Frictionless buy now, pay later at scale
Designing a trusted, one-click buy now, pay later experience for millions of shoppers
Allegro Pay is a Buy Now, Pay Later solution embedded directly into Allegro, the largest e-commerce platform in Poland. The goal was to design a fast, secure, and stress-free payment experience that allows users to defer payments or split them into installments, without paperwork, waiting times, or friction.
I worked as part of a large, cross-functional organization to design a financial product that users would trust enough to activate before making a purchase, and use daily without anxiety. The result was a scalable, high-adoption payment system that became a default choice for millions of shoppers.
A native BNPL solution inside the largest e-commerce platform in Poland
Allegro Pay enables customers to shop now and pay later using a flexible credit limit. Users can defer payment for 30 days or split purchases into installments, all managed directly inside the Allegro ecosystem. The product was designed to feel less like a loan and more like a calm, everyday payment method, fully integrated into the checkout flow, wallet, and account experience across web and mobile.
Launching a buy now, pay later product users trust instantly
Allegro needed a modern BNPL solution that could operate at massive scale while meeting strict financial, legal, and usability requirements. The core challenge was designing a product that felt safe, transparent, and effortless, removing the typical friction associated with financial services.
A key strategic objective was ambitious: onboard at least 50% of users before they even started a purchase, activating their Allegro Pay limit during the pre-sales phase. This required building trust early, clearly communicating value, and minimizing perceived risk, without overwhelming users with financial complexity.
Business objectives? Onboard 1M+ users within the first year. Make Allegro Pay the most intuitive BNPL experience on the market. Position Allegro Pay as a default payment method on Allegro. Enable repayments in seconds, reducing missed payments and friction
Designing financial products at enterprise scale
Building Allegro Pay required coordination across a large organization of designers, developers, product managers, data scientists, and business stakeholders, impacting hundreds of dependencies. Before feature work began, we designed the delivery workflow itself to enable fast iteration, testing, and safe deployment.
The team worked in an Agile model with heavy reliance on data, experimentation, and continuous iteration. The process combined deep user research, behavioral analysis, usability testing, and close collaboration with engineering and data teams to balance business goals, compliance, and user trust. Iteration was constant, informed by real usage data across web and mobile platforms.
Designing a payment product users don’t fear
Financial products often trigger anxiety. From the start, the strategy behind Allegro Pay was to avoid the feeling of “taking a loan” and instead create a sense of control and predictability. Users could define their own limits, clearly see their balance and repayments, and repay in seconds.
By observing real purchasing behavior and continuously testing the product in production, we validated that users were comfortable using Allegro Pay as their everyday payment method. Over time, it became the preferred option for many shoppers, confirming that trust, clarity, and calm UX can outperform aggressive financial incentives.
daily active Allegro Pay users
of users onboarded in the pre-sales phase
screens designed across web and mobile
major product iterations
Pre-sales onboarding: turning browsing into commitment
Convincing users to activate a payment limit before purchasing initially seemed unrealistic. Research showed, however, that Allegro users shop regularly and value convenience. Each purchase required repetitive payment steps through cards, BLIK, or external gateways.The solution focused on trust and simplicity. The onboarding flow emphasized transparency, minimal steps, and clear security signals. Each transaction was confirmed via verification code, reinforcing safety without adding friction. This balance resulted in 68% of users activating Allegro Pay before checkout, exceeding expectations.
The most effortless repayment experience: reducing friction after the purchase
Repayment flows were designed to be as simple as payment itself. Users receive clear reminders, choose their preferred repayment method, and manage everything from a single dashboard. Over 90% of users repay on time, often ahead of schedule, demonstrating that good UX can positively shape financial behavior.
