Fundiin's Product 2023

Buy Now Pay Later
Purchase Flow Fine-tuned

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I was the main designer leading this project in Jan 2023. After receiving business goals and requirements from my Product Manager, I started to ideate early concepts, built user flows and content, received feedback from my leader, then presented it to the stakeholders, and delivered the final assets for production. I worked with cross-functional teams that include Product Manager, Engineers and leads from Legal, Marketing, Business Development, and Operations.

Project Overview

The purchase flow has been completely redesigned to match the branding colors and styles.
Additionally, it provides a clear differentiation between interest-free and fee-based products.
This redesign has resulted in buyers more quickly understanding the concept and feeling confident in making a decision step by step, focusing on small tasks at a time, resulting in quicker time.

The Problem

The previous version of the purchase flow presented an excessive amount of information on a single screen.
This overloaded users with an abundance of text, options, and details. As a result, users had to spend extra time reading back and forth, evaluating options without confidence in completing the purchase. Additionally, the previous layout diminished the overall aesthetic appeal and professionalism of the interface, eroding credibility.

Business Problem

The lack of sufficient recognition for our newly launched product, BNPL Plus, is hindering our ability to attract new users and establish trust.

Goals

User goal: We want to enable buyers to quickly evaluate their purchase by providing clear fees and payment schedules that are reasonable for them.

Business goals: Enhance brand recognition, establish trust, and simplify the concept of separating spending from income by offering convenient installment payments through BNPL Plus. This will enable us to attract new users by making it effortless for them to comprehend and embrace the idea of paying in smaller installments over time for significant purchases.

Design Principles

New Purchase Flow

Based on the research of Hick’s Law - I decided to break complex tasks into smaller steps in order to decrease cognitive load. As a result, the interface has been optimized with minimal visual clutter and whitespace and enhancing readability and comprehension for users.

New Experience

The lack of sufficient recognition for our newly launched product, BNPL Plus, is hindering our ability to attract new users and establish trust.

Result

With the redesign, users are quicker to make purchase decisions when the information is simplified by focusing on one task at a time. The total design navigates better and appeals to aesthetics and professionalism, instilling confidence and trust in our BNPL service.