Redesigning how customers discover and understand instalment payment options — reducing friction, increasing adoption, and building trust at the point of purchase.
Customers were unaware that instalment payment options existed on the platform. Even when available, the feature was buried deep in the checkout flow — appearing too late to meaningfully influence purchasing decisions.
The core challenge was not just visibility, but timing and trust. We needed to surface instalment options at the right moment with the right clarity, without disrupting the primary purchase intent.
BNPL adoption was growing globally, yet our own data showed that fewer than 1 in 8 eligible customers knew they could use instalments on Amazon. An awareness gap this large was a clear product opportunity.
Amazon's BNPL partners had negotiated prominent placement in checkout. Our task was to extend that visibility upstream — into search results, PDPs, and the cart — without compromising the core shopping experience.
Through heuristic evaluation and session recordings, we identified four critical gaps where users either missed or misunderstood the instalment option entirely.
No mention of instalment options on product listing pages or cart — users had no reason to look for it.
Instalment info appeared only after address entry — after most users had already committed to full payment.
Financial jargon like "EMI" without context created anxiety and drop-off at the payment selection stage.
Users didn't know if they qualified — leading to avoidance rather than curiosity or engagement.
We ran 18 in-depth interviews across three user segments — first-time buyers, high-value repeat customers, and users who had previously abandoned instalment flows — combined with funnel analysis across 120K sessions.
83% of users who saw an instalment prompt before checkout clicked to learn more.
Users preferred "₹500 × 6 months" over detailed interest breakdowns at the discovery stage.
Bank logos and partner names dramatically increased willingness to explore the option.
"I didn't realise I could split the payment. If I had known, I would have definitely used it — it changes what I can afford."
The design had to operate within a tightly regulated financial context, an existing checkout architecture, and competing stakeholder priorities — all without disrupting the primary purchase path.
We designed a progressive disclosure system — surfacing instalment information at the product level, reinforcing it in the cart, and simplifying the decision at checkout. Each layer earns the next without demanding attention.
A subtle "or ₹X/month" line below the price. Non-intrusive, contextually placed, tappable for more detail.
A persistent instalment summary card in the cart showing total, monthly amount, and bank availability.
Redesigned payment step with instalment as a first-class option. Plan selector reduced to 3 taps.
Four rounds of prototype testing across 32 participants. Each iteration tightened the language, reduced cognitive load, and adjusted placement based on eye-tracking and usability session data.
Post-launch metrics tracked over 90 days across 2.4M active users on the platform. Results exceeded target across all three primary KPIs.
"The redesign gave customers the confidence to explore a feature they'd previously avoided. That's the real win — not the metric, but the mindset shift."
Discoverability is not just placement — it's timing. The same information presented 30 seconds earlier in a flow can triple its impact on behaviour.
Financial UX requires an extra layer of empathy. Users aren't just confused; they are anxious. Reducing cognitive load is the same as reducing emotional load.
Progressive disclosure works when each layer earns the user's attention rather than demanding it. The product page line was deliberately forgettable — the cart card was deliberately useful.
Cross-functional alignment with legal, finance, and engineering was as critical as any design decision.