Overview

Capital One’s retail credit programs include co-branded and private-label store credit cards, spanning more than 20 partners, including major retailers such as Walmart, Williams Sonoma, BJ’s Wholesale, and Saks Fifth Avenue.

I collaborated with the UX lead to redesign the credit card outcome experiences and was the solo designer on the BJ's Wholesale application flows.

Challenge

Over a million customers apply for Capital One retail credit cards across 6 application channels. Research indicated that they experience confusing, inconsistent experiences making them abandon the credit card application. Customers also complained of a lack of clarity on credit outcome messages erode trust in the brand due to unmet expectations.

Key issues:

• Improve credit application rates from under 30% to over 60%.

• Provide a consistent template and structure that can be adopted across all retail partner cards.

• Transparency regarding credit card outcomes while encouraging card use.

AI representation of a retail credit card persona

"The credit outcome screens are the key last steps in an application that can make or break our relationship with customers"

-Agnes Tietz (Product Manager)

Key activities

1. Audit

An audit of all outcome screens across retail partners was conducted to compare layouts and messaging. The goal was to identify inconsistencies, highlight discrepancies, and uncover opportunities for improvement.

Credit outcomes screen audit and page anatomy

2. Workflow analysis

Meetings with the product team helped identify all possible application outcomes and channels and define requirements for each.

Mapping outcomes and channels

3. Wireframes

Wireframes and content variations were developed for each application outcome and channel, then reviewed with Product Managers to gather feedback and drive iterative improvements to layout and messaging.

Wireframe explorations by credit application outcome

4. High-fidelity designs

Wireframes were refined into high-fidelity designs through feedback and iteration with Product. Once approved, the designs were handed off to the Content team for final copy development.

High-fidelity screens outling outcomes and channels

5. Prototype

A white-label experience was developed for an unmoderated usability test, with all Capital One branding removed to ensure impartial user feedback.

Desktop high-fidelity screen for testing

6. Usability testing

36 participants viewed 2 outcome screens. Insights below:

• 90% of participants comprehended happy path decision outcomes.

• All respondents understood text-to-apply scenarios so that barcodes could be used at checkout.

• The benefits section was the most comprehensible section by users.

• Account terms and conditions were the least comprehensive because they were verbose and technical.

• Unhappy paths caused some annoyance due to unclear timelines and methods of communication.

• Due to low comprehension scores, online setup and Government ID verification content needed to be updated.

Usability test insights presentation

7. Application flows

I designed end-to-end workflows for retail credit card applications including Bass Pro CLUB Card, BJ’s One Card, Saks Fifth Avenue Store Card, and Menards BIG card using reusable components. Developed multiple benefit variants and tested them with customers to identify which had the greatest influence and impact.

Bass Pro Club Card application flows

9. Landing pages

Crafted landing pages for retail credit card applications which would act as the introduction to retail credit cards and with CTAs to begin the application flows.

BJ's Wholesale credit cards landing page

Impact

• Significant time and cost savings by adopting a single, modular application template.

• Consistent, brand-aligned templates that support over 20 retail partners.

• 90% comprehension rates and 65% application completion rates.