Klarna post-purchase experience

Challenge

When I joined Klarna, the company was lacking consistency in communications that we sent to our customers. It includes email, push notifications, text and in-app messages.

I was a part of the team working on the new post-purchase vision. As a part of that workstream, we aimed to develop a plug-n-play design system and content framework for transactional emails. This would help us align the experience that our customers had across our core products: Pay in 4, Pay in 30 days, and Financing.

I was leading the content design part of the new post-purchase experience, making sure we can develop communication guidelines and align existing send-outs.

Solution

1. Delivered a transactional email library with templates that were pressure-tested from content design perspective.
2. Flexible content framework that you can use to override content blocks based on the product and market: everything from late fee timeline variations to CTAs and FAQs.
3. Content design guidelines for post-purchase communications that serve as a source of truth for those finding themselves writing copy for core Klarna products without having content design support.
4. New tonality approach that helps us shift from ‘flat’ flows to carefully tailored escalation paths, and bring more transparency to our communications.
5. Terminology alignment with the app to make sure users have a cohesive user experience across all touch points.

Here’s just a glimpse of what we did. Feel free to request more when we talk.

Results

Teams that own send-outs for core products can now plug-n-play any email for their post-purchase journey in a specific region. The content can be moved like LEGO blocks, all pre-written and pre-translated by localization team.

In case anyone needs content for a specific use case that will differ from the main framework, they can quickly write it using the guidelines provided.

This saves Klarna’s money on send-out development by going from 100+ templates to 10. Additionally, this reduces the errand rate related to post-purchase experience as consumers receive more clear and transparent communications.