THE PROJECT
Citibank is the 3rd largest bank in the United States was looking to catch up with the Buy Now Pay Later (BNPL) products and ideally leapfrog them to capture the market for micropayments and buy now/ pay later.
For this project it was decided to test the market in Australia where this payment method is very popular.
THE CHALLENGE
Citi with over 200 years of experience in the market wanted to create an innovative BNPL product and design new strategies and product solutions for the market, first working in partnership with an Australian airline.
With this in mind we began our research and discovery stage to see how the bank users saw this new product that could be offered to there clients.
THE DISCOVERY
From a product perspective, our focus was dedicated to comprehensively understanding the business, users, the BNPL ecosystem.
Over a span of 4 weeks, we diligently worked, and the results highlighted that a significant portion of potential users exhibited a preference for utilizing this service via alternative fintech platforms like Klarna or Afterpay, as opposed to traditional banks.
The interviews underscored a notable lack of awareness regarding this payment method among many users.
Additionally, interviews and workshops also brought out very important insights. At first, Citibank wanted to have its own app or market place to be able to access this service and they showed the benefits that users would like to have with this payment method.
JOURNEY MAP
With the user profiles and the workshops, we create an ideal journey for the users. This journey includes insights we found in the interviews and ideas discovered while running the workshops, including touchpoints that users will find important for providing a good Buy Now Pay Later (BNPL) experience.
VISUAL LANGUAGE
For the visual experience of this product, it was decided to go for something that any audience would be familiar with. In this case, being the partner with QANTAS, the whole aesthetics was from the airline brand, so the user would not feel lost when it comes to being in the BNPL process.
MY ROLE
Analyze the interviews to find key insights that help design the end product that citi is looking to bring into the market.
Conduct design research to analyze design trends that could help make the product and digital experience easier and more user-friendly.
Help the team design a white label product and design a prototype with these features.
OUTCOME
Design a buy now pay later option when the users are finishing their purchases, showing them the customization options for their payments plan dates and a reward system model to motivate the user to continue using this payment option for future purchases .
Project developed working for Globant
