eLaisee Close Loop Enhancement
eLaisee Close Loop Enhancement
I enhanced payment security and compliance by implementing Hong Kong Monetary Authority (HKMA) regulations and replacing insecure dynamic payment links that exposed users to fraud and phishing attacks. This work led to an innovative solution for sending and collecting digital red packets (eLaisee) via PayMe, resulting in significant user engagement and positive customer feedback.
TIMELINE
Oct 2023 - Jan 2024
ROLE
Journey owner
UI & UX designer
Illustrator
DELIVERABLES
UI/UX design
Animation
Illustration
TOOLS
Figma
Adobe After Effects
Adobe Illustrator
Outcome
Outcome
The redesigned feature delivered measurable impact: significantly higher user engagement, increased transaction volume, and year-over-year growth in eLaisee participation - demonstrating how design improvements directly drove adoption and engagement.
The redesigned feature delivered measurable impact: significantly higher user engagement, increased transaction volume, and year-over-year growth in eLaisee participation - demonstrating how design improvements directly drove adoption and engagement.
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in group eLaisee amount sent
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in group eLaisee amount sent
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in group eLaisee amount sent
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in eLaisee collected amounts
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in eLaisee collected amounts
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in eLaisee collected amounts
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in users sending eLaisee
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in users sending eLaisee
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in users sending eLaisee
What's PayMe eLaisee?
What's PayMe eLaisee?
Laisee (利是 🧧 ), or red packet, is a gift of money given during Chinese New Year. It is a cherished tradition in Hong Kong, symbolizing luck and prosperity.
The eLaisee feature, introduced by PayMe in 2022, allows users to create laisee with personalized CNY greetings and either fixed or random amounts that recipients receive based on luck. Users can send these to up to 100 recipients at once and share laisee links via their preferred messaging app, combining traditional customs with digital convenience during festive occasions.
Laisee (利是 🧧 ), or red packet, is a gift of money given during Chinese New Year. It is a cherished tradition in Hong Kong, symbolizing luck and prosperity.
The eLaisee feature, introduced by PayMe in 2022, allows users to create laisee with personalized CNY greetings and either fixed or random amounts that recipients receive based on luck. Users can send these to up to 100 recipients at once and share laisee links via their preferred messaging app, combining traditional customs with digital convenience during festive occasions.
Background
Background
Addressing potential fraud risks in shareable links
Addressing potential fraud risks in shareable links
PayMe uses shareable payment links across all transactions - eLaisee, peer-to-peer payments, and payment requests. While convenient, these links create security vulnerabilities.
With Hong Kong's fraud rate at 6.2% (15% above global average) and shopping fraud up 43% (HK$356M+ losses), scammers exploit these links by creating fake URLs to redirect users to malicious sites, especially during festive seasons.
To address these risks, our team explored solutions that maintained the convenience of digital payments while strengthening protection measures. The goal was to safeguard users from rising fraud threats without compromising the cultural significance and ease of sharing eLaisee during festive celebrations.
PayMe uses shareable payment links across all transactions - eLaisee, peer-to-peer payments, and payment requests. While convenient, these links create security vulnerabilities.
With Hong Kong's fraud rate at 6.2% (15% above global average) and shopping fraud up 43% (HK$356M+ losses), scammers exploit these links by creating fake URLs to redirect users to malicious sites, especially during festive seasons.
To address these risks, our team explored solutions that maintained the convenience of digital payments while strengthening protection measures. The goal was to safeguard users from rising fraud threats without compromising the cultural significance and ease of sharing eLaisee during festive celebrations.
Ideation
Ideation
Our team explored the concept of a Laisee Group - a shared space where users could send and collect eLaisee, either to all members or selected individuals.
To enhance engagement, members can respond with stickers or send additional laisee to others within the group.
The chatroom would evolve to include additional features such as group bill splitting and enabling merchants to share exclusive offers and coupons with group members in the mid to long term.
Our team explored the concept of a Laisee Group - a shared space where users could send and collect eLaisee, either to all members or selected individuals.
To enhance engagement, members can respond with stickers or send additional laisee to others within the group.
The chatroom would evolve to include additional features such as group bill splitting and enabling merchants to share exclusive offers and coupons with group members in the mid to long term.
Hi-Fi mockup of PayMe eLaisee group.
Challenges
Challenges
Initial limited use case may result in low user engagement
I prototyped and tested the concept with six users alongside the CX team. Feedback revealed concerns about limited use cases: users questioned engaging with the eLaisee group beyond Chinese New Year, as it primarily focused on sending and collecting red packets.
I prototyped and tested the concept with six users alongside the CX team. Feedback revealed concerns about limited use cases: users questioned engaging with the eLaisee group beyond Chinese New Year, as it primarily focused on sending and collecting red packets.
Technical challenges threaten pre-CNY 2024 rollout
The technical effort required to develop the space within one PI (3 months) was deemed too substantial, with ticket sizing estimated at M+, which poses a risk of missing the rollout timeline before CNY 2024.
The technical effort required to develop the space within one PI (3 months) was deemed too substantial, with ticket sizing estimated at M+, which poses a risk of missing the rollout timeline before CNY 2024.
After receiving low confidence votes during PI planning, we paused to reconsider our HMW statement:
After receiving low confidence votes during PI planning, we paused to reconsider our HMW statement:
"How might we enable users to send and collect eLaisee through alternative methods without relying solely on links?"
"How might we enable users to send and collect eLaisee through alternative methods without relying solely on links?"
Design Solutions
Design Solutions
To address the HMW and ensure we met our timeline, I designed a solution with four key updates that created a seamless experience for both senders and receivers.
To address the HMW and ensure we met our timeline, I designed a solution with four key updates that created a seamless experience for both senders and receivers.
01.
Close Loop - Instant Collection
Close Loop - Instant Collection
PayMe users will now receive push notifications for new eLaisee received. They can simply collect it by going to the Notifications tab in the app and tapping the ‘Collect’ button. This eliminates the need to exit the app to collect eLaisees via a link.
To safeguard user privacy, the sender's name and profile picture will be obscured for PayMe users who are not yet connected as friends on the app.
PayMe users will now receive push notifications for new eLaisee received. They can simply collect it by going to the Notifications tab in the app and tapping the ‘Collect’ button. This eliminates the need to exit the app to collect eLaisees via a link.
To safeguard user privacy, the sender's name and profile picture will be obscured for PayMe users who are not yet connected as friends on the app.
02.
Share Modal with QR Code &
Skins Customization
eLaisee QR Code & Skins Customization
We implemented a unique QR code for each eLaisee.
In collaboration with the campaign designer, I created 4 custom skins for the 2024 CNY launch celebrating the Year of the Dragon. Users can select their preferred skin on the share modal after creating an eLaisee, then save and share the QR code with friends for easy collection.
03.
A New Entry Point for Collecting eLaisee
A New Entry Point for Collecting eLaisee
User testing showed that users instinctively associate collecting eLaisee with the "Laisee" tab under quick actions. To align with this behavior, we've added a new "Collect" button on the laisee modal, allowing users to scan the eLaisee QR code and collect it.
User testing showed that users instinctively associate collecting eLaisee with the "Laisee" tab under quick actions. To align with this behavior, we've added a new "Collect" button on the laisee modal, allowing users to scan the eLaisee QR code and collect it.
This strategic placement simplifies eLaisee collection by integrating it into users' existing habits, making the process more intuitive and seamless.
This strategic placement simplifies eLaisee collection by integrating it into users' existing habits, making the process more intuitive and seamless.
04.
Delightful Collection Experience
Delightful Collection Experience
For the eLaisee collection modals, I created the visual and loading animations from scratch using Adobe Illustrator and After Effects, enhancing user engagement and crafting a captivating experience during the Chinese New Year festival.
For the eLaisee collection modals, I created the visual and loading animations from scratch using Adobe Illustrator and After Effects, enhancing user engagement and crafting a captivating experience during the Chinese New Year festival.
User Journey
User Journey
In the new design, after payment, senders can now customize and share their eLaisee QR code directly from the new modal. They can select a preferred design theme before sending the group laisee to friends and family.
In the new design, after payment, senders can now customize and share their eLaisee QR code directly from the new modal. They can select a preferred design theme before sending the group laisee to friends and family.
Final Design
Final Design
Following the launch of the new feature, I collected eLaisee from friends through two entry points and documented the flows with screen recordings -
Following the launch of the new feature, I collected eLaisee from friends through two entry points and documented the flows with screen recordings -