Empathize

Understanding User Needs

To try and improve our credit application’s completion rate, we collected data by:

• Gathering metrics on bounce rate and time spent on page
• Collecting feedback from users via a user survey (both app abandon and post-completion)
• Watching videos of users interacting with the credit application

Define

Pinpointing the Problem

We consolidated the research and created the following business objective

• Problem statement: Users feel the application is too long and confusing. They also think it asks for personal information that isn’t relevant.
• Experience review: The fields in the application didn’t seem grouped logically. Several sections took up a lot of space visually and didn’t seem important to the application process.

Ideate

Generating Solutions

Worked with credit, marketing, product, and compliance teams to brainstorm solutions. We talked through:

• Some personal information fields may no longer be necessary to make a credit decision.
• The web account setup, paperless statements signup, and credit insurance add-ons could be moved until after the application results page.
• If we added a step at the beginning capturing just the email address, we could remarket application abandoners.

Prototype

Bringing Ideas to Life

Used Adobe XD to create wireframes and high-fidelity mockups of a multistep application.

• Broke the application into well-defined, well-labeled steps.
• Wrote section titles that clearly explained what content was being asked for.
• Designed a status bar to indicate the current position in the process.

Test

Validating & Refining

• Worked with developers on building out a fully functioning version of the application.
• Conducted A/B test against current format, which increased application completion rate, but decreased credit insurance and paperless statement enrollment rate.
• Continued iterative testing to find optimal content grouping.