Butter Holidays

The Product

Lagom has been invited by Awaymo, a company operating in BNPL model (Buy Now Pay Later) to help with an initial transition of the brand from Awaymo to Butter. Our main task was to re-shape the new brand to meet UX and visual standards of modern financial products.

Butter Holidays allows users to book hotels and flights on the go and spread their payments into convenient instalments. This business model creates several UX challenges, especially when it comes to onboarding new customers. Our goal was to make it as transparent and seamless as possible. We have decided to add gamification twists to the process, scattered across different parts of the product. By converting onboarding steps into more contextual tasks, we have taken out the overwhelming factor of having too much things to verify during the initial sign up.

© Hotjar

Lean UX Approach

From day one we started gathering as much information our customers and product's performance as possible. Unfortunately, there was no reliable data we could base on, so we have decided to take on a Lean UX approach to test out our ideas live.

Measuring the walking skeleton

We have been testing our UX flows and assumptions directly on production using the walking skeleton model. We measured adoption (mainly by analysing the classical conversion funnel), engagement (time spent on site) and task success (time spent on tasks, error rate). We used Hotjar to track individual users, so we could spot most common problems. We also kept in touch with the Customer Service team to get highlights on what should be changed and fixedand to assess customers’ satisfaction in general. As a result, we have managed to boost up website traffic and increase conversion on initial sign up.

© Hotjar

Conceptual work

Each user flow has been carefully thought through and has undergone the lo-fi sketching phase. This allowed us to spot logical mistakes, quickly iterate the flows and move faster into the design phase.

The Home Page

Mobile First Approach

When creating the new website, we have taken a ‘mobile first’ approach, not only in relation to the screen size, but also to develop a website that feels and behaves like a native mobile app. And since the majority of our audience comes from mobile, this approach has been highly appreciated by the users.

User Friendly Search Engine

We have completely redesigned the way users search for hotels and flights. Using a step-by-step approach we introduced a mobile friendly solution to define and adjust search results. Additional micro interactions help users keep focus on what's important on the screen.

Better desktop experience

Our aim was also to translate this easy-to-use and intuitive mobile experience into desktop. Interactions, search flow and stacking up elements were all guided by recreating mobile experience on the desktop.


Hotel listing features

For all listings we have introduced accessible mobile tabs to quickly refine hotel search results. Hotel cards contain only necessary information and include up-sell options for each listing. Avoiding clutter around each offer, typical for other travel websites, was our main goal when designing hotel cards.


Easy access to filters

A fixed filter button at the bottom of the screen allows users to access a comprehensive list of all available filters, adjust them on a single screen and easily go back to the refined search results. Focusing on a single task at hand helps users to make their way through screens loaded with information and available options.

Clear and compact flight details

The redesigned flight details’ section presents easy to scan information, including times of flights, airport overlays and airport details. The way this information is stacked allows it to scale up towards more complicated routes and multiple flights’ options.

User Profile

Easy management of User Profile details

User Profile options are presented using a lot of visual elements. We've tried avoiding too much textual content to explain profile features, as this is what puts users off from traditional banking systems. We have designed each flow to keep it intuitive, simple and comprehensible for everyone.

Payments Dashboard

User profile options were scattered across different pages and subpages, making it impossible to track all user activity. We made a decision to place all account related options on one dashboard. Extracting the most crucial information to the front and making history and payment options more accessible, we have managed to simplify both, payment and transaction history tracking process. Customers are now able to easily access their payment schedule for adjustments or changes. They are also in full control of their spending limits and transaction history, both highlighted as separate sections on the main dashboard.

User Profile dashboard

We have built a separate dashboard for User Profile details, as we believe this should be an independent section of the page. Building a separate User Profile dashboard allowed us to present more detailed information on User Profile status and banking options connected to their account. We have also highlighted the onboarding journey by using gamification to track the entire progress.