Transforming
Buy Now Pay Later
Transforming
Buy Now Pay Later
Zilch (£2bn valuation) is a UK-based buy now, pay later (BNPL) company that allows customers to split their purchases into four equal payments, spread over six weeks, with no interest or fees. The company has over 2 million customers and has processed over £1 billion in transactions.
Zilch (£2bn valuation) is a UK-based buy now, pay later (BNPL) company that allows customers to split their purchases into four equal payments, spread over six weeks, with no interest or fees. The company has over 2 million customers and has processed over £1 billion in transactions.
Key Results
Key Results
Key Results
~£800K saved
~£800K saved
~£800K saved
Our role
Our role
Our role
Full cycle User Experience to User Interface design
Full cycle User Experience to User Interface design
Full cycle User Experience to User Interface design
Timeline
Timeline
Timeline
3 months
3 months
3 months
The Problem
The Problem
High unsuccessful purchase rates
High unsuccessful purchase rates
There are more unsuccessful purchases than successful ones.
We believe this could be changed. In order to address this we will look at the following specific problems: Available Spend and Open Transaction limit Boost and Open banking.
There are more unsuccessful purchases than successful ones.
We believe this could be changed. In order to address this we will look at the following specific problems: Available Spend and Open Transaction limit Boost and Open banking.
There are more unsuccessful purchases than successful ones. We believe this could be changed.
In order to address this we will look at the following specific problems: Available Spend and Open Transaction limit Boost and Open banking.
Discovery
Discovery
Competitor Benchmarking
Competitor Benchmarking
We're keenly exploring the landscape of our competitors to understand where we stand. This insight will guide us in crafting an unparalleled user experience.
We're keenly exploring the landscape of our competitors to understand where we stand. This insight will guide us in crafting an unparalleled user experience.
Revolut
Balance Component shows summary component that displays information on total balance and recent transactions.
CTA to add money, more summary component that displays information on total balance and recent transactions.
Details section shows account key data
Instills trust and safety
Balance Component shows summary component that displays information on total balance and recent transactions.
CTA to add money, more summary component that displays information on total balance and recent transactions.
Details section shows account key data
Instills trust and safety
Balance Component shows summary component that displays information on total balance and recent transactions.
CTA to add money, more summary component that displays information on total balance and recent transactions.
Details section shows account key data
Instills trust and safety
Clearpay
Shows a dashboard with total owed, available to spend (with information icon for showing more information), due in 1 and 2 months
Available to spend information icon
Discloses how this is estimated
Shows a general help CTA that takes the user to the general help section.
Shows a dashboard with total owed, available to spend (with information icon for showing more information), due in 1 and 2 months
Available to spend information icon
Discloses how this is estimated
Shows a general help CTA that takes the user to the general help section.
Information Architecture
Information Architecture
We're revamping Information Architecture to boost successful transactions. We're focusing on streamlining user access to key features like Available Spend and Open Banking to improve user experience and purchase success rates.
We're revamping Information Architecture to boost successful transactions. We're focusing on streamlining user access to key features like Available Spend and Open Banking to improve user experience and purchase success rates.
Education Discovery
We're investigating user understanding and awareness of Zilch's core features. Our aim is to pinpoint educational gaps that may be hindering successful transactions, particularly in areas like Available Spend and Open Banking.
We're investigating user understanding and awareness of Zilch's core features. Our aim is to pinpoint educational gaps that may be hindering successful transactions, particularly in areas like Available Spend and Open Banking.
Journey Map
We're charting the user's path through Zilch's platform, focusing on key interaction points that influence transaction success rates. This will shed light on the user experience in critical areas like Available Spend and Open Banking.
We're charting the user's path through Zilch's platform, focusing on key interaction points that influence transaction success rates. This will shed light on the user experience in critical areas like Available Spend and Open Banking.
Interviews
Unstructured interview sessions -> 30-45mins
9 Participants -> Experienced purchase declines; long-term users; new users
Unstructured interview sessions -> 30-45mins
9 Participants -> Experienced purchase declines; long-term users; new users
Unstructured interview sessions -> 30-45mins
9 Participants -> Experienced purchase declines; long-term users; new users
Available spend disappears and it’s hard to find. Customers also don’t know how to find their overall available spend. Customers also didn’t know that this could either increase or decrease.
Respondents had no idea about transaction limits and were surprised to find that we had them.
Most customers didn’t know about Open Banking with Zilch and didn’t know it could increase their limits.
Available spend disappears and it’s hard to find. Customers also don’t know how to find their overall available spend. Customers also didn’t know that this could either increase or decrease.
Respondents had no idea about transaction limits and were surprised to find that we had them.
Most customers didn’t know about Open Banking with Zilch and didn’t know it could increase their limits.
Personas, Persona Stats and Attributes
We've identified gaps in user understanding and engagement within our application. To better grasp the nuances, we'll focus on three core elements: Personas to represent our user base, Persona Stats for data-driven insights, and Attributes to understand user behaviour and preferences.
We've identified gaps in user understanding and engagement within our application. To better grasp the nuances, we'll focus on three core elements: Personas to represent our user base, Persona Stats for data-driven insights, and Attributes to understand user behaviour and preferences.
56% female
56% female
£31.2k Salary
£31.2k Salary
£271 avg. Monthly Credit
£271 avg. Monthly Credit
18% of the population
30% have children
30% have children
Defining the user
A previous report outlines the following user segments in the BNPL space: Savvies, Sceptics, Managers, ‘Impulsive’, ‘Strugglers’, ‘Desperates’. We do not know the characteristics of the Zilch user base, but we can extrapolate based on how certain questions were answered.
‘Impulsives’ are most likely to comprise the userbase because they answered at 36% on the question “How appealing is Zilch?”.
A previous report outlines the following user segments in the BNPL space: Savvies, Sceptics, Managers, ‘Impulsive’, ‘Strugglers’, ‘Desperates’. We do not know the characteristics of the Zilch user base, but we can extrapolate based on how certain questions were answered.
‘Impulsives’ are most likely to comprise the userbase because they answered at 36% on the question “How appealing is Zilch?”.
Goals and needs
Want to enjoy life
Goals and needs
Want to enjoy life
Goals and needs
Want to enjoy life
Personality
Personality
Optimistic, fun-loving, social
Spontaneous
Optimistic, fun-loving, social
Spontaneous
Frustrations
Things taking too much time
Frustrations
Things taking too much time
Frustrations
Things taking too
much time
Behaviours
Behaviours
“I’m a bit impulsive - life’s too short to worry”
“I’m a bit impulsive - life’s too short to worry”
Behaviours
“I’m a bit impulsive - life’s too short to worry”
Development
Development
Current UX & UI
Balance component disappears
Balance component disappears
No help if balance decreases
No help if balance decreases
No information on how it works
No information on how it works
Account information is opaque
Account information is opaque
Iteration -> Round 1
Simple accordion navigation
Simple accordion navigation
Images that connect with users
Images that connect with users
Feedback
Images feel refreshing
Images feel refreshing
Images don't perfectly reflect content
Images don't perfectly reflect content
Two CTAs in home screen are confusing
Two CTAs in home screen are confusing
Accordion style is old-fashioned
Accordion style is old-fashioned
Iteration -> Round 2
RAG Status on purchases
RAG Status on purchases
Icons precisely represent content
Icons precisely represent content
Feedback
Content is too wordy
Content is too wordy
Content is a little boring, might lose eyeballs
Content is a little boring, might lose eyeballs
Iteration -> Round 3
Imagery that paint a 1000 words
Imagery that paint a 1000 words
See all content, no scrolling
See all content, no scrolling
Powerful CTAs for next actions
Powerful CTAs for next actions
Feedback
Content is still too wordy
Content is still too wordy
Solution
Solution
Solution
Our design solution effectively improved user understanding of the app's core features. Post-implementation, 94% of users could easily navigate and utilise key functionalities, validating our design approach and fulfilling user needs.
Our design solution effectively improved user understanding of the app's core features. Post-implementation, 94% of users could easily navigate and utilise key functionalities, validating our design approach and fulfilling user needs.
