The Payoff: Insights That Changed the Roadmap
The research delivered far more than a simple "yes" or "no". It provided a strategic compass:
Validated the core module for development, de-risking the investment.
Identified 5+ key UIUX improvements
Uncovered 8+ business opportunities to expand Wallet Pass's market reach.
Greenlit MVP development, expanding Wallet Pass competitiveness
The Challenge: To Build or Not to Build?
Client requests sparked interest in a prepaid voucher module — but uncertainty remained. We moved past assumptions by asking the right questions:
Would this genuinely solve problems for merchants and their customers?
Could it integrate seamlessly into our existing ecosystem?
Most importantly, would it make Wallet Pass a more compelling product?
My Role & Scope
As the product designer for this potential new module, I owned:
Concept research and prototype design
User persona definition based on existing behavioral data
Wireframing and integration flows
Semi-structured interviews and prototype testing (English & Chinese prototypes)
Synthesis of findings into UX recommendations and business insights
Cross-functional collaboration with product team, growth team, and developers
Design Process: From Uncertainty to Validation
I approached this as a lean validation sprint, turning unknowns into informed decisions.
1. Understanding the "Why": The Psychology of Prepaid
Before sketching a single screen, we studied the motivations behind prepaid vouchers beyond just discounts—like gifting, commitment, and habit-building—to design for real human behavior.
2. Defining the "Who": Three User Types
Using existing behavioral data, I created three guiding archetypes: The Loyalist, The Deal Seeker, and The Occasional Visitor. This ensured our designs served diverse motivations within our user base.
3. Exploring the "How": Mapping to Our Ecosystem
Through wireframing and tech collaboration, I mapped how the module could plug into our product's architecture, ensuring feasibility before any deep design investment.
4. Iterative Drafts & Prototype
I further refined designs through cross-team feedback, producing interactive and bilingual prototypes ready for testing.
User Research: Real Feedback, Real Insights
We then moved from theory to evidence:
Co-created interview guidelines with the team.
Conducted semi-structured interviews with 5 merchants (business goals, prepaid strategies)
Tested prototypes with end-users, observing pain points and preferences
The Big Reveal: From Data to Strategy
Synthesizing the data, I presented findings that shifted the conversation from feature delivery to strategic growth. Some insights examples include:
UX/UI Improvements (5+)
Enhance prepaid package customization (by store, sets, signature items)
Leverage prepaid vouchers to build user habit
Simplify detail pages for clearer comprehension
Business Opportunities (8+)
Develop an integrated payment solution for our products
Target Pet-Friendly Merchant & User Base
Foster community engagement through word-of-mouth initiatives
And more to expand market reach
Results
Strong validation: Proceeded to MVP development with iterative refinements
Enriched product strategy: New opportunities positioned Wallet Pass as a more comprehensive loyalty solution
Demonstrated research-driven decision-making, de-risking investment
Key Learnings: The MVP Mindset
This project reinforced a structured approach to ambiguity:
Embrace MVP mindset: Test early, even if imperfect
Frame unknowns as research questions
Proactively involve cross-functional perspectives
Synthesize data into clear, actionable categories
