UX/UI & Other Fun Projects
Discover® it
Pre-Approved Credit Card Application
The Discover® it pre-approved application is a 3 step process with several points of friction and each step is perceived as stand alone. From usability testing and prospects feedbacks, prospects were not clear about the overall process and the differences between the pre-approved and the standard application. Because of these factors there was a high drop off rate at each of those 3 steps.
The Challenge
To reduce customer friction and reduce drop off the goal was to:
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Create a more seamless and cohesive experience to match the standard 1 page application.
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Bring more clarity around the overall
pre-approved process. -
Reduce the number of fields that display on page load to reduce cognitive load for user and reduce drop off on the soft pull submission.
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.
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.
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.
Quantitative Testing
This experience was tested quantitively against the control for 4 weeks.
The Results
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A new account booking rate of +6.0% over the control
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A projected +$30k new accounts
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Company savings of $11M in acquiring new accounts for 2021
Adaptive App
Application Experience
The Discover Card application team wanted to offer a smoother experience for prospects with their consent by automatically filling the application forms with the applicants information. Currently 75% of applicants use mobile to apply for a Discover Card. Discover partnered with Equifax to use InstaTouch to create an easier user mobile application experience. When the applicant goes to apply to the credit card application page they are initially asked to only provide their name, last four digits of their social security number and their mobile number. InstaTouch searches for the the applicants information through Equifax and mobile phone provider data bases. If the applicants information is found most of the required fields for the application are pre-filled reducing the amount of time and effort to complete the application.
My Role and Process
Lead UX Designer
My part in this project was to design the applicant journey from the initial landing page to the completed application. Because this technology was already developed by Equifax my role was to map out the user flow for both "happy" and "unhappy" user paths , wire frame, and layout each page.
Quantitative Testing
This experience was tested quantitively for the main flagship card against the control for 3 weeks.
The Results
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A new application rate of +1.6% over the control
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A new account booking rate of +3.0% over the control
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A projected +$19k annual company savings
Chicago Tenri Judo Dojo
Branding & Website Redesign
The Challenge
To increase the number of members, create a single space to register and purchase a membership.
My Role and Process
Lead UX/Web Designer
I was the sole designer and strategist. I began analyzing what content should be kept for the new site and what content was not necessary. I then created personas of users coming to the site looking to join, current members and users wanting know more about judo. Once I had an idea of who my user was I began sketching and creating wireframes. Next came a high fidelity layout. Without the budget for a developer I utilized Wix due to its ease of use and e-commerce platform.
Through out the website I used black & white photography with accents of red to add unique interest and give focus to the to fundamental elements to the dojo. The most prominent element being the mat which is considered a sacred foundation to which the sport of judo is practiced. Other elements highlighted in the photography are the dojo patch and the red and white belts worn by the most senior instructors.
Qualitative Testing
Because of the relatively small population and using Wix as the platform I tested the usability with a full launch and selected current dojo members to register online and attempt to purchase a membership. The results varied; some users were unsure of where to go to perform these actions. Once I collected the feed back I made adjustments to the wording of the link with in the navigation and added a button directing the user to the page.
The result has been a 30% increase in membership sales and 43% increase in merchandise among new
and current members.
Chicago Tenri Judo Dojo prides itself on teaching the traditional principles of judo as taught by the Kodokan, the birthplace of judo. The dojo was in strong need of a new design system to keep their brand consistent through online presence and traditional stationary materials. My goal in this project was to not only come up with a fresh look but to also create an online space where users could get information on the dojo, sign up for a membership and purchase dojo branded merchandise.
Discover® it
Terms & Conditions Carousel
The Discover applications team was looking a way to display a series of legally required information that the user must "Agree to" before submitting an online credit card application. Each time more disclosure was added it required the user to continuously scroll down the page and check each section before submitting. This resulted in an increased application drop-off rate. The challenge was to design a way to display the required legal disclosure without increasing scrolling.
The Challenge
The find a solution that combines the legally mandated disclosure in a format that doesn't add to the amount of scrolling by the user primarily in mobile.
The Team
The team consisted of product owners, developers, copywriters and analysts to develop a more seamless experience through wire framing, working along side our legal department and utilizing quantitative A/B user testing. We began by meeting with the legal team to obtain, edit and simplify the required disclosures to reduce the amount of space on the page. This allowed for simplified yet legally approved disclosure to be used in this project.
My Role and Process
Lead UX Designer
My role in this project was to concept & design a different way to house these terms & conditions on the application page in a more digestible way for the user without adding to the amount of scrolling. I began by researching how our competitors and other financial companies treat their terms and conditions. What I came up with was carousel that included a tracker and a check box for the user to "Agree" to these terms and conditions.
The Result:
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1.9% new account book rate
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Projected $+44k new accounts for 2021
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Company savings of $16M in acquiring new accounts for 2021
