Pathao - Order Now Pay Later
UX Research, UI Design
Pathao PayLater is a subscription service offered to an exclusive group of Pathao customers that allows users to order food, rides and parcels from Pathao in a single tap, with no upfront payments, and can pay back within 30 days. This feature is targeted towards those who may not have the necessary funds at the time of their order and need a more flexible payment option.
Pathao PayLater is a special subscription service that allows Pathao customers to order food, rides, and parcels with no upfront payment and pay back within 30 days. As a senior product designer, my role was to provide a seamless user experience for this feature. This UX case study aims to highlight the design process and challenges faced in designing Pathao PayLater.
The primary challenge of designing Pathao PayLater was to create a seamless payment experience for the user while keeping transparency and convenience in mind. The aim was to provide the user with the ability to order food, rides, and parcels without worrying about payment at the time of the order.
Before designing Pathao PayLater, we conducted thorough research to understand user needs and expectations. We collected data from user surveys, focus groups, and user interviews to identify pain points, user behaviors, and preferences. Our research showed that users preferred a seamless payment experience without having to worry about payment at the time of order placement.
Based on the research, we created multiple design concepts that focused on providing the user with a seamless payment experience. We explored different design patterns and layouts that allowed users to easily subscribe to Pathao PayLater and select their desired package. We also considered the different payment methods that would be convenient for the user.
A mixed-methods approach was employed for this, including quantitative and qualitative techniques, to gather a comprehensive understanding of user needs and preferences.
Phase 1: Online Survey
An online survey was distributed to 100 potential users in Dhaka, Bangladesh covering a diverse demographic, including age, gender, income levels, and geographical locations. The survey aimed to gather information on:
Key findings from the online survey
Phase 2: Focus Group Discussions
Following the survey, 10 in-depth, semi-structured interviews were conducted with participants who had experience using BNPL services. The interviews focused on exploring:
Key findings from the focus group discussions
After conducting extensive research and exploring multiple design concepts, we finalized a design that met the user needs and preferences. The final design consisted of a subscription model that allowed users to choose their desired package as per their requirements. The subscription fee is charged at the end of the billing cycle, along with any outstanding dues.
We designed the Pathao PayLater feature to be fully transparent, with no hidden fees or legal jargon. At the end of the billing cycle, we send users detailed information about any changes and how they may impact their experience with PayLater.
To use PayLater, users simply need to select the PayLater option at the checkout page. The amount due will be added to their Pathao PayLater balance, and they will have 30 days to clear their dues. Users can also track their PayLater balance and usage in the Pathao app.
Pathao PayLater also offers a subscription model, which provides users with additional benefits such as discounts, priority support, and extended payment windows.
Home, Dues and Transactions
One of the primary challenges in designing Pathao PayLater was to ensure that the feature was transparent and easy to understand for the user. To achieve this, we had to carefully design the user interface and provide clear explanations of how PayLater works.
Another challenge was to ensure that the feature was integrated seamlessly into the Pathao app. We had to carefully consider the user flow and design the feature to be easy to use and understand.
Pathao PayLater is a unique feature that provides a convenient and transparent payment experience for Pathao customers. As a senior UX designer, my team and I worked hard to ensure that the feature met the user needs and preferences. We designed PayLater to be fully transparent, easy to use, and seamlessly integrated into the Pathao app. Overall, we believe that Pathao PayLater will provide a positive user experience and make ordering food, rides, and parcels more convenient for Pathao customers.