CONTEXT
Direct carrier billing (DCB) is a payment method that allows users to make purchases by charging them to their mobile phone bill or prepaid SIM card.
The Digital Markets Act (EU regulation) opened up opportunities for companies like Orange to expand their services and be present alongside major 'gatekeepers'.
BRIEF
The objective was to use this situation to negotiate the best DCB payment position with potential partnerships to ultimately drive usage and boost revenue. I have been given strategic points in which our payment method option would be visible.
APPROACH
After studying the KPIs - indicating very low awareness as well as trust for that payment option, the main "Why?" led me to question the real problem before jumping to delivering the mock interfaces of the "Pay with the bill" payment option visible at the checkout of the purchase.
I decided to run a quick turned guerrilla test to understand a wider perception of the payment method, uncover motivations, the credibility gaps, and how to address these concerns.
I decided to run a quick turned guerrilla test to understand a wider perception of the payment method, uncover motivations, the credibility gaps, and how to address these concerns.
HYPOTHESIS
I have identified three main pillars to be addressed in order to to raise the penetration rate: building awareness, raising credibility, and improving the service's image.
GUERILLA TESTING
To test these assumptions I scripted the scenarios and conducted interviews with different age groups' representatives.
The study combined qualitative methods, including open-ended questions, with quantitative voting to gather insights.
This approach provided a comprehensive understanding of brand perception, customer preferences across age groups, and opportunities to enhance awareness and engagement.
The study combined qualitative methods, including open-ended questions, with quantitative voting to gather insights.
This approach provided a comprehensive understanding of brand perception, customer preferences across age groups, and opportunities to enhance awareness and engagement.
OBJECTIVES
Through A/B testing, the test aimed to measure brand perception and identify which logo and naming version is the most accurate and self-explanatory.
The open questions were expected to show when and how to appeal to new customers and generate ideas on what could potentially incentivise them to start using the service.
The open questions were expected to show when and how to appeal to new customers and generate ideas on what could potentially incentivise them to start using the service.
THE OUTCOME
Feedback revealed (among others) massive generational differences in attitudes.
One of the main findings was that for Gen Z, the focus was primarily on incentives, while for Boomers, concerns centered around the fear of bill shock, indicating the need to address this issue as a priority.
Interviews revealed core drivers and fear factors, along with strategies to appeal to specific groups. Particularly interesting were ideas generated by Gen Z on how to boost awareness and enhance brand perception, pinpointing optimal channels, spaces, and moments to effectively engage the audience.
Equally valuable were Gen X-generated ideas on what would make the payment method more appealing and trustworthy.
DELIVERABLES
– User Research & Insights – Findings from qualitative testing (focus groups, surveys, and interviews) on payment preferences and adoption barriers.
– Case studies of alternative payment methods (e.g., Shop App, Revolut cashback rewards) and their impact on user behavior.
– Identified key touchpoints where carrier billing awareness and adoption can be improved.
– Marketing & Engagement Strategy – Proposed educational campaigns, incentive programs, and partnerships to drive adoption.
