DESIGN COLLABORATION: AGILE & CROSS-FUNCTIONAL
Tailoring the credit card ‘Eligibility Checker’ journey in 2 weeks
TOOLS
Figma, Whiteboard, Pen and Paper
KEY SKILLS
Workshop facilitation, Cross-functional collaboration, User testing, Prototyping
TEAM
2 Full Stack Developers, Content designer Data Scientist, Compliance lead and Product Lead
ROLE
Product Design Lead
Impact
+23% Conversion rate
-22% Bounce rate on results page
Established a new ‘cross-functional’ way of working
Embedded design thinking into our process
Problem
Problem Statement
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.
Why was this important?
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
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.
OLD DESIGN
Over 1,000 users each month were applying for a credit card with a 0-10% eligibility rating.
Google analytics: Funnel analytics
We had a kick-off session around the issue that had been raised. I suggested we used a Sprint approach to work as a team cross-functionally around a problem and the team agreed We decided to work on this over 2 weeks as the team had other commitments during the week:
SPRINT APPROACH & QUICK CUSTOMER INTERCEPTS
USER INTERCEPT FINDING
Most user’s we spoke to were unaware that being rejected would likely negatively impact their credit score.
THE PLAN
MONDAY AND TUESDAY
🎯 Make a map and choose a target
WEDNESDAY AND THURSDAY
✏️ Sketch competing solutions
FRIDAY AND MONDAY
👇🏼 Decide on the best
TUESDAY AND WEDNESDAY
🔨 Build a realistic prototype
THURSDAY AND FRIDAY
🧪 Test with target customers
Define
The eligibility checker flow had 3 main steps. The credit card results that were shown based on the eligibilty of that user. Therefore we decided to segment the users based on those results that were linked to the credit history.
CHOOSING A TARGET: SEGMENTING THE USER GROUP
3 USER GROUPS BASED ON ELIGIBILITY:
Stop and Learn
(0-10%) <- THE TARGET
Pause and consider
(11 - 40%)
Continue and choose
(41% -100%)
Ideate
We agreed as a team that the messaging would be key to the success of the test at the end of the sprint. Therefore I collaborated heavily with content designers and compliance to develop designs and messaging. Sketched out ideas as a team, decided on a route that would a summary message at the top and develop a visualise to represent the eligibilty rating.
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?
DEVELOPING DESIGNS AND MESSAGING
Prototype & Test
We kept the design changes as small as we could to deliver the impact and therefore decided to code a prototype that we could push live to test in the lab.
Making the most of our onsite user lab!
USER TESTING FINDINGS
INSIGHT 1
Some user’s were unsure why they were even seeing results that they had a very low chance of being accepted for.
INSIGHT 2
CONFIRMED: Most user’s were unaware that being rejected would likely negatively impact their credit score.
INSIGHT 3
Some user’s wanted more support from uSwitch as a brand and advice.
Develop
Based on user feedback we changed XYZ - colour was needed to strengthen the visual of the eligibility bar chart.
⬆️
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
3 DESIGN OPTIONS FOR 3 USER GROUPS
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 40% to 11% eligibility
Show message under first result to explain that it might be worth taking a step back
Orange eligibility bar to highlight lower eligibilty
CONTINUE AND CHOOSE
Show results from 100% down to 11%
Show updated legibility bar with coloured bar
No content shown to these users
Validate
Pushed live to 5% of our audience and monitored the funnel and traffic. The results were encouraging so we pushed live to 100% of our user base on the following Monday morning.
Launch
Rolled out to 100% of our users on the Monday morning and then again monitored traffic. The numbers were better than we thought and positively impacted both users and our approval rate.
FINAL DESIGNS
Impact
✅
+23% Conversion rate
🏓
-22% Bounce rate on results page
🧑🤝🧑
Established a new ‘cross-functional’ way of working
🧠
Embedded design thinking into our process
COLLABORATION
“This was the best project I was part of at uSwitch. We were able to own a specific problem in the customer journey. The whole team rallied together to create a solution quickly and could continue to iterate on it in a true agile fashion. “
Lead Developer, uSwitch
Other projects
-
![Four smartphone screens displaying the Everyman app features: Discover movies, Book tickets for Fantastic Beasts, Watch screen with Everyman welcome message, and Listen to soundtracks like Bohemian Rhapsody.]()
Crafting a seamless booking experience for a boutique cinema
DESIGN QUALITY: CRAFT & EXECUTION
-
![]()
Building an automated tool to plan store promotions using predictive AI
DESIGN LEADERSHIP: PROCESS & INFLUENCE
-
![Logo reading 'LOOP Cycle Club' with an infinity symbol integrated into the word 'LOOP' against a black background.]()
Designing and building an app to connect cyclists
DESIGN INNOVATION: BUILDING 0-1
