Sezzle
Mobile App
Shipped feature showcasing popular brands on mobile
Role
Product Design Intern
Timeline
1 month
Format
Mobile
Collaboration
PM
Dev
UX - Jane Guan
Tools
UI Design
Figma
Design System
About the app
Sezzle is a Buy now, Pay later app that allows users to shop and pay in installments.
Who are our users?
Buy Now, Pay Later (BNPL) users are majority Gen-Z and millennials, and these individuals have low credit scores and sometimes credit card debt and utilization. Sezzle can help you build up your credit score while shopping.
What are our user types?
New Shopper
Problem:
Saving money due to accumulating student loans
Started using BNPLs to finance her spending each month
Does not really trust small business because of lack of reviews and social proof, don’t want to spend money on something unreliable
Never used Sezzle before
Impatient
Wants & Needs
Quickly find stores that they know
Shop from a brand they know
Loves Deals & Discounts
Likes to shop quickly and efficiently
Loves to browse for things given the mood she’s feeling
Current Shopper
Problem:
Needs BNPLs to finance her spending each month
Currently a premium users of Sezzle
Utilizes search to find specific stores she’s looking for
Never browses stores at Sezzle, usually have a store in mind and goes directly to the store.
Wants & Needs
Easier way to find stores that they know
Want to browse through the app and discover new things
Shop quickly and efficiently
Loves Deals & Discounts
They love to Browse
Users are just looking around the home page and trying to find store they want to explore further
They like finding stores quickly
Users are looking for a specific store and directly utilize the Search feature to find the store they want.
At first glance, did you find any brands you are familiar with?
Mapping out the user flow
The home page experience is very different minor design issues that make it harder for users to find things as efficiently
Stores’ logos are not prominent.
It’s hard for users to see which stores our company carries at a first glance. Users slow down and have to concentrate to find what they are looking for, increasing significant cognitive load.
Home page looks the same as you scroll
Because there is no distinction between our 30+ category carousels, users sees the same thing over again.
Browsing stores in 1 category requires effort.
Users cannot find stores quickly in each category. It requires them time and effort to look through all of the stores.
“Search” is “exact-matching”
Our search only had “exact-matching,” which means that if you misspelled, you won’t be able to find the store.
First iteration of HMW
What are users searching for?
Final HMW
What do our competitors do?
So we started to iterate…
Scenario #1:
Pill to just tell that there is a deal
Option #1
Circle to be consistent with the circular store badges
Option #3
Squiggles to show some variation and fun
Option #4
Mimicking life it just showcasing bare sale tags
Option #5
Square to be consistent with other store badges
Option #2
#3 was chosen!
From design crits, we wanted to keep the consistent style of the circular store badges.
WCAG Accessibility:
What if the user has seeing issues and
cannot see the store that clearly?
Feedback from crit
So, we tried some colors out
Purple - Least Favorite
Home page is populated by the premium banners, which results in a lot of purple on the home page.
Light Gray- picked!
It will not clash with our premium banners.
Dark Gray - too dark!
It drew attention away from the banners.
Currently Live!
+20%
sales lift
+30%
click increase
70-85%
of all users utilize feature
What I learned
Learned how design can translate to big impact, communicating with stakeholders, iterating with restrictions.
Retrospective
Communicate for more clarification of scope, design quicker, push for more feasible explorations
Check out my other project at Sezzle!
View case study
