In e-commerce, every percentage point in conversion matters, but payment methods often decide whether users complete their purchase or drop off.
Cash on Delivery (CoD) had been the default choice for many customers, but it came with mounting challenges — delayed funds, handling costs, and high Return to Origin (RTO) rates. For smaller businesses relying on third-party logistics, these inefficiencies hurt even more.
As the UX Lead Designer, I set out to reimagine the prepaid order flow. The objective was to shift customer behavior away from CoD and toward prepaid options, without adding friction to the checkout process. It wasn’t about just throwing more discounts at users but about deeply understanding how they perceive value.
This journey from 10% to 54% prepaid adoption became a design-led experiment in behavior change, blending psychology, user flows, and visual communication into one powerful solution.
From Traditional Incentives to Smarter Design
Before redesigning the flow, the platform relied heavily on standard incentives like online payment discounts, free shipping, coupons, and freebies. While these worked in isolation, their scattered presentation failed to create a compelling reason to choose prepaid. Users saw the offers but didn’t connect them to the bigger picture of savings and convenience.
The insight was simple yet powerful: people don’t always respond to isolated offers, but they are strongly influenced when they can see the collective value in one glance. This shifted our focus from “more offers” to “better presentation of offers.”
By reframing the way incentives were shown, we could elevate prepaid options from a background choice to the most attractive path forward.
