How would you improve Google Pay? - Product Improvement
Google Product Manager Interview: Product Improvement - How would you improve Google Pay?
How to Answer Product Improvement Questions?
Here is a step-by-step framework, you should follow while answering product improvement interview questions during the interview:
0. Pay close attention to the keywords in the question.
1. Describe the Product. (P)
2. Ask clarifying Questions to trim down the scope of the question. (Q)
3. Define the Goal you want to achieve. (G)
4. List the User Segments and select one segment to focus on. (U)
5. List and prioritize the Pain Points for that segment. (P)
6. List out your Solutions to solve those pain points. (S)
7. Evaluate all the solutions and prioritize them. (E)
8. Define Metrics to measure the performance of the solutions. (M)
9. At the end, Summarize your answer (S)
(PQ-GUP-SEMS) -> Mnemonic to help you remember the steps & their order.
Let’s get started with the solution (remember to follow the framework),
Step 1: Describe the Product
Once, you are clear with the question, start by explaining your understanding of the product. Cover the following things about the product,
What does the product do?
Who uses it?
How are they using it?
What pain point is it solving for the users?
Google Pay is a secure and convenient digital payment platform that enables users to make seamless transactions using their smartphones or other compatible devices. It allows individuals to store their payment information, such as credit or debit card details, within the app, eliminating the need for physical cards during transactions. With Google Pay, users can make payments both online and in physical stores, send and receive money to friends and family, and even manage loyalty and gift cards—all within a single, user-friendly interface
Google Pay's mission is to make payments universally simple, safe, and accessible for everyone. The platform aims to empower individuals to transact effortlessly in both digital and physical realms while maintaining the highest standards of security and privacy.
Google Pay is available on various platforms, including Android and iOS mobile devices, smartwatches running Wear OS, and the web.
Google Pay faces competition from other prominent digital payment platforms, such as Apple Pay, PayTM, PhonePe, WhatsApp Pay, Amazon Pay, Samsung Pay, and PayPal, all vying for market share in the increasingly competitive digital payments landscape.
User base and usage:
Google Pay has garnered a diverse user base, including individuals from different demographics and regions around the globe. Users employ Google Pay for a multitude of purposes, such as:
Online and In-store Payments: Users can make secure payments while shopping online, paying for goods and services at supported physical stores using Near Field Communication (NFC) technology, or even completing transactions within various apps and services.
Peer-to-peer (P2P) Transactions: Google Pay facilitates quick and easy money transfers between friends, family members, or colleagues, making it convenient to split bills, reimburse expenses, or send gifts.
Loyalty and Gift Cards: The platform enables users to store and manage their loyalty program cards, gift cards, and promotional offers digitally, reducing clutter and streamlining the redemption process.
Public Transportation: In certain regions, Google Pay allows users to make contactless payments for public transportation services, eliminating the need for physical tickets or travel cards.
In-app and Online Purchases: Users can seamlessly make purchases within supported apps and websites, leveraging Google Pay's integration to expedite the checkout process and enhance convenience.
Pain Points it solves for users:
Google Pay addresses several pain points for its users, aiming to provide a seamless and efficient payment experience. Here are some of the key pain points that Google Pay helps to solve:
Convenience: With Google Pay, users no longer need to carry physical wallets or rummage through cards and cash during transactions. It offers a convenient and streamlined way to make payments using a smartphone or other compatible devices, reducing the hassle of physical payment methods.
Security: Google Pay prioritizes security by implementing various measures to protect user information. It uses encryption and tokenization to safeguard payment data, reducing the risk of fraud or unauthorized access. Additionally, users don't need to share their card details directly with merchants, adding an extra layer of security.
Digital Wallet Consolidation: Many users face the challenge of managing multiple digital wallets and payment apps. Google Pay simplifies this process by allowing users to store multiple payment cards within a single app. This consolidation helps declutter digital wallets, making it easier to access and manage payment options.
Contactless Payments: Traditional payment methods often require physical contact, which can be inconvenient or unhygienic, especially in situations like the COVID-19 pandemic. Google Pay enables contactless payments through NFC technology, allowing users to make secure transactions by simply tapping their devices, reducing the need for physical contact and enhancing safety.
Peer-to-Peer Transactions: Splitting bills or transferring money to friends and family members can be cumbersome using traditional methods. Google Pay facilitates peer-to-peer (P2P) transactions, enabling users to send and receive money instantly. This functionality streamlines the process, making it quick, convenient, and efficient.
Loyalty Program Management: Keeping track of multiple physical loyalty cards can be overwhelming. Google Pay allows users to digitize and store their loyalty program cards within the app, eliminating the need to carry physical cards. Users can easily access and redeem their loyalty rewards, making the overall experience more convenient and organized.
Seamless In-App and Online Purchases: Online shopping often involves repeatedly entering payment details, leading to a time-consuming checkout process. With Google Pay, users can make purchases within supported apps and websites seamlessly. The integration simplifies the payment process, reducing friction and enhancing the overall online shopping experience.
Step 2. Ask clarifying questions to narrow the scope
Q) What goal of improvement here? Improve user engagement? Increase user retention? Increase revenue? Acquire more users and content? Improve the user experience on the App?
A) It’s up to you. You are free to choose.
Q) What is the target audience for these improvements?
A) It’s up to you to choose.
Q) Are we focussing on any particular platform like desktop web/app or mobile web/app?
A) All Platforms.
Q) For the improvement, are we focusing on a Global audience or a specific region?
A) We would be focusing on the global audience.
Q) Why are we thinking about improvements now?
A) Here are some reasons why we are thinking about improvements to Google Pay:
User Feedback: By actively listening to user feedback, we can identify areas that require improvement and address any existing limitations or shortcomings in the platform.
Evolving User Expectations: By continuously evaluating and analyzing market trends, user behaviours, and emerging technologies, we can proactively identify areas where Google Pay can be enhanced to align with changing user expectations and remain competitive in the digital payment landscape.
Competitor Analysis: By studying competitor offerings, features, and user feedback, we can identify potential gaps in our own product and explore opportunities for improvement or innovation
Technological Advancements: By staying up-to-date with advancements in payment technologies, security protocols, and user interface design, we can leverage emerging technologies and integrate them into Google Pay, providing users with a cutting-edge payment experience.
Regulatory Compliance: It is crucial to continuously monitor and adapt to these changes to ensure that Google Pay remains compliant with applicable laws and regulations, thereby fostering trust and maintaining a secure environment for users
User Growth and Expansion: Thinking about improvements helps us tailor the platform to cater to diverse user demographics, cultural contexts, and regional requirements, ensuring inclusivity and accessibility for all users.
Step 3. Define the Goal you want to achieve
Google Pay's goal is to provide a universal and seamless payment experience that simplifies and enhances the way people transact digitally. The platform aims to empower individuals by offering a secure, convenient, and efficient payment solution that can be utilized across various platforms and devices. Google Pay strives to make payments universally accessible, safe, and simple, ensuring that users can effortlessly and confidently conduct transactions online, in stores, and among friends and family.
However, with the growth of other payments platforms in different geographies like Apple Pay, PayTM, PhonePe, WhatsApp Pay, Amazon Pay, Samsung Pay, PayPal etc. Google Pay is facing tough competition in keeping users engaged and retained on the platform.
Google Pay is now a mature product, and I feel improvement in user retention is something that aligns very closely with the mission of Google Pay. Also, an increase in user retention will eventually lead to an increase in revenue as well for Google Pay.
Step 4. List the User Segments and choose one segment to focus on
Google Pay caters to a diverse range of user segments, including:
Individuals: This segment encompasses the general user base of Google Pay, including individuals who use the platform for personal payments, online shopping, peer-to-peer transactions, and managing loyalty and gift cards.
Small Businesses: Google Pay also serves small businesses, allowing them to accept digital payments from customers easily. Small businesses can leverage Google Pay to streamline their payment processes, enhance customer convenience, and expand their customer base.
Online Merchants: Google Pay provides an option for online merchants to integrate the payment platform into their websites or apps. This segment includes e-commerce businesses, service providers, and other online platforms that enable customers to make payments using Google Pay.
Retailers and Physical Stores: Physical stores and retail establishments can adopt Google Pay to accept contactless payments via NFC technology. This segment benefits from the convenience and security of digital transactions, providing a smooth and efficient checkout experience for customers.
Transit Systems: In certain regions, Google Pay collaborates with public transportation systems, enabling users to make contactless payments for fares. This segment comprises commuters and travellers who utilize Google Pay to pay for public transportation services, replacing traditional ticketing methods.
Financial Institutions: Google Pay partners with banks and financial institutions to offer their customers the ability to link their accounts and cards to the platform. This segment includes customers of participating financial institutions who can access and manage their accounts and make payments using Google Pay.
It's important to note that the availability and specific features offered by Google Pay may vary by region, so user segments may vary accordingly. In this article, we would be focusing on the Individual Segment.
The individual user segment is a key demographic that utilizes Google Pay for a variety of purposes, making their digital payment experiences more convenient and streamlined. Here's an overview of individuals who form a significant portion of Google Pay's user base:
Everyday Users: Individuals who are part of this segment use Google Pay for their day-to-day transactions. They leverage the platform to make online purchases, pay bills, and complete transactions at physical stores, replacing traditional payment methods with a more efficient and digital alternative.
Tech-Savvy Users: Tech-savvy individuals are early adopters who embrace new technologies and seek innovative solutions for their daily needs. They appreciate the convenience and ease of use that Google Pay offers, taking advantage of its features like contactless payments, in-app purchases, and peer-to-peer transfers to simplify their financial interactions.
Mobile-first Users: As smartphone usage continues to grow, mobile-first individuals prioritize using their mobile devices for various tasks, including payments. Google Pay caters to their preferences by providing a seamless and mobile-centric payment experience, allowing them to transact securely and efficiently on their smartphones or other compatible devices.
Security-Conscious Users: The platform offers encryption, tokenization, and biometric authentication, instilling confidence in users that their payment information is protected during transactions, reducing concerns about data breaches or fraud.
Digital Wallet Enthusiasts: This segment comprises individuals who prefer a digital approach to managing their payment methods. They appreciate the ability to store multiple payment cards digitally within Google Pay, eliminating the need to carry physical cards and reducing the risk of loss or theft.
Globetrotters and Travelers: Individuals who frequently travel domestically or internationally benefit from Google Pay's global presence and acceptance. They can use the platform to make payments while traveling, reducing the reliance on local currencies or physical payment methods.
Step 5. List and prioritize the Pain Points
The following are some pain points that individuals may experience when using Google Pay,