Citrus App
About
A mobile app for browsing, comparing, and purchasing electronics and gadgets.
Problem
Installment payments were unavailable on the product page, creating unnecessary friction, increasing cart abandonment, and negatively impacting conversion.
Buying on installments wasn't visible when customers needed it most
Although Citrus already offered installment payments, users could only access financing options after entering the checkout flow. Many customers wanted to compare monthly payments before making a purchase decision, but the existing experience hid this information behind several additional steps. This created unnecessary friction, increased drop-offs, and reduced conversion to installment purchases.
Make installment payments part of the product page experience
The goal was to surface financing options directly on the product page, allowing customers to understand available payment plans before starting checkout. The redesigned experience lets users instantly compare partner banks, choose a repayment period, and continue with the most suitable financing option in just a few taps.
By simplifying the flow and increasing the visibility of installment payments, the solution reduces decision-making effort while encouraging more users to complete their purchase.
Understanding how users choose financing
To validate the idea, I analyzed financing experiences across leading e-commerce platforms and identified common UX patterns. The research showed that users first want to answer one question: "How much will I pay per month?" Only after understanding the monthly payment do they begin comparing banks or repayment periods. These insights shaped the new information hierarchy and interaction flow.
Designing a faster financing journey
Multiple layouts were explored to determine the most effective placement of installment information on the product page. The solution was refined through usability testing, focusing on reducing cognitive load, improving clarity, and making financing options easier to compare and understand.
A transparent installment flow from product to checkout:
- View monthly payments directly on the product page;
- Compare financing offers from partner banks;
- Choose the repayment period that fits their budget;
- Continue seamlessly to checkout.
The experience removes unnecessary steps while making financing more accessible and easier to understand.
Measurable improvements after the redesign
The new financing experience delivered measurable improvements across key product metrics:
- +11% increase in purchase conversion;
- -16% reduction in checkout abandonment;
- 1:53 → 0:51 average time to select an installment plan.
By reducing friction and exposing financing earlier in the journey, users were able to make purchase decisions faster and with greater confidence.