Following an internal business review, our client discovered that the amount of pro-activity required from parents to continue having lessons with MyTutor was causing churn.
One of the highlighted areas was the requirement that tutorials should be paid for individually. This was causing some user experience issues around frustration, and it was felt that the process could be cleaned up with some automation.
All users are confident that payment is sorted, and parents are kept in the loop.
The approach taken was to A/B test cohorts of parents with differing levels of payment automation. This decision meant that we could show two variants of the payments pay to users and then analyse which variation performed better.
The work was completed via our two-week sprint process under an epic holding twenty or so seperate tickets completed with requirements specifications and definitions of done.
A/B testing went live with a new continuous authority process in place, a new top-up discount on the wallet, and some new flagging to assist tutors.
Parents were able to progress through the booking process more quickly once continuous payment was activated, and cohort B parents were also able to manage their payment details and methods more easily and with a newly skinned journey.
We also created some smart changes for the My Tutor admins, letting them drop automation for manual wallet payment fallbacks and vice versa so as to give A/B cohort control to the admins where desired.
The solution involved automation with two main complexities: First, payments would be deferred until the tutor accepted the lesson, and second, continuous authority would only be established once the first payment had been taken. Further complexities had to be taken into account for the client's 'wallet' system, which works in co=operation with card payment top-ups, payment failures, and split invoicing where multiple payment types were in use.
Whilst tackling the payments process, it was also decided to overhaul wallet top-ups with a new set of top-up discounts, which would assist greatly with an anticipated rescission following the Covid-19 pandemic. Further front-end display additions were also made to assist tutors with understanding whether lessons would be going ahead in the case that payments were delayed.