Checkout & Payment experience at H&M.
Product Designer & Competence lead
“Buy now pay later” is an invoice solution with Klarna, online and in-store. H&M members can handle payments at their H&M account, both on the web and in the app. We wanted to increase the usage of “Buy now pay later” and lead customers to handle payments in the app.
I conducted qualitative interviews with customers to understand customers' payment behavior and needs, both at checkout and after a purchase has been made. The research gave us directions on what initiative to prioritize.
I facilitated workshops with the team to share findings, and brainstorm new ideas on what we could do to improve the product. With the new ideas, I started to sketch new user flows and wireframes. The sketches were validated with user tests. Designs were aligned with other teams and then sent off to the developers.
When launching the new features we did A/B tests to see if the result was as expected, we could easily make adjustments and test again if needed.
