Google Pay engagement construct : Go India
This campaign aimed to increase user engagement, retention, and deepen the app usage across varied use cases like P2P, bill payments, mobile recharge, and more of the app. To define a construct that laid the bedrock of payments led by engagement in Google Pay.
User Interface & Visual Designer
User interface Design, Visual design, Art direction, User research, Project management, assisting UXD
To date, all engagement constructs on Google pay were short and incentive-driven. The Go India campaign mixed the current pandemic latent urge to explore and bound it with their daily chores of moving money. This game was designed to last over two months, thus needed various layers of Engagement. With this in mind, I designed a layered game information architecture (IA) that aimed to build a habit loop and lead users deeper into the game through more transactions.
Since we planned to launch the campaign during the pandemic’s peak, we didn’t want the users to confuse it for a real-life travel game. The users to feel engaged as the game would be live for over a month. The game needed to be more complex than a collectable campaign but not so challenging that would demotivate the user.
The key challenge was to create a balanced construct between user and business goals alignment. On the one hand, we did not want to mock the sensitive mind space users were because of lack of travel and on the other hand we didn’t want Google to pay to be seen as an economically driven product in this sensitive time.
We took nostalgia of ‘India that we knew before the pandemic’ and captured our users’ Heart and Mind share. All imagery was to evoke the love for the land like the Golden Temple of Amritsar, Rann of Kutch of Gujarat and more.
My collaboration with the Behavioural science team was a crucial aspect of this design. This helped me inculcate subtle motivation nuances like loss aversion, sunk cost, optimistic bias into the design. I led various alignment exercises with cross-functional and culturally diverse sets of stakeholders to create cohesion around the vision and design.
After extensive three months of cross-functional collaboration, design iteration and assets production, the campaign was launched. We initially planned the game for forty days; however, the game was extended further due to the overwhelming response. The campaign engaged over 80 million users in India, and the gaming construct laid the foundation for the upcoming long term engagement construct in Google Pay.
The Information Architecture was based on two core motivators (Social and Incentives) and 2 hypotheses; first, users are open to being engaged based on tiered extrinsic incentive paradigm and second, user motivation to be recognised as drivers of superior engagement in their social circle.
Both these motivations were based on collaboration with the central User Research and Marketing team and the foundational research that elicited core motivators that keep users coming back on the app to conduct payments.
IA was validated in various evaluative efforts like usability testing. Low fidelity paper prototypes and medium and high fidelity Figma and illustrator mocks were created for each stage of testing. The game Visual theme was aligned with the Google brand guidelines and created a styleguide based on both Material Design and India-driven sensitivities. UI design and patterns were tested for Accessibility and were made GAR 4 (Google Accessibility Rating) compliant.