Business Decision

Goal Metric - To increase Newly Acquired Users on Google Pay

Business Question - How can we attract more new users to start using Google Pay?

Hypothesis - Potential new users are hesitant to start using Google Pay due to concerns about security, lack of awareness about its benefits, and unfamiliarity with how to use digital payment systems.

Research Question - What factors influence potential users' decisions to start using UPI, and what would encourage them to sign up and use it regularly?

Goal Metric - To improve monetization aspect of Google Pay, particularly from New Paying Users

Business Question - How can we increase the frequency and average value of transactions made by new paying users on Google Pay?

Hypothesis - People use Google Pay for P2P payments and not for paying bills and doing recharges. New paying users are attracted to Google Pay for its convenience and cashback offers but might not be utilizing other features like ticket booking, investment options, due to lack of awareness or perceived complexity.

Research Question - What factors influence new paying users' decisions to repeatedly use Google Pay for paying bills and doing recharges, and what would motivate them to explore and use additional features?

Goal Metric - To improve monetization aspect of Google Pay, particularly from Existing Paying Users

Business Question - How can we increase the average transaction value for existing paying users on Google Pay?

Hypothesis - Existing paying users are familiar with and comfortable using Google Pay for bill payments and recharges but are not fully exploring other features due to lack of awareness, perceived complexity, or insufficient incentives.

Research Question - What factors influence existing paying users' decisions to use Google Pay for various types of transactions, and what would encourage them to explore and use additional features more frequently?

Research Method

Goal Metric - To increase Newly Acquired Users on Google Pay

Customer feedback will be incorporated via 2 methods -

1:1 User Interviews -

• Research Question: What factors influence potential users' decisions to start using Google Pay, and what would encourage them to sign up and use it regularly?
• Purpose: To gain in-depth insights into individual motivations, barriers, and perceptions regarding Google Pay.

Analyzing Product Reviews -

• Research Question: What issues or concerns do potential users have that might prevent them from signing up or continuing to use Google Pay?
• Purpose: To gather feedback directly from users to understand and address pain points that could impact user acquisition.

Goal Metric - To improve monetization aspect of Google Pay, particularly from New/Existing Paying Users

Customer feedback will be incorporated via 2 methods -

1:1 User Interviews -

• Research Question: What factors influence users' decisions to perform merchant payments and use it regularly?