Shopper Ecosystem + Smart Shopping Shift

SeQura customers primarily interacted with the product transactionally rather than as part of an ongoing shopping relationship. Through ecosystem mapping, lifecycle analysis, and strategic discovery, I identified opportunity areas to evolve the shopper experience from reactive payment management toward proactive smart shopping support.

Detail of a mock-up showing charts with performance metrics for a delivery area

Context

Product area

Shopper ecosystem · Lifecycle experience · Discovery & post-purchase journeys

Role

Senior Product Designer

Service Designer

Discovery Lead

Customer Scope

BNPL shoppers across onboarding, checkout, and post-purchase experiences

Cross-functional Partners

Product
Research
Engineering
Content Design
Brand & Strategic Initiatives

Problem space and Opportunities

seQura played an important role at checkout, but the overall shopper relationship remained fragmented and largely transactional. Most customer interactions happened reactively — when managing payments, resolving issues, or checking purchase information — limiting long-term engagement and reducing visibility into the broader value seQura could provide.

At the same time, evolving shopper expectations created an opportunity to rethink the role of the experience beyond payment management. By understanding the end-to-end shopper lifecycle, we explored how seQura could support users more proactively through discovery, guidance, clarity, and ongoing financial confidence.

Strategic Direction & Impact

Strategic Goals

• Understand the full shopper lifecycle beyond checkout

• Strengthen long-term shopper engagement

• Improve clarity across onboarding, payments, and post-purchase experiences

• Explore how seQura could evolve beyond a reactive payment tool

• Align product direction with changing shopper expectations

Key Insights & Outcomes

• Shoppers viewed SeQura as a transactional payment tool rather than an ongoing relationship

• Lifecycle analysis revealed fragmented experiences after purchase

• Discovery work uncovered opportunities around guidance, onboarding, discovery, and financial confidence

• Ecosystem mapping aligned teams around shopper behaviors, touchpoints, and strategic gaps

• The project reframed the shopper experience around long-term value and lifecycle support

Leadership & Influence

To update

Facilitated workshops to align teams around shopper needs and opportunity areas

• Synthesized research and behavioral insights to support product direction and prioritization

• Helped shift conversations from isolated features toward ecosystem-level thinking

• Collaborated across product, research, engineering, content, and strategic initiatives teams

Understanding the Shopper Ecosystem

Rather than optimizing isolated product flows, we stepped back to understand how shoppers experienced seQura across the broader lifecycle. By combining qualitative research, funnel analysis, behavioral patterns, and cross-functional discovery, we identified where the experience became fragmented and where opportunities for long-term value existed.

TBD

Funnel & Behavioral Analysis

• Analyzed shopper journeys across onboarding, checkout, payment management, and post-purchase touchpoints

• Partnered with marketing, brand, and product teams to identify friction points and lifecycle drop-offs

• Identified moments where shopper engagement sharply declined after purchase completion

• Observed that most interactions were reactive and task-based rather than relationship-driven

• Mapped key breakpoints across acquisition, activation, and long-term engagement

charts
funnel screenshots
lifecycle diagrams
annotations

Qualitative Research & Insights

Shopper Research & Mental Models

TBD
TBD

Emerging patterns

Shoppers primarily associated SeQura with checkout and payment management
Many users lacked awareness of broader product value beyond transactions
Post-purchase experiences felt fragmented and disconnected
Users valued clarity, reassurance, and proactive support during financially sensitive moments

charts
funnel screenshots
lifecycle diagrams
annotations

Experience Breakpoints & Ecosystem Gaps

TABLE TBD Lifecycle StageBreakpointOpportunityPost-purchaseRelationship ended after payment setupExtend engagement beyond transactionsPayment managementReactive interactions only during issuesIntroduce proactive guidanceOnboardingLimited understanding of long-term valueClarify ecosystem benefits earlierDiscoveryFeatures and support were hard to findImprove visibility and navigation

TBD

Mental Model Shift

TBD

Opportunity Areas

Mental Model Shift

TBD

Concepts & Exploration

Mental Model Shift

TBD

Outcomes & Reflection

Mental Model Shift

TBD