Experian, a leading global information services company, was the principal client for this project, supporting BBVA Compass (a leading U.S. banking franchise) in creating an online credit card application process for the NBA/American Express Partner Card.
Design a high conversion application process that elevates the branding for a new credit card series launch.
Before engaging with the form:
Clarify the value proposition with informative and motivating content marketing. Use relevant, visually exciting, and branded UI design, with large and high-contrast calls to action for easy conversion. Set user expectations for the time it takes to complete the form and to get approval.
While engaging with the form:
Use as few pages and fields as possible and limit navigation away from the form. Prominently indicate form security. Make required fields very obvious and provide contextual help throughout the page with instant and clear error handling.
Analysis and Optimization
An analysis of current analytics, as well as competitive and industry benchmarks reviews, informed the UX approach and application optimizations. This elevated key insights such as limiting fields and navigation, providing contextual user guidance, and the tone of the copywriting.