{"id":8664,"date":"2019-01-18T15:57:11","date_gmt":"2019-01-18T10:27:11","guid":{"rendered":"https:\/\/www.instamojo.com\/blog\/?p=8664"},"modified":"2021-06-10T16:19:17","modified_gmt":"2021-06-10T10:49:17","slug":"smart-links-invisible-by-design-a-ux-case-study","status":"publish","type":"post","link":"https:\/\/www.instamojo.com\/blog\/smart-links-invisible-by-design-a-ux-case-study\/","title":{"rendered":"Smart Links: Invisible by Design\u200a\u200aa UX Case Study"},"content":{"rendered":"<p id=\"58e9\" class=\"graf graf--p graf-after--figure\">Ask any seller on the\u00a0Instamojo\u00a0platform what a Smart Link\u00a0is they won\u2019t be able to describe it. But ask them how they collect payments on Instamojo and they will tell you about what we, at Instamojo call Smart Links.<\/p>\n<h2 id=\"a788\" class=\"graf graf--h4 graf-after--p\"><strong class=\"markup--strong markup--h4-strong\">What is Instamojo?<\/strong><\/h2>\n<p>Instamojo is an online platform that allows anyone on the internet to collect payments with a simple, shareable link. Sellers collect payments by sending a Payment Link\u00a0to their customers.<\/p>\n<p>Instamojo also offers a free\u00a0Online Store\u00a0to sell products and offers simple payment\u00a0API integrations\u00a0for sellers with a website.<\/p>\n<h2 id=\"b5c7\" class=\"graf graf--h4 graf-after--p\"><strong>What are Payment\u00a0Links?<\/strong><\/h2>\n<p id=\"a1c6\" class=\"graf graf--p graf-after--h4\">Sellers can create Payment Links\u00a0from the dashboard. It is a simple form where they input the \u201cPurpose of Payment\u201d and \u201cAmount\u201d. This Link is then shared with customers who make the payment using their choice of online payment options like credit card, debit card, net banking, UPI, etc.<\/p>\n<figure id=\"8f0c\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\"><img loading=\"lazy\" class=\"aligncenter wp-image-8666 size-large\" src=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-2--1024x581.png\" alt=\"how to create payment link instamojo\" width=\"1024\" height=\"581\" srcset=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-2--1024x581.png 1024w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-2--300x170.png 300w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-2--768x436.png 768w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-2--960x545.png 960w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-2-.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div>\n<\/figure>\n<div>\n<section class=\"section section--body section--first\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p style=\"text-align: center;\"><span style=\"color: #808080;\">Instamojo Payment Link\u00a0<\/span><\/p>\n<h2 id=\"7a46\" class=\"graf graf--h4 graf-after--figure\"><strong>What is Instamojo Smart\u00a0Links?<\/strong><\/h2>\n<p id=\"9bf3\" class=\"graf graf--p graf-after--h4\">A simple payment link was functional but our sellers wanted more. Especially, service sellers.<\/p>\n<p id=\"dc1f\" class=\"graf graf--p graf-after--p\">Service sellers were creating products on the Instamojo store and using it as a Payment Link. This was because Payment Links have limitations:<\/p>\n<ul class=\"postList\">\n<li id=\"3e8a\" class=\"graf graf--li graf-after--p\">The \u201cPurpose of Payment\u201d is just 30 characters long.<\/li>\n<li id=\"ea89\" class=\"graf graf--li graf-after--li\">There is no way to describe the service or the product for which the payment is being made.<\/li>\n<li id=\"36dc\" class=\"graf graf--li graf-after--li\">No option to add images.<\/li>\n<li id=\"c14e\" class=\"graf graf--li graf-after--li\">The payment amount cannot be changed by the customer.<\/li>\n<\/ul>\n<p id=\"ca2e\" class=\"graf graf--p graf-after--li\">This encouraged us to delve deeper.<\/p>\n<h3 id=\"74a2\" class=\"graf graf--h4 graf-after--p\"><strong>Talking to our Users (Sellers)<\/strong><\/h3>\n<p id=\"552c\" class=\"graf graf--p graf-after--h4\">We wanted to find out what was frustrating the users. What did they want? What did they need? Were they figuring out hacks to get around the limitations of the links?<\/p>\n<p id=\"e0a0\" class=\"graf graf--p graf-after--p\">It was not practical to gauge user behavior without understanding how they exclusively used <a href=\"https:\/\/www.instamojo.com\/payment-links?utm_source=imblog&amp;utm_medium=interlink&amp;utm_campaign=payment_links\" target=\"_blank\" rel=\"noopener\">Instamojo payment links<\/a> and product pages.<\/p>\n<p id=\"65e0\" class=\"graf graf--p graf-after--p\">Just picking up the phone and calling them randomly didn\u2019t work either. Their reply to our calls went something like\u2026<\/p>\n<blockquote><p>Kaam ki baat bolo Sir, ye dhande ka time\u00a0hai.<\/p><\/blockquote>\n<p id=\"633a\" class=\"graf graf--p graf-after--pullquote\">Getting the sellers to talk to us was a rather difficult task.<\/p>\n<p id=\"aa44\" class=\"graf graf--p graf-after--p\">This prompted us to try a different approach. We sent them a survey with an option to leave their phone number. This worked well for us.\u00a0<strong class=\"markup--strong markup--p-strong\">We got more sellers to talk to us and for longer.<\/strong><\/p>\n<p id=\"8c83\" class=\"graf graf--p graf-after--p\">Here is what we learned from talking to the Instamojo sellers:<\/p>\n<ul class=\"postList\">\n<li id=\"c851\" class=\"graf graf--li graf-after--p\"><strong class=\"markup--strong markup--li-strong\">Businesses want to give customers more information about the product\/service they are selling.<\/strong><\/li>\n<\/ul>\n<p>\u201cI sell services by making products on the <a href=\"https:\/\/www.instamojo.com\/online-store\/?utm_source=imblog&amp;utm_medium=interlink&amp;utm_campaign=online_store\" target=\"_blank\" rel=\"noopener\">online store<\/a> so that the customer can get more information about the service.\u201d \u2014 Instamojo seller.<\/p>\n<blockquote id=\"5972\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote\"><p>\u201cMy students want to see more information about the course they are paying for.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<blockquote id=\"9649\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote\"><p>\u201cI send a breakdown of the payment in an email and attach the Payment Link there.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<ul class=\"postList\">\n<li id=\"c3eb\" class=\"graf graf--li graf-after--pullquote\"><strong class=\"markup--strong markup--li-strong\">Businesses need to collect customer information.<\/strong><\/li>\n<\/ul>\n<blockquote id=\"0313\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--li\"><p>\u201cOnce the payment is made, customers send me their shipping address via SMS or Whatsapp.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<blockquote id=\"bbdc\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote\"><p>\u201cCustomer sends me their GST information so that I can make the invoice for the payment.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<ul class=\"postList\">\n<li id=\"6c59\" class=\"graf graf--li graf-after--pullquote\"><strong class=\"markup--strong markup--li-strong\">Businesses need more control over Payment Links.<\/strong><\/li>\n<\/ul>\n<blockquote id=\"ef17\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--li\"><p>\u201cI conduct workshops and have a fixed batch of students so I need to control the number of students paying on the Link.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<blockquote id=\"d772\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote\"><p>\u201cI need to sell early bird tickets, so I need to expire the Payment Link on a particular date.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<ul class=\"postList\">\n<li id=\"4514\" class=\"graf graf--li graf-after--pullquote\"><strong class=\"markup--strong markup--li-strong\">Businesses want to create an impression on their customers.<\/strong><\/li>\n<\/ul>\n<blockquote id=\"1be0\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--li\"><p>\u201cI want to make a good impression on my buyer by looking professional while collecting payments.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<blockquote id=\"2029\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote\"><p>\u201cI want the Payment Link to look more like my website.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<blockquote id=\"5e9a\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote\"><p>\u201cI want to customise branding on the payment link page because customers get confused with different branding and do not trust the payment method.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<ul class=\"postList\">\n<li id=\"7868\" class=\"graf graf--li graf-after--pullquote\"><strong class=\"markup--strong markup--li-strong\">Businesses want to let customers choose the payment amount.<\/strong><\/li>\n<\/ul>\n<blockquote id=\"7960\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--li\"><p>\u201cSometimes my customer wants to pay only a certain amount so I make a new Payment Link for them.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<blockquote id=\"62bd\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote\"><p>\u201cI just use the Default Payment Link (link with editable amount) so that my customer can enter the amount they want to pay themselves.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<blockquote id=\"2e16\" class=\"graf graf--pullquote graf--startsWithDoubleQuote graf-after--pullquote graf--trailing\"><p>\u201cWe use the Default Payment Link for donations but cannot set a minimum.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"34dd\" class=\"graf graf--h3 graf--leading\"><strong>Interaction Design<\/strong><\/h3>\n<p id=\"bad2\" class=\"graf graf--p graf-after--h3\">It was clear that there were a number of things the sellers were doing to get their work done. Even when regular payment links failed to meet their needs.<\/p>\n<p id=\"e6d1\" class=\"graf graf--p graf-after--p\">We decided to create a new \u201cSmart Link\u201d to cover the most common use-cases.<\/p>\n<p id=\"ba62\" class=\"graf graf--p graf-after--p\">We could come up with several features but we didn\u2019t want to overwhelm the seller. Therefore, we decided to prioritise.<\/p>\n<p id=\"a715\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">We divided the \u201cSmart Link\u201d into 3 steps:<\/strong><\/p>\n<h4 id=\"c213\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Step 1:<\/strong><\/h4>\n<p id=\"e9d2\" class=\"graf graf--p graf-after--p\">Features that have a bigger business impact took first priority.<\/p>\n<p id=\"4c47\" class=\"graf graf--p graf-after--p\">For eg: A business runs the risk of overselling inventory without automatically expiring payment links.<\/p>\n<h4 id=\"b831\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Step 2:<\/strong><\/h4>\n<p id=\"9362\" class=\"graf graf--p graf-after--p\">Features like collecting additional customer data, changing the colours, were optional. It doesn\u2019t have a drastic impact on the business itself and the sellers can choose to skip this step.<\/p>\n<h4 id=\"2c50\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Step 3:<\/strong><\/h4>\n<p id=\"5d35\" class=\"graf graf--p graf-after--p\">The third step would enable the sellers to use and send the Link on various online platforms.<\/p>\n<\/div>\n<div class=\"section-inner sectionLayout--outsetColumn\">\n<figure id=\"89ec\" class=\"graf graf--figure graf--layoutOutsetCenter graf-after--p\" data-scroll=\"native\">\n<div class=\"aspectRatioPlaceholder is-locked\"><img loading=\"lazy\" class=\"aligncenter wp-image-8667 size-full\" src=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-3-.png\" alt=\"how to create quick payment link instamojo\" width=\"2000\" height=\"1094\" srcset=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-3-.png 2000w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-3--300x164.png 300w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-3--768x420.png 768w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-3--1024x560.png 1024w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-3--960x525.png 960w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n<\/figure>\n<div><strong>We also renamed \u201cPayment Links\u201d to \u201cQuick Links\u201d. They were quicker to create than the Smart Links.<\/strong><\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<div><\/div>\n<div style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/lZMKkVUgc_A\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<div>\n<section class=\"section section--body\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"0f53\" class=\"graf graf--h3 graf-after--figure\"><strong>Validation and\u00a0Insights<\/strong><\/h3>\n<p id=\"387b\" class=\"graf graf--p graf-after--h3\">Smart Links adoption was better than we expected. About\u00a0<strong class=\"markup--strong markup--p-strong\">10% of our active user base adopted Smart Links within 90 days from the launch.<\/strong><\/p>\n<p id=\"f742\" class=\"graf graf--p graf-after--p\">We decided to call up users who used Smart Links on a regular basis. Here is what they had to say:<\/p>\n<blockquote id=\"35d8\" class=\"graf graf--blockquote graf--startsWithDoubleQuote graf-after--p\"><p>\u201cIt is nice to thank people after they make a donation.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<p id=\"dd4e\" class=\"graf graf--p graf-after--blockquote\">(<strong class=\"markup--strong markup--p-strong\">42% of all Smart Links have a thank you note.)<\/strong><\/p>\n<blockquote id=\"7609\" class=\"graf graf--blockquote graf--startsWithDoubleQuote graf-after--p\"><p>\u201cI have to give the details of the travel package to the customer so I use the Smart Link.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<p id=\"70aa\" class=\"graf graf--p graf-after--blockquote\">(<strong class=\"markup--strong markup--p-strong\">27.9% of Smart Links have a description.)<\/strong><\/p>\n<blockquote id=\"ef4b\" class=\"graf graf--blockquote graf--startsWithDoubleQuote graf-after--p\"><p>\u201cI sell exclusive products so my offer is time-bound plus I can get the customer\u2019s shipping address too.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<p id=\"73c4\" class=\"graf graf--p graf-after--blockquote\"><strong class=\"markup--strong markup--p-strong\">(19.7% of all Smart Links collect Shipping address and 19.5% expire based on time.)<\/strong><\/p>\n<blockquote id=\"1e64\" class=\"graf graf--blockquote graf--startsWithDoubleQuote graf-after--p\"><p>\u201cI redirect my students to a registration form after they make the payment.\u201d\u200a\u2014\u200aInstamojo seller.<\/p><\/blockquote>\n<p id=\"be83\" class=\"graf graf--p graf-after--blockquote\">(<strong class=\"markup--strong markup--p-strong\">20.7% of Smart Links redirect the customer to a different page.)<\/strong><\/p>\n<p id=\"11e3\" class=\"graf graf--p graf-after--p\">Even some API users started using Smart Links, although they can implement these features easily on their end.<\/p>\n<p id=\"36eb\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Here is what they had to say:<\/strong><\/p>\n<blockquote><p>\u201cI use Smart Links, my tech team uses the\u00a0API.\u201d<\/p><\/blockquote>\n<\/div>\n<div><\/div>\n<blockquote>\n<div class=\"section-inner sectionLayout--insetColumn\">\u201cI want to give loyal customers discounts, so I send them a\u00a0Link.\u201d<\/div>\n<\/blockquote>\n<div><\/div>\n<div class=\"section-inner sectionLayout--insetColumn\">\n<blockquote><p>\u201cSome customers find it difficult to pay on the website so I just send them a\u00a0Link.\u201d<\/p><\/blockquote>\n<h3 id=\"0130\" class=\"graf graf--h3 graf-after--pullquote\"><strong class=\"markup--strong markup--h3-strong\">The icing on\u00a0top?<\/strong><\/h3>\n<p id=\"c9b2\" class=\"graf graf--p graf-after--h3 graf--trailing\">Many users were not aware that they were using a \u201c<a href=\"https:\/\/www.instamojo.com\/smart-links?utm_source=imblog&amp;utm_medium=interlink&amp;utm_campaign=smart_links\" target=\"_blank\" rel=\"noopener\">Smart Link<\/a>\u201d.\u00a0<strong class=\"markup--strong markup--p-strong\">To them, these features were obvious and the complexity behind them, invisible.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body section--last\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"ee7f\" class=\"graf graf--p graf-after--p\"><img loading=\"lazy\" class=\"aligncenter wp-image-8665 size-large\" src=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-1-1024x886.png\" alt=\"what is smart link instamojo\" width=\"1024\" height=\"886\" srcset=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-1-1024x886.png 1024w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-1-300x260.png 300w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-1-768x664.png 768w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-1-960x830.png 960w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/smart-links-invisible-by-design-image-1.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><em>(This post first appeared on <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/uxdesign.cc\/smart-link-invisible-by-design-497a1365de7c\" target=\"_blank\" rel=\"nofollow noopener\">Mohammed&#8217;s Medium blog<\/a><\/span>)\u00a0<\/em><\/p>\n<hr \/>\n<figure id=\"f1eb\" class=\"graf graf--figure graf--iframe graf-after--p graf--trailing\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"aspectRatioPlaceholder-fill\" style=\"text-align: center;\">\n<p><a class=\"mb-button mb-style-flat mb-size-default mb-corners-default mb-text-style-default \" style=\"background-color: #2bc470;\" href=\"https:\/\/www.instmaojo.com\/?ref=blog\" target=\"_blank\" rel=\"noopener\">JOIN THE INSTAMOJO EXPERIENCE<\/a><\/p>\n<\/div>\n<div class=\"progressiveMedia js-progressiveMedia is-canvasLoaded is-imageLoaded\" data-scroll=\"native\"><\/div>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"Ask any seller on the\u00a0Instamojo\u00a0platform what a Smart Link\u00a0is they won\u2019t be able to describe it. But ask&hellip;\n","protected":false},"author":47,"featured_media":8679,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[2108,2114,2111,2110,2109,29,375,1663,2113,2112],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Smart Links: Invisible by Design\u200a\u200aa UX Case Study | Smart Links Instamojo<\/title>\n<meta name=\"description\" content=\"Ask any seller on the\u00a0Instamojo\u00a0platform what a Smart Link is; they won\u2019t be able to describe it. 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