AFTERPAY | SINGLE-USE PAYMENTS
UNLOCK THE BRANDS YOU LOVE
One of Afterpay’s most profitable products is “single-use payments,” a one-time virtual card that allows customers to pay over time at certain brands like Target and Amazon. It’s not appealing as far as names go, and frankly customers were confused by how it actually worked.
I developed a new messaging framework, moving our positioning to highlight the product’s true benefit, i.e. the unique access Afterpay provides to these brands
Before
The original messaging framework spoke to the breadth of items customers could purchase, but our users care most about the brands they can Afterpay.
After
The updated messaging framework highlights the brands customers want to shop and positions Afterpay as the way in.
LAUNCHING SINGLE-USE PAYMENTS IN THE UK
I brought my messaging framework to life for Clearpay, our UK counterpart, leading overall copy direction and working with our partners across the pond to ensure a smooth launch. We saw an immediate 18% product adoption rate, surpassing our 10% target.
