Work
About

VAT Payments

Payoneer is a fintech company known for its expertise in international payment transfers. In 2018 we introduced a new tool. The tool is designed to enable direct VAT payments from Payoneer accounts, eliminating the need for traditional bank accounts. This feature not only reduces friction but also addresses the feeling of insecurity that users usually associate with such transactions. Accordingly, this strategic move significantly expanded Payoneer’s business capabilities by helping us close the payment loop within our product ecosystem.
Role
Product designer
Company
Payoneer
Duration
2018
Scope
Feature

The business goal

Closing the payment loop for our users, thus taking a significant step toward making Payoneer the all-in-one solution for their business payment needs.

The problem

Paying VAT online often leads to user frustration and uncertainty. Users face challenges in tracking payment due dates and receiving confirmation when their VAT payment has been processed.

Users’ pre-feature VAT payment flow

Key pain point: lack of trust

Trust is crucial for using payment products confidently, built through reliability and timely transaction confirmations. While Payoneer users may trust the platform, a new feature that functions independently requires additional trust.

The solution

Create a new payment feature that enables users to make VAT payments using their Payoneer accounts.

The new VAT payment flow using Payoneer
The landing page design

VAT landing page design goals

Validating the assumptions

We aimed to validate the strength of the demand by creating a landing page. This page served as an introduction to the new feature, allowing VAT payments for a select group of countries as an initial step in the assessment process.

Creating a sense of trust in the new feature

The addition of online money transfers and VAT payments as a feature has caused a lot of anxiety among users. To ensure their trust in this new feature, it was imperative to:
1
Build confidence in the security of the payment process.
2
Reassure them that they are on the official Payoneer site.
3
Instill trust in the timely completion of payments.
The VAT payment form
The review button
The review page

Adding friction to prevent mistakes

Establishing a trustworthy relationship with users is crucial for any product, especially when it comes to payment products. It’s important to keep in mind that users are human and humans tend to make mistakes. In order to build this trust, adding a friction point in the form of a modal before the payment is made is vital to preventing errors. By doing this, users will trust the product and feel confident that it has their best interests in mind, ensuring that they won’t make any errors.
The confirmation modal

What I have learned

#1 Blending two distinct designs that represent both our marketing and product branding

It was a significant challenge for me to design the user interface (UI) for the landing page. The primary objective of the landing page was to promote a new feature, which also led to the product, and I had to ensure that both branding aspects were combined in a consistent UI design.

#2 The first time I used demo buttons in a product

Initially, we didn’t introduce all the countries in our feature. Instead, we started with the UK and Germany to validate our assumption that the feature is essential. However, we provided a button for other countries and a suggestion button to propose a different country, which led to a message that we are working on opening more countries for this feature. This approach helped us gather data on the needs of different countries and prioritize which countries to open first.
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