audit: After defining the digital loyalty card concept as a favorite in the user survey, we carried out a competitive analysis and an audit with regard to the use and integration of the loyalty function.
The challenge was to seamlessly integrate the loyalty cards and checkout interactions into the payment process, so that loyalty users can easily collect their points. To do this, we created wireframes that were transformed into interactive prototypes.
Usability Testing & Iteration: We tested the new features with actual digital loyalty card users, compared alternative designs using A/B testing and adapted the final prototype based on the feedback.
Quotes
Business benefits
Management Summary
User-Centered UX/UI Development as a Success Factor
Our collaboration with Bluecode was based on continuous user testing. Each design iteration was validated by users – using different methods and often with multiple concepts per test phase – to track the ideal solution. Thanks to early testing and surveys, we ensured that the developed solutions always met the actual needs of users. To summarize: Bluecode’s commitment to a truly user-centric experience shaped the collaboration and laid the foundations for a validated user experience.
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