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Piet Aukeman
AFTERPAY





Setting a vision for the future of Buy Now, Pay Later


View Website↗

Product Design & Strategy
Principal Product Designer (Contract)
May – Aug. 2021
I contracted with Afterpay for 3-months as Principal Product Designer to help define, visualize, and art direct the future of their Buy Now, Pay Later product and app↗. After helping set the vision, I assisted on a variety of other projects including their app onboarding, in-store shopping experience, and ideating a new membership offering.








Afterpay App 2022+
The consumer product vision & strategy



The Afterpay app was one of the company’s upcoming “big bets” for 2022 and they needed a vision and strategy to create alignment and drive investment. I worked with the VP of Design and Director of Product to bring it to life.









Key Takeaways
The Afterpay consumer app must evolve from a servicing portal to a shopping companion.



01
Drive engagement


Afterpay’s app can be a tool for activating new customers, driving engagement, and unlocking monetization opportunities.


02
Add value across journey


To drive engagement, Afterpay must become a true omnichannel shopping companion that adds value to consumers across the entire shopping journey.


03
Personalize experience


Continue to leverage ML to create dynamic, personalized experiences to expand app reach and grow engagement.
















VISION
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Meet Willow
A week in the life



To bring the vision of this new “shopping companion” to life, we told the story of a week in the life of an Afterpay user, Willow, and how the new app provides support and value through their entire shopping journey.







































Elevating the visuals


While crafting the narrative for the vision with the Director of Product, I worked with the Design Director to go over the full experience and find places to push their thinking and create a more consistent, elevated aesthetic for their mobile product: larger type, less hairlines, more space, more delight.
























Simplified Onboarding
From 7 steps to 1



Another area of the app I assisted with was onboarding, reducing the number of steps (and potential drop-off points) from 7 to 1 in the flow, optimizing the conversion funnel from download to first purchase, and bringing them more in line aesthetically with the newly set vision.

To improve on the old onboarding and improve app activation rate, we wanted to:

→ Emphasize the Afterpay value proposition
→ Highlight core features
→ Provide an easy, persistent signup CTA
→ Only request essential app permissions
→ Don’t overwhelm users and keep it quick

















FIN
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Project credits

→ Design Lead: Piet Aukeman
→ VP of Product Design: Scott Polchleb
→ Director of Product Mgmt.: Sunil Parekh