OVO
The comeback of OVO PayLater
A loan product redesign
Feb - Sep 2022 (iterative)
Introduction
OVO is a leading Indonesian fintech platform offering e-wallet, investment, and insurance services. Its flagship lending product, OVO PayLater, was suspended in September 2020 as rapid expansion outpaced risk controls, governance, and system readiness, while weak payment-lending synergy limited OVO's monetization potential.
Goals
In 2022, we aimed to relaunch OVO PayLater with a refined user experience and improved market fit, positioning it as OVO’s new lending product aligned with updated regulations. The design would also localize Grab’s (Southeast Asia’s leading superapp) interface for the Indonesian market while maintaining consistency with the OVO app.
Problems
The PayLater dashboard is the central hub for users to check their remaining limit, pay bills, and track transactions. However, our UX audit and user research revealed that the previous design lacked a clear focal point and failed to accommodate multiple billing statuses and use cases effectively.
Challenges
Designing the dashboard was challenging due to evolving requirements from PMs, business, and legal teams, making it difficult to finalize decisions without a clear scope. With Grab as a new partner, every decision required careful negotiation to balance the needs of both OVO and Grab.
Approach
Driven by research and initial requirements, we refined the design to create a repayment-centric dashboard, ensuring clear context across billing scenarios while enhancing navigation for a more seamless and intuitive experience.
Repayment-focused
Research and user testing confirmed that users mainly visit the PayLater dashboard to repay bills before the due date. With this insight, we redesigned it into a more focused, repayment-centric experience by removing unnecessary functions, grouping related features, and improving navigation.
Enhanced contextual messaging
With the new loan mechanisms, we designed contextual tips for different billing states—empty state, early repayment, post-bill generation, and past due—collaborating with UX writers for clarity. User testing also confirmed late fees as the main payment motivator, leading us to integrate late fee reminders at key moments.
Streamlined bill list
Initially, we placed the upcoming bill above the fold for quick access, but user testing revealed it confused users with the current bill. To improve clarity, we repositioned it near the current bill and consolidated detailed bill info and transaction history into a single, more accessible group.
Some other functions
User testing showed users often forgot spending and fee calculations, so we emphasized limit and fee details. And to enhance competitiveness, we also prioritized auto-debit activation, moving it above the fold from the settings page for better visibility.
Alignment with Grab's design
Throughout the design process, we worked closely with Grab to maintain consistency with both OVO and Grab’s design systems and principles, ensuring a seamless and cohesive user experience.
Post-launch
OVO PayLater is now seamlessly integrated across various Grab services, including Car, Bike, Food, and Mart, offering users a convenient cashless payment option that enhances flexibility and accessibility across everyday transactions.
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