Klarna One purchase flow

Klarna's One Purchase Flow is designed to cement Klarna as the go-to flexible payment provider, offering a seamless and localized checkout experience across 24 markets with 15+ payment options.

Despite Klarna’s maturity, market perception remained fragmented, with customers in different regions associating the brand with only one or two specific payment methods. This misalignment limited Klarna’s potential reach and profitability. I was tasked with redesigning the One Purchase Flow to increase product recognition, optimize payment option distribution, and drive adoption of Klarna’s more profitable offerings, such as financing.

Moving away from progressive disclosure, we introduced a stacked list that exposed all available payment options upfront, making it easier for customers to compare and select the best fit for their needs. I worked as the lead designer alongside a product manager, two engineers, a data analyst, and a QA. By refining sorting logic, enhancing Klarna’s brand identity, and increasing visibility of flexible payment methods, the final design resulted in a notable shift toward financing options, leading to an €8.9M profit increase within two months.