KlarnaShoppable video: MVP to multi-market launch
Fintech · Consumer mobile
Led Klarna's shoppable video from zero. Killed the industry-default redirect-to-product-page pattern after 100+ research studies showed drop-off correlated with navigation hops, not lost intent. Built embedded CTAs directly into the video layer, launched in the US, then expanded to four European markets.
Context
Klarna had 150M+ shoppers in the app. Users watched video content, felt purchase intent, then walked away. Multiple screens between video and checkout, no direct connection between what they watched and what they could buy. CTR was 2.8%. Shoppable video hadn't been built in the Klarna app before.
Challenge
High intent, high abandonment. The industry default was redirect-to-product-page. Every competitor did it. Stakeholders expected it. The question was whether it was actually the right pattern or just the familiar one.
My role
Lead product designer on Shoppable Video. I owned the interaction model, CTA design, the component system serving five markets, and the research-to-decision pipeline across 100+ studies.
What I changed
- Ran 100+ research studies throughout the engagement: A/B tests, user interviews, session analysis, heatmaps. The non-obvious finding: users weren't losing intent. Every navigation hop between video and checkout broke emotional context. Drop-off correlated directly with navigation events.
- Killed the redirect-to-product-page. Built embedded CTAs into the video layer — add to cart without leaving the video surface. Getting stakeholder alignment meant showing the drop-off correlation data directly and making the alternative testable before asking anyone to commit.
- Built a component system for US, UK, Sweden, Spain, and Germany from one set of components. No bespoke builds per market. Launched with Haus Labs (Lady Gaga's brand) as the first major partner.
Outcome
CTR: 2.8% to 6.5%. Checkout conversion: 12% to 21%. User retention: 24% to 39%. US launch enabled expansion into four European markets.