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Geo-Mapping Merchants

How can we help agents keep track of merchant’s

activity to improve business engagement?

Paytm employs field agents to onboard as many merchants as possible and keep them active for accepting payments to bloom their business. The previous product had a lot of limitations which was time-consuming and energy-draining for the agents to keep track of their merchants.

It was difficult to explain to the merchants that why we are doing this and how tedious it is for agents in day-to-day life.

Role

UX Designer

Duration

3 months

Status

Launched

Platform

Understanding the problem

The PSA agent's main target is to get as many merchants onboarded as possible. But, there were a lot of cases where merchants used to join Paytm business under pressure or with the intent of accepting payments through it but ended up becoming an inactive merchant very easily. This would ultimately make the whole process useless and lose business Paytm.

My research encompassed:

Understanding the user goals and needs
Uncovering pain points with the existing user journey
Determining the success of the tasks measured

Research and Gathering Insights

I met a few agents and merchants to understand their pain points and what can we change in the current user journey to solve the problem. The current application(attached below) only consisted of the onboarding process and a detailed page of the merchant transactions with earning details.

I made sure I met all the stakeholders to understand the business side of it and also review the data gathered by the backend where maximum drop-offs are happening.

We asked the agents questions like: How do you manage merchant business details? What do you say to convince them stay active on Paytm? How do you know which product to sell which merchant? These were the few insights we gathered:

Agents want to see merchant location: If they can the location of merchants they will be able to decide their day schedule accordingly and save time by visiting nearby merchants together.

Agents want to see all merchant details in one place: Agents have to write or memorize most of the merchant details currently through which they sell them offers or products best suited for them. Viewing all these details will help them sell more offers and keep the merchants doing business with Paytm.

Agents run to each merchant day today to check if they are active or not: Many merchants become inactive due to network issues or some technical issue for example document verification failure or the app not working on their devices. Agents want to avoid multiple visits due to such reasons as it is time-consuming.

Business Goal

We have to make sure to have as few inactive merchants as possible after onboarding and release the first cut on time so that it could be tested out with agents asap.

Ideation and Problem Solving

So using the above-mentioned insights I created an experience map trying to incorporate how the agents feel in the current scenario. This helped me in a lot of ways like understanding the priority of the issues at hand, what can be digitalized and made easy for the agents while convincing them that this method will reduce their issues not end up losing more merchants for them.