Boost in cashless
rides in Brazil
Boost in cashless
rides in Brazil
Cash remains dominant in markets like Brazil, but cashless users ride more frequently. I led the initiative to increase cashless adoption and unlock that potential.
Payments in inDrive
Payments in inDrive
Cash remains the dominant payment method
Cash remains the dominant payment method
In most developing countries, when passengers pay cashless, they prefer local instant transfers over cards
In most developing countries, when passengers pay cashless, they prefer local instant transfers over cards
Challenges
Challenges
Passengers' view — Manually entering transfer details into the bank app
is frustrating and can lead to mistakes
Passengers' view — Manually entering transfer details into the bank app
is frustrating and can lead to mistakes
Drivers' view — We don’t like voicing transfer details, money should credit automatically
Drivers' view — We don’t like voicing transfer details, money should credit automatically
Company's view — Cashless users ride with us more often, so we should boost this option
Company's point —
We need to increase penetration with the mobile app among web users.
The first solution that was scaled to 48 countries
The first solution that was scaled to 48 countries
We implemented an MVP that allowed passengers to copy
and paste transfer details into their banking app to complete the payment.
We implemented an MVP that allowed passengers to copy
and paste transfer details into their banking app to complete the payment.
Outcome
Outcome
In some countries, the CTR for the 'Copy transfer details' button reached 86%
In some countries, the CTR for the 'Copy transfer details' button reached 86%
This launch gave us a +2% GMV increase from November to March
This launch gave us a +2% GMV increase from November to March
However, we identified that many users don’t see the button on the active ride screen
However, we identified that many users don’t see the button on the active ride screen
In some regions, longer translations push the widget out of view
In some regions, longer translations push the widget out of view
Identifying a more effective solution for the Brazilian market
Identifying a more effective solution for the Brazilian market
Benchmarking
Benchmarking
We researched current B2C payment solutions and found that most used the same technology for fast money transfers.
However, the user experience wasn’t ideal — in Uber, passengers are required to transfer money before the ride, while in 99, users have to top up a wallet in advance.
We researched current B2C payment solutions and found that most used the same technology for fast money transfers.
However, the user experience wasn’t ideal — in Uber, passengers are required to transfer money before the ride, while in 99, users have to top up a wallet in advance.
Payment widget first-click visual research
I conducted a first click test on five variants, including the already rolled-out version,
to see if a new approach would offer more visibility for passengers.
Seamless money
transfers for Brazil
Seamless money
transfers for Brazil
Payment widget
Payment widget
I created a payment widget that provides users with real-time feedback on payment progress and results, improving transparency across the flow.
I created a payment widget that provides users with real-time feedback on payment progress and results, improving transparency across the flow.
Payment flow with 200+ banks
Payment flow with 200+ banks
Payment flow starting with the top 5 most preferred by users. This led to faster adoption and reduced checkout drop-off.
Onboarding for adoption
Onboarding for adoption
Built an onboarding solution to encourage users to pay during the ride, since some users stop engaging with the app once the ride starts.
Built an onboarding solution to encourage users to pay during the ride, since some users stop engaging with the app once the ride starts.
Widget successfully scaled
Widget successfully scaled
I collaborated cross-functionally to scale the payment widget for the courier vertical.
I collaborated cross-functionally to scale the payment widget for the courier vertical.
Results
Results
Uplift per user
Average rides per user
7 days after activation
+2,9% GMV
+2,9% GMV
