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v2 - Markup Usability Test Report

Summary 

We conducted usability testing on the Markup Financing prototype to identify and address issues that might hinder users’ interaction focusing on the new application flow, to validate our design decisions, and to test the comprehension of the product content/copy. 

Goals 

  • Assess the ease of applying for Markup financing 

  • Determine user comprehension of the product copy/content

  • Identify usability issues in the new loan application process 

Methodology 

We had a total of 9 participants however 1 participant didn’t complete the test. Participants were guided through the eight tasks including questions such as finding the loan products, understanding the benefits, etc. Observation and feedback were recorded for each task. 


Personas

We interviewed two categories of Muslim business owners who attested to not taking any loan from Moniepoint because of their religious beliefs. 

  1. Educated and tech-savvy participants and

  2. Semi-educated, non-tech savvy participants

Each participant had different forms of interaction with the product: The semi-educated participants required a large degree/level of assistance (mostly interpretation from the Field Verification Officer). Some of the questions we asked them such as clarity of copy and the ease of completing the application etc involved interpreting not only the questions we were asking but also the copies on the app so we hypothesized that their major pain point is language barrier. 

For tech-savvy participants, the questions below and their responses best indicate their pain points 

Tasks and Questions

Task 1: Find Markup Product

Question 1: Please look at this product screen and choose a product that aligns with the reason you have not taken a loan from Moniepoint. 

  • Objective: To identify if the participants can recognise Markup Financing and what helped them to identify Markup as a “Non-interest” product 

  • Participants 

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result 

    • Chose Markup: 7

    • Didn’t choose Markup: 1

  • Comments: Most participants mentioned that the “Non-interest” banner assisted in identifying Markup as a non-interest product. 


Question 2: Is the product description clear and easy to understand?

  • Objective: To assess if the content clearly explains the Markup product.  

  • Participants 

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result 

    • Understood Markup: 3

    • Partly understood Markup: 2

    • Didn’t understand Markup: 3

  • Comment(s): 


Task 2: Benefit Screen Content/Preference 

Question 1: On the benefits and feature screen, which of the benefits stood out to you the most? 

  • Objective:  To identify which of the benefits stood out to them and arrange the list of benefits accordingly.  

  • Participants 

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Results:

    • The most preferred benefit (No-interest benefit): 8


Question 2: Was it clear that Markup is used for the purchase of goods and improving your services from the benefits screen? 

  • Objective: To identify the understanding of the use of Markup and its benefits Participants 

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result

    • Understood the use of Markup:  4

    • Didn’t understand the use of Markup: 3

    • Partly understood the use of Markup: 1

  • Comments: For those who didn’t understand the use of Markup complained about the level of grammar however they understood after the FVO interpreted the copy to them. 


Question 3: Was the benefits easy to understand? 

  • Objective:  To identify their comprehension of the benefits of content and 

  • Participants

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result 

    • Understood the copy/ benefits of Markup: 5

    • Didn’t understand the copy/benefits of Markup: 3

  • Comment(s)


Question 4: When you see 'See How Much You Can Get', what comes to mind when you think of Markup?

  • Objective: To assess their meaning and interpretation of “See How Much You Can Get”

  • Participants

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Ratio 

    • Understood the meaning of “See How Much You Can Get”: 8

    • Didn’t understand the meaning of “See How Much You Can Get”:

  • Comment(s)


Question 5: Did you understand the “Change your financing duration” copy?

  • Objective: To assess their understanding of the “Change your financing duration” copy. 

  • Participants

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result 

    • Understood the meaning of “Change your financing duration”: 2

    • Didn’t understand the meaning of “Change your financing duration”: 2

    • Neutral (Change of financing duration didn’t pop up): 4

  • Comment(s): 


Task 3: On the Eligible Amount Screen

Question 1: Do you understand how the slider works? 

  • Objective: To identify if the participants know the use of loan duration sliders.

  • Participants

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result 

    • Understood how the slider works: 1

    • Didn’t understand how the slider works: 7

  • Comment(s):


Question 2: Do you understand the content on this screen? 

  • Objective: To assess the comprehension of the copy on the eligible amount screen. 

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result 

    • Understood the copy: 3

    • Didn’t understand the copy: 5

  • Comment(s): 


Task 4: Provisional offer Screen  

Question 1: If you have any questions or need help with filling out the form, where would you click on this screen? Did you see the need help button?

  • Objective: To know if the BOs can identify where the need help button is located on the screen.

  • Participants

    • Total participants: 8 out of 9 participants (1 participant was willing to take interest-based products)

  • Result 

    • Saw the need help button: 5

    • Didn’t see the need help button: 3

  • Comment(s): 


Question 2: If you want to make changes to this offer, where would you click? 

  • Objective: To know if the BOs can identify where the “Change Offer” button is located on the screen.

  • Participants

    • Total participants: 7 out of 9 participants (1 participant was willing to take interest-based products and two of them dropped off at this point)

  • Result 

    • Saw the “Change Offer” button: 5

    • Didn’t “Change Offer” button: 2

  • Comment(s): 


Task 5: Weekly Sales Volume 

Question 1: Did you read the content on this page and what did you understand? 

  • Objective: To identify if users read and understand the content on weekly sales volume. 

  • Participants

    • Total participants: 7 out of 9 participants(1 participant was willing to take interest-based products and two of them dropped off at this point)

  • Result 

    • Read the content: 7

    • Didn’t read: 


  • Understood the content: 3

  • Didn’t understand the content: 4

  • Comment(s): 

    • Noticed a usability issue here where users didn’t know they had to click on a checkbox to continue hence they got stuck on this page. 

    • The timer made BOs read the content 


Task 6: Guarantor Requirements 

Question 1: What do you understand from reading these requirements?  

  • Objective: To identify if users read and understand the content on weekly sales volume. 

  • Participants

    • Total participants: 7 out of 9 participants (1 participant was willing to take interest-based products and two of them dropped off at this point)

  • Result 

    • Understood the content: 5

    • Didn’t understand the content: 2

  • Comment(s):


Question 2: Do you have guarantors that can provide these requirements?  

  • Objective: To ascertain that Business owners would be able to get guarantors that can meet our guarantor's requirements. 

  • Participants

    • Total participants: 7 out of 9 participants (1 participant was willing to take interest-based products and two of them dropped off at this point)

  • Result 

    • Yes, my guarantors can provide the requirements: 7

    • No, my guarantors can not provide the requirements:



Task 7: Customer Satisfaction Score (CSAT)

Question 1: On a scale of 1-5, where 1 is very hard and 5 is very easy, how would you rate the ease of completing your Markup Financing application?

  • Objective: To gauge the participant's overall satisfaction with our new application flow.  

  • Participants

    • Total participants: 7 out of 9 participants (1 participant was willing to take interest-based products and two of them dropped off at this point)

  • Result 

    • 1 - Very Hard: 

    • 2 - Hard:

    • 3- Neutral: 

    • 4- Easy: 7

    • 5- Very Easy:

  • CSAT Score: Number of satisfied responses/Total number of responses x 100 = 7/7 x 100 - 100%


Task 8: Customer Effort Score (CES) 

Question 1: On a scale of 1-5, where 1 is very unclear and 5 is very clear, how would you rate your understanding of the information we’ve provided?

  • Objective:  To gauge the clarity of our communication.  

  • Participants

    • Total participants: 7 out of 9 participants (1 participant was willing to take interest-based products and two of them dropped off at this point)

  • Result 

    • 1 - Very Unclear: 

    • 2 - Unclear:

    • 3- Neutral: 3

    • 4- Clear: 4

    • 5- Very Clear: 

  • Comments: 

    • Most of the participants said they understood the content however they needed someone to translate to them. 


Key Findings 

  • Critical Issue: 

    • 6 out of 7 Participants struggled with understanding the purpose of insurance.  

    • Difficulty understanding product description and benefits requiring assistance (needed translation to Hausa for clarity). 

    • Participants needed help understanding the provisional offer screen particularly the breakdown of the Total Amount to repay

    • Participants were stuck on “Change of Offer Duration” because they didn’t understand the copy or the reason (2 

  • Medium Issue: 

    • Significant comprehension issues were observed on the Weekly Sales Volume and guarantor requirements screens. 

    • Participants required an explanation to understand the use of the offer duration slider. 

  • Minor Issue: 

    • Need help button was not immediately noticed 


Recommendations  

  • Simplify copy/content to improve comprehension for non-native speakers

  • Provide clearer explanations and instructions for the insurance selection screen

  • Add visual aids and tooltips to guide users on how to use the offer duration slider

  • Improve the instructions for the loan slider to make its purpose and function intuitive

  • Review the content of the weekly sales volume and guarantor requirements screens to ensure clarity and ease of understanding

  • Allow BRM to apply for business owners from their platform

  • Provide translation or language support features to assist non-native speakers

  • Improve the visibility and clarity of the “Need Help” feature

  • The entire “Apply Now” card should be clickable

  • Change the tonality on the warning screens

  • Remove the checkbox on all the major screens (Provisional offer screen)

  • Allow business owners to select monthly or weekly without switching the duration to reduce being stuck on the step (Two participants asked me why they can’t choose the frequency and duration they want)

  • Simplify/modify the breakdown of “Total Amount To Repay” (Eg: Offer Amount, your share from your profit, our share from your profit)

  • Spell out the “Back button” instead of the close icon (Most participants didn’t know what the close icon means)

  • Inform customers about their requirement and their guarantors' requirements at the start of the application.