BNPL case study
We were working to partner with a Buy Now, Pay Later provider to offer a Buy Now, Pay Later solution within GoCart for new and existing customers.
1 product designer
1 product manager
ux research, ux/ui design
Background
After extensive market research it became clear [Partner blocked] is the only provider currently ready to offer GoCart the control we need over the UX as well as a compelling revenue model.
The Goal
For testing:
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Confirm if users will engage with a GoCart branded pay in four solution
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Understand sentiments around users accepting an ACH funding source for their transactions
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Validate any user assumptions around re-direct from GoCart, into [Partner] screens, back to GoCart
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Reveal customer frustrations, dissatisfactions, or pain points when completing BNPL purchase (full user flow)
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Get feedback and data on overall experience
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Ensure BNPL, GoCart and [Partner] partnership are effectively and clearly communicated to user
For the project:
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Increase consumer and merchant adoption through offering a BNPL payment method solution in our wallet
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Increased conversion and cart spend for merchants
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Stay competitive
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Help our non-retail merchants differentiate themselves
UXR process
We will be testing two-three prototypes:
o A new user pays with BNPL button from the merchant checkout *1st
o A new user pays with BNPL from the GoCart wallet
o A returning user pays with BNPL from the GoCart wallet
There are a few things that we would like to capture during the user test aside from general task questions (i.e. Did you feel as though you completed the task successfully?, How easy of a task was this?):
For GoCart welcome screen:
- Do you feel you have enough information to continue? If not, is there anything else you would want to see here to better get you to that decision?
For ‘application’ to BNPL:
- What were your overall thoughts while filling out your personal information?
- What would you say the level of effort would be in filling out the necessary information to complete your purchase?
- Is there anything on the flow that would prevent you from moving forward with your BNPL purchase?
- Do you have enough information to move forward with using BNPL?
For Overall Experience:
What were your overall feelings about this experience?
What did you like about the experience? What didn’t you like?
If you could wish for something else to be included in this experience, what would it be?
Demographics
We will be screening for users who fit the following criteria.
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User is between 18-45 years of age
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User is located in the United States
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User has made an online purchase in the past month
Metrics Success
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Data will allow us to determine best path forward with integrating BNPL into GoCart
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Determine best entry point of BNPL (wallet, button, ECG?)
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Iterate if needed, and re-test if applicable
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Prioritize a list of user needs to address in the design (keep/exclude/iterate on) and then level set with team based on business needs
Desired Output:
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That there will be enough or valuable user feedback that allows us to push forward with one design for wallet (and tbd button)
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This research will guide us to what our end output will be for this experience.
Test Script
Specifics for Test
Scenario Task Verbal Response
[Merchant cart landing screen]
[Scenario] You have just added ski goggles and a ski mask on the website, summitgear. com, and you’re ready to checkout.
[Verbal Response] In a typical online purchase, how often do you do a ‘guest checkout?’
[Verbal Response] Talk out loud about the Buy Now, Pay Later GoCart button. What do you think this lets you do? If this was offered on website you purchase from often, would you use/click on this service?
[Task] Click on the Buy Now, Pay Later GoCart button.
[GoCart Welcome screen]
[Verbal Response] Talk out loud about this GoCart screen.
[Task] Please continue by clicking on ‘Validate my account.’
[GoCart Validate Account screen]
[Task] Please click on the email field to enter your email address and click Continue.
[GoCart Contact Info screen]
[Task]Please click on the full name field to enter your name. Please do the same with the phone number field. When you are done filling out the form, please click Continue.
[GoCart OTP screen]
[Task]Let’s pretend a code was sent to that phone number you just entered on the previous screen. Please click within the code field to out the code.
[GoCart Shipping screen]
[Task] Let’s pretend you were filling out this form – please click into the fields that you would need to fill out to continue. When you are done, Continue to Payment.
[GoCart BNPL screen]
[Verbal Response]Please review this screen and talk out loud about what you see and what is being asked of you. Do you think the information is clear? What other pieces of information would you need to continue?
[Verbal Response] If this was a real life purchase you were going to make, how would you personally proceed on this purchase?
[Task] Please click Log in to my bank.
[Partner screen]
[Task] Let’s pretend you have a Bank of America account you would like to connect to your account. Click on Bank of America.
[Task] Please proceed with filling out this form by adding your online ID and password to log in to your Bank of America account and Submit.
[Task] Please select the first Checking account that shows up and Submit.
[Success Screen]
[Verbal Response] Describe the experience of logging in to your bank account to use Buy Now, Pay Later. How did you feel about it overall? Is this something you would find yourself using? Why or why not?
[Task] Click on Return to Purchase.
[GoCart wallet]
[Task] If you wanted to view the Buy now, Pay later payment schedule, how would you do so?
[Task] When you feel like you are ready, please continue by paying with GoCart.
[Overall experience questions / Post-Test Questionnaire]
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Did you find the process of using GoCart easy?
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Do you think you would find yourself using GoCart’s Buy Now, Pay Later in real life?
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How did you feel about the entire Buy Now, Pay Later process?
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What would make this process easier or better for you? Is there anything specific you would change about the application flow?
Results
Initial thoughts prior to test:
Users were prompted with “Talk out loud about the Pay Easy in 4 with GoCart button. What do you think this lets you do? If this was offered on website you purchase from often, would you use/click on this service?” prior to the test.
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49 users (64%) said they would
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27 users (35%) said they would not
Supporting Quotes
“I probably wouldn’t, I would need to learn more and know if there was any interest fees.”
“I don’t know this company, so I’m not sure.”
“I usually prefer to make payments in full.”
Follow up question post test:
Do you think you would find yourself using GoCart’s Pay Easy in 4 in real life?
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56 users (74%) said they would
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20 users (26%) said they would not
- 11 users mentioned not wanting to use it because of it needing an ACH transaction
- 9 users wouldn’t use it because they don’t ever use BNPL services
Supporting Quotes
“I usually avoid pay-later services, but this one was very straightforward and intuitive.”
“I would now consider it since it was interest free.”
“Yes, [now] I am going to find out more about this type of payment method.”
“This was very easy compared to the nightmare of logging into my bank elsewhere.”
“Links to your account, so this actually makes it a lot more convenient as well.”
2. Natural user path
Highlight reel: Natural User Path
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What is the natural path users take while trying to pay for their sub on Firehousesubs.com?
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4/5 (80%) users went with the merchant checkout option over the GoCart button
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Main results:
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📈 there was a +10% increase in users who would use the service after running through the test
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😄 97% of users had a positive reaction with the overall process, mentioning one or more of these words to associate the flow with:
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Straightforward
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Simple
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Easy
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Intuitive
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Understandable
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Quick
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Seamless
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Helpful
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Supporting Quotes
“It was easy to sign up. When things take too long or are too complicated that is a deterrent. That was not the case here.”
“The entire process is user-intuitive and it really keeps the flow process simple considering a newbie in mind.”
“The current flow does a good job at letting you know what information is required to continue and why.”
“The application flow was nice because it was all in the same window.”
“I felt it was outstanding because of how simple and user friendly it was. It is one of the best experiences I have ever had with a service like this.”
“It's not something I think I would personally use extensively, but I think it's a very valuable service and it's very easy to use layout's perfectly good enough to understand.”
“I definitely have enough information to proceed in order to create a gocart account.”
“The information of creating an account is exactly what I was expecting, it was nice to be walked through it.”
ACH & transaction feedback:
Merchants with the best checkout experiences offer shoppers 6+ payment methods* - PYMNTS.com Checkout Conversion Index
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🤔 16% (~1/5th) of users mentioned a hesitancy around logging into their bank
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🚫 14% of users said a reason they wouldn’t use this service because of the bank login requirement (avg age of group = 35)
- 11 users out of the 20 that wouldn’t use the service all together -
💰 2 out of the 11 users mentioned that they might use this service for larger purchases (over $500 at least) to make it more worthwhile to log into their bank
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💳 17% of users wanted to have more flexibility in the payment method used for installments (credit card, debit, etc.)
Supporting Quotes
“No one has my bank account except me. I don’t have anything that connects to my bank directly, I don’t trust y’all.”
“I think some people might be a little nervous about logging in their bank.”
“I do not like the fact that I have to sign into my bank account. I would rather just use a credit card.”
“[I would use it] if it attached itself to a card and not directly to my bank account.”
“The only thing that I would add to the process is the ability to link a debit card as well.”
Thoughts around Partner:
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😕 7% of users (5 users total) were confused and/or made a comment when Partner was introduced
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This feedback specifically included:
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understanding who Partner is
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what Patner's role in the process is
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why Partner is being mentioned
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Supporting Quotes
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“I want more [of an] explanation of Partner and why they are involved.”
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“When Partner was first mentioned, having it as a hyperlink that lead to Partner's website would be good as I had never heard of it before.”
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“I thought that the introduction of "partner" was confusing since I didn't initially understand what the role of that company was in this process..”
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“I’m not sure who I’m dealing with – what does Partner handle vs what does Partner handle?”
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“Who’s Partner?? I thought gocart was the one I was signing up with.”
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“Idk why they need to mention that they are partnering with Partner. Now I’m looking at 3 brands – summit gear, Partner and gocart.”
More information upfront:
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📈 22% of users wanted more information upfront or earlier in the flow
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This feedback specifically included:
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service being interest-free
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requirement of a bank login
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zero credit score impact
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screen highlighting the service/payment schedule
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Supporting Quotes
“I misspoke – I originally said I wouldn’t use this because I didn’t know if it was interest free, but now that I see it is, I would use it.”
“Tell me about the no credit check upfront.”
“I would like to know that I won't be paying interest or any hidden fees upfront. ”
“It could be improved by explaining ahead of time that the payments are interest-free, that it required connecting to your bank account as the only payment method.”
“I initially thought there would be interest or fees, so finding out that there isn't is quite enticing.”
“I definitely would do it because there is no interest.”
“I think maybe in the beginning if it was never heard about, that would be nice to have a little link to actually get more information.”
“There was one thing that to me really stood out positively above every other time that I've used a payment plan process is that it provided me the schedule right away when I was signing up for it.”
Next steps:
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DISCUSS: BNPL branded GoCart button
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Explore how BNPL fits into the wallet & other pipelines (PBL & wallet = ✅ done)
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Iterate on prototypes incorporating main points of feedback:
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introduce BNPL (& it’s terms of interest-free, bank login, & no impact to credit) earlier in the flow
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more clarity on certegy - what do they do vs. what does GoCart do
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future state: how might we provide even more options for BNPL?
Addressing flow feedback:
Addressing copy feedback:
BNPL in GoCart Flow
The Impact
- Although we didn't go with the partner for a BNPL solution, I was able to carve the path for what BNPL would look like within the user flow & wallet when the right partner came along
- Established relationships with 2 partners, 1 being a large bank, and helped to give demos of the prototypes and showcase the UX
- Worked on an overlay component that would later benefit the design system
