USWITCH
2 week sprint: Tailoring the credit card ‘Eligibility Checker’ journey
PLATFORM
Web
TEAM
2 Full Stack Developers, Content designer Data Scientist, Compliance lead and Product Lead
TOOLS
Figma, Whiteboard, Pen and Paper
KEY SKILLS
Workshop facilitation, Cross-functional collaboration, User testing, Prototyping
TIMEFRAME
2 weeks
ROLE
Product Design Lead
Impact
💳
6% increase in successful applications
✅
Increase in revenue per user
🧑🤝🧑
Established a new way of working
🧠
Embedded design thinking in our process
Introduction
Problem
Over 1,000 users a month were applying for credit cards with a 0-10% eligibility rating. We were paying to acquire a large number of users that we were unlikely to convert.
Context
Eligibility checker was recently launched and receiving a lot of traffic but the user journey was the same for every user.
Goals
Business goal
Reduce the amount of users applying for low eligibility credit cards.
User goal
Direct users with lower credit scores to products that they were more likely to be eligible for.
Process
01 Discover
It had come to light in our weekly meeting that over 1,000 users a month were applying for credit cards that they were very unlikely to be approved for (0-10% eligibility rating). Our business model relied on users being accepted for cards in order to generate revenue. We decided as a team that this was a problem we wanted to solve.
INSIGHT
User’s unaware that applying for and being rejected could negatively impact their credit score.
02 Define
Organised 2 week sprint to reduce amount of users applying for cards at low eligibility and showing results that users were more likely to be accepted for.
3 USER GROUPS BASED ON ELIGIBILITY:
Stop and Learn
(0-10%)
Pause and consider
(11 - 40%)
Continue and choose
(41% -100%)
03 Ideate
Rapidly prototype to test with users to garner feedback and highlight development areas.
HOW MIGHT WE?
Colour code the button or graphic to match eligibility?
Show results to users that only had 15% of less eligible cards?
What content could we create to support users?
How might we introduce the results to users with a summary?
04 Prototype and test
We kept the design changes as small as we could to deliver the impact and therefore decided to code a protoype that we could push live to test in the lab.
05 Develop
We prioritised small changes that could be implemented in code in a 2 day window to maximise the time we had with users.
⬆️
Results organised by highest eligibility first
🛑
Stop and pause message to guide users and educate
📋
‘Results intro message’ to summarise the user results
📊
Colour coded % bar above CTA to bring clarity before applying
06 Validate
Pushed live to 5% of our audience and monitored the funnel.
07 Launch
Iterate and build in TestFlight and test internally.
Release onto App Store.
STOP AND LEARN
No results shown under 11% eligibility
Show message to explain why there are no results
Link to content about how to improve credit score
PAUSE AND CONSIDER
Show results from 11% and higher
Show message to explain that it might be worth taking a step back
Orange eligibility bar to highlight lower eligibilty
CONTINUE AND CHOOSE
Show results from 11% and higher
Show message to explain that it might be worth taking a step back
Orange eligibility bar to highlight lower eligibilty