Simplifying complex payment options and subscriptions

Buy now - pay later

How do you present an appealing product (the phone) alongside mandatory, yet less desirable options and intricate payment structures, without overwhelming the user?

Usability tests favored a step-by-step "wizard approach" for product configuration, while conversion optimization suggested an approach allowing advancement without making any choices.

We decided to go with a flexible design that accommodates both approaches. This design can be adjusted based on the product being viewed, the user's navigation path, and ultimately, user profiling. This approach balances user preferences with business requirements, ensuring a smooth and efficient eCommerce experience.

Value added services

The industry in Denmark is a bloody ocean and has been a race to the bottom, when it comes to pricing. To offset this, the larger organisations typically provide value added services, as part of the subscription plan or optional add ons, at a discounted price. Things like Spotify, Netflix or even insurance.

This complicates the purchase process even further, since not all services are equal - some are premium, some are not. So not only do you have to make choices regarding your phone