🧠 Applying Behavioural Design

Short introduction

About the company

SeQura is a fintech company that offers different buy now, pay later (BNPL) payment methods for businesses to provide to their buyers. Is like Klarna but our most used products have fees and klarna is free for the shopper.

About my role

I am the Product Designer of the Shopper Growth and Conversion team and my goal is to find opportunities to improve the growth and conversion of the company while considering the shoppers' economic well-being and aligning them with the company's objectives.

About the educational Popup

The educational popup is the modal that opens when clicking the +info link located in the widget's asset. Both the widget and the educational popup are visual elements that users encounter on the product page of merchants to learn about the installment payments offered by seQura. If you want to know more about the widget you can visit the widget case study

Objective

Team objective of 2023

Our 2023 goal as a team was to improve the conversion funnel of our checkout process. This means not only that more shoppers arrive at that checkout but that the majority of those who arrive complete this process.

Heuristic approach

If we want to see results quickly, the best way to do this is to experiment based on hypotheses. Why don't shoppers finish completing the process? What step of the funnel do they fall into? Why of all those who see the popup 100% only 40% make it to the checkout process?

Hypotheses

Shoppers who enter the popup are looking for more information or to feel more confident in making the decision to buy with seQura.

Framework used: 10 conditions for a behavioural change

I thought that the framework that best suited the need to achieve the objective was the "Ten Conditions for Change." This behavioral design framework explains how 10 conditions must be met for individuals to make a positive change in their lives. Successfully adopting a complex, positive behavior involves making a DECISION to adopt the new behavior,erforming a number of ACTIONS that comprise the new behavior, and nsuring the CONTINUATION of the relevant conditions for success as time passes.
Note: Defining a key behavior involves identifying and specifying a specific action or set of actions that are crucial to achieving a desired outcome or goal. In various fields such as psychology, behavior analysis, and behavioral economics, understanding and influencing key behaviors are fundamental to creating positive changes or achieving specific results.
In the image below, you can see how I have applied this to the purchasing process with seQura and everything that needed to be fulfilled for users to decide to use seQura as the payment option that best fits their needs. 👇