Improve payout flexibility for millions of GoDaddy merchants
INTERNSHIP ∙ DESKTOP
In summer 2023, I designed 2 end-to-end features [ Schedule Payout & Faster Payout ] at GoDaddy, improving the flexibility of GoDaddy merchants in receiving funds.
Currently, users [ = GoDaddy merchants ] can only receive a lump sump payout on a daily basis. I was required to design a new scheduled payout feature, which allows the option of weekly, monthly payouts. During the process, I found what more users expect was not low-frequency payout but faster payout. Therefore, I initiated a new faster payout feature.
* Payout is the transfer of funds from a merchant’s GoDaddy Payment account to their bank account.
CONTEXT
TEAM
Solo designer at GoDaddy Payment Team, with guidance from 1 senior & 1 design manager, 1 PM, 1 Content, 1 UXR
SCOPE
Create end-to-end new scheduled payout feature with its testing brief, and concept proof of instant payout
TIMELINE
June - Sep, 2023
OVERVIEW
PROBLEM
How to improve GoDaddy merchants’ payout flexibility for greater control over fund transfer timing ?
SOLUTION
Faster Payout
IMPACT
5 min to 10s
Time of managing payout
100%
satisfaction rate in usability test
Enable users to receive funds instantly, especially for users with unhealthy cash flow. This feature could help resolve cash flow issues or execute the cash management procedure at dynamic intervals.
1 million
Estimated annual revenues
100k
Estimated annual savings
Scheduled Payout
Enable users to receive funds less frequently than daily, especially for users with healthy cash flow. Users can receive payouts on a schedule of their choosing, better fitting into their business routines in less granular, more manageable way.
Initially, I was asked to design an end-to-end feature Scheduled Payout to help users to receive funds on a set schedule instead of daily.
Merchants with healthy cash flow don’t want daily payouts
I studied 16 related customer tickets, and found that merchants with healthy cash flow don’t rely on daily payouts for operations, but it causes difficulty in managing financial statements. After discussion with PM, I also confirmed that less frequent payouts help GoDaddy to cut costs, because some banks charge a fee for every transfer.
PROBLEM
HMW give merchants more control around payout schedule
+ best for numerous, similar options
- terms are the least transparent
+ all options are permanently visible
- lack of components in design system
+ visualize future payouts, informative overview
- harder to quickly scan, high error rate
I presented 3 options on design critique. With discussion, we chose the one with minimum cognitive load: all options are visible, the selection is the most straightforward, so that users can easily compare & change schedule.
EXPLORATION
Wide gap between task execution & conceptual grasp
I drafted 7-round testing plan, now it became GoDaddy Test Template. Although 10 participants excelled in performing tasks, there remained a notable confusion towards key concepts, like “next payout date”. This led to false expectation about when to receive funds, impacting user satisfaction rate.
“What I really, really like about, it’s very easy to use, even for first-time users. I enjoyed being a part of this experience.”
merchant participant, male, 34
TESTING
Don’t overwhelm users
BEFORE
Multiple Column Layout
AFTER
Single Column Layout
Issue 1 Multi-column layouts often cause cognitive overload, resulting in users overlooking fields where they need to input data. ⮕ Therefore, I transitioned to single column layout, offering a clearer and more intuitive processing path. I isolated “COB” section which won’t dampen users’ ability to make changes.
Issue 2 Users’ confusion towards transfer speed, resulting in dissatisfaction with platform. ⮕ First, I grouped closer concepts to support comprehension (Gestalt principles); Second, I implemented consistent labeling, as “People hate change (Nielsen, 2019)”.
ITERATION
Final design for design system & accessibility
“People hate change (Nielsen, 2019)”. In testing, participants had trouble understanding key concepts partially due to inconsistent labels, particularly when locating the next payout date. To address this issue, I unified labels.
After
Before
Initially, I was asked to design an end-to-end feature Scheduled Payout to help users to receive funds on a set schedule instead of daily.
Improving the flexibility of receiving payment can’t be limited to scheduled payout, but also Faster Payout
Urgent user need with great Business Value
💳
WORKFLOW
This issue can be better resolved if merchants would add a debit card, since over 99% of debit cards support faster payout. I quickly figured out my top priority is to make this feature open to every GoDaddy merchant.
Scheduled payout helped merchants with healthy cash flow. I discovered merchants with unhealthy cash flow have a more urgent need for faster payout. This feature can generate millions of annual revenues for GoDaddy, if adoption rate is over 0.5%.
INTENTION
💰
BEYOND SCOPE
Debit Card makes it open to every merchant
Build up confidence from 0 to 1
“What truly distinguishes Shiqiu is her genuine passion for UX. Her unwavering dedication, adaptability, and innovative thinking make her an exceptional designer.”
AJ Syed Ali, Lead Product Designer at GoDaddy
“What an improvement! This is awesome work Shiqiu! You killed it. ”
Heidi Finn, Sr Director of Design at GoDaddy
From being afraid to express opinions in meetings to confidently presenting design in front of 30+ people. Undoubtedly, there were lots of learning and growing. I am so grateful to everyone at team for their love and help.
“Filled with tenacity, dedication, and cheer, Shiqiu is a joy to work with and manage. She never hesitated to take on new challenges, The team loved collaborating with Shiqiu! ”
Allie Hough - Barkley, my design manager at GoDaddy
“Shiqiu adapts incredibly quickly and embraces new frameworks and areas. ”
Walmir de Castro, my design mentor at GoDaddy
INTERNSHIP RECAP
REFLECTION
Balance business growth & user problem
Growth designers are also strategic contributors
To achieve business growth (mainly to grow user base) requires deep user understanding. It’s also reliant on solving user problem better & faster than competitors. Successful companies like Uber always intertwined growth with product.
Growth designers need to take shape in the form of user research, wisely adopt data toolsets (e.g. data pipeline) to make sound decisions. Use system-wide design thinking to find levers which can pull to drive massive growth.
Next Project