Afterpay empowers consumers to manage their cash flow, enabling them to pay for products in four equal interest-free instalments so they can enjoy their purchase straight away.
With the rise in popularity of digital cards, Afterpay wanted to investigate whether they needed to evolve their humble barcode approach to in-store purchases. They found that those Afterpay customers who used the payment option online, were less likely to opt for the option in-store due to a number of factors including uncertainty around how to use it. DIJGTAL was engaged to run a rapid validation project on an enhanced approach to the POS environment, by providing a payment mechanism that would result in a lower friction path-to-purchase, and higher confidence in the consumer to use it in-store.
Throughout the entire engagement DIJGTAL worked closely with Afterpay. Utilising our Innovation Streams approach, we conducted research into multiple digital and physical payment mechanic concepts, and found that a digital card received the most positive feedback. Further to that, existing in-store customers rated the digital card experience higher than the current barcode experience.
From that finding we built an understanding on how we could design a solution that would engage consumers, whilst educating and building greater confidence around using an Afterpay digital card. With regular sprints validating and invalidating assumptions, using concept statements as well as low and high fidelity prototypes, we conducted one-on-one interviews with everyday consumers to refine our solution.
Together, we delivered a full end-to-end flow, incorporating the Afterpay digital card from education to payment, validated through usability testing. In July 2020, Afterpay launched the card in the US, and may roll it out to other regions in the future.