Company overview
Comfy is a leading Ukrainian company in the field of e-commerce and retail of household appliances and electronics. The company has been operating in an omnichannel business model for over 10 years.
Task overview
Within the company's existing focus areas, there is a request to increase the share of online credit orders.
Design process
A structured process helped navigate from research to tested solutions. Each stage was focused on uncovering real user needs and validating ideas step by step.
Сompetitors research
After analyzing the credit application flow of competitors, key strengths and weaknesses of the current Comfy website were identified.
User Interview
The interviews involved both Comfy customers and users from competitors, and even A domain expert was engaged. The insights gathered provided a deeper understanding of user needs and preferences, informing the design process.
16
User interviews were conducted during the research.
24
Questions were asked during each interview.
50+
Key insight were gathered from the feedback
Syrvey
A survey expand problem knowledge and gather insights from a larger number of users. It engaged 185 participants and provided valuable data for analysis.
Users are more confident when they clearly understand what to expect:
Care about easy refunds
68%
Need predictable payment plans
58%
Want quality assurance
42%
Before choosing a credit option, users primarily check:
Monthly payment amount
78%
Number of payments
75%
Offers from my bank
42%
Jobs To Be Done
The credit application process was broken down into clear steps that users go through — forming a Jobs To Be Done timeline. Each step was analyzed, revealing problems and opportunities for improvement. Purchases were categorized into two types: considered and urgent.
First thought
It would be nice to replace my phone with a more powerful one.
Passive search
Event 1
Payment of funds
Event 2
Active search
Lending (Buying)
Using
I use a new powerful phone.
When I’m thinking about taking a loan for a product,
I want to feel that the process is transparent and safe,
So I don’t worry about future problems or hidden conditions.
When I decide to buy something in installments,
I want to clearly see the terms and total cost upfront,
So I can make an informed decision and avoid hidden fees or stress.
When I’m comparing payment options for an expensive product,
I want to understand exactly how much and when I’ll need to pay,
So I can feel confident I can afford it and won’t be surprised later.
Customer Journey Map
To gain a deeper understanding of the user journey and fully identify their pains, fears, and concerns during the credit application process, we decided to create a CJM. It revealed not only the actions but also the emotions experienced at each stage of the credit flow.
Value Proposition Canvas
This tool helped identify which specific needs and pain points remain unaddressed for customers during the credit application process at Comfy.
Problem Framing
A detailed approach to analyzing the credit flow from different angles helped identify four main problems that users regularly encounter.
Problem 1
Lack of understanding of pricing when using installment or credit payment options
Problem 2
There is a generally cautious attitude toward credit, shaped by fear of risk or earlier issues
Problem 3
Struggles with organizing and maintaining a consistent personal budget
Problem 4
Fear of making an online credit purchase due to potential issues with the product
Design validation
Usability pre-testing for Comfy was conducted on the existing website (to establish a comparison baseline), along with two rounds of testing for new solutions on the prototype. Two credit-related scenarios were created and tested.
Lack of price clarity in credit flow
The solution included the following aspects: improved customer communication, the introduction of a credit calculator to estimate payments before checkout, and the creation of a dedicated flow for credit purchases.
Товари
2
Редагувати товари
40 998
₴
х 1 од.
1
₴
х 1 од.
2 товари на суму
40 499 ₴
40 998 ₴
Знижка
-1 ₴
Доставка
Безкоштовно
Сума замовлення
40 998 ₴
Оплата
Покупка частинами х 4
Оформити замовлення
Код знижки / промокод
Код знижки
Застосувати
Спосіб Оплати
Покупка частинами Monobank
Підтвердити
Negative attitude towards credit
To address this issue, several improvements were made: the CTA text was updated, a credit calculator was introduced earlier in the journey—before checkout, the informational page about credit options was redesigned, and access to it was made easier and more intuitive.
Купити в кредит
Оплатити частинами або в кредит
Trouble managing budget
Customers usually have a limited budget and a fixed amount they are willing to spend per month. To simplify online credit orders, it is recommended to display the estimated monthly payment directly on the product card and the product detail page.
Default
Hover
Fear of product issues in online credit
As a solution — easier access to informational pages about returns and exchanges. In general, the goal is to simplify the return and exchange processes for online orders as much as possible (proposed ideas without implementation).
Freezing funds until the product is received and inspected
Digital receipts available in customer’s personal account
Initiating returns or exchanges online through the personal account
Highlighting reviews from customers who purchased using credit
Results
Three rounds of usability testing (5 users each) revealed key friction points, confirmed design improvements, and supported further optimization of the credit flow.
Task 1:
Find the informational page about credit/installment payments
Comfy
pre-testing
Number of Errors
3
Completion Rate
0.8
Satisfaction Rate
3
1 iteration
Number of Errors
0.1
Completion Rate
1
Satisfaction Rate
4.2
Time on Task
1:59
2 iteration
Number of Errors
0
Completion Rate
1
Satisfaction Rate
5
Time on Task
1:07
Task 2:
Place an order for an iPhone15 using installment/credit payment options.
Comfy
pre-testing
Number of Errors
1.3
Completion Rate
0.9
Satisfaction Rate
3.2
1 iteration
Number of Errors
0.3
Completion Rate
1
Satisfaction Rate
4.3
Time on Task
3:24
2 iteration
Number of Errors
0
Completion Rate
1
Satisfaction Rate
4.5
Time on Task
3:20
