Designing Klarna’s First Subscription Service
Klarna had never offered a subscription-based service before. The challenge was to
create Klarna Plus from scratch—a premium membership that offers exclusive benefits
while seamlessly integrating into Klarna’s ecosystem.
The Goal Design an intuitive, transparent, and engaging subscription experience that drives
adoption and retention.
Klarna Plus sign-up flow
Business & Product Goals
Business Goals
- Introduce a new revenue stream for Klarna
- Increase engagement and transactions within the Klarna app
- Offer unique perks that justify a paid subscription
Product Goals
- Ensure seamless integration within Klarna’s existing ecosystem
- Provide users with a clear, frictionless way to access their benefits
- Maintain a high standard of user experience while balancing business needs
User-Centric Approach: Made cancelation simple but added a smooth rejoin flow
Klarna Plus in the One-Time Card (OTC) Flow
Klarna’s One-Time Card (OTC) is a key entry point for users making purchases through the app.
Since OTC drives high traffic, it was crucial to strategically introduce Klarna Plus at the
right moment without disrupting the checkout experience.
Challenge How do we integrate Klarna Plus into the OTC flow in a way that feels natural, clear, and compelling?
Solution We tested two different flows to determine the best moment for the Klarna Plus upsell. User testing revealed that placing the Klarna Plus sign-up before the final OTC payment improved clarity and conversion.
Impact By refining the OTC flow, we ensured that users understood when and how they were subscribing, reducing confusion and increasing adoption.
Result The optimized flow provided a smoother user experience and validated our design decisions through real-world testing.
Impact & Adoption
