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Published on 05/02/2025
French Tech Bordeaux 2024 | The importance of UX according to Floa
French Tech Day Bordeaux 2024, a flagship event in the Bordeaux startup ecosystem, welcomed Caroline Rosset, Head of Acquisition, UX and Digital Projects at Floa, on November 21. The opportunity to promote our expertise as one of the French leaders in split payment (BNPL(2)), with growth of 37%(3) in 2023 and more than 4(3) million customers.
A Fintech company of the BNP Paribas group present in 7 European countries, Floa has established itself through its operational excellence and its mastery of the user experience. This presentation at French Tech was an opportunity to share our vision and our best practices in terms of UX(1), an essential pillar of our success with our 15,000(3) partners.
UX, the pillar of digital performance
UX (User eXperience) has become a major element for performance in the context of a digitalized customer relationship. At Floa, we define it as the quality of the experience lived by the user in any interaction situation. This human-centered approach is based on two essential pillars: the usability of the product and the emotional impact felt.
At the heart of our design thinking method(4), UX(1) supports the entire project life cycle - from design to production. This problem-solving approach relies on innovative tools, with AI(5) as an optimization lever, to continually improve the conversion and adherence of our users.
Our expertise in UX(1), recognized in particular by the Content Square UX Awards and the Google Finance UX Benchmark trophies, demonstrates the importance of a user-centered approach in the success of digital projects. This methodology, enriched by behavioral analysis and user testing, guarantees a smooth and intuitive experience at every stage of the customer journey. We use this expertise to integrate it into the customer journeys of our merchant partners, both online and in stores.
A proven methodology in 3 axes
To improve the conversion and adhesion of our customers, we have developed a UX approach(1) which is structured around a three-axis methodology, the result of our expertise in design thinking(4).
- Active listening : at the heart of this approach, our user-centric positioning is embodied by in-depth tests and the systematic collection of feedback, both quantitative and qualitative. Concretely, we submit our courses to testers to ensure that they meet their expectations and generate conversion.
- Intelligent decryption : the analytical axis of our method is based on cutting-edge tools, such as Content Square, which allows us to go beyond simple navigation data. We study user behavior in depth using heat maps(6) and behavioral analysis, identifying optimizations to be made so that the customer has a smooth experience and that it leads to conversion.
- Continuous improvement : our iterative process is based in particular on the AB Tasty platform, with around 30 tests in parallel on our sites. This method of collective intelligence allows us to continuously experiment with new versions, even if more than 50% of the tests do not give the expected results. Each failure enriches our understanding and refines our approach.
The stages of design thinking(4) are thus constantly fueled by a virtuous cycle: customer knowledge, definition of hypotheses, experimentation and measurement of impacts. This continuous improvement loop guarantees the regular evolution of our interfaces towards an ever more efficient user experience.
From Outsourcing to Insourcing | Key Steps
The evolution of our UX Factory perfectly illustrates the transformation from an initially outsourced approach to fully internalized expertise.
- The first founding step marked a turning point with the integration of a graphic designer, who quickly gained skills as a UX(1) designer. We also changed our CMS tool and development partner during this period, allowing for agile bi-monthly production releases.
- The second phase focused on the acquisition of specialized tools with the AB Tasty and ContentSquare licenses, complemented by the strategic outsourcing of user testing in pre-production. This step has reinforced the quality and stability of our interfaces.
- The consolidation phase resulted in a robust internal team (composed of UX Designers, Lead CRO and Product Owners). The widespread use of Figma software and the implementation of a structured Design System have optimized our processes. This organization of the mature UX factory now allows us to control the entire value chain, from A/B tests to conversion analyses.
Key factors for success
The success of our user-centric approach is based on four essential pillars. Convinced of the importance of conversion rate optimization, the unwavering support of our management gives our teams the autonomy needed to innovate.
Our “ROIste” culture aligns perfectly with an iterative testing approach, where each experiment enriches our understanding of user needs. Our fluid organization allows UX designers and CRO(9) leads to be deployed at the heart of business units while remaining attached to the UX Factory.
Finally, our culture of innovation is based on a real right to make mistakes, supported by cutting-edge tools such as ContentSquare and AB Tasty. Regular “Conversion Days” and CRO committees ensure continuous acculturation of the entire organization.
At Floa, UX(1) is not just a priority - it is a real lever for growth that directly benefits all of our e-commerce partners and points of sale. Our expertise, rewarded by multiple distinctions (Voted Customer Service of the Year 2024), demonstrates that a structured UX approach is now essential for success in digital. We put this expertise at your service to transform your users' experience into a sustainable competitive advantage.
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