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.
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.