Building a BNPL service from 0 to 1

Delivery Hero (foodpanda, foodora), Q4’25–Q1’26

Postpaid screens in the foodpanda app showing credit limit, bills and repayment

ROLE

UI/UX design | User research | Regulatory & compliance design | CRM & lifecycle communications

MARKETS

Philippines, Hong Kong, Norway

COLLABORATED WITH

Product Manager, UX Researcher, Product Rollout, CRM team, Engineering

Postpaid is the first credit product (BNPL) on our platform. It allows users to spend from a pre-approved credit limit and repay later on a fixed date.

I led the end-to-end design from discovery to MVP launch. I designed the management and repayment journeys while navigating multi-country compliance dependencies, contributed to the CRM communication strategy including a new suite of transactional emails.

I drove the postpaid roadmap planning by presenting improvements to Product leadership for alignment.

+3.3%

uplift in platform GMV

+4%

uplift in order frequency

+ ~1M

incremental GMV

Animation of the Postpaid onboarding screen with falling coins

+3.3%

uplift in platform GMV

+4%

uplift in order frequency

+ ~1M

incremental GMV

What we've learned

UXR

Moderated interviews
Unmoderated survey
Usability testing

I planned and conducted moderated sessions with users in EU and APAC pilot markets to dig deeper into their concerns and reduce launch risk.

Users' biggest concern

Uncontrolled spending and hidden penalty/fees

Uncontrolled spending and hidden penalty/fees

Designing a BNPL experience that is transparent and supportive

1

Transparent fees and spending limit during onboarding

Clear communication on fees and spending limit upfront

Reusable onboarding module for the team to experiment with different touchpoints and triggers

Content experimentation on USP of postpaid

2

Clear management and funds presentation

Permanent entry point on account to access, manage and monitor postpaid usage

Clear and concise display of usage, due amount and repayment details

3

Seamless auto-repayment to never miss a bill and manual repayment with clear breakdown for users who like to have full control

Auto-repayment management to easily change the saved repayment card

Breakdown view of all unpaid transactions involved in a bill for verification before making a repayment

Activating postpaid

Account page with the Postpaid activation entry point
Postpaid onboarding sheet explaining the spending limit and fees
Final step of the Postpaid activation flow

Transparent onboarding

From user research, I identified the key information users weigh before activating Postpaid: the limit, interest and fees.

There was a lot of back and forth on word choice: the copy had to be clear to users and comply with local regulations.

Postpaid onboarding screen showing the credit limit, interest and fees upfront
Postpaid onboarding screen showing the credit limit, interest and fees upfront

Managing postpaid

Postpaid management screen in the account area
Account page with the permanent Postpaid entry point
Postpaid overview showing the available limit, usage and due amount
Bill details screen with the due amount and its unpaid transactions

Showing contextual amounts across journeys

Available amount on the checkout payment method page, so users know they have enough for the order

Due amount on the account page, so users can track usage ahead of repayment

Checkout payment method showing the available Postpaid amount, next to the account page showing the due amount
Checkout payment method showing the available Postpaid amount, next to the account page showing the due amount

Bill repayment

Bill screen with the due amount and a breakdown of unpaid transactions
Pay bill sheet confirming the repayment amount and card
Repayment successful confirmation

The most important part of repayment is:
What happens if the repayment fails?

Multiple touchpoints to communicate overdue bills

Additional communication outside the app to reach users

Overdue bill reminders across in-app screens and outside-app messages

+3.3%

uplift in platform GMV

+4%

uplift in order frequency

+ ~1M

incremental GMV

Beyond in-app experience

Instead of relying solely on in-app communication, I proposed a full CRM strategy spanning email to WhatsApp.

Users don’t order food delivery every day, and 60% of our APAC users don’t have push notifications enabled, so important Postpaid messages would be missed. I benchmarked and reached out to other Delivery Hero entities to understand which communication strategy would work for our users.

As a result, I got CRM into the MVP launch scope and recommended more touchpoints to improve activation and education communication in subsequent phases.

What's next after MVP?

In my design discovery, I started with the end-state experience in mind and went through rounds of discussions with stakeholders to define the MVP scope.

After the MVP scope was defined, I grouped improvement ideas into two buckets: lowering default rate and driving postpaid adoption. Depending on experiment results, the team can decide which metric to focus on.

I drove several alignment sessions and presentations to share the roadmap planning with product leadership. This sped up quarterly planning for the fintech team because we had prepared ahead.

Looking back

Close collaboration with legal stakeholders is critical.

A market-specific wording concern still came back close to launch, and I had to iterate fast without slipping the date. That’s the part I’d underline most: bringing in the right people early reduces the size of the problems that show up later; it doesn’t remove them, so being able to move quickly when something does come up mattered just as much as the upfront planning. We had many rounds of design reviews with the team to make sure the ins and outs were aligned. Because this was a new product, I also had to decide carefully what was essential for the first launch, managing scope and deliverables.

More case studies

View all

View all

Improve payment experience

CAROUSELL | PAYMENTS

Increased ~10% overall initialised transactions

View Project

View Project

Carousell PayNow payment flow: payment methods, QR code and bank app guide
Carousell PayNow payment flow: payment methods, QR code and bank app guide

View all

View all

Looking back

Close collaboration with legal stakeholders is critical.

A market-specific wording concern still came back close to launch, and I had to iterate fast without slipping the date. That’s the part I’d underline most: bringing in the right people early reduces the size of the problems that show up later; it doesn’t remove them, so being able to move quickly when something does come up mattered just as much as the upfront planning. We had many rounds of design reviews with the team to make sure the ins and outs were aligned. Because this was a new product, I also had to decide carefully what was essential for the first launch, managing scope and deliverables.

Looking back

Close collaboration with legal stakeholders is critical.

A market-specific wording concern still came back close to launch, and I had to iterate fast without slipping the date. That’s the part I’d underline most: bringing in the right people early reduces the size of the problems that show up later; it doesn’t remove them, so being able to move quickly when something does come up mattered just as much as the upfront planning. We had many rounds of design reviews with the team to make sure the ins and outs were aligned. Because this was a new product, I also had to decide carefully what was essential for the first launch, managing scope and deliverables.