The Team 

The team consisted of  product owners, developers and analysts to develop a more seamless experience through wire framing, prototyping and utilizing both qualitative and quantitative A/B user testing. We began by looking at data provided by our analysts which showed a fair about of applicants not submitting the applications. We then utilized Click Tale to see where users seemed to be dropping off through the use of heat mapping. 

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My Role and Process

Lead UX Designer

My part in this project was to strategize and design the entire applicant journey from the "soft pull" form (the form used to see pre-approved offers without affecting the applicant's credit score) to the final application submission.

 

I began by looking at successful tests done prior on the main application experience, applying them, and wire framing the experience utilizing some of those elements. One of these elements included showing less form fields upon page load making the initial sight of the application less daunting and require less scrolling. Because these fields are still required by underwriting we chose the basic information for page load with the other additional information nested within. Other elements and changes to the experience included combining the main application sections after the "Soft Pull" and Offer Pages into one page eliminating additional load times and the total number of application pages. To reduce the amount of scrolling on both mobile and desktop I also placed the required disclosures in the Terms and Conditions section into a scrollable box and a horizontal carousel. Though this is a multi-variant test I was restricted in how far I could deviate from the control.

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Utilizing Marvel, I created prototypes for both desktop and mobile which were used to sell to leadership and conduct a qualitative analysis to test the flow of the experience. This helped ensure that users were able to move through the experience with out much difficulty.  

The next phase will be a quantitative test to determine the actual numbers (i.e. application submission, book rate and company savings. Future iterations will include a tracker for the user to see where they are in the process and fully combining the entire experience into one page.