LeuPay Wallet at MTV Beach VARNA
www.leupaywallet.com
-
Type: Marketing, User Research, UX & Design
-
Period: 2 months
-
Year: 2017
-
Devices: Web
-
Company size: Large enterprise
-
Team size: 10 people
In the spring of 2017 I participated in a team set with the task to promote a digital product at one of the biggest events in the history of my city - MTV Beach Varna.
I worked hand in hand with team of marketing and social media specialists, SEO, designer and a product manager. We had to find everything about the mindset of our audience. Then we had to create a compelling landing page promoting our product in the best light possible.
​
What is "LeuPay Wallet"?
What is "MTV Beach Varna"?
LeuPay Wallet (LPW) is a mobile app which functions as a digital wallet. The user can fuse it to make contactless payments, send money instantly or use virtual cards for online shopping.
“MTV Beach Varna” is a gathering of many young people for listening to music and having fun. It included exclusive international and local artists all performing on the beach of Black Sea in Varna.
What were the business goals?
To popularize and educate about our product. It was the first event where people could pay completely cashless with their mobile phone in Southeast Europe.
We had to intrigue the audience and to change their conservative attitude. Also we had a target of new subscriptions in the mobile app.
What were the users goals?
We had to find that out. We needed to get in the heads of our users and understand how they think and speak. So we came with a plan for action.
The Plan
First we had to research about our target auditorium:
​
-
What is their attitude towards such a product?
-
If they used something similar before?
-
Would they use it and why?
​
Then we had to make a landing page and communication strategy, reflecting our findings.
​
To do this we followed these steps:
1. Research - we researched about our competition. How such products were communicated online and what's the best that we could learn from them.
​
2. Analytics - we gathered data about our current users: their demographics and what financial operations they perform with our LPW app most frequently.
​
3. Interviews - along with the qualitative data we needed some quantitative data and here we’ve done the most here.
​
-
1 on 1 interviews - I conducted 4 personal interviews total with users within our target audience.
​
-
Focus Groups - We gathered 2 focus groups of students from the Varna’s Free University and I conducted the interviews.
​​4. Findings & insights - I gathered all the data and organized them into documents with insights and conclusions. Sharing them with the team helped for better understanding of what we should include as information in our media campaign, social networks messages and the landing page.
​
5. Personas - I’ve made two personas, capturing the most essential behavior of our user types. The team used them as a quick reference during the creation of the landing page and the media campaigns.
​
GEORGE was the type of user that like to pay with cash. He has't much trust in technologies and needs to be convinced about the security and trustworthy of payment apps.
However he sees the benefits of not carrying much cash with him and doesn't like the interface of his current banking app.
So if we convince George that our product is secure enough and at the same time easy to use, we can convert him into a frequent user.
​
MARRY was more open-minded about new apps and technologies. She cares a lot about social approval when she tries new things. She fears about her card details but she is willing to pay with her card where she could.
Our product was very suitable for her if we could convince her that others already use it and it is very cheap and secure also.
6. Wireframing & Ideation - The next step was to start brainstorming about our landing pages. We’ve decided to use a hero video (instead of a hero image) in order to present the product in more dynamic and engaging way.
The wireframes prepared by me and the product manager cleared our concept. The text drafts included in them were close to the real messages and helped to build the design around the real content. It all helped the designer to focus on the colors, images and typography without other distractions.
7. Design & Animations - The design turned out fresh and playful. We’ve added some great animations to keep the attention of the young audience.
​
I continued working closely with the product manager and the content writer on the messages, slogans and texts.
We made sure everything - from the messages to the images and colors - to resonate with our findings during the interview process.
It sounded and looked exactly as our users - fresh, innovative and adventurous!
The Gallery
