Customer Journey Map for BNPL Feature

Persona

Persona Name: Alex Rivera

Job Title: Marketing Coordinator (Age: 28, Tech-savvy millennial with variable income, frequent online shopper seeking flexible payment options to manage budget without credit card debt.)

Scenario

Purchasing a $200 gadget (e.g., wireless earbuds) through the fintech app using the Buy Now Pay Later (BNPL) feature, splitting into 4 interest-free installments. This journey covers from discovering the option at checkout to completing repayments, highlighting pain points and opportunities for improvement.

Measures of Success/Achievements:

• Successful completion of purchase with BNPL approval in under 2 minutes.
• On-time repayments leading to increased credit limit for future uses.
• User satisfaction score >8/10 via post-purchase survey.
• Reduction in cart abandonment by 25% app-wide.
• Low default rate (<2%) through effective reminders and education.

Journey Steps

The journey is divided into 4 key steps:

• Step 1: Discovery & Consideration (User becomes aware of BNPL at checkout and evaluates it.)
• Step 2: Application & Approval (User applies for BNPL and gets instant decision.)
• Step 3: Purchase & Confirmation (User completes the transaction using BNPL.)
• Step 4: Repayment & Follow-Up (User manages and completes installments post-purchase.)