Overview

OhentPay's virtual account number feature is a core product capability - it enables users to receive payments directly into their wallets and serves as our primary deposit method.

However, shortly after launch, we faced a critical challenge: our card deposit option experienced technical issues, making virtual accounts even more essential. Yet adoption remained disappointingly low.

The Challenge

Despite being a crucial feature, virtual account adoption was slow due to:

• User behavior patterns: Most users defaulted to card transactions and weren't discovering the virtual account option.
• Poor feature visibility: The virtual account generator was buried in account settings, where less than 15% of users navigated.
• Lack of awareness: Users didn't understand the feature's value or how to access it.

With cards temporarily unavailable, we needed to drive urgent adoption of virtual accounts to maintain deposit flow.

My Role

I identified this product adoption gap and led a multi-pronged solution combining in-app optimization, user education, and lifecycle communications. I worked cross-functionally with product, design, and engineering teams to improve feature discovery and drive activation.

Strategic Approach

1. In-App Placement Optimization

• Analyzed user navigation patterns to see high-traffic areas.
• Proposed moving the notification bar from hidden account settings to the dashboard (our most visited screen with 90%+ daily active user traffic).
• Wrote clear, benefit-focused copy: "Generate your UK account number in seconds—get paid like a local"
• Collaborated with the product team on UI implementation and A/B tested copy variations.

2. User Education Content

• Created product knowledge articles explaining virtual accounts, their benefits, and step-by-step setup guides.
• Published help center documentation addressing common questions.