Strategic Product Design Case Study

THE CHALLENGE

Apple introduced support for Japan’s My Number Card in Apple Wallet, creating a new route to identity verification. The experience required users to leave Paidy, add their card in Apple Wallet, and then return to complete eKYC. Because Paidy could not detect whether the card had already been added, the journey needed to guide different user states without interrupting payment.

My Role: Senior UX Designer

Focus: Nudge strategy, cross-platform journeys, interaction design, UX content, prototyping, and cross-functional alignment

Partners: Product, iOS Engineering, Marketing, Legal, and Apple

PRODUCT STRATEGY

I prioritized the experience around Pay → Spend → Enable. Payment and account-management tasks remained primary; Apple IDV promotion appeared only when it matched user intent and would not interrupt a high-value transaction.

KEY DESIGN DECISIONS

Protect payment journeys. Apple IDV nudges were suppressed during checkout and other high-intent payment moments.

Educate before redirecting. A concise How-To experience explained why users were leaving Paidy, what they needed in Apple Wallet, and how to return.

Support multiple starting points. The entry experience helped users understand whether Apple Wallet IDV or an existing eKYC method was the most appropriate route.

Create a clear return path. Messaging and step-by-step guidance reduced uncertainty across the app-switching journey.

VALIDATION

I mapped the end-to-end journey, reviewed technical constraints with Engineering, aligned nudge priority with Product and Marketing, and evaluated the content and interaction flow before implementation. The design accounted for iOS requirements, localization, character limits, and Paidy’s existing identity-verification options.

OUTCOME

The final framework integrated Apple IDV promotion without interrupting core payment behavior. It gave users clearer expectations before leaving the app and created a reusable approach for prioritizing future product nudges.

KEY LEARNING

Good product design is sometimes about deciding when not to interrupt. By respecting user intent and prioritizing Pay → Spend → Enable, the experience supported identity-verification adoption while protecting Paidy’s core payment journeys.