How do we provide an onboarding experience to show users all the payment options available for them to free up their cash flow?
PROBLEM
The need to free up cashflow
This project was brought up when the business team saw an opportunity to help users free up their cashflow with options like Buy Now Pay Later. Users who had big orders didn't want to pay for their entire order up front and we wanted to give them the flexibility to do so.
However, our sales team didn't have the bandwidth nor training in these financing options to explain to the customer all the details which could leave them confused and not enrolling.
THE OUTCOME
We acquired 16% more users
With the first phase of the release which lasted 3 months, we generated 63 new leads which turned to in total 16% acquired users. On top of that 100% of users who took our Hotjar survey indicated they thought the onboarding design gave them enough clarity to make a decision.
Surveys says...
100% of users that were asked on Hotjar indicated that the onboarding experience was clear enough for them to onboard. (Not pictured is the 30 other responses from Indonesian and Vietnamese customers)
DISCOVERY
Understanding process, value and potential risks
First thing we had to do was get a very clear understanding of the process. This meant a lot of discussion with stakeholders and other teams. We felt in over our heads a bit but we eventually got a better idea of the process, payment options available and what user could actually value from these options.
Stakeholder interviews with heads of the finance team were key to understanding how we could inform customers and onboard them to confidently make their decision to enroll.
DISCOVERY
Uncovering push and pull factors
We then looked to interview customers to understand their current situation through contextual inquiries. Our goal was to get a deeper understanding of why they needed to finance or why they didn't need to finance their order.
User interviews gave us more insight on user's needs to use Buy Now Pay Later as a payment option, we discovered their pain-points in adopting this payment method.
Analyzed insights into push/pull factors, saw there were more push factors of not adopting. A pull factor we could focus on though was the need to free up customer's cashflow.
IDEATION
Imagining the onboarding experience
All the payment options can be confusing to customers who aren't familiar with the finance terms and can be intimidating. How can we make it the experience clear, informative and without leaving out key details? We also had to understand that some users wouldn't be interested in financing at all and for those who possibly were we imagined we had just one shot at converting them. This meant a lot of wire-framing and ideating...
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FINAL DESIGNS
Banner as touchpoint
Although we ultimately wanted to increase the number of customers using our Buy Now Pay Later service, we didn't want it to be too intrusive, so we decided to go with a banner in order to draw the customer's attention.
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Mixpanel data showed that the number of people tapping the call to action. We could then focus on which area to improve the design in the future but it seemed like the touch-point was successful.
FINAL DESIGNS
Simple way to apply
We wanted to help inform the user throughout the journey this meant focusing on what information was important for them to make their decision and providing them an easy, friendly application process.
The flow to apply for financing services, guided through by the friendly Ninja Van Ryo.
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We also added a see more details section to include infographics in order to better explain to the customer about that financing option.
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