Fastwire is a startup company dedicated to solving the operational challenges faced by business and finance teams through innovative software solutions. Our mission is to help these teams scale efficiently by improving payment reconciliation processes, thereby reducing the need for additional headcount. 

This case study focuses on understanding how users perceive their customers and how this insight guided the design of our ‘Create Customer’ database feature.

Problem

Businesses like soccer and dance classes, which have minor students with guardians, need an efficient way to manage customer profiles. Initially, our assumption was that the primary customers are the ones who are paying, like the parents or guardians, while the secondary customers are the students. 

I crafted a research plan to align document and align the research objective with stakeholders:

Research Method:

We conducted usability tests with our partnered businesses, involving 5 participants, to gain insights into our users’ mental models and understand their perspective on who their primary customers are. 

Iteration Process:

After the initial usability test, we gathered qualitative feedback from all participants, focusing on areas of confusion and points of friction. Based on this feedback, we iterated on the design to improve clarity and ease of use.  We then conducted a second round of testing with the updated design, involving different set of participants. This round focused on validating that the changes made were effective and that the users now understood and could easily navigate the feature.

Key Metrics from Testing:

• After the initial iteration, the task completion rate improved from 30% to 90%.

• Average time to complete the primary task was reduced by 50%, which reflects improved usability. ( During the first round, many users struggled to complete the primary task of adding a customer, with some participants taking significantly longer than anticipated.)

Key Insights from the Usability Test

• Contrary to our initial assumption, students are viewed as the primary customers, while guardians are listed as contact persons. This insight guided us to focus the database design on student-centric information while ensuring guardians’ details are accessible.

•  Information such as Student ID, Birth Date, Nationality, and relationship to the guardian (e.g., Mother, Father, Maid, Driver) helps in identifying the correct contact person and ensures the right individual is authorized to pick up the student.

• Key details like the number of sessions left are essential for quick reference, as students frequently ask about their remaining sessions.

Conclusion