The problem
Paying bills shouldn’t be painful—but it was. Customers were forced into a confusing, frustrating process, often calling support just to complete a simple transaction. This wasn’t just annoying for users—it was costing the company millions annually in support calls. Surprisingly, research suggested the old design was “acceptable,” but real-world behavior told a different story.
The objective
I set out to uncover why the experience failed despite positive testing feedback. By analyzing user data and collaborating closely with product owners, we discovered that customers naturally preferred a simple, conversational approach—just like interacting with a care representative on the phone. The goal became clear: strip the process down to its essentials and mirror that real-world simplicity in the digital experience.
The result
The redesign turned bill payment into a fast, intuitive, and effortless experience. Autopay conversions soared 111% on the app and 81% on mobile, time-on-task dropped by 76.5%, and calls to support decreased, saving nearly $32 million annually. By aligning the experience with how customers actually behave, we created a design that delighted users and delivered massive business impact.
