App Dashboard - Redesign
Zilch Technology
Contents
#Overview 1Introduction 2User Flow 3User Research
4Competitor Analysis 5Brainstorming 6Solution 7Wireframing
8Design System 9Final Design 10Testing 11Conclusion
Intro
Zilch was a rapidly growing Buy Now, Pay Later (BNPL) platform that allowed users to make purchases at thousands of retailers, including prominent brands like Amazon, eBay, AliExpress, and Nike.
Challenge
The app faced significant hurdles, including a substantial drop-off in user registrations and the need to enhance its features to attract a broader audience. A redesign became imperative to effectively address these issues.
Solution
To improve user engagement and expand the audience, an overhaul of the dashboard was proposed. This redesign introduced new components and features tailored to enhance the customer experience and reduce registration drop-off rates.
1. Introduction

Zilch was established as an innovative financial technology (Fintech) startup, offering a virtual card that allowed users to engage in Buy Now, Pay Later (BNPL) transactions at a wide range of retailers, including industry giants like Amazon, eBay, AliExpress, and Nike. This model aimed to provide a flexible payment solution, allowing consumers to make purchases without the burden of upfront costs, thereby enhancing their shopping experience.

However, as the BNPL market became increasingly competitive, Zilch encountered significant challenges. A noticeable drop-off in user registrations highlighted issues within the app's onboarding process and overall user experience. Feedback from users indicated confusion and frustration with the registration process, with most wary of completing the steps because they were required to fill in their personal information and bank details before gaining access to the storefront. Additionally, a high volume of suspected burner accounts highlighted the need for more secure, streamlined verification. To maintain its position as a leader in the fast-paced Fintech landscape, Zilch recognised the necessity of a comprehensive app redesign. The objective was to streamline the user journey, simplify registration, and introduce features that would not only enhance usability but also expand the platform's appeal to a broader audience.
2. User Flow

The user flow map (shown below) for the Zilch app provided a detailed overview of interactions across various sections, including Discovery, Storefront, Sign-Up, Verification, My Purchases, and Support options such as FAQs and Chat Support. The diagram illustrated the pathways users followed to access core features, highlighting decision points and branching paths that revealed the app's complexity. Mapping out each stage allowed redundancies and potential friction points in onboarding and navigation to be identified.
User flow created in Miro
User flow created in Miro
The following insights were gained:Miro Identifying these redundancies helped to simplify navigation paths and improve overall efficiency.
3. User Research

To gain insight into user needs and expectations for a BNPL platform, feedback was gathered from Zilch customers to better understand their purchasing habits and interactions with the app. A survey was sent to a random group of customers, resulting in 47 responses.

The survey consisted of the following 6 questions:
  1. Have you purchased using Zilch before this week? If yes - how long ago was that? If no - why not?
  2. What three things do you most dislike/find confusing about the app?
  3. What three things would you change/add into the app?
  4. How would you rate your experience using Zilch? Poor - Excellent (scale of 10)
  5. Could you elaborate on your answer for question 4?
  6. What three things do you like about the app?
Please click the thumbnail below to see the detailed report of the user testing.
Internal testing report
Key Findings

The user research provided valuable insights into the experiences, preferences, and challenges faced by users of the BNPL platform. Feedback gathered through surveys and detailed responses, revealed several core themes that highlighted areas for improvement and opportunities for enhancement.
Improvement
Description
Suggestions
Payment Process & Flexibility
Users emphasised the need for greater payment flexibility.
  • Monthly instalments
  • Longer split payment durations (6, 9, or 12 months)
  • Clear understanding of payment limits
Frustration with current purchase limits was common.
  • A consolidated overview of payments and balances
  • A dedicated calculator to predict instalments based on financial situations and basket totals
Storefront & Merchant Page Enhancements
Users found the current storefront and merchant pages disorganised and hard to navigate.
  • A structured layout for easy navigation through categories like fashion, technology, and home goods
  • Filtering options to locate specific retailers or products
  • Enhanced search functionality for keyword searches
  • A more visually appealing and intuitive interface to improve the shopping experience
Rewards & Gamification Elements
There was strong interest in a more engaging and rewarding user experience.
  • Introducing gamification features to earn points for actions like referring friends or making timely payments
  • Implementing a tiered rewards system, similar to other financial services, where bonuses could be earned based on spending habits
Profile Customisation & Usability Improvements
Users wanted enhanced profiles with greater customisation options.
  • Ability to add profile pictures and set favourite merchants
  • Easy updates of personal information without contacting customer service
Users wanted improved security.
  • Options for PIN-based logins
  • Better support for password managers
Transparency & Trustworthiness
Users were hesitant to register because they had to provide personal information and bank details before accessing the storefront.
  • Allow users to sign up with just their email for immediate access, with bank details to be completed later
Users expressed a strong need for clearer communication regarding:
  • Fees and payment timelines
  • Processes involved in using the app
  • Detailed explanations of the fee structure for specific transactions
  • Clear guidelines on card activation and limit increases
  • Real-time notifications for issues or required actions to build trust in the platform
Insights and Observations
4. Competitor Analysis

The analysis focused on two main competitors of Zilch in the BNPL (BNPL) market:Klarna and Clearpay. Both competitors provided interest-free instalment payment methods and partnered with a wide range of B2C merchants across various categories, including apparel, beauty, travel, technology, and sports. This section outlines the key features and offerings of each competitor.
Klarna
Klarna Klarna established itself as a leading global payment provider by offering flexible and user-friendly payment solutions tailored to diverse customer needs. Options like "Pay After Delivery," "Pay Now with Card," and "Pay Over Time" provided users with greater control over how and when they paid. Its simple account setup and advanced payment tracking features further solidified its appeal to shoppers seeking convenience and financial flexibility.
Pros
  • Flexible Payment Methods: Included "Pay After Delivery," which allowed customers to receive orders before payment, "Pay Now with Card" for immediate payments, and "Pay Over Time" to split costs into instalments.
  • Simple Account Setup: Allowed quick registration with just an email address, reducing barriers to entry.
  • Payment Tracking: Included a to-do list feature in the mobile app, enabling effective tracking of upcoming payments for better financial management.
Cons
  • Overwhelming Options: Multiple payment choices could confuse users, especially those less familiar with financial products.
  • Delayed Payment Risks: "Pay After Delivery" carried the risk of missed payment deadlines, potentially leading to late fees or penalties.
  • Limited In-Store Options: Payment solutions were primarily focused on online shopping, lacking flexibility for in-store purchases.
Clearpay
Clearpay Clearpay, also known as Afterpay in some regions, has established itself as a prominent player in the buy-now-pay-later space by partnering with a vast network of retailers. With its simple four-instalment payment structure, Clearpay provides users with a straightforward and accessible way to manage purchases. Its in-store payment options and intuitive mobile app features enhance the shopping experience, offering flexibility and clarity to users across thousands of merchants.
Pros
  • Wide Retailer Network: Partnered with over 14,000 merchants, providing access to a broad range of shopping options online and in-store.
  • Instalment Payments: Offered a predictable four-instalment structure, with payments due every two weeks, making purchases more affordable.
  • Spending Limits for New Users: Restricted spending limits for first-time users to promote responsible financial habits.
  • Mobile App Features: Organised future payments by deadlines (15, 30, and 60 days), helping users stay on track with their finances.
  • In-Store Payment Options: Enabled in-store purchases through a scannable barcode in the app, adding convenience and versatility.
Cons
  • Rigid Payment Structure: Limited to four equal instalments, which may not fit all financial situations.
  • Spending Limit Frustrations: Low spending caps for new users could deter some from further engagement.
  • Short Payment Intervals: Bi-weekly payments might not align well with monthly income schedules, complicating budgeting.
  • Late Fees: Missed instalments resulted in additional fees, creating financial strain for some users.
Both Klarna and Clearpay presented strong competitive features that addressed consumer needs for flexibility, convenience, and transparency in the BNPL space. Based on the competitor analysis, Zilch considered several features to implement in the redesign. This included integrating a loyalty rewards program, providing real-time virtual card access for both online and in-store purchases, and adopting a transparent fee structure. Additionally, features aimed at promoting financial responsibility were evaluated, such as customisable payment reminders, flexible spending limits that adjusted with responsible usage, and resources for financial literacy. These features aligned with Zilch’s goal of building a BNPL platform that enhanced user experience while encouraging trust and transparency.
5. Brainstorming

Brainstorming sessions were organised to generate creative solutions for issues identified in the user research, specifically focusing on first-time users and the onboarding process. Each session aimed to address the challenges new users encountered, with the goal of streamlining their experience, building trust, and encouraging engagement.

Below are some ideas generated during these sessions.
Brainstorming ideas
Brainstorming ideas
The sessions began by defining specific goals and challenges for each user segment:
  1. First-Time Customers:
    • Goals: Enable users to make purchases smoothly and connect with retailers.
    • Problems: Distractions within the app, complex activation steps (such as adding a card, email verification, and ID verification), and limited understanding of features like "boost."
    • Feedback: New users frequently reported feeling confused and uncertain about what steps to take after signing up, experiencing challenges with low purchase limits and concerns around balance.
    • Aim: Simplify the experience for first-time users, enhancing ease of use and clarity around the purchasing process.
    Proposed solutions:
    • Defining the intent behind each user action and displaying alternative store categories for improved guidance.
    • Enhancing navigation and providing click-through links to categories for greater accessibility.
    • Implementing a reward mechanism per purchase to encourage further engagement and exploration of app features.
  2. Onboarding:
    • Goals: Improve user understanding, instil trust, and encourage spending.
    • Problems: Trust concerns, a lack of clarity about Zilch's purpose, and a complicated onboarding process.
    • Feedback: Users reported confusion and a lack of clarity, particularly due to an onboarding process requiring bank details before accessing the storefront, which led to hesitancy in adopting the service.
    • Aim: Educate users and build trust by creating a more informative and accessible onboarding process.
    Proposed solutions:
    • Shorter, more concise calls-to-action (CTAs) and a reduction in the number of screens required for registration.
    • Continuous learning features and a reward-by-learning mechanism to provide gradual education for users.
    • Highlighting Zilch’s advantages as a payment option at popular retailers (e.g., Amazon, Tesco) and creating an informative app area to reassure users about its unique offerings.
    • Incorporating motivational prompts to guide users towards completing essential actions, making the process more engaging.
In each session, participants brainstormed ideas individually before discussing and refining them collectively. This collaborative approach enabled the team to explore a variety of potential solutions, ultimately selecting strategies designed to enhance Zilch’s user experience, making it smoother, more intuitive, and engaging for new customers.
6. Solution

The feature list below was created from prior user research, competitor analysis and brainstorming sessions, with the team prioritising enhancements that would deliver the most immediate value.

Focus areas included the following:
  1. Onboarding Experience
    • Simplified registration with email-only signup for initial access.
    • Additional information, like bank details, optional until users unlock full features.
    • Informative onboarding flow to explain Zilch's purpose and key features, building early trust.
  2. Payment Flexibility
    • Monthly instalment options and extended plans (6, 9, or 12 months).
    • Consolidated payment overview for balances, upcoming payments, and due dates.
  3. Storefront & Merchant Page Enhancements
    • Improved layout with categories like fashion, tech, and home goods for easy navigation.
    • Advanced filtering and search options for retailers and products.
    • Updated visual design for a more engaging and user-friendly shopping experience.
  4. Profile Customisation & Usability Improvements
    • Options to add profile pictures, set favourite merchants, and personalise the profile layout.
    • Simple update options for personal information directly in-app.
    • Enhanced security with PIN-based login and password manager support.
Omitted for Phase 1:
  1. Rewards & Gamification
    • Points-based rewards for timely payments, referrals, etc.
    • Tiered reward structure offering spending-based bonuses.
  2. Transparency & Trust Features
    • In-depth explanations of fees and transaction limits.
    • Real-time notifications and tips on account actions.
  3. Instalment Calculator
    • Calculator to help users predict instalments based on basket totals.
7. Wireframing

Initial wireframes for the redesigned Zilch app were developed using Balsamiq, complemented by whiteboard sketches to rapidly explore and refine ideas. This approach enabled the team to focus on a minimalistic, black-and-white layout, emphasising core functionality and structure without visual distractions.

The wireframes were fine-tuned through internal design reviews and feedback sessions, where usability, accessibility, and alignment with user needs were critically evaluated. These blueprints ensured that insights gathered during research were effectively translated into the final design.
Initial screen ideas on the whiteboard
Wireframes created in Balsamiq
8. Design System

The design system was refreshed as a key objective at the beginning of the project. Core components were established, including:
The refreshed design system established a comprehensive reference to maintain visual integrity and consistency and formed the foundation for scalable enhancements in the new design.
The grid
The grid
Colour palette
Colour palette
Typography
Typography
9. Final Design

The final design of the Zilch app incorporated valuable insights and feedback gathered throughout the user research and design process. Key enhancements addressed the identified challenges and prioritised user needs, resulting in a more engaging and user-friendly experience.

Key improvements included: These enhancements not only aimed to improve user satisfaction but also to position Zilch as a competitive player in the BNPL market.
Final rebranded designs
Final rebranded designs
Please click the link below to see the Figma board showcasing the various design concepts and ideas that were explored throughout the project.

Ideas Exploration Features
10. Testing

The testing phase of the Zilch app redesign involved an iterative process aimed at refining the user experience based on real user feedback. A total of 5 users participated in testing sessions, offering valuable insights into how effectively the new features and design elements addressed their needs and expectations.

The testing utilised various tools to facilitate both qualitative and quantitative feedback, including: Results and Outcomes

The testing sessions revealed several key findings: The insights gained from the testing phase were instrumental in fine-tuning the design and ensuring that user needs remained at the forefront of the development process. Feedback loops established during testing helped inform adjustments that enhanced user satisfaction and ultimately contributed to a refined final design.

This iterative testing approach linked back to earlier phases of the project, reinforcing the design choices made in response to user research, wireframing, and brainstorming sessions. By continually refining the app based on user input, the redesign aimed to create a more engaging, intuitive, and user-friendly experience for Zilch customers.
11. Conclusion

In conclusion, the project centred on enhancing the user experience of the Zilch app through insights gathered from user research and feedback. Key improvements included:
Although features such as rewards and gamification, transparency measures, and an instalment calculator were omitted from the first phase, they were identified for future development. The initial updates successfully gained user trust, simplified navigation, and created a more enjoyable shopping experience. Ongoing user feedback remained essential for refining the platform to better meet user needs as development progressed.

The research methods used for this project provided valuable insights into user needs and preferences, leading to a targeted feature list for the initial redesign. However, there were opportunities for improvement:
By enhancing these methods, the project could achieve an even deeper understanding of user needs and create a more reliable, user-centred design for Zilch moving forward.