Adorama is a technology company with an e-commerce platform. The customers range from professional photographers to drone hobbyists to musicians and audiophiles. The Adorama Credit Card was created to benefit customers through rewards, special financing, and cash-back.
The Business identified an audience that was less likely to buy from Adorama because we didn’t offer a financing program. There was a high cart and checkout abandonment that we hadn’t tried to address by way of payment solutions. Ultimately, the Customers needed to feel confident that the Credit Card would benefit them.
Our biggest challenge was the back-and-forth with the Bank and Legal teams. This required us to be flexible and strategic with project planning and development.
Two distinct popups throughout the website. For the first popup, we created a dynamic Financing component that could show a breakdown of payments with upfront terms and conditions. Through UX Research we identified that users are more interested in payment plans if they can see an estimated breakdown in front of them. This did add some complexities for our backend engineers, but building this supported one of my core principals: “Do not put business problems on the user." To support the goal of creating trust with business, we opted to make T&C’s clear and upfront.
The second popup was promotional with clear benefits for the credit card.
When customers reach the Payment section in Checkout, they will see the Adorama Edge Credit Card as a prospective or existing user. For prospective users, they have a truncated view that previews the estimated benefits with their current cart total. If they click on that section, additional information with the Apply Now CTA would appear below. For existing users, they have a truncated view with their balance automatically shown and a radio button to apply available credit to the order. After that action, the view expands to show available card benefits (which depend on the item and their subtotal). T+C’s were dynamically populated in that view as well. There were many error states that we had to account for while avoiding an increase in cart abandonment.
I'm a fan of putting pencil to paper when developing user flows. Personally, I found that it encourages me to maintain an open mind for refactoring. I think about each step for longer as I physically draw and write out the flow.
