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WIOM <> ENZO LAB

WIOM <> ENZO LAB

How We Increased the
Auto-Pay Adoption by 10%

How We Increased the
Auto-Pay Adoption by 10%

How did we help

How did we help

UX Strategy

UX Strategy

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Payment Experience Optimization

Payment Experience Optimization

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Behavioral Design

Behavioral Design

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A/B Testing

A/B Testing

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Industry

Internet Service Providers

Internet Service Providers

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Users

First time Broadband users

First time Broadband users

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Growth stage

Enterprise

Enterprise

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Website

www.wiom.in

www.wiom.in

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INTRODUCTION

INTRODUCTION

Wiom serves over 100,000 households
in Delhi NCR.

Wiom serves over 100,000 households in Delhi NCR.

Wiom serves over 100,000 households in Delhi NCR.

Wiom is dedicated to democratizing unlimited internet access by providing affordable home broadband services tailored for Bharat users.

Wiom is dedicated to democratizing unlimited internet access by providing affordable home broadband services tailored for Bharat users.

The Growing Need for Reliable Internet in India

821 Million

Internet users in 2023 (3% growth YoY).

90% of users

Go online daily, averaging 1.5 hours per day.

CHALLENGE

CHALLENGE

The Payment Challenge for Bharat Users

The Payment Challenge
for Bharat Users

The Payment Challenge for Bharat Users

Payment behaviors among Bharat users have always been a subject of debate. A prevailing assumption within the product community in India is that these users are hesitant to pay for services. But is this really true?

Payment behaviors among Bharat users have always been a subject of debate. A prevailing assumption within the product community in India is that these users are hesitant to pay for services. But is this really true?

Who are Bharat Users?

The internet is no longer a luxury it’s a necessity, even in smaller towns. Wiom is bridging the gap by making affordable, unlimited broadband accessible to Bharat households.

Who are Bharat Users?

The internet is no longer a luxury it’s a necessity, even in smaller towns. Wiom is bridging the gap by making affordable, unlimited broadband accessible to Bharat households.

Who are Bharat Users?

The internet is no longer a luxury it’s a necessity, even in smaller towns. Wiom is bridging the gap by making affordable, unlimited broadband accessible to Bharat households.

Wiom’s users are primarily first-time broadband internet users living in Delhi NCR, many of whom have migrated from smaller cities. Their limited digital experience makes affordability and simplicity key factors in their payment decisions.

Wiom’s users are primarily first-time broadband internet users living in Delhi NCR, many of whom have migrated from smaller cities. Their limited digital experience makes affordability and simplicity key factors in their payment decisions.

OUR SOLUTION

OUR SOLUTION

A User-Centered Strategy

A User-Centered Strategy

Despite a surge in internet usage in India Wiom faced a challenge: users were hesitant to enable Auto-Pay due to concerns about financial control, trust, and lack of awareness. However, data showed that Auto-Pay users had higher retention rates, making its adoption crucial for long-term business growth.

We hypothesized that visibility and incentives would drive higher Auto-Pay adoption. To test this, we conducted two structured experiments

Despite a surge in internet usage in India Wiom faced a challenge: users were hesitant to enable Auto-Pay due to concerns about financial control, trust, and lack of awareness. However, data showed that Auto-Pay users had higher retention rates, making its adoption crucial for long-term business growth.

We hypothesized that visibility and incentives would drive higher Auto-Pay adoption. To test this, we conducted two structured experiments

Cost Conscious Bharat Users

Bharat Users are Cost Consious

Skeptical of Recurring Payments

Migrants Seeking Stability

New to Digital Payments

Experiment 1:

Making Auto-Pay a visible payment option with a small upfront discount.

• Integrating Auto-Pay into the Payment Flow

• Highlighting Auto-Pay’s Benefits Visually

• Offering a ₹25 Discount

Making Auto-Pay a visible payment option with a small upfront discount.

• Integrating Auto-Pay into the Payment Flow

• Highlighting Auto-Pay’s Benefits Visually

• Offering a ₹25 Discount

Experiment 2:

Making Auto-Pay a visible payment option with a small upfront discount.

• Introducing Incremental Rewards

• Emphasizing Convenience & Reliability

Making Auto-Pay a visible payment option with a small upfront discount.

• Introducing Incremental Rewards

• Emphasizing Convenience & Reliability

While Experiment 1 showed increased adoption, the lack of impact on retention rates indicated that the initial financial incentive was not enough to sustain engagement. We realized that focusing solely on immediate benefits was insufficient. Users needed to see the long-term value of Auto-Pay to remain committed.

While Experiment 1 showed increased adoption, the lack of impact on retention rates indicated that the initial financial incentive was not enough to sustain engagement. We realized that focusing solely on immediate benefits was insufficient. Users needed to see the long-term value of Auto-Pay to remain committed.

Based on these learnings, we improved our Auto-Pay revoke flow to provide clearer information and context, emphasising how Auto-Pay helps users save money and avoid manual payment hassles

Based on these learnings, we improved our Auto-Pay revoke flow to provide clearer information and context, emphasising how Auto-Pay helps users save money and avoid manual payment hassles

IMPACT DRIVEN

IMPACT DRIVEN

Redefining Affordable Internet for Bharat

Redefining Affordable Internet for Bharat

WIOM

"Enzo brings rare clarity in chaotic build phases. Their team combines deep user insight with sharp execution, helping us cut friction and improve outcomes fast. They don't just design they think like founders."

Nishit Aggarwal - Founder - WIOM

Impact we drove for our client

+10%

Increase in Auto-Pay adoption

+44%

Retention among Auto-Pay users

+10%

Users responded better to long-term benefits vs. one-time incentives.

+4%

Improved communication reduced Auto-Pay revocations.

OTHER PROECTS

OTHER PROECTS

Helping businesses reach their goals and solving real-world challenges.

Helping businesses reach their goals and solving real-world challenges.

UX Strategy, A/B Testing

Wiom

Redesign, User Research

Doubtnut

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