Grace period
Design manager
Designer
Researcher
About the project
Ozon is the Russian Amazon, huge e-commerce company with 80M MAU and its own bank, which has over 45 million users. This project focuses on identifying and implementing growth opportunities for the installments product.
Problems and goals
1
We want to keep the status of the most profitable product in the bank
2
The rapid growth began to slow down
3
The share in the marketplace is also almost not growing
Research
The whole team went into discovery. Designers also started conducting research. We talked to loyal customers, new ones (registered less than a month ago and made only one purchase), departed customers (who actively bought on installment before, but haven't made purchases in the last 4 months), and users of other installments on other marketplaces
We informed the business about this, but received a response that all this (real BNPL and different installment terms) we can only do in the future, and now it's easier and cheaper to provide a grace period. According to calculations, the most profitable (for bank) would be 2 weeks
Design
I collected the business requirements, created a brief roadmap, and started on the figma files. In our coordination meetings, we discussed the implementation details; I provided guidance and support to the designers. I kept in close contact with the product and project managers to ensure our designs were simple and didn’t overburden the developers.
Usability testing
During user testing sessions, it turned out that users didn't see the value in a 2-week grace period
Research
After these results, another round of research was needed. Together with researchers, we conducted a grand study, during which we found that a grace period of 1 month or more is attractive to users.
Research
- 20 000 marketplace users- a grace period of 1 month or more is attractive to users
Decision
Together with the product manager, we went to defend the 30-day grace period in front of the business and CEO
Result
The business changed its mind and agreed to extend the grace period to 40 days
Results
The number of registrations increased by 15%.
The number of subsequent installment purchases grew by 1.5 times.
The marketplace’s GMV share increased by 2%
