In collaboration with product managers and partner banks, including Cofidis, 4xCB, and Barclays, our goal was to create a seamless, intuitive, and secure instalment payment solution that catered to diverse regional regulations and consumer behaviors.
This case study narrates the customer journey and details each step of the UX design process, showcasing my role and contributions to the GIL program.
A customer browsing Amazon's vast catalog of products in one of the five EU locales sees an option to pay in instalments at checkout. This option is prominently displayed alongside traditional payment methods, with clear messaging on the benefits of using the instalment payment plan.
Intrigued by the flexibility of spreading payments over time, the customer selects the instalment payment option. A detailed breakdown of the instalment plan, including the number of payments, interest rates, and total cost, is provided to help the customer make an informed decision.
The customer fills out a quick and straightforward application form. The form is tailored to meet local regulations and requirements, ensuring that the process is as seamless as possible.
Once the application is submitted, the partner bank reviews it in real-time. Within seconds, the customer receives an approval decision. If approved, the customer can proceed with the purchase. If additional documentation is needed, the customer is guided through the steps to provide it.
With the instalment plan approved, the customer completes the purchase. A confirmation page provides all the necessary details about the instalment plan, including the payment schedule and due dates.
Post-purchase, the customer can easily manage their instalment plan through the banking partner app. They can view upcoming payments, make additional payments, or contact customer support if needed.
Conducted interviews with product managers, partner banks, and internal stakeholders to gather insights and ensure alignment on project goals and expectations.
— Byravi, PM AIS
Regular meetings with product managers and banking partners to discuss project scope and requirements.
Documented insights and expectations from stakeholders to guide the design process.
Identified key features and functionalities required for the GIL program.
Analyzed existing BNPL solutions in the market to identify strengths, weaknesses, and opportunities for Amazon's GIL program.
Studied BNPL offerings from leading competitors in each of the five EU locales.
Highlighted key features and user experiences from competitors.
Identified gaps in the market that Amazon's GIL program could address.
Conducted user research and usability testing across the UK, Spain, France, Italy, and Germany to gather insights on user behaviors and preferences.
Collected quantitative data on user preferences and pain points.
Gathered qualitative insights from diverse user groups.
Tested prototypes with real users to identify usability issues and areas for improvement.
Conducted user research and usability testing across the UK, Spain, France, Italy, and Germany to gather insights on user behaviors and preferences.
— Manish, Product Marketing
Collected quantitative data on user preferences and pain points.
Gathered qualitative insights from diverse user groups.
Tested prototypes with real users to identify usability issues and areas for improvement.
Translated wireframes into high-fidelity designs, incorporating visual design elements and branding guidelines.
— Olivia Alexander, VP Engineering
Developed high-fidelity mockups for the GIL user interface.
Conducted reviews with stakeholders to gather feedback and make necessary adjustments.
Secured approval for the high-fidelity designs from all relevant stakeholders.
Built an interactive prototype to simulate the user experience and facilitate further testing.
Developed a prototype that demonstrated the flow and functionality of the GIL experience.
Conducted additional testing sessions to validate the prototype and gather final feedback.
Made adjustments to the prototype based on test results and stakeholder feedback.
Designing Global Instalment Lending (GIL) experience for Amazon is a complex yet rewarding project that required careful consideration of diverse user needs, regional regulations, and seamless integration with partner banks.
Through collaborative efforts and user-centric design practices, we successfully created an intuitive, secure, and engaging BNPL experience for Amazon customers in the UK, Spain, France, Italy, and Germany.
We want to better understand the opportunity to grow our accommodation and flight businesses (and CTC customers) by offering cashback rewards in a way that is sustainable (incremental ROI > 1) and value generating.
Educate users on flight cashback promo on index page with clarity on what the offer is.
Promote the flight cashback to make customers feel excited and motivated to sign in and continue booking with us.
Provide more clarity on the cashback offer, T&Cs and make it easier for the user to decide.
