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How To Come Up With Something New When Everything Has Already Been Thought Up

“In a world full of ’buy now, pay later’ clones, how do you make yours stand out?”

We are sitting down with Tatiana Andronova, Lead Product Designer at Yandex, to explore the innovative journey behind developing unique Buy Now, Pay Later (BNPL) solutions in a saturated market. Having spent more than five years at Yandex and with a rich background in fintech design, Tatiana shares her experiences and insights gained while creating standout products amidst fierce competition.

What Inspired Yandex to Enter the BNPL Space?

Entering the BNPL market was a strategic decision driven by user feedback and market analysis. We noticed that while there were numerous BNPL solutions available, many felt indistinguishable to users. Phrases like “zero down” were overused, leading to skepticism about hidden fees and terms. This realization pushed us to rethink our approach. We sought to add value with a BNPL service that solved actual pain points for users, not just added to the noise of an already competitive space.

How Did You Find Inspiration in a Crowded Field?

In such a crowded market, finding inspiration requires a deep dive into both competitor offerings and user experiences. Our team started by using rival BNPL apps a lot to understand what worked and what didn’t. We have identified other points of friction, such as unclear due dates or complicated sign-up processes. We did user surveys-the strong desire was to have longer payment duration. Instead of chasing after every shiny feature, we took treatment for those pain areas. That being said, building user-centricity paid off, ultimately helping us easily adjust schedules of payment-which indeed gave quite a distinction in our product offering from any competition.

What Were the First Steps in Developing Your BNPL Solution from Scratch?

First, we had to identify the particular shortcomings of the existing BNPL services. Most of the solutions were not user-friendly, especially for larger purchases like furniture. The user usually got lost in a bunch of partial payment timelines, which made the user confused and frustrated. So, our first design solved this by introducing a clear payoff schedule, making it easier for users to understand their payment plans with just one glance.

The core idea was developed through collaborative brainstorming sessions. We were thinking of developing a minimal viable interface that could be prototyped and tested in a very short time. With the help of rapid prototyping tools, we visualized a “split in two clicks” concept that let users split their payments easily. Small-scale pilot launches followed, where we validated our assumptions, gathered user data, and iterated based on feedback. To us, seeing 40% user engagement through our pilot program was a clear enough signal that we were on the right track; therefore, we added more repayment options as a way to further enhance user satisfaction.

How Did You Add a Credit Layer to Your BNPL Offering?

Adding a credit layer was a natural evolution to cater to a broader range of user needs. We wanted to extend our BNPL service beyond simple splits by offering interest-based installments. The idea of an intuitive interest slider, which would let the user see in real time what their monthly cost would be, came out during brainstorming sessions. This feature provided transparency and flexibility, enabling users to make informed choices about how they wanted to pay.

One of the biggest technical challenges was integrating a real-time scoring system without overwhelming users with disclaimers. We overcame this by partnering with a third-party data provider to run credit checks in less than 60 seconds, ensuring minimal friction in the user experience. Despite the complexity of the backend processes, we maintained a straightforward front-end design. For instance, even though more APIs were involved, the user interface showed one straight progress bar, keeping the experience smooth and user-friendly.

How Did You Overcome Creative Roadblocks During Development?

This balance between simplicity and sophistication was one of the biggest challenges. We wanted to expose advanced features but not clutter the user interface. To do so, we used intuitive icons for complex functionalities and step-by-step tooltips. For higher-value loans, we decided not to fill the main screen with legal text and disclaimers but to introduce a “details” button. This would keep the primary interface clean and user-friendly while still allowing those who needed it to access the information.

Embracing continuous evolution was also the key to overcoming creative roadblocks. We implemented an “innovation day” once a month, where developers could pitch new BNPL features to the design team. This open forum allowed creativity to thrive and for us to integrate those ideas that proved viable into the final product. Each iteration was seen as an opportunity to learn and always refine and improve based on user feedback and emerging trends.

How Did Your Team Maintain Innovative Momentum?

Innovative momentum can be sustained if one expands on the use cases of BNPL beyond what it conventionally does. What was perceived initially as suitable only for small items, we transformed into a product funding everything from gadgets to travel expenses. Take for example our integration with a travel platform. It lets users spread out the cost of vacations with ease, demonstrating the versatility within our BNPL service.

The collaborative culture sparked new ideas. Daily stand-ups, hackathons, and open lines of communication encouraged ad hoc innovations. One such casual conversation improved a “no initial payment” pilot that tested very well with users. It was that kind of unplanned innovation which kept our momentum going knowing we were continually iterating to meet user needs.

What Are the Key Lessons Learned from Developing a Unique BNPL Solution?

Among the most important lessons learned was that of real-time adjustments. For example, when we started to notice that the number of support calls regarding unclear repayment schedules was increasing, overnight we added a progress tracker in the interface. This agility not only brought clarity but reduced user confusion drastically.

Another powerful reality that was learned is cross-functional trust. Building cross-functional trust allowed designers, developers, and writers to work more comfortably with each other. Rather than debating user flow changes over long emails, we began to do weekly demos that would very quickly validate the design ideas based on development feasibility and marketing appeal. Such an approach fostered mutual respect and reliance upon one another so that we could leverage each other’s expertise to produce more cohesive and user-friendly products.

What Innovations Do You Foresee in the BNPL Space?

In the future, BNPL will be about solving evolving user needs and constantly improving the user experience. We are considering gamification features, rewarding users, and making the process of paying up a lot more delightful. We will also consider more personalized options for repayment, depending on user behavior and preferences, by using machine learning to extend customized solutions.

My concept of true innovation emerges from deep knowledge about real user needs, combined with ongoing evolution, while market saturation, which always leaves space for something new, is present, and curiosity and openness toward changes are vivid. Each key pivot of our BNPL offerings was done because users have asked us for it-a sure sign that no market is ever “all figured out.” In asking ourselves how we might refine, simplify, or expand our services, we keep providing value and differentiate ourselves in an increasingly competitive landscape.

What Advice Would You Give to Other Product Designers Looking to Innovate in a Crowded Market?

Be user-centric and never stop iterating. Focus on genuine pain points, rather than getting distracted by flashy features that don’t add real value. Let different teams share their insights and work collaboratively toward a common goal. Be open to continuous feedback and willing to make real-time adjustments based on user needs. Most importantly, stay curious-open to new ideas. Innovation is not a milestone to be reached; it’s a journey.

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