1. 01

   Removed the reassurance card that competed with the action

   Less cognitive load — the card said "missed payments happen" which normalised avoidance

2. 02

   Added a caution cue

   Saliency and urgency — naming the late-fee cost reframes the choice as a loss to avoid

3. 03

   Collapsed two competing buttons into one clear action

   Fewer choices, faster resolution — choice overload suppressed action

Collections on missed payments were leaving money on the table. Standard dunning sequences — letters, robocalls, escalating fees — were generating regulatory risk without recovering debt.

Most missed payments aren't inability to pay — people forget, or the friction of calling in is too high. The emotional valence of 'collections' activates avoidance. Remove the threat, lower the effort, and most customers self-cure.

Secondary research, a behavioral & UX evaluation, and a three-variant click test (threat-based, neutral, friendly) on a panel of 400 users. The friendly variant was then A/B tested in production over 6 weeks.