Optimising the Checkout Process for Higher Conversions

I led the initiative to enhance the payment plans checkout flow and its integration with the merchant's environment.

Year 2023
Role Lead Product Designer
Sector Finance / Payments

About the company

PlanPay is a flexible payment platform designed to enhance how individuals experience life's offerings. By allowing users to spread out their expenses into manageable, upfront instalments.


PlanPay integrates into the e-commerce flow of businesses, offering their customers a novel way to pay in pre-set instalments. We achieve this by providing a checkout widget where users can customise and establish their payment plan.

However, our widget doesn't integrate seamlessly into merchant environments. The user interface is confusing, and the checkout flow is disjointed, leading to decreased conversion rates and negatively impacting business performance.

PlanPay Checkout widget - exporation
Initial version of the checkout widget alongside preliminary explorations of the new design.


Both qualitative and quantitative data were instrumental in boosting our conversion rate by guiding us to make informed decisions.


We conducted a series of user tests to collect feedback, understand users' perceptions of the checkout flow, and identify usability issues.

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PlanPay Checkout users features interest
We invested time in understanding which features would bring the most value to our users during the creation of payment plans.


We researched merchant websites to seamless integrate in their environment and user experience. Additionally, we gathered their requirements and needs regarding the inclusion of PlanPay as a payment method.



We studied how other innovative payment methods tackle complex challenges, integrate with merchant websites, and engage with customers.


Internal Stakeholders

We held discussions about technical constraints with the team, including product management, engineering, and solution consultants. The goal was to understand what is feasible and to brainstorm ideas that could add value to the business.



After our research, we proceeded at full speed with high confidence that we were on the right track and understood the potential impact of the improvements.

PlanPay Checkout widget user feedback
Users expressed positive feedback regarding the new checkout widget. They found the information to be clear and greatly appreciated its flexibility.

Brand Trust

Due to inconsistencies in the user interface and an outdated look & feel, users perceived a lack of trust in the brand.

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Communication Hurdles

Certain terms and concepts in the UI were confusing for users. Specific topics, such as the amount of the initial instalment and the timing of subsequent payments, were not clearly communicated.

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Flow Frictions

We identified numerous usability challenges in our checkout flow. For instance, error messages lacked clarity, and at times, PlanPay was unavailable at checkout due to business logic reasons. Additionally, there was inconsistency in UI elements like buttons and messages, and significant opportunities existed to enhance the flexibility of plan creation.


Seamless Transition

A major concern was the disjointed transition from the merchant's website to PlanPay's payment plan creation process. After a user opted to create a plan from the merchant's site, they were redirected to a login page without any context about the specific purchase or merchant in question.


Clarity in Costs

Transparency was a paramount requirement for users. Having a clear understanding of fees and refund policies is crucial for them to consider using any payment method.

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We overhauled the method for creating a PlanPay payment plan during a merchant's checkout. By refining our checkout widget, which is embedded in the merchant's payment method selection, we not only enhanced its visual appeal but also introduced customisation features and ensured clear communication about fees and refund policies.

Moreover, we optimised the user experience post-selection of PlanPay for checkout. Rather than diverting users to a login page, we rolled out a contextual sub-checkout process. This new approach offers a seamless guide for both new and existing users to establish their payment plans effortlessly.

PlanPay plan creation flow
PlanPay's checkout flow from a merchant website includes setting up the plan, creating an account, adding a payment method, and confirming.

Flow Enhancement

We devised a more streamlined flow for customers by incorporating context about their purchase and addressing usability concerns identified during our research.

PlanPay - Plan Summary
In the new plan summary, users are directed from the merchant website to either set up an account or log in to finalize their new payment plan. This was a significant departure from the basic login screen we previously had.
PlanPay Checkout flow new starting point flow
User testing results for the new information panel indicate that users both understand and appreciate the value of this added step in the payment plan checkout flow.


To facilitate preliminary testing and gather feedback from business stakeholders, I crafted a simplified version of the proposed flow.

Mobile wireframes
Mobile user interface for the payment plan process.

A/B Testing Insights

Through multiple A/B testing iterations, we gleaned valuable insights early on. This iterative feedback bolstered our confidence in making informed decisions regarding user interface components and the overall purchasing journey.

PlanPay A/B testing results
TA/B testing results comparing the previous version to the new one showed statistically significant differences. This bolstered our confidence that we are on the right path.
PlanPay A/B testing of micro interactions
Exploration of nuanced micro-interactions during user testing. In this instance, we tested various methods of setting the first installment.

The Revamped Checkout Widget

Our new widget allows customers to customise their plans easily. It also clearly displays feed details and refund policies for greater transparency, all without leaving the merchant's purchase environment.

Comprehensive Purchasing Flow

Our new payment plan creation process empowers users to formulate a plan without the necessity of account creation or leveraging social logins. We've integrated elements that amplify trust in our solution, such as an improved aesthetic, contact options, and visible affiliations with available card payment providers.

The culmination of these enhancements has markedly boosted the conversion rate from the purchasing perspective.

Full demonstration of the payment plan checkout process in action.


This was my inaugural project with PlanPay, and it provided a deep dive into understanding users, the industry, and the intricacies of payment methods.

We excelled in rolling out the new version of the checkout process. The transition was seamless, marked by outstanding collaboration and a tangible impact on the business.

Additionally, we implemented a strategy to measure user interactions and the impact of this flow. This empowers us to continually refine and enhance our offerings for both customers and merchants.

Next Steps

Enhanced Customisation for Merchants

Expand the capabilities of the checkout widget to cater to individual merchant needs. This includes allowing customisation of colours, fonts, and specific callbacks or functions tailored to each merchant's requirements.

Seamless Payment Plan Creation

Introduce a feature that enables users to set up a payment plan without ever leaving the merchant's website. This would involve auto-populating customer information from the merchant's process, ensuring a streamlined experience.

Optimising the Initial Experience

Refine the process for customers setting up their inaugural payment plan. The goal is to smoothly guide them towards obtaining the PlanPay app (for retentions and upselling) where they can manage their plans effortlessly.

Robust Analytics for Conversion Optimisation

Ensure comprehensive tracking of all events and establish a set of key performance indicators (KPIs) to continually enhance the conversion rate for the payment plan creation process.

More Case Studies

Transforming the Merchant Portal with a User-First Approach Adding intelligence to the skill creation process
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