Buy now pay later
Westpac | 2022 | Service Design, UX Research and UX skills
The Australian bank Westpac wanted to strategically integrate the buy now pay later service into their everyday consumer experience lifecycle, by targeting selected customer streams.
The Problem
Westpac was set to launch their in-house buy now pay later service or 'Pay in 4' payment process for select existing customers. My team and I were tasked with uplifting the pay in 4 service design to better integrate into Westpac's digital ecosystem, in alignment with their product lifecycle.
I needed to identify opportunities to offer the service and create a seamless way into onboarding.
Customer Research
The team set out to map the current state with internal research to collate every product and service offered in
I was able to leverage existing research Westpac had to identify potential customer segments, discovering early user trends for us to use as a guide for strategic placement. This combined with other product usage data, existing customer research and financial trend data informed us of who are potential customers are.
The team identified 3 customer segments for the service whose needs aligned with the value the servcie was offering.
A probelm we needed to consider was the communities wavering opinion of pay in 4 states services, and how at the time it was not regulated like credit cards.
Customer Segment Mapping
Myself and another designer created our customer segment map which conveys the high level data forming each group.
The Customer Segments at a Glance
Gen Z-er
A student who works and doesn't like credit cards
I made 3 customer personas that aligned to each segment while articulating their unique needs.
Families
With young kids working full time and a credit card
Millenials
Working full time who can afford and likes to spend
Defining the service within the Product Lifecycle
I created a service blueprint to map the average customers lifecycle with the bank, exploring potential traditional triggers for services and life events that may impact how they interact with the business.
I utilised persona based interviews to further discern potential triggers for the service, trying to explore beyond the surface level reasons for using it. I realised that buy now pay later services are used as a money management tool to smooth over costs and stretch budgets.
This was the interesting insight for me, with the smaller amount taken from one’s budget enabling more customer flexibility with their spending.
This transcended our research and unified potential user groups, forming the foundation of the project by giving us direction forward with a unique insight, to meaningfully and empathetically offer the service.
The visual to the below represents the over arching product stages the bank used to map its services at the time. This structure is what we needed to integrate the buy now pay later service with.
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Ideation and Iteration
With the more detailed insights from the persona, we expanded upon the service blueprint to more closely align the customers needs to the business’ product lifecycle, including major financial touchpoint customers may experience.
This provided us with a detailed perspective of how to place and market the service to key customer segments.
UI and Communications
I redesigned the UI of the communications and screens to strategically include the buy now pay later service.
Examples of my the designs for both mobile and desktop can be seen below.
New Product Lifecycle Service Blueprint
The final detailed journey map served as the final artefact utilised in the Proposal to seek funding for the next part of the project. It visualised the experience of an everyday banking customer with potential was in to engage them with the pay in 4 service. We had tailored messaging in the communications and UI to sppeal to specific customer segments to increase the likelihood of sign ups.
The service blueprint and case put forward was successful in getting approval for the next part of the project.
Please note, the below is a preview of the final service blurprint. Click on it to see the full version.