Scan and Pay

Research & Problem Framing

As mentioned in my previous case study, "Lessons Learned from Designing a Complex System," I conducted extensive user research on our business user roles and workflows. From this research, I uncovered several key insights, especially about the challenges unique to B2B product design.

Key Research Findings:

• In B2B services, the person who decides to adopt the product is often not the same person who actually uses it.
  This is a fundamental difference from B2C services. It means we need to consider and design for multiple types of users, with different motivations, knowledge levels, and onboarding needs.

• Compared to my past experiences in China, I found that many merchant staff in Japan had limited experience with mobile payment systems.
  In 2019, many had never used PayPay or LINE Pay themselves. Their unfamiliarity with digital payments impacted both their confidence and willingness to adopt new tools.

• Merchants were open to paying for services—but only when they could clearly see the benefits.
  For example, many restaurants paid high monthly fees to platforms like Tabelog and HOT PEPPER because they saw the value in attracting more customers.
  However, they often saw payment transaction fees (3.0%+) as a cost, not a benefit. Many merchants only joined our service during promotional periods when we offered 0% transaction fees.

• Some restaurants refused to accept digital payments during peak hours, such as lunchtime, because they believed cashless payment was slower and caused customer queues to grow longer.

• A few forward-thinking restaurant managers were considering new pickup models where customers could order and pay online in advance, improving overall efficiency and reducing wait times.

Framing the Problem

After analyzing the research, I narrowed the focus to the most pressing challenge—one that could be solved through design:

“Customers from all over the world visit these restaurants. At the cashier, the payment process takes too long, causing queues and lowering operational efficiency.”

お店にいるのは、日本人だけでなく、全世界からのお客様である。レジで決済を行う時に時間がかかるので、後ろのお客様が待っている。これにより、運営効率の低下は課題となる。

Proposed Solution

To address the inefficiency at the cashier and reduce wait times, I proposed a redesigned in-store payment UI based on two key principles:

1. Shift the main payment scenario from cashier-based to table-based
   Allow customers to pay directly at their table or seat, removing the need to stand in line.

2. Simplify the UI based on the user’s language
   Customize the payment screen for users in Japanese, English, or Chinese, so international customers can understand and complete the payment with ease.

3. Reduce the number of payment steps
   Streamline the user flow to make the experience faster and more intuitive.

1) レジ決済の代わりに、テーブル決済をメーンのシーンとする。
2) 日本語と中国語と英語のお客様を分けて、お支払い画面UIを改善。
3) お支払いのステップ数を減らし、流れを改善。

Design Overview

Here’s what the redesign focused on:

• A cleaner, more intuitive UI for the payment screen, removing unnecessary elements and minimizing decision fatigue.

• Language-specific UIs, triggered based on system language or user selection, to reduce confusion for foreign tourists.

• A more efficient payment flow, designed with fewer steps and less manual input, optimized for both new and returning users.

By allowing customers to pay at their seats and simplifying the experience, we addressed the core issue of operational inefficiency while improving overall user satisfaction.