In 2024, aligned with the Second Friend Store company goals for profit growth and key performance metrics, we decided to revamp our design system and create a competitive, cutting-edge solution. This required us to rethink the user interface, adjust the logic of certain product features, and integrate new tools.

In this case study, I’ll share how we implemented installment payment tool (BNPL) while simultaneously redesigning the user interface of the Second Friend Store.
As a result, we boosted the purchase conversion rate by 89% in just three months, increased the company’s revenue by 3%, and more than doubled the average order value – growing it by 2.5 times.

Given the dynamics of demand and seasonality, we experienced a decline in metrics. Our goal was to influence the key stages of the funnel: boost conversion to purchase (CBuyer), increase average order value (AoV), and ultimately drive revenue growth.

In the fashion e-commerce industry, there’s a unique challenge: customers prefer trying on clothing items before making a purchase, often opting for cash-on-delivery payments. Given the extended sales cycle, only half of all placed orders ultimately convert into completed purchases. By mid-2024, the conversion rate to online payments was just 2% of all orders – a clear area for growth.

According to data from our partner, Yandex, fashion companies in the Russian e-commerce market saw a 33% increase in GMV and a 40% rise in average order value within four months of implementing BNPL (Buy Now, Pay Later) services.
Based on this data, expanding payment options and introducing installment payments could positively impact several key metrics. This tool would make it easier for customers to choose higher-priced items and commit to online purchases, leading to higher online payment conversions, increased average order values, and overall sales growth.

Implementing these new payment tools required updating the user interface, especially the critical funnel steps – the Shopping cart and Checkout pages.

Starting with refining the user flow and internal company processes (Blueprint), our team, in collaboration with the marketing department, conducted several surveys and research studies. Based on these, we designed a CJM, developed an empathy map, and built a backlog of hypotheses for improving the user experience. After confirming the need to implement new payment tools, we began creating design mockups in collaboration with the designers and drafting technical requirements for the development team. As part of the redesign, we updated the footer and header, revamped the shopping cart page, and enhanced the checkout page by adding new payment options.

01 In just three months, we increased the purchase conversion rate by 89% from the initial level, boosting the company’s gross profit by 3% and raising the average order value by 2.5 times.

02 We invested significant time and effort to position ourselves as a platform that values our audience’s time and preferences. Our customers can now make high-value purchases from the comfort of their homes with the option of installment payments.

03 We revamped the user interface, restructured parts of the product, and integrated new payment tools, creating a competitive and technologically advanced solution in the Russian fashion resale market.