Roam Digital 25 Humm - The Bigger BNPL
Creative DirectorsBrian Rice, William Shmidt, Lucas Coelho
Design DirectorsBrian Rice, Danielle Binns
Team MembersGuilherme Politta, Lisa Judge, Adam Westwood, Soleil Hefferen
In 2019, over 228,000 New Zealanders had signed up for BNPL (“buy now, pay later”) services. One of these services was Oxipay. Although Oxipay had gained reasonable traction in the market, it was similar to many of the existing solutions offered by competitors. Our client, humm®group, decided to rebranded Oxipay as a revolutionary new BNPL solution: humm®. The mapped out an updated user journey for humm, with the aim of streamlining the previous Oxipay experience.
After working with hummgroup to launch humm in the Australian market, they partnered with us to rebuild it for the New Zealand market. We worked with them to envision a version of humm that would resonate with kiwi customers. We also helped them refine the humm brand, which had been envisioned as a bold, bright departure from the generic white-and-blue branding of standard BNPL solutions.
In collaboration with hummgroup, we completed the redesign of humm to meet all of the legal requirements to launch in New Zealand. Our product managers and designers designed and validated the new onboarding experience, we also came up with a unified style guide for humm brand and applied it to the humm mobile and web applications. Our developers worked to integrate the humm mobile app into a new set of APIs, and brought the code quality up to the current industry standards.
humm is the first BNPL solution in New Zealand to offer terms up to $10,000, setting a new standard for BNPL in the country. The experience has been designed to be as simple and streamlined as possible, in line with hummgroup’s mission to make “a richer, fuller life affordable for everyone”.
humm serves hummgroup’s 2.4 million customers across Australia and New Zealand. The app has 1.8 million monthly active users. It launched in New Zealand in September 2020, and quickly climbed app store rankings to become the #1 app nationally in the Finance category, for both iOS and Android. It attracted 26,000 new kiwi users in the first month, with 50% weekly returning users. The Android app has been downloaded by kiwi users over 50,000 times, and the iOS app has consistently maintained an App Store rating of over 4.6 out of 5 stars.