Launching Trustly Recurring payments
Trustly Direct Debit is a digital payment onboarding flow that sets up recurring payments by using end-user data from the user bank account to remove manual entry. My role was to lead design work on the brand new recurring product at Trustly. In 2023 it was launched to UK and Sweden markets, during 2024 it launched to the European market starting off with France and Germany.
Client
Trustly
Service
Digital product design
Role
Senior Product Designer
Duration
2 years
Year
2023
In the repeat economy today, existing payment solutions have enabled the growth of recurring transactions but at the same time it has left room for big opportunities to deliver exceptional outcomes within in the space. In todays market there are 12% failure rate for traditional direct debit set-up, 46% of the time spent on billing could be removed through better tech, 53% of total churn is due to involuntary churn caused by failed payments. This created a window of opportunity for Trustly Direct Debit by reducing manual processes to maximise cash flow for merchants, to easy onboard every prospective customer and to maintain lasting connections with customers throughout Europe.
Trustly Direct Debit simplifies consumer onboarding in-app and from any device with zero manual entry, easy verification with bank app or eID and strong authentication using biometrics. For merchants this would mean extended lifetime value as it increased customer life time value and reduces silent churns by removing card expiry dates and automating retries ensuring higher payment collection. The most challenging market to enter was France, for simply the reason that they don’t have any similar product on the market. These customers are used set up a recurring payment manually, on paper, trough the bank. For them, this product would mean that recurring payments would never be the same. Introducing something completely new to the french market we had to understand the audience and what could be potential turn offs for them using this product.
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"In todays market there are 12% failure rate for traditional direct debit set-up, 46% of the time spent on billing could be removed through better tech."
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We initiated extensive user testing in 2 steps, in general the french users liked the solution, and was surprised how easy and quick it was to set up a recurring payment. However, as mentioned, french users are not used to this type of flow, so their biggest concerns was about privacy and the data that is shared. For us it became important to reassure users about the security and privacy of their data when using Trustly from the beginning of the flow and clearly inform what is happening in the flow.
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In June 2024 trustly launched the product in Paris at Printemps Group Hausman. Companies from all over France was invited to experience the product
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