Affirm is a leading buy now, pay later platform embedded across merchant checkout flows and its consumer app. The Product Growth team is evaluating improvements to the Affirm checkout experience, where conversion, trust, and repeat usage directly affect GMV and revenue.
Affirm recently launched changes to the prequalification and checkout flow on a subset of merchant partners. Quantitative data shows a positive impact: checkout completion increased from 42% to 45% and repeat usage among approved users rose by 3 percentage points over four weeks. However, qualitative feedback from user interviews, support tickets, and app store reviews is negative. Users say the flow feels "less transparent," "more stressful," and "harder to understand," especially around APR, payment schedule, and why they were or were not approved.
The Growth lead asks you to determine how to respond. The core challenge is not just to explain the mismatch, but to decide whether Affirm should scale, modify, or roll back the experience.